Guides B2B SaaS SEO: A Complete Strategy Guide
TLDR: Looking for a comprehensive B2B SaaS SEO guide for 2023? You found it! We’ll walk through what you need to know about creating a B2B SEO strategy from start to finish and SEO services that can help you succeed.
SEO is a crucial channel for B2B SaaS companies seeking to acquire new customers and increase revenue. By having good organic visibility across all the buying cycle stages, you can boost growth, increase brand awareness, drive more qualified leads, and ultimately increase conversions.
But where do you begin with crafting a B2B SEO strategy? Navigating the unique challenges of B2B SEO requires a tailored approach.
In this guide, we delve into the crucial components of a comprehensive B2B SaaS SEO strategy so you can unlock the full potential of your organic growth efforts. The Importance of SEO for B2B SaaS companies
As the market overflows with software subscription options, potential buyers conduct thorough research before making a decision. And, it’s no surprise that B2B teams often turn to search engines as their starting point.
By fine-tuning your SEO strategy to target the right keywords and increase visibility on search engine results pages, your B2B SaaS company can attract more organic traffic and consistently fill your sales pipeline with qualified leads. Unlocking the Power of SEO for Your Digital Marketing Strategy
SEO is the key to elevating your visibility and authority in the eyes of potential customers by boosting your ranking on search engine results pages. This results in an influx of organic traffic, who are actively searching for solutions that your company offers.
Not only that, but SEO also helps establish credibility and trust with your target audience, making the lead-generation process for your SaaS solutions more efficient and streamlined.
But that isn’t the only benefit of investing in SEO, other benefits include:
Achieving top rankings in search engine results pages with targeted SEO strategies
Generating a surge of organic traffic from potential customers through scalable and predictable SaaS growth
Boosting credibility and trust among potential customers by establishing yourself as an industry authority
Gaining a competitive edge by outranking non-optimized competitors
Maximizing return on investment with high ROI and reduced dependence on paid advertising
Saving money in the long run by implementing SEO correctly and decreasing reliance on paid ads
Increasing software subscription rates by converting leads into paying customers through a solid SEO strategy.
Additionally, while SEO isn’t “free traffic,” the ROI is often more cost-effective ways than other channels. Unique Challenges B2B SaaS Businesses Face
B2B SaaS Brands often face different challenges than B2C or other B2B businesses. For that reason, it’s important to get the right agency with the experience to guide your strategy. Some of the major challenges SEO experts can address include the following:
Complicated Sales Funnels
Navigating the sales funnel of a B2B company can be a labyrinthine journey, with numerous considerations and factors to take into account. Imagine the difference between a consumer buying a pair of sneakers and a professional investing in a new CRM system for a large company. The latter is undoubtedly more complex.
As a B2B marketer, it is crucial to make your brand visible on SERPs at every stage of the funnel, from the initial awareness phase to the final sale. This requires a deep understanding of your target audience and tailoring your SEO strategies accordingly.
But don’t let the complexity discourage you. The maze-like nature of the B2B sales funnel presents ample opportunities to drive targeted traffic through SEO at every turn.
Zero or Low Volume Terms
Unlocking the secrets of the B2B sales funnel means delving deep into the specific search queries of your target audience. With a more complex funnel comes a wider range of keywords, often with lower search volume.
As a B2B SaaS brand, it’s crucial to master the art of keyword research and unearth the specific phrases that align with your audience’s intent and guide them through every stage of the funnel.
It’s not just about quantity, it’s about quality. By zeroing in on specific keywords, you can create targeted content that speaks directly to your audience and propels them forward in their buying journey.
Often it takes expertise and experience with B2B SaaS keyword research as popular tools used for keyword research can be inaccurate. This is where an SEO agency can help. For example, LSG has developed proprietary tools and processes with getting more accurate projections on search volume for these kinds of terms.
Lower Conversion Rates
The B2B world comes with its own set of hurdles, one of which is lower conversion rates compared to B2C. But don’t be fooled by the numbers. The sales that do close in the B2B realm often bring in much greater value.
To thrive in B2B SEO, the key is to attract the right kind of traffic to your website – those who are specifically searching for what you have to offer. By honing in on a niche market, understanding your audience, and effectively communicating how your products or services solve their problems, you’ll set yourself up for success. How to Solve B2B SaaS Challenges with SEO
In order to solve the unique SEO challenges associated with B2B SaaS, it’s vital to have a comprehensive strategy.
Develop a Detailed Understanding of Your Ideal Buyers
Create buyer personas that will guide your SEO efforts and inform your messaging.
It is essential for businesses to understand their different buyer personas. This includes knowledge of who these individuals are, the challenges they face, where they can be found online and other important information.
The more information that is known, the more effective the strategy will be. This allows for the creation of specific stages in the strategy that target each persona, rather than a generic approach, which is generally not successful in B2B.
