SaaS SEO Guide
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A lot of people assume that SEO is just SEO. You do your keyword research, maybe look at what works for your competitors, initiate an SEO strategy, then sit back and see if it works, monitoring and tweaking when needed.
Yet not all SEO is created equal. There’s a big difference between the SEO strategy for a sole trader selling on Etsy or eBay and that needed by a major SaaS enterprise with an annual turnover in the tens of millions.
So, just what is Enterprise SaaS SEO? How does it differ from everyday SEO and how do you strategize it for your organization to optimize traffic, conversions, and business growth?
There’s actually no single correct answer to this question. Some marketing professionals classify it according to the size of the business’s website, while others define it according to the overall size of the business.
The common denominator with both these definitions is “scale”. Enterprise SaaS SEO will only be used in relation to larger businesses.
Whether your organization has a large website with perhaps thousands of pages (Amazon has millions) or has a smaller website, but significant yearly revenue, then you need a solid enterprise-level SEO strategy.
That’s going to involve either having a dedicated team of SEO professionals or engaging with SaaS SEO experts such as accelerate agency.
It may seem natural to just target the top-performing keywords in your niche. But just as in any sort of race, it’s worth keeping an eye on some of the runners lower down the field. If a keyword boasts a little less traffic but far lower competition, then it’s more than worth including in your SEO strategy.
Using these potential winners can help you to provide more visibility for your site, which in turn will increase both your traffic and your conversions. When doing your keyword research, list both the top performers and the ones with potential.
You already know that SEO isn’t just about the most-searched-for keywords. It’s also about how Google evaluates the content and pages you produce, as well as your overall website.
Implementing a solid EAT strategy can mean that Google will recognize you as an expert in your chosen field and will highlight you in search results.
There’s no magic button to establish your EAT credentials, they need to be built and worked for. That means producing content that other sites and blogs mention, link to, or share.
accelerate agency can ensure you have the highest quality content that other sites will want to focus on. EAT can also be enhanced by reviews and recommendations, so focus on those too.
You want constant traffic to your site, and you want a lot of that traffic to be return visitors, too. That means you need to keep your content fresh, relevant, and engaging. If you only publish a new blog or article every month or so, then people will quickly lose interest. The foundation of your content creation should be regular blog posts.
Blogs can be created in-house, by specialists such as accelerate agency, or as guest blogs by people with similar knowledge or expertise to your organization. Blogs should include up-to-date (or fairly recent) statistics and figures and should include links (internal and external), good meta titles, and keywords that mean they show high on relevant SERPs.
With the continuing growth of voice searches from mobile devices and tech such as Alexa and Siri, part of your strategy has to focus on voice searches in addition to the usually typed searches.
You need to note that a voice search can differ greatly from a browser search. People ask a question differently to how they type on Google. Accelerate agency has worked to help major enterprises increase their share of voice searches as well as other search-related metrics.
The beauty of voice searches is that since Google introduced Hummingbird in 2013, it doesn’t only consider the words used, but also the implied meanings or the searcher’s intent. This means that a voice search strategy is essential to your enterprise and you need to consider SEO and SEO Strategies from a whole new perspective.
With the continuing growth of voice searches from mobile devices and tech such as Alexa and Siri, part of your strategy has to focus on voice searches in addition to the usually typed searches. To rank well in voice searches, you must develop SaaS SEO strategies that involve producing high-quality content that answers users’ most common questions. However, producing high-quality content alone isn’t enough to rank in voice search results. You must also have a diverse and high-quality backlink profile. By engaging with other reputable websites and brands in your industry, you can earn valuable backlinks that signal to Google that your site is a credible source of information. This, in turn, can lead to higher rankings, more traffic, and more conversions.
When you do any sort of search, you’ll always notice that there’s a result featured at the top of the page.
This is what ‘s known as position 0 and can comprise a snippet of text, a list, or tables. Obtaining position 0 means that Google recognizes the information contained on your page or site as the current leading authority related to the search. accelerate agency’s SEO experts know how to create snippet content that will positively affect your rankings.
These snippets are usually highlighted in response to a question. To aim for position 0, you should ensure that your content is of high quality and answers the questions most likely to be asked. That should include the most common aspects of questions (the five Ws and one H: Who, What, When, Where, Why, and How). Also include visual aspects in your snippets.
It’s not just a case of Google tying searches to keywords used. In the modern world of SEO and SEO Strategies, it’s about Google understanding your site.
This is an area where you’ll likely need some technical help, as structured data needs to be in particular syntaxes and vocabularies in order for Google to recognize and understand it.
Knowing how Google uses rich snippets is important to your overall strategy. Your data may use a vocabulary such as Schema.org, and it may use a syntax such as Microdata. Used properly, this can enhance search results, improve the amount of traffic driven to your site, and boost your click-through rates (CTR). Not to mention improving your chances of that sought-after position 0.
Any sort of content strategy should include a good dose of link building. These may be external links (backlinks) that link to your site or landing page from a third-party site (for example, a link included in someone else’s blog that mentions your products or services). Those links help raise your authority by demonstrating that other people or organizations value your content.
Internal links are also essential to keeping your visitors engaged and also driving them through your sales funnel. They can act as a CTA (call to action) by directing them to the checkout or can encourage upselling and cross-selling. They can also direct the visitor to further or more detailed information on your brand, product, or service.
Enterprise SaaS SEO takes a little more thought than the everyday version. It sometimes takes an experienced organization such as accelerate agency to take Enterprise marketing to the next level. Done correctly, it can see your traffic, conversions, and revenue all dramatically improve.
Your SaaS SEO Strategies, especially at the enterprise level, are integral to both your growth and your ongoing success. By following some or all of these seven tips, you will see improvements in a short space of time.
James Deverick is a senior SEO that has been working in the field for over 11 years.
Working in SEO has taken James across the globe, working in a variety of high-profile agencies and in-house positions and has had great successes in regions including the US, UK, Australia, Japan, and Thailand.
Over the years James has grown his expertise and began specialising in Enterprise level SEO projects, often at an international scale and has played key roles in his clients growing their businesses to IPO level and beyond.