Create an Actionable Plan to Drive Long-Term Growth

It is difficult to keep pace with the surging demand for software-as-a-service products. Especially since more-and-more people are now embracing apps, in-browser services and other digital products as a part of their daily lives. Thus, the competition for SaaS services is only going to get bigger, as billions worth of revenue get poured in. It is here that SaaS companies need to formulate unique SEO strategies that help them reach their target customers—and this is where we step in.

We at JanBask understand that SaaS products radically differ from other retail products or service-based businesses. Perhaps this is why SaaS products depend highly on organic traffic and successful SEO tools more than other related services. In such a scenario, who better than us to help businesses realise that a good SEO strategy pivots on lots of data and efforts. In the SaaS enterprise world, SEO equals ROI, as SEO is proven to outlive traditional digital marketing channels to garner greater organic traffic in the long-run.

The increase in SaaS from $13.4 billion in 2010 to $157 billion in 2020 spells rewarding promises for players in the field. However, this also means that competition has increased in equal proportion, if not more. SaaS companies, therefore, need to work on the twin-pronged strategy of not only lowering their Customer Acquisition Cost, but also establishing themselves as the industry thought leader. This is where a deep knowledge of core SEO techniques for SaaS come into the picture. Some of those techniques incorporate the following:

• Fundamentals of technical SEO
• Keyword research based on search intent
• Content that gets established for thought leadership
• Tweaking content according to the inherent features of different marketing channels
• Revisions backed by data updates

While following the ABCs of SaaS SEO may be easy, the content might still underperform in certain aspects. However, knowing the factors that cause a downfall in SEO rankings is crucial in removing them. Some of those factors are highlighted below:

• Centering keyword research on high-volume instead of long-tail search terms Marketers stand a chance of ranking well for long tail keywords as compared to high-volume ones. Moreover, long-tail keywords help with narrowing down search intent to a more targeted approach. When marketers start focusing on long-tail keywords, they rake up their revenues while avoiding optimization for the wrong keyword-type.
• Writing for search engines alone instead of the end-user There once was a time when writing for search engines helped garner short-term results. Thus, using the appropriate keyword density and writing content upto a certain word count worked. However now, UX (user experience) has become a considerable factor in determining SEO rankings. Thus, it has now become important to optimise webpages for quick load speed while designing them for automatic adjustment to all screen sizes. In addition, delivering well-structured content that is accessible for persons with visual impairments boosts rankings as well.
• Not mapping customer behavior from the first click-through to conversion Assessing customer behavior by employing GA tags is essential to generate higher revenues. Knowing ‘who’ visits your site, ‘why’ they visit it, and ‘what’ their behavior on the site is can go a long way in defining a precise targeting strategy. Furthermore, collecting data to analyze customers’ behavior at different points of the sales funnel can help drive conversions.
• Not consulting specialists for SaaS SEO servicesSmall businesses cannot afford to let go of SaaS SEO specialists in their team. This is primarily because small businesses need steady revenue as soon as possible, and only seasoned SaaS SEO specialists can help them generate that. Otherwise, such businesses can end up over-focussing on too few SEO channels, thereby exhausting their options all too soon.

Two broad differences delineate SaaS SEO from traditional SEO: time and the nature of keywords chosen. With the former, while traditional SEO relies on inputs within a certain time frame to generate leads, SaaS SEO depends on content marketing performed over the years. Thus, traditional SEO focuses more on “selling” whereas SaaS SEO engineers relationships with its audience over the long-term. Secondly, when it comes to keyword selection, traditional SEO picks technical, niche-specific keywords whereas SaaS SEO pivots on long-tail keywords.

With so many SaaS SEO consultants available in the market, narrowing down on the right one can seem especially daunting. However, a good way to start would be to request the work portfolio from your preferred agency. This will give you a fair idea of the agency’s previous clients and the techniques they used to achieve results. Another great idea would be to check out the agency’s case studies or client reviews about the work they have done. A good SaaS SEO consultant will be more than willing to showcase client testimonials as proof of their work. One such prominent SEO agency for SaaS is JanBask Digital Design, which leaves no stone unturned to satisfy its clients.