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SaaS SEO: Best Strategies to Increase Organic Traffic

Digital Marketing
May 2, 2023
9 min

In today’s digital world, SaaS (Software as a Service) companies have become an integral part of the business landscape. With the rise of cloud computing and subscription-based business models, SaaS companies offer a wide range of software solutions to businesses of all sizes. 

However, with increasing competition in the SaaS industry, it is becoming challenging for companies to stand out and attract potential customers. We’ve already discussed the digital marketing strategies for SaaS, although let’s focus on organic traffic and leads. This is where SEO for SaaS comes in. 

Being proficient in SEO consulting for SaaS, in this article, we will discuss the best SEO practices for SaaS companies based on the considerable experience of Promodo experts and successful SaaS case studies.

What is SaaS?

Before diving into SEO, let's define what we mean by a SaaS company. SaaS stands for software as a service, which means that instead of buying software and installing it on your computer, you access it through the Internet. 

Enterprise SaaS often includes a suite of tools and services that help companies manage various aspects of their operations, such as customer relationship management (CRM), project management, and human resources. 

A good example of a SaaS enterprise is Claspo, which is a widget-builder for creating pop-up forms and notifications for an effective increase in website sales. By the way, Claspo is a client of Promodo, to which we provided SaaS SEO services.  

seo for saas

Why is SEO for SaaS Important?

SEO is crucial for any business with an online presence, as it helps drive traffic to their website and increase their visibility on search engines. However, for enterprise SaaS companies, SEO is particularly important for a few reasons:

High competition

As the SaaS market grows fast, boosting from $146 billion in 2021 to an estimated $195 billion in 2023, the number of competitors in the industry is also constantly enhancing. That is why SaaS is a crowded market, with many companies vying for the attention of potential customers. SEO can help these companies stand out from their competitors and attract more leads.


Increased visibility

With the help of SEO, SaaS companies can improve their visibility on search engines like Google, which can help attract more visitors to their websites and increase brand awareness.

“Even though, at Claspo, now we get more leads from paid advertising. We still realize that SEO is a long-term investment which will bring results years after”. Nikita Korchevskyi, Claspo CEO

Improved user experience

SEO can help optimize a SaaS website's structure, content, and navigation, which in turn can lead to a better user experience for visitors.

seo for saas

Higher quality traffic

SEO can help attract high-quality traffic to a SaaS website, as users are more likely to click on a website that ranks higher in search engine results pages (SERPs).

Better conversion rates

By targeting relevant keywords and creating optimized content, SaaS companies can attract visitors who are more likely to convert into paying customers.

Being a professional SEO agency for SaaS, Promodo can boost your conversion rate in several months. Apply for a free consultation!

Cost-effective marketing

An effective SEO strategy for SaaS can be a cost-efficient way to market its product, as it can help attract leads and customers without the need for paid advertising. What is more, once you invest in SEO content for SaaS once, you’ll receive benefits years after. 

Customer relations improvement

SaaS solutions often involve a lot of technical jargon and can be difficult to understand. In the process of the SaaS SEO strategy launch, you create content that explains your products in a way that's accessible to potential customers. 

SEO Best Practices for Enterprise SaaS

Now that we've established why SEO is important for SaaS companies, let's explore some best practices to keep in mind when developing an SEO strategy for SaaS.

Conduct Keyword Research

Keyword research for SaaS is the process of identifying the words and phrases that potential customers are searching for on search engines when looking for SaaS solutions. By using these keywords in your content on the SaaS website, you can increase the likelihood of your website appearing on the first page of search results. SaaS companies should conduct keyword research to identify the terms that their target audience is using and create content that addresses those topics.

saas seo

Set Three Levels of SEO

On-Page SEO for SaaS

On-page SEO is one of the basic practices of optimizing elements on a website in order to be ranked higher in search engines and get relevant traffic from them. On-site SEO for SaaS refers to two components, namely creating relevant content for the SaaS website as well as properly setting the HTML source codes of pages.

Launching on-site SEO optimization for your SaaS website, consider setting the title tags, adapting meta descriptions, cleaning up your site’s code, streamlining the website’s navigation, etc. What is more, content is a key SEO strategy for SaaS. Creating unique, valuable, relevant, and user-friendly content on your enterprise SaaS website is a must. 

