Writing and maintaining SEO for SaaS or “Software as a Service” is always a challenge. As people don’t make a purchase immediately and there is always a lot of research and review involved.
Moreover, SEO for SaaS is not easy either. It is an ongoing challenge since there are continuous updates, changes in pricing, changes in UI, and so on.
Plus, SaaS as a niche is crowded, and there is always pressure to produce non-generic content. Besides, establishing trust with SaaS is tough, as people will always want to know, “Is this reliable? Will it work for me?”
Then there is the need for intent-based keywords, as “Best CRM Software” doesn't work with SaaS. It always has to be “best CRM for startups under $50” and more deep diving into things, and so on.
But this blog is not about the challenges! We know that the list is endless. This blog is about cutting through the noise and offering a simple, actionable five-step strategy to help your SaaS brand grow through SEO. But before that, let us understand what it looks like.
What Is SaaS SEO?
If you are a beginner, you might think that SaaS SEO is different from regular SEO. But that’s not the case. It’s just that SaaS SEO requires a bit of extra attention and rigor.
Why? Because in SaaS, the website often is the product. That means everything from how fast the site loads to how well the landing pages are optimized directly impacts conversions. But that’s not the only thing; the competition in the SaaS domain is very aggressive and intense.
A study published by Colorib says that there are close to 30,000+ SaaS companies in the global market, with sales and marketing being their biggest expenses. It's only evident because not only does a SaaS purchase require a lot of research, but also no marketer wants their blog to be repetitive or boring.
From a content standpoint, things get tricky. No matter how casual your writing style is, you have to dive into the technical details to make sure you cover everything. This is where the problem begins. If users don't feel like reading the details, they tend to move past one website to the other in a matter of minutes.
So, a lot of pressure relies on SEO, as it's not only about looking after organic traffic and following Google’s guidelines. It's also about targeting the right users at the right stage of their buying journey. Additionally, there are product updates, new features, and other enhancements.
Not to forget the need to sound human and authentic in order to convince Google and the potential users that there is an actual expert writing about all this. So, in short, SaaS SEO is laborious and tiresome.
But there is no such issue in marketing a quick, tried-and-tested growth strategy that can’t be solved. Read along and find out how to make the most out of your SaaS SEO.
Build a Strong Foundation With Technical SEO
With SaaS, technical SEO is the priority, similar to great content. You cannot have a SaaS website that loads slowly or has a troublesome UI. This will always overshadow all the effort that you put into your content.
You must understand that a SaaS buyer or user always comes with urgency. So, if your website doesn’t load or has an unimpressive appearance on the mobile version, it's a red flag. No one will wait it out to give your content a chance to read what you have to say.
Key areas to optimize:
- Page speed: It is non-negotiable that it takes a maximum of 2–3 seconds to load; otherwise, your users will move on. So you can rely on tools like Google PageSpeed Insights and GTmetrix to know about your page’s health.
- Mobile-Friendliness: A study published by Neil Patel states that almost 50% of SaaS traffic is from mobile. Be it their urgency being best appeased by the mobile screen’s on-the-go nature, or maybe it's more accessible. It doesn't matter; as for you, it means ensuring your site is mobile-friendly is a non-negotiable.
- Crawlability: Your website, regardless of its nature, needs to be crawlable, or in short, should be easy to read by the search engines. If a Google crawler can’t read your website, your site will never be indexed. You can ensure the basics like:
- Create and submit an XML sitemap
- Set rules in your robots.txt file
- Use canonical tags to prevent duplicate content issues
Also, taking care of the load time of your content helps improve performance. Understanding how stable the page layout is as compared to the user's response is always going to help provide a better user experience.
Map the Customer Journey With Keyword Intent
Maintaining a SaaS website requires a lot of patience, since the customer’s journey has a lot of layers. You will rarely find a case where the user has purchased a product on their first visit.
Therefore, you have to be ready with content that can accommodate every aspect of a customer’s query, regardless of the phase of their journey they are in. This is where understanding the search intent becomes critical.
In fact, understanding the search intent is now one of the major parameters set by Google for an article to rank. It’s helpful, reliable, people-first content criteria will always focus on content that’s“ created to benefit people, not to gain search engine rankings, in the top Search results.”
Or to put it in simpler terms, only targeting “Best project management tool 2025” is never going to work. That keyword alone doesn’t tell you what the user is really looking for. So, you have to make sure you accommodate all the stages of your user’s journey.
- For someone who is just starting their search, they will look for “What is a Project Management tool?” or “Best Project Management Tool for small Business,” and so on.
