Businesses looking for SaaS often start their journeys on Google. You could have the perfect software as a service solution, but it won’t matter if your potential business clients can’t find you.
B2B SEO for SaaS can be challenging. However, a high-quality and well-organised site can maximise your chances of being found and chosen.
Here at Web Choice, we focus on building and improving sites to improve visibility, clicks, and, ultimately, customers. Relevant content, authoritative inbound and outbound links, and a technically healthy base that allows search engines to crawl and index your website, are all vital parts of the process.
We take out the guesswork with a clear strategy to help you attract the right customers for your SaaS business.
DISCUSS A SAAS SEO PROJECT
"I run the largest B2B LinkedIn ads agency in the US. The Web Choice team are amazing. I've known the co-owner, Sam for years on LinkedIn. Followed his actionable tips for SEO and websites. We recommend Web Choice for any SEO, paid search or website requirements. Always excellent feedback and results. They are your team."
"I vetted 4 providers and put them through a fairly strenuous knowledge test on web design, marketing, and SEO. Web Choice delivered an excellent looking, fast-loading website along with solid content and technical SEO. I like to move fast and they were able to keep up. We now rank position 1–7 for multiple search results. I'll be going back for updates in the future."
"Since the new website and branding went live we saw an instant improvement in the quality of the new leads we were receiving. We have also received lots of positive comments about our new look branding. Working with Web Choice has been a breath of fresh air. They kept us up to date on every stage of the project through phone calls and emails. Because of the ease of the whole process and how impressed we were, we have now increased spend with Web Choice to help us with SEO & PPC."
"Web Choice helped us out of a terrible hole, and they were great about it. In just two months, WEB CHOICE successfully delivered a quality website - the code was clean, the team stayed on time and within budget. Moreover, they were helpful and proactive; they handled the project effectively and were responsive through emails and phone calls and quick to solve issues."
"We had next to no online visibility or rankings. Thanks to Web Choice clear improvements were made. The keyword research, content and targeting has taken us from just 100 organic keywords to almost 2000 in under a year, we also rank on the 1st page for numerous keywords when before we'd be languishing on page 3, 4 or more! Inbound leads are up and our bookings have been fuller than ever. I would thoroughly recommend speaking to Web Choice to see if they can help you with SEO."
"Web Choice were keen to understand both our short-term and long-term goals, and more than happy to advise on technical details. They even shared a couple of eBooks with zero obligation. Their patience and support across my detailed selection process were indefatigable and they consistently demonstrated commitment to the project's success."
"After speaking to Web Choice, they had the knowledge and professional edge compared to other web companies. A brand new website was designed, with checks all throughout the process to see that we were happy with it. An ongoing SEO project which we are updated on every month. A huge amount of work is done by Web Choice for this and it has benefited our growing business. PPC campaign is being run by Web Choice which has tripled our leads."
"Sam and the team have taken care of our website design, complex portal to link in with our management software and marketing management. Sam and the team are reliable, responsive and I would have no doubt in recommending them either for website design, SEO or Adwords management."
"We have used Web Choice for 2 websites now and also our marketing/SEO for our hosting company. They were able to take our idea's and get it exactly how we envisioned it. They kept us updated on every step and the team were very quick to make any changes we needed. We now have an ongoing relationship with Web choice and look forward to working with them more in the future and on our marketing campaigns."
"Their incredible web design and development, SEO and paid ads management performance is shown on our company's increase in sales and traffic. Because of Web Choice, there's also an increase in conversions, providing us with a consistent flow of daily leads!"
SEO is the practice in which a website is optimised for search engines. This practice is vital for ensuring organic traffic. B2B SEO for SaaS specifically focuses on improving your website so that other businesses can naturally find you and move along the funnel to purchase your software as a service.
While many people start their journey on search engines like Google, this is especially true for B2B customers. Thus, you need your business to rank well on search engine results pages so your potential customers can find your website and purchase your software.
DISCUSS A SAAS SEO PROJECT
B2B SEO essentially works to improve business visibility and garner more (relevant) traffic, resulting in higher conversion rates. A well-devised SEO strategy should also involve outreach so you can re-target those customers who didn’t purchase your product during their initial visit.
In general, the best practices for SEO remain fairly consistent whether you are a B2C or B2B business. However, the particular importance and priority of these practices can change.
