SEO is a golden standard nowadays, be it for freelancers or for businesses large and small. The same goes for SaaS, which has been steadily gaining popularity of late.
To come up with the finest SEO strategy for your SaaS business, it is necessary to do thorough research and continually provide quality, optimized content.
Let’s dive into the recommended steps for a stellar SEO strategy.
1. Get to Know Your Audience
Success starts with defining an audience and getting to know it. To simply put, in order to be able to continually deliver on your business promise, you need to learn what your audience expects.
This is especially important because not all SaaS companies serve strictly technical audiences. Choosing whether to use professional language or language understandable to the common public, thus, comes first.
Some audiences demand more details, while others prefer to keep things simple. It is upon each and every SaaS business to determine the language and the tone of its content.
2. Be Keyword-Smart
Keywords can make or break SEO efforts. Once you’ve gotten familiar with your target audience, it’s time to do keyword research.
SaaS businesses, as a rule, use technical keywords in a greater amount than most of the other businesses, but, again, this is not a general rule. Everything depends on your target audience.
Even technical keywords should be wisely coined as to attract all kinds of people. Certainly, you should look for the keywords that will lead interested parties to exactly the type of service they are after, but it is also important to keep in mind that less-knowledgeable people should also be able to find your website with ease.
3. Provide Resourceful and Evergreen Content
Content is king (or queen) in all SEO aspects – everyone knows that. What they do not know is what that exactly portends.
In the case of SaaS companies, different types of content may be suitable, depending on the range of your services and products and also on your target audience.
Some content type examples include blog posts, product demos, educational content, tutorials, manuals, etc.
It goes without saying that content must be SEO-optimized and that your website is responsive. Written content should feature target keywords and appropriate links, as this is the best way to boost your business’ online presence.
Finally, it is highly recommended to share new content via your social media pages and check on customer queries.
4. Optimize Images
Image optimization is no less important than text optimization (if indeed not more important). How come?
Keeping in mind that Google has intensified its image search and recognition efforts, notably changing its “View Image” button to the “Visit the Page” button, it is crucial to recognize that proper image optimization can lead myriads of interested parties to your website.
Images should contain keywords – separated by hyphens and without any stop words – both in their titles and image description.
Mind the format and the size of the images (always think about mobile users) and note that supporting content should be appropriate and provide additional information about the context.
5. Brainstorm Your Homepage and Header
The homepage and the header are the two single most important factors on your website. Because of that, they should include your highlighted offer and provide a seamless navigation experience.
Albeit there is no general set of rules when it comes to the homepage and the header, some pieces of information may prove more valuable than others, including:
- Product information
- Solutions sorted by industry, role, and needs
- Case studies
- Contact page
- About Us page
- Any resources you find useful
- Information on free trials
The latter is of utmost importance. It is only to be expected that potential customers will want to try out your services for free before deciding to commit to your brand exclusively. It is also a great way to showcase the quality of your offer in an effortless way. Free trials speak louder than words!
Keeping Your SaaS Website Evergreen
Need we say how important it is to keep providing quality content on a regular basis? Not only will the practice increase your brand’s visibility, but it will also present you as a reliable expert in the field (which, undoubtedly, you are).
That means that you should not only post relevant (and optimized!) content but also evergreen content. Think about it in this way: your present offer can only expand to incorporate new developments, so writing a quality piece about it and upgrading it as needed will ensure that the information remains relevant in the long run.
The same goes for tutorials and videos.
Pay particular attention to your social media shares. Some companies like sharing general content rather than just content from their respective websites. That is okay as long as you don’t interrupt the tone and don’t use clickbait.
The Importance of Gated Content
Gated content is one of the best ways to showcase your SaaS business in the best light, mildly put. We’d even go as far as to say that SaaS business websites not featuring gated content don’t appear either reliable or trustworthy.
If the term is new to you, let’s explain it in plain language. Gated content is a collection of materials available for free use, but under one condition: to use it, the interested party must fill out a form. Gated content may include articles, case studies, tutorials, videos, and papers.
Use the form to collect just the information you need to boost your SEO and marketing efforts. Remember that asking for too much personal details will only serve to scare people away, but at the very least, you should ask for an email address and users’ occupation.
This intel will help you with targeted campaigns, especially if you use email marketing on a regular basis. It can also lead to the overall productivity of your marketing strategy.
Everything considered the SEO efforts of SaaS businesses don’t differ greatly from any SEO efforts. Some specs are unique in that they allow potential customers to test your services for free and provide expert information.
The goal is, as ever, to establish your brand as a reliable provider of expert services. The rest will follow suit.
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