- Using variety in your keywords like “free,” “for small teams,” “without credit card,” or with” added storage”, “free demo,” etc., is also going to help you a lot in this regard.
Think about it this way: what would you search for if you were planning to buy a project management tool in 2025?
- The idea is to make sure that you cover every stage of the sales funnel so that you can accommodate every kind of query. Your content needs to be dedicated equally between the Awareness stage, the Consideration stage, and the Decision stage.
✅ Awareness stage:
- “What is a project management tool?”
- “Why do small businesses need project management software?”
- “Project management vs task management”
- “Benefits of using a project management tool”
✅Consideration stage:
- Best project management tool for small teams”
- “Free project management software without a credit card”
- “Best Asana alternative for startups”
✅Decision stage:
- “ClickUp free demo sign-up”
- “Monday.com pricing plans 2025”
- “Best deal on Trello Premium annual subscription”
- “Buy Wrike project management with extra storage.”
Build Topical Authority With Clusters & Internal Links
Google needs to see that your content is coming from a place of expertise. To put it in simpler terms, when you talk about “Best Project Management Tools,” it needs to be seen that you know all about project management.
The best way to do this is to build a cluster or write on related topics that’s going to cover all the basic queries. But that’s not it, all these blogs must connect to the main pillar page so that your users can navigate it better.
Internal linking is that silent weapon or upper hand that helps you with
- Keeping the users engaged by reducing the bounce rates
- Helps Google discover and crawl related content
- Passes link equity between related pages
This entire structure helps you in building a site map for your website, where both Google and your users can get a detailed tour of your setup.
Quick Fact: Link equity is when a webpage passes its authority to another webpage with clickable hyperlinks.
Create Humanized Content That Ranks and Converts
It’s not only about how Google prefers quality content that sounds human in nature. For SaaS content, it’s also about your reader’s preference and willingness to stay with your content.
As you know, the competition is intense and stressful in the SaaS domain. Almost every tool has five other alternatives. So no business wishes to sit through and read a series of AI-generated phrases that praise the product.
Everyone knows a brand is going to praise its product. But when they become more vulnerable and real, that’s when the real magic happens. This is also the reason why a study published by Ahrefs says that “87% of B2B marketers prioritize the audience’s informational needs over the organization’s sales/promotional messages.”
The reason? The moment a brand addresses the pain points of its users by putting them in their shoes and thinking and communicating like a human, it topples any advanced promotional strategy.
Pro Tip: If you are running short on your manpower or don’t know how to make your content sound like a human, don’t worry, we've got your back.
We understand that it's not possible to refine machine-generated content thoroughly with limited manpower. Moreover, sometimes your own writing can lack that human flair. That's why with Humanize AI, all you need to do is just copy and paste.
Track, Iterate & Scale With Data-Driven Decisions
Lastly, needless to say, when it comes to SEO, numbers are your best friend. Whether it's impressions, click-through rates, bounce rates, or keyword rankings: every metric tells a story.
Especially in SaaS, where it is all about a complex customer journey and the competition is tight and intense. But the moment you start assessing the numbers and begin using them in your favor, that's when you will see credible results.
- Use Google Analytics 4 (GA4) to analyze how users are interacting with your pages. Figure out what’s keeping them interested and what makes them bounce.
- Google Search Console helps you track clicks, impressions, and indexing issues, so that you know what’s working and what’s not.
- Ahrefs, Semrush, or Ubersuggest can help you with keywords that are climbing, what your competitors are ranking for, and where you can come in to close that gap.
Final Thoughts: Don’t Chase Traffic, Build Trust
As a marketer, you must have heard this a thousand times, where everyone urges you not to chase the traffic. You keep on wondering how that's a real thing, since every aspect of your business is dependent on traffic.
The idea here is to understand the intended meaning of this clichéd phrase. You have to write and shape your content as per what your users need and not what the trending keyword says.
You have to think about your users with a more personalized approach. Before you let your tool decide the keyword, think about what your user is struggling with right now. What are they searching for before they even know a tool like yours exists?
So that you create content that's genuine and meets the users where they are. Once you have a clear idea of your user’s pain points, only then plug them into tools like SEMrush or Google’s “People Also Ask.”
Use the results to refine your angle and move accordingly. A SaaS blog on "Best Project Management Tool” is fine. But what if it also includes:
- “Best Project Management Tools in 2025 (With Recommendations by Team Size & Industry)”
- Which Project Management Tool Is Right for You? (Take This 2-Minute Quiz)
- “Avoid These 7 Mistakes When Choosing Your First Project Management Software and so on.