SaaS SEO Services Designed Specifically To Help You Book More Demos

SEO is an absolutely critical to any business, but especially those that are looking for scalable growth in the long term and are keeping a close eye of spend for each marketing channel. Many SaaS brands are under the assumption that paid ads, word of mouth, and tradeshows are the only effective channels. But that couldn’t be further from the truth, and here’s why SEO services should also be top of mind.

There are thousands of people searching for answers to their questions, useful tools for their endless problems, and typing in frustrations hoping that someone can help them. From the interns all the way up to the C level, 81% of people perform a search online before making a significant purchase. If your company’s website isn’t in the top few results on the first page of Google, then you are missing out on 75% of users for any given search related to your business.

When done right, the correct SEO strategy and content marketing plan will position you as an authority in your market, increase organic traffic, improve conversion rates, and most importantly, drive more demo bookings.

Here are the core areas where we shine.

Technical Content Writing

Without hyper relevant and engaging landing pages for your core products and features, you dramatically reduce your chances of attracting potential customers to your website and make it less likely that they will convert once they get there. We can help with that. We will also help create high quality content for your blog that will delight users, establish credibility, grow organic traffic, and build brand loyalty.

Link Building To Quickly Grow Domain Authority

Link building (getting links from other websites) is the thumbs up and thumbs down system of the web. Google has mentioned having high quality links as one of their top three most important ranking factors. Search engines value high quality links, from high quality websites, that come from the same industry as you. We know how to get them. Through guest posting, content outreach, and good ol’ fashioned PR, we know how to get you more backlinks.

Engagement Boosting On Page SEO

On Page SEO is all about factors that your clients and potential customers will interact with. These factors are crucial to a winning SEO strategy and include headings tags, meta descriptions, title tags, internal linking, url optimization, and more. These optimizations are all about sending the right signals to Google and increasing engagement once users are on your site.

“In the first two quarters of 2022, we have seen an 88% year-over-year increase in organic traffic...We have also started seeing upward movement in search ranking positions for several keywords important to our market. The RevenueZen team is easy to work with and does a good job of communicating results through our monthly SEO report. I also appreciate their expertise"

Madeline Jacobson

What Are The Key Elements Of A SaaS SEO Strategy?

SaaS SEO and inbound lead generation is about more than making sure your keyword density is correct, putting up a few blog posts, and building some comment links from a PBN. If you’re vetting an SEO parner for your organization, here are the key considerations that every sucessful and future proof strategy will have:

Intent Based Keyword Research

SaaS company keyword research isn’t the same as other types of organizations. It requires a deeper sense of the customer’s needs since there isn’t always the same level of data within traditional keyword research tools. By focusing on your existing customer knowledge, taking the correct cues from your product features, using the research that we do have, and mapping keyword targets to each stage of the buyers journey, we can build out a keyword targeting strategy that is laser focused on driving more inbound opportunities.

Competitor Analysis

In order for you to rank in the top spot for your target keywords, other companies will have to fall below you. Same for you at the start of your campaign. It’s not enough to choose keyword targets and content based on metrics like volume or competitiveness from a tool. Those are only a few considerations out of many that you will need to build the most effective strategy possible.

A crucial part of our SaaS SEO system is taking a look at your competitors, both from a business model and SEO standpoint. During this process we will review the search engine results pages (SERPS), make note of competitor strategies, analyze your existing content, and assess overall domain authority as it relates to your target keywords in order to determine what your company uniquely has the “right to own”. Or in other words, how can we be sure that the optimizations we implement and content we produce will not only perform well in search (beat competitors), but lead to satisfied users that convert into customers as well. That’s why competitive landscape research is so valuable.

Technical SEO & Website Support

Anyone claiming to be a “SaaS SEO Expert” should not only be able to assist in content creation and “on page” SEO optimizations (title tags, meta descriptions, structured data, etc), but in the technical aspects of SEO as well. Related website optimization support from our SEO marketing team includes:

  • Sitewide page speed optimization using Google’s Core Web Vitals as a guideline.
  • Information architechture and site navigation to make sure that all of your content is Googlebot friendly.
  • Mobile optimization and other important UX and user engagement considerations.
  • Robots.txt, XML sitemaps, canonicalization, and anything else that affects indexation.
  • Title tags and meta descriptions that are built for optimal CTR.