Being a professional SEO agency for SaaS companies, we also recommend optimizing content to the featured snippet. For example, Claspo managed to appear at the top of SERP, due to the featured snippet-optimized blog.

saas seo

Off-Site SEO for SaaS Companies

Regarding off-page SEO, it refers to the links elsewhere on the Internet to the website of your SaaS. Search engines view backlinks as a sign of credibility and authority, which can improve your SaaS website's ranking on SERPs. SaaS companies should focus on building high-quality backlinks from reputable sources, such as online business media, industry journals, marketing companies’ blogs, or thought leaders' blogs.

Technical SEO for SaaS Startups

Although technical SEO may go unnoticed by website visitors, it plays a crucial role in achieving a high website ranking. Promodo SEO experts strongly advise that technical SEO be properly configured to optimize indexing, crawling, rendering, and website architecture for an effective SaaS SEO strategy.

Conduct Competitors’ SaaS SEO Strategy Research

By conducting thorough research on your competitors' SaaS SEO strategy, you can gain valuable insights into how they are optimizing their websites for search engines and identify opportunities to improve your own strategy. Here’s a short guideline on how to conduct a competitor’s SEO strategy in the SaaS industry. 

Identify your competitors

Start by creating a list of your top competitors in the SaaS industry. This can be done by conducting a simple Google search using relevant keywords.

Analyze their website structure and content

Take a close look at their website architecture and content, paying attention to elements such as page titles, meta descriptions, header tags, and keyword usage. This can give you an idea of the keywords and phrases they are targeting and how they are using them to optimize their website for search engines.

Check their backlinks

Analyze the backlink profile of your competitors' websites using tools such as Ahrefs or SEMrush. This will give you insight into the quality and quantity of backlinks they have, which can help you identify opportunities to build your own backlink profile.

Examples of article topics and traffic to them on a competitor's blog. Source: Ahrefs

Look for content gaps

Analyze the type of content your competitors are publishing and identify any gaps in their content strategy. This can give you ideas for new content topics to target and can help you create a more comprehensive content strategy.

Monitor their rankings

Keep track of your competitor's search engine rankings for relevant keywords and phrases using tools such as Google Analytics. This can give you an idea of how well their SEO strategy is working and how you can adjust your own strategy to stay competitive.

Focus on Educational Content

SaaS solutions can be complex and difficult to understand. By creating educational content, such as blog posts and white papers, that explains your products in simple terms, you can increase your website's visibility on search engines and establish your company as a thought leader in your industry. 

Optimize for Mobile

Considering the fact 60% of the internet population worldwide uses a mobile device to go online, it's essential that your SaaS website is optimized for mobile. Google has also made mobile-friendliness a ranking factor, so ensuring your website is mobile-friendly can improve your website's visibility on search engines.

Measure and Analyze Results

Finally, it's important to measure and analyze your SEO results to see what's working and what's not. Use tools such as Google Analytics and Search Console to track your website's performance and adjust your strategy accordingly.

Summing up

In conclusion, a well-planned SEO strategy for SaaS is crucial for the success of software as a services business. With the majority of customers searching for solutions online, having a strong online presence is vital for gaining brand visibility and driving traffic to your website. 

Implementing an effective SaaS SEO strategy can result in impressive long-term results, including increased website traffic, higher search engine rankings, and more qualified leads.  So, if you haven't already, now is the time to invest in a solid SEO strategy for SaaS and reap the rewards of a strong online presence.

Written by
Olesia Holovko

Team Lead of Content for

Content marketing manager at Promodo with 7+ years of writing.

When creating valuable business content, I always seek fresh data, interesting facts, the expertise of professionals, and meaningful insights to bring relevant ideas to the audience. I believe that good content can enrich the experience of marketers, empower business owners to make data-driven decisions, and enhance companies in growth.

Written by
Nikita Korchevskyi

Claspo CEO

I worked as the Head of Email Marketing at Promodo for six years. Recently, I've founded a new startup called Claspo, a an easy to use pop-up builder and management tool, designed to help marketers and business owners. I'm passionate about marketing technology, e-commerce, and business, and I enjoy discovering and writing about new trends in thesese areas

May 2, 2023
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