2. Chart the Journey of Your Buyers
Understand the different stages of your sales funnel and how buyers move through it.
Before identifying the keywords that your buyer personas are searching for and determining the keywords that your business needs to rank for, it is important to have a clear understanding of the unique sales funnel of your business.
This will help to ensure that the keywords you target align with the different stages of the sales funnel and effectively guide potential customers through the purchasing process. A few ways to do this include:
Analyze and understand your customer journey through their interactions with your website and social media platforms.
Conduct surveys or focus groups with current and previous customers to gain insights into their decision-making process.
Evaluate the performance of your current marketing and sales strategies to identify areas of improvement.
Use heatmap and click map tools to understand user behavior on your website.
Study your competitors’ sales funnels, and analyze what’s working for them and what’s not.
3. Zero in on the Right Keywords
Conducting in-depth keyword research is a crucial element for achieving success in B2B SEO. Those who can identify the right keywords to target their buyer personas will have a better chance of driving significant organic growth.
When starting B2B keyword research, it’s helpful to consider the following questions:
What are the issues or challenges that your buyer personas are facing?
How might they be searching for solutions to those problems?
How does your product or service address those pain points?
What are the main benefits or features of your offering?
What keywords are driving the most organic traffic for your competitors? (You can use tools like SEMrush Organic Research to find this)
Answering these questions can give you a better understanding of the keywords that your target audience is searching for and help you identify opportunities for targeting those keywords in your SEO strategy.
4. Target Buyers at Every Stage
Conduct thorough keyword research to identify the phrases that align with your buyer personas’ intent and guide them through the sales funnel.
After you have your target keyword list. You need to think about a content marketing strategy that provides different types of content for each of these stages. For example, B2B SaaS brands might create:
Blog posts & guides
Engaging landing pages
FAQs, how to’s
Product & service Pages
Research & case studies
White papers and eBooks
Map out a keyword strategy that targets buyers at different stages of your funnel and aligns with their needs and interests.
5. Create High-Converting Landing Pages
Optimize your product or service landing pages for search engines and user experience to increase conversions.
To create effective landing pages, it’s important to design them in a way that not only promotes your product or service but also provides an overview of the topic cluster, when used as a pillar page.
By doing so, it will give your visitors a chance to have a deeper understanding of the topic while linking out to cluster content, providing them with more relevant information and a better overall experience.
This approach helps to build trust, educate your potential customers, and increase the chances of conversions by providing them with all the information they need to make an informed decision.
6. Amplify Your Content
Promote your content to earn backlinks and increase visibility, driving more targeted traffic to your site.
Once you’ve created a piece of content, it’s important to put effort into promoting it to increase visibility, and this goes beyond just trying to get social shares.
To rank higher, your content should be linked to other websites and you should use email outreach as a distribution strategy to promote other websites to link your content. This can be done by:
Getting your content linked to from resource pages
Getting it referenced as a recommended guide in an existing piece of content
Encouraging a journalist to write an article about your latest study
Using broken link building to find opportunities to earn links to your content and other tactics. SEO Services for B2B SaaS Strategy
These SEO services will help you build your B2B SaaS strategy whether you are using an agency or are looking for a combination of in-house and agency SEO services.
A Website Audit
A website audit is a crucial initial step in any successful SEO plan. It allows you to uncover technical glitches, identify opportunities for optimization, and pinpoint areas for improvement in your site’s structure.
Our team of SEO professionals will thoroughly examine your website, pinpointing any problem areas and providing you with a comprehensive report of our findings and proposed solutions.
Once the issues have been addressed, we’ll work with you to develop and execute an effective SEO strategy that will boost your visibility and rankings in search engine results pages.
Don’t let technical errors or suboptimal content hold you back. Take the first step towards SEO success with a thorough website audit from our experts.
To excel in the SaaS industry, having a deep understanding of the market and your competition is key.
That’s why our team of experts conduct a comprehensive analysis of your top competitors, identifying their strengths and weaknesses, and uncovering opportunities for improvement by looking at the total addressable market for your terms (TAM).
We then create a detailed report that delves into the strategies and tactics used by your competition, and highlight areas where you have an edge.
From there, we’ll provide you with actionable recommendations on how to improve your ranking, giving you the tools you need to outsmart the competition and rise to the top.
Stay ahead of the game and gain a competitive advantage with our in-depth SaaS market analysis.
Dominating the B2B SEO game requires a strategic approach to demonstrating your expertise and owning the SERPs for specific topics, not just keywords. Enter: topic clusters.
But what exactly are topic clusters, and how do they play a crucial role in B2B SEO success?
Think of a topic cluster as a web of interconnected content, with a central pillar page serving as the hub for a specific topic, and related pages branching off to delve deeper into specific questions.
This approach helps you target prospects at every stage of the buying cycle, and it’s a scalable content strategy that you can continue to build on.