For instance, in marketing, the rule of 7 suggests that consumers need 7 interactions, on average, to take action. So B2C businesses tend to rely heavily on improving visibility to get the sale. This idea remains true for B2B businesses but is not exactly the same since B2B SaaS businesses can hold a position of being trustworthy, authoritative, offering a solution other businesses need if they are using SEO effectively.
Some of the most critical aspects of B2B SEO include:
Technical SEO helps make your website crawlable and indexable. Having a website that search engine bots can effectively read can improve your rankings. Technical SEO work mostly focuses on ensuring your website has technical characteristics like a secure connection, fast load time, and responsive design.
High-quality content is another essential aspect of SEO strategy. While this is true for B2C, SaaS, and brick-and-mortar businesses, it is particularly critical for B2B businesses. In order to continuously attract leads and grow trust, your content should be relevant, high-quality, and showcase your expertise. For instance, it is vital to show your business is up-to-date on the latest practices and, thus, also important that you remove out-of-date content.
The language used on B2B vs B2C website content also changes. B2B businesses tend to use more industry-specific and professional language, while B2C businesses can and should be more personal and conversational.
Authoritative links help to show search engines and people that your website can be trusted. This can result in your page ranking higher and bring in potential customers from a greater variety and number of sources.
For B2B SaaS businesses, there tends to be a greater focus on high-intent SEO keywords. While a B2C business may put more energy into ranking for keywords that have high search volumes and bring plenty of traffic, B2C businesses should focus on ranking for specific keywords that have the best conversion rates.
One of the biggest differences in how this is done between SaaS and brick-and-mortar businesses tends to be geographic keywords. Since SaaS businesses sell digital products, they are less likely to have relevant locational keywords. Instead, long-tail keywords tend to be chosen.
As we’ve mentioned previously, B2B SaaS customers are more likely to begin their search on Google or another search engine. This is generally where the research journey begins, and by having your website rank well on a search engine, more customers will organically find your business.
Ultimately, SEO helps you organically acquire traffic, from people who are specifically searching for your SaaS business. Not only this, but SEO can secure regular traffic to your website.
One mistake we often see with B2B SaaS companies is over investing in outbound sales like cold calling, SDRs (Sales Development Reps), BDRs (Business Development Reps), or paid adverts for Google, Linkedin, and aggregate review sites. This investment frequently comes at a cost of neglecting organic searches (SEO).
Unfortunately, when you invest in outbound sales and adverts while neglecting organic searches, you often miss out on high-intent buyers who need and are searching for the software as a service you offer. It also puts a time limit of the effectiveness of your efforts. You must keep investing in sales and adverts to continue attracting quality leads. When you invest in SEO, you can attract more regular traffic without having to continuously make large pay-outs.
Now, of course, that is not to say that SEO requires no up-keep. You won’t ever see the full range of benefits of SEO if you neglect cultivating your organice search results.
We see B2B SaaS businesses avoiding SEO because they don’t have the in-house capabilities to handle the various technical and content aspects. Fortunately, you don’t have to deal with everything within the walls of your business.
Our customers rely on us to manage their SEO campaigns for them. We have the team to plan, implement, and improve your SEO strategy, following the latest best practices and acting according to your business’s goals. We’ll go into how we do this in more detail below, in the Web Choice SaaS B2B SEO strategy section.
What’s involved in SaaS B2B SEO strategies can change depending on if you’re handling matters yourself or who you hire to help. The same best practices may remain, but the ways of approaching these and the results you achieve can vary greatly.
Web Choice have a targeted, tried and tested strategy to ensure our SaaS B2B clients get the best outcomes. We identify short, medium, and long-term wins to help drive inbound demo and quote requests from qualified buyers who are actually searching for your software as a service.
Our initial and regular analysis allows us to help you make the necessary improvements to keep moving you towards your goals.
Our plan of action takes care of your SEO from start to finish.
We begin with an in-depth analysis of your current website. From this, we can assess your particular strengths and weaknesses, so we know exactly where to begin and how to best prioritise our work.
To achieve a better ranking on search engines like Google, your page must be searchable and indexable. What this usually involves is ensuring your website has a secure connection, responsive design, and fast load time. These can also decrease bounce-back results, which commonly occur if someone lands on a page that takes to long to load or is difficult to navigate.
On-page SEO includes things such as your site being mobile-friendly, HTML tags, page titles, and keywords (especially intent-driven longtail keywords).
Off-page SEO includes building backlinks, social media presence, and brand mentions online. You need both on-page SEO, to better appeal to users and rank with search engines, and off-page SEO, to improve your brand’s exposure, trust, and authority.
