It is a mistake that many companies overlook SEO as a core marketing channel. Not only is search the way that many potential customers interact with the web, but it is also largely considered a more trustworthy channel than social media sites such as Facebook and Twitter. That being said, SEO is not as well understood as these channels. This is because SEO, or search optimization, is comprised of a number of different components that need to be worked on together in order to achieve results. As such, it is a lot more complex than buying ads and hoping to reach particular people using another company’s network and your own dollars.
SEO, much like creating a SaaS solution, allows companies to create their own way to get themselves out there from the ground up. However, an SEO SaaS strategy does require a number of considerations. For one, a SaaS company that is serious about using SEO as a marketing channel needs to invest in an extensive keyword research strategy. This allows a company to target searchers in a way that presents their SaaS solution as a potential solution to a searcher’s problems. For example, if a SaaS company is looking for a marketing automation platform, and is dissatisfied with Hubspot, they may search for ‘Hubspot alternatives.’ Any SaaS company that specializes in marketing automation software and is serious about SEO would want to look at that keyword and other related keywords to see if there are ways that their SaaS solution could function as an alternative to Hubspot.
That being said, SEO is such a complex channel that it often requires a specialist agency or freelancer to implement. Not only do you have to find the right keywords to promote your SaaS offerings, but you also need to make changes to your website so that Google can recognize your SaaS offering as relevant to these keywords. You will also need to make technical changes to your website to make it user-friendly, such as upping your side speed and removing dead or orphaned pages. Once this is done, you’ll also have to invest in creating keyword-relevant content and a strategy to get other sites to link back to this content. This will allow Google to recognize your SaaS website’s relevance for targeted keyword and is at the core of any strong SaaS SEO strategy.
Investing in an SEO SaaS strategy can pay off hugely for SaaS companies. Not only is it a data-driven approach to marketing that helps SaaS companies to get to know their customers better, but it also might allow SaaS companies to get new ideas for functions and integrations to add to their own software. This can help in refining a SaaS product to better fit in to what people are searching for. While very few companies can alone change the dynamics of search, creating a strong brand and creating an authoritative and SEO-friendly website will help SaaS companies to tap into all of the searchers out there who potentially have use for their SaaS products. Not only will this help SaaS companies gain more leads, but it will also help them build long-term authority on the web.
