SaaS Marketing Agency Function: SEO for SaaS


As your sights are set high for your SaaS company’s future, you are probably looking for the fastest and cheapest way you can acquire leads. While cold outreach and hard hitting BOFU campaigns will be your top priority, you will also want to add another initiative to the mix – SEO.  


By optimizing your site and acquiring relevant links, you’ll be able to work on a long-term goal of achieving low-cost leads, developing and strong brand presence and reducing lead acquisition costs.  

Here’s a guide to improving your SaaS’ organic presence: 

Review website position in Google SERP 


First, you need to identify how your site currently performs by looking at which keywords it currently ranks for. Some of the best sites that give you this information is Google Search Console, SEMRushAhrefs and Moz. 

Review website pages for technical SEO improvements 

To move up in rankings, there are number of SEO-related tasks you need to complete. The first of which is technical SEO, the technical elements of your site that site visitors don’t see but may experience. Examples include reviewing page speeds, checking for canonicals, ensuring all the protocols (http vs https) are consistent across the site, the site is mobile friendly (responsive) and more. 


Implement changes on site (e.g. title tag, meta description, insert keywords to enable internal linking) 


Outside of adjusting your technical elements, you also need to optimize your existing content with meta descriptions, title tags, h1s and more with each page’s dedicated keyword. The best way to organize and prepare for these updates is to compile a list of all your pages and existing h1s, title tags and more in a spreadsheet. ScreamingFrog is a great tool to use to build this list before the manual effort begins – identifying keywords, the corresponding SEO recs and identifying where to link within your site. 

Conduct competitor research

Looking outside of your website, you also need to see what your competitors are doing. Utilize tools like SEMRush and Moz to see what your competitors are doing well in, how they perform against you and what gaps exist. 


Identify content gaps across the industry that could be filled

Tools like SEMRush provide you the opportunity to really see the gaps between you and competitors. You can find which keywords they rank well for and what content is driving that interest. Then you can compare your existing content strategy to see where you can add similar content that you know performs well. 

Identify table stakes content that should be on the site 

You know your product(s) in and out but your target audience may not. Determine what features, messages, etc. you want your site visitors to know and make sure you have content built around it. Additionally, you will also want to complete a similar exercise around keywords you want to be known for and rank for. 

Content ideation


Coming up with content ideas may be intimidating, but given that you know the challenges your solution solves, its role in the market, what keywords you want to rank for and what content your competitors are building, all that’s left is brainstorming on concepts that encompass your keyword and content research. Think of new angles of existing content, jot down insights from your SaaS solution that you may have gathered from a recent analytics report and talk with others in your company to see what ideas they have. At this stage, the more ideas, the better. 

Content calendar

Once the topic brainstorming is complete, it’s time to identify which concepts are going to come to life. Match the topics with their target keywords, target audience, stage of the buyer’s journey and more to determine which content is high priority and best fitting for your SEO and overall marketing strategy. 


Publish articles


Once the content is written, you’ll need to optimize the content by double checking that the target keyword exists multiple times in the copy, h1, title tag and meta; add links to the article and include imagery with keyword-optimized alt tags. Once all those items are added, your article is ready to go live. 

Internally link articles

To internally link articles means you’re linking from one page on your site to another page on your site. While it won’t do you much SEO good to randomly link between pages, so you need to make sure that the anchor text you use to link from one page to another is a target keyword linking to a page that is optimized for that given target keyword. This process can be arduous, so using a tool like Bay Leaf Digital’s internal linking program could save you time finding internal linking opportunities. 


Conduct PR


While press releases don’t provide much from the SEO front (generally nofollow links), they can help with sharing the message and getting your company and/or report picked up and published on other sites with a follow link. Essentially, PR can help open the door for backlinking opportunities and feature pieces. 

Research relevant industry placement opportunities 

Outside of PR-based backlinks, you also need to find other ways you can acquire links to your site. Some of the most common ways are on directories, guest posts, sponsored posts and more. 


Do outreach to secure placements & acquire external links 


Securing placements is a time-consuming process, specifically averaging three months from first pitching an idea to getting it published. While this is the largest effort from an SEO front, it is one of the biggest indicators to Google that will help move your site up in the rankings.