Web Choice can help you plan, create, optimise, and publish content. Content can help you attract high-quality backlinks, allow more people to organically find your site, and build your status as an authoritative and trustworthy website.
Back links, built through aspects like publishing content, are essential for signalling to Google that your site is a trusted resource, which leads to better rankings. Internal links, that lead to you other pages, also make your site easy to navigate and help to keep more people on your website for longer.
SEO requires continued updates. At Web Choice, we factor this into our strategy. Once we have made initial improvements, we continue to check and analyse your website to see where improvements are needed next. Results from SEO practices don’t happen overnight, and by reviewing your website, we can fix issues and find more new opportunities for improvements.
As part of your short, medium, and long-term goals, we help to create KPIs (Key Performance Indicators). KPIs help measure the success of our SEO strategy and these quantifiable measurements give us a solid base to make continuous improvements. Common KPIs for B2B SaaS businesses include the number of sales and requests for demos or quotes. This information is also useful for retargeting leads that didn’t make it through the sales funnel and buy your software as a service.
As much as SEO centers on search engines, it is also about people. We know that, ultimately, websites must work for humans no matter if you’re a B2B, B2C, SaaS, or physical product business. If your website offers a poor user experience, you will lose potential customers who don’t trust, struggle to use, or don’t see the benefit of choosing your SaaS over a competitor’s.
Web Choice saves you time and money by providing full SEO services. You can still have a complete SEO strategy and achieve excellent results even if your company doesn’t have the resources to invest in SEO in-house.
Not all SEO is created equal. So why do our customers choose Web Choice to execute B2B SEO for SaaS?
We focus on longtail and unique keywords, which is especially important if you are competing with larger SaaS companies who are spending more on ads or are generally better-known. Rather than trying to land on the first page of search engine results for the biggest keywords, it is more effective to target specific buyer-intent longtail keywords.
We offer customised SEO strategies. There’s no one-size-fits-all when it comes to B2B SaaS businesses or SEO. We listen to your goals and concerns and use our team of experts to create a tailored plan of action that suits your SaaS business.
While many people begin their journey on Google, it is important to cover various bases. To ensure you are maximising your potential, we focus on targeting several channels, including social media. For a B2B SaaS company, this usually involves specifically looking at Linkedin. Whereas a B2C SEO strategy may need to spend more time targeting platforms like Instagram, Facebook, or TikTok.
Setting the right goals should not be unterestimated. Some SEO companies and online advice will have you thinking it’s all about traffic, but this isn’t the whole picture. While getting customers to see and visit your site is important, it shouldn’t be the end goal of your SEO strategy. Web Choice focuses on bringing targeted leads that are actually looking for your software as a service and are infinitely more likely to end their customer journey as your clients.
Part of this process involves weeding out and selecting the best keywords for your purpose. For instance, some keywords may have high search volumes, but the intent is mostly people researching a concept/ service and not looking to buy it. We work with you to find keywords that, while potentially having a lower search volume, have far superior conversion rates. And our set KPIs allow us to accurately measure when we reach your targets and where we can still improve.
SEO doesn’t happen overnight. It typically takes up to 3 months to start seeing results. But there are ways to see results faster. We often target short-term wins with long-tail keywords that are niched to what your ideal clients are searching for, less competitive and, therefore, easier to rank for. We also improve aspects such as website usability and load times to enhance the overall user experience, which helps build trust and stops people from bouncing off your site.
We will craft plans for short, medium, and long-term SEO so you can see continued improvements in your rankings, traffic, inbound leads and sales.
B2B SaaS companies usually invest from £4,000 ($5,000) a month for our high-velocity SEO plans. Get in touch today to discuss your B2B SaaS SEO needs and to get a quote based on your particular situation.
You’ll want a mobile friendly website that is designed to attract, share how you help/problems you fix, building trust with, qualify and convert ideal clients into a steady flow of inbound opportunities. If you’re unsure how effective your current site is, our team can review and advise.
Yes. Google ads will be a faster route to market. But you’ll be paying for every click. The advantage of SEO is that you can ramp up your organic traffic (free visitors to your site) over time for all the search terms you might be paying for with Google ads ...even lowering your ad spend over time as SEO increases inbound leads and revenue.
SEO can also build up your brand awareness, reputation and assist with demand generation campaigns if prospects constantly see you top of organic search results for questions and searches around your industry and offering.