Not only do topic clusters keep your content organized, but they also make it easier to show off your expertise and knowledge on a topic. Plus, it helps to avoid keyword cannibalization.
As you map out your keyword strategy, it’s crucial to align it with your buyer personas and your keyword research for each topic cluster.
At LSG, we use n-gram analysis and proprietary ML tools that identify new opportunities for your SEO content strategy and give you an edge over your competitors.
Our team of content experts will help you craft a content strategy that will set you apart from the competition and help you achieve your business objectives. Whether you’re looking to increase brand awareness, drive traffic, or boost conversions, we will work with you to understand your target audience and develop a plan that speaks directly to them.
We’ll help you identify the topics and formats that will resonate with your audience and create a content calendar that keeps them engaged. Some examples include content such as:
By producing guides and long-form pillar pieces of content you can start building your topic clusters. Once you have your pillar topic, you can create smaller blogs and posts that are linked together.
These internal links provide a boost to your expertise and authority, user experience, and help search engines understand how your content is connected–which means better rankings for your site.
Optimizing your in schema markup and creating FAQ pages can bring a host of benefits, beyond just improving your SEO. By targeting relevant keywords and utilizing FAQ schema, you’ll create a valuable resource for users while also boosting your search engine rankings.
Here are some of the advantages of optimizing your FAQ pages:
By addressing common questions directly on the page, you’ll reduce the need for customer service and sales team members to handle repetitive inquiries.
Incorporating People Also Ask (PAA) data and target keywords will give you a better chance of appearing in PAA snippets, increasing your visibility on SERP.
Internal linking from your FAQ pages to relevant content on your site can boost your keyword rankings, conversion rates, and transactions.
Optimizing the title tags and meta descriptions with topic-specific keywords will improve the organic rankings of your FAQ pages.
A keyword glossary is a powerful tool for improving your SEO and attracting more relevant traffic to your website. It’s a list of terms and definitions related to your business that you can include on your site to help visitors better understand your industry and offerings.
By creating a keyword glossary, you can take advantage of long-tail keywords, which are highly specific and less competitive. This can give your website a boost in search engine rankings and increase the number of visitors interested in your business. It also provides you with a number of additional benefits such as:
Better targeting of potential customers : By including terms specific to your industry in the glossary, you can attract visitors who are more likely to convert into customers.
Increased website engagement : Providing definitions and explanations of industry-specific terms can help visitors better understand your business and keep them engaged on your website longer.
Enhanced credibility : By demonstrating your knowledge and expertise on industry-specific terms, you can establish yourself as a credible authority in your field.
Improved user experience : A keyword glossary can help visitors navigate your website more easily and find the information they’re looking for.
Enhanced accessibility : By providing explanations of industry-specific terms, you can make your website more accessible to a wider audience, including those who may not be familiar with your industry’s jargon.
If you’re not already using a keyword glossary on your website, you’re missing out on a valuable opportunity to improve your SEO and attract more targeted traffic. Our team of experts can help you create a comprehensive keyword glossary that will give your website a boost in the search engine rankings.
Achieving top rankings in search engines requires more than just on-page optimization. Along with producing high-quality content and copy, your website must be fast-loading, responsive, and user-friendly.
That’s why our team of experts will also conduct a thorough analysis of your website as a whole, identifying and addressing any technical issues that may be holding you back.
We’ll provide you with a detailed report that outlines our findings and recommendations, so you can see exactly what changes can take you to the next level.
Link building is a crucial element of any SEO strategy, as it helps boost your site’s authority and establish connections with other websites. Google’s algorithm recognizes these connections and assigns credibility to your domain. After all, if other sites are linking to yours, it must be valuable.
An effective link-building campaign includes both internal and external linking. Internal linking refers to adding links within your own site to improve user experience and make it easier for search engines to crawl your pages. External linking, on the other hand, refers to adding links from other websites to your own, which can improve your visibility and rankings on SERPs by establishing you as an authority in your field.
Our team of SEO experts can help you execute a successful link-building campaign. We offer backlinking services that can help you acquire high-quality links for your website. We can create compelling content that other sites will want to link to and assist with guest blogging and fixing broken links.
At Local SEO Guide, we believe in being completely transparent with our clients. That’s why reporting is a core component of our SEO services. Every month, we’ll provide you with a comprehensive report that clearly outlines our progress and results.
Our report will include information about the keywords we’ve targeted and their current rankings, as well as data on your website’s traffic, such as the number of visitors, organic searches, backlinks acquired, domain authority metrics, and more. This information will give you a clear understanding of how your SEO efforts are impacting your website traffic.
We understand that trust is built on transparency, which is why we’re committed to providing detailed, easy-to-understand reports. If you’re ready to improve your ranking and visibility, contact us today to learn more about our SEO services. Case Study: A Successful B2B SaaS SEO Strategy