23 Jun 2022

SEO for SaaS

The explosive popularity of cloud-based solutions to sales and business operations over the past few years is undeniable. According to PRNewswire, the global SaaS market size is expected to increase by $99.99 billion by 2025. 

Safe to say, it’s a good time to be in this business. 

SalesForce takes up a huge portion of the current market share, but many other offerings have sprung up and seen real success as well. Although, because one name does take up a large amount of mental real estate for most consumers, companies in this space need to rely on smart strategies to get in front of the people they’re trying to reach. 

Deciding which digital marketing solutions can serve you best can be difficult.

One of the cornerstones in any digital marketing strategy, however, is SEO. This involves diving into analytics and deciphering data to find out how and where to best reach new leads and potential buyers. 

Like you probably know already, SEO uses search engine queries to drive traffic. And that all starts with utilizing relevant content and keywords to improve placement on search engine results pages. 

Now, let’s talk about creating content for SaaS audiences. 

Content marketing is a powerful tool when it comes to lead generation for a couple of reasons. It can help you to highlight key product benefits in a less “sales-y” way than you would on a brochure, for instance. It can address concerns that potential buyers might have before they make a purchase. And – maybe most importantly – in a marketplace like the SaaS one, it can help people understand exactly how these technology solutions will solve their problems. 

If your software exists as a solution to common problems faced by businesses and your content can effectively explain how you solve those problems, it should be easily discoverable on search engines where people are actively seeking out answers. 

The starting point is identifying your unique selling proposition – what sets you apart from every other company doing something similar? 

Once you know the answer to that question, it’s time to look at the people you want to reach. What does your target audience really care about? What benefits are they going to get from your software?

The next step is developing out content that is relevant and engaging, while also incorporating keywords that your target audience will likely be searching. For instance, we might use “ad agency” or “colorado” to help direct our searches. It’s important to do your research and see how often the keywords you’re thinking of using are being searched, as well as taking a look at your competition and seeing who is ranking and why. 

A final component to consider is the technical side of things. The user experience is incredibly important – especially in the SaaS space. If the browsing experience a user has while they’re engaging with your content is a bad one, they likely won’t be back. Websites should run efficiently, have easy search functionality, and a simple-to-follow linear structure. 

If you think you might want to consult with an expert on a SEO strategy for your SaaS company, we are more than happy to help you get started. 

Contact us today. 


I’m Sophie Mann, and I work at encite branding + marketing + creative as Vice President of Strategy. My job entails a continuous study of business, marketing, data and culture, all in the name of driving strategy forward. I’m passionate about helping brands resonate more strongly with their consumers and communicate with their ideal clients. I’m also a proud graduate of the University of Kansas - Rock Chalk!