SaaS Specific Content Strategy

Our focus is entirely on creating a content marketing plan that helps attract, delight, and convert your target users or customers. SEO and content are directly linked, but the job of content is to keep the attention and earn the trust of the users once the search related optimizations have brought them in. During our research we’ll identify content opportunities at each stage of the buyer’s journey and map that to both existing assets for improvement, or net new assets that we’ll help you produce. Examples are:

  • Use Cases. Segementing and creating content for your customers is one of the key ways to meet leads at the beginning of their buying journey. Such as “track how much I spend monthly” if you’re a personal finance product.
  • Solutions/products. Instead of having one or two “solutions” landing pages, you should conduct customer feedback, keyword, and competitive research to create an exhaustive list of these opportuities and build out their own dedicated landing pages for each. Such as “inventory management software for ships” if you’re a 3PL platform.
  • Industries or verticals you serve. The more specific you can tailor a solution to your target audience, the more likely they will be to convert.
  • Direct competitor comparisions. This can be in the form of a blog, several landing pages (which we recommend if the search volume is justified), or even a chart. Comparison searches are mid funnel, someone knows they want a solution, so show them why it should be your product.
  • Case studies and customer stories. These serve as both social proof for your product when a potential customer is ready to buy, as well as a powerful tool to build relevance for demographic specific keyword targets.
  • Blog content. The bread and butter of your ongoing SaaS SEO growth strategy. Regular blog and other resource content can help educate potential buyers who aren’t yet informed enough to choose your solution and earn their trust. It’s also a positive ranking signal to Google when you’ve got a regular stream of high value and product related content because it further establishes your topical authority.

Analytics Implementation & Attribution

Every successful SaaS SEO campaign starts with proper research and uses insights from multiple data sources to make smart decisions. One of the most important aspects of this process is ensuring that you have reliable user and conversion data from your website coming in from the start of your campaign. That’s why we help software companies set up their analytics and discuss campaign goals as soon as the engagement begins. Here are a few of our deliverables:

  • Google Analytics (including GA4), Google Search Console, and Google Data Studio set up
  • Conversion tracking set up for demo requests, purchases, sign ups, chat bot interactions, subscriptions, and more
  • Google Data Studio reporting dashboard creation with ongoing monthly data analysis
  • Monthly strategy and reporting calls
  • Keyword tracking and competitor benchmarking


Is SEO important for SaaS?

Yes, it’s extremely important. If you want to improve your organic sourced ARR at any point in the future, then you’ll need solid SEO foundations to get you there. Unlike outsourced SDRs or paid ads, SEO takes time to build authority and capture demand from your right to own keyword targets. So it’s not only important to do, but crucial that you get started as soon as possible if you have the desire for it to be a winning marketing channel in the near future.

Are SaaS SEO agencies worth it?

We’re obviously biased, but for many of our clients, working with an agency like ours is their best bet for building the correct foundations and scaling their organic growth.

That being said, it depends on the agency in question and your unique situation. If you have a team of 40 marketing FTEs, 5 of which are trained SEO strategists who are already generating a positive return on investment, and all you need is a few more blog posts per month, then an agency isn’t necessary.

Here’s a great resource on how to identify the ways an agency can help and how to find the right one for you.

How do SEO and Google Ads work together?

Google ads and SEO can be a match made in heaven when done correctly.

We believe that Google Ads can be used to scale lead generation and new customer acquisition if you have a firm grasp on the following:

  • Target customer profile
  • Target customer Jobs To Be Done
  • Content and messaging defined for each stage of the customer journey
  • Most lucrative bottom of funnel keyword targets identified and validated

You can then deploy your Google Ads campaign to more rapidly test the performance of those keywords, landing page copy, landing page templates, and more. While that’s going on, you can work to improve your organic visibility for those same terms so you can shift budget from paid to organic over time.

Why is SaaS SEO different from other SEO campaigns?

SaaS SEO differs from ecommerce, local business, and even professional services SEO for a few key reasons:

  1. There is a high degree of competition from business directories and review aggregators for lucrative keywords. These sites are hard to compete with because they do a great job of satisfying search intent when customers are in their decision stage.
  2. Highly technical products. Unlike a T shirt or accounting services, SaaS buyers often have to make complex decisions about highly technical platforms. So aspects of the SEO sttrategy like content production require more time and focused effort.
  3. Lack of historical data. Some SaaS brands are true pioneers and have carved out their own niche in a saturated space or invented a new space altogether. This means that gathering keyword data, competitive gap analysis, and auditing existing website messaging needs to go beyond surface level considerations and get creative about opportunities.

That being said, SaaS brands also have an advantage over other industries because they are used to moving quickly, they prioritize growth, and utilizing the best technology possible for the SEO campaign isn’t a barrier to entry.

How do I know if SEO is right for our brand?

SEO works best for those who are looking for a marketing channel that offers sustainable growth over time. It’s great for SaaS brands that want to attract and convert new customers who are already actively looking for what they offer. With SaaS SEO, you turn your website and content into a salesperson who can guide your potential customers through every stage of their customer journey. So if any of that sounds like what you want to do, then SEO is right for you.

What KPIs do you use to measure success?

Every SaaS has it’s own metrics for success, but these KPIs are great to track for most SaaS SEO campaigns:

  • Google search console impressions/clicks
  • Target keyword rankings
  • Unique website visitors
  • Lead to conversion rate
  • Monthly website conversions (demos, sign ups, etc)
  • Top content by conversions
  • Website visitor to customer rate
  • Organic sourced MRR/ARR

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