Organic growth in a SaaS company is an entirely different ballgame compared to the SEO tactics utilized by other companies such as service providers, ecommerce merchants, or content publishers. For one, the journey of buying is significantly longer and entails more research. The keywords used cover many types of intent from problem recognition all the way to solution evaluation and comparisons with competitors. In addition to this, the content marketing strategy necessary for capturing the market at all stages of the process requires expertise that only specialized SEO agencies with no SaaS experience are capable of handling.

Partnering with a professional SaaS SEO agency is arguably the most strategic decision software firms can take once they are ready to grow organically.

Why SaaS SEO Requires Specialist Expertise

While most SEO agencies possess knowledge of the technical aspects of SEO, very few know the psychological aspects of the buyer, the content that will engage him or her, and how to structure conversion architecture for software products.

Buyers of SaaS products have a unique way of searching for products compared to buyers of physical products and service products. The buyer is very thorough and uses very technical language. The buyer does extensive research on the product even before trying it out. The buyer does not just buy the product but tries to compare it with similar products and reads reviews by current customers before even engaging in any sales pitch. This buyer journey may take weeks or months before he or she becomes ready to purchase.

The SaaS SEO agency knows all about this and will develop a strategy to reach out to the buyer at every stage and move him or her towards buying the product.

What a SaaS SEO Agency Actually Delivers

• Full-funnel keywords strategy: Organic capture of the entire customer journey for SaaS includes targeting keywords at each intent stage. Awareness content attracts prospects that realize there is an issue. Consideration content targets buyers that are comparing solutions. Decision content drives prospects that are prepared to try or buy. A dedicated agency creates strategies that span all of the three intents rather than concentrate solely on high volume keywords that seldom result in paying customers despite impressive monthly numbers of traffic they generate.

• Product-led content creation: The most successful SaaS organic content includes the product within an educational piece showing its value while creating organic visibility. Such content brings very high quality traffic as those prospects understand the category of the issue and are much more likely to sign up for a trial compared to informational content without clear product and commercial intent behind the strategy.

• Competitive and alternative page targeting: SaaS customers actively look for comparisons and alternatives when making their decisions. Content targeting competitive comparisons, alternatives to queries, and specific use case pages will target buyers in the later stages of the buying process who are ready to consider your solution rather than building brand awareness among people who are not looking to buy your product yet.

• Technical SEO for SaaS platforms: The technical SEO for software products is complicated because of issues related to the dynamic nature of the content, authentication barriers, application interface, and complex site architecture which general agencies often overlook in ways which negatively affect organic search results until a specialist audit uncovers the actual reasons why your rankings are low.

• Review platform and third party authority building: Review websites like G2 and Capterra have a strong effect on SaaS decisions and significantly affect domain authority. Comprehensive SaaS SEO agency strategy includes building authority on these third-party sites along with website and content authority.

What to Look for When Choosing a SaaS SEO Partner

Instead of looking for traffic numbers which have nothing to do with the actual results in the form of income generated through subscriptions, ask for concrete examples of how they grew traffic organically, acquired more users to sign up for free trials, and contributed to MRR via organic channels. See how their approach is regarding creating content for the bottom of the funnel, how they are targeting the competition and what technical SEO tactics they use to help software-based companies grow their online presence.

Organic Growth Is the Most Sustainable Advantage a SaaS Business Can Build

Acquisition costs increase due to the increase in competition. The sales team has certain limitations in its capacity. However, organic search visibility created by true expertise in specialty builds up constantly and provides increasingly growing profits at no or low marginal costs, which can only exacerbate SaaS margins.

If you are looking for true SEO expertise in a specialty that will build organic visibility, bring qualified trial users and make a positive contribution to the sustainable growth of your MRR, Incinque Agency is the right choice for your software company.