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B2B SaaS SEO – Ultimate Guide [Strategy Included]

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TrioSEO - Connor Gillivan

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When 27% of B2B searches begin with search engines, the significance of an effective B2B SaaS SEO strategy cannot be overstated. Businesses are turning to online channels to discover solutions to their most pressing problems, and it’s time for you to capitalize on this digital shift.

But how do you begin, given all the complexities in the SEO space? Don’t worry. Complete with everything you need to know about B2B SaaS SEO, this guide sheds light on the best tools, practices, and steps to create a winning strategy – more on that below. 

If you need expert assistance with the SEO strategy for your B2B SaaS business, consider partnering with our experts at TrioSEO for a customized SEO strategy that suits your company! 

What is B2B SaaS SEO?

B2B SaaS SEO is a specific type of SEO that boosts the visibility of any B2B SaaS website on search engine results pages (SERPs). What differentiates this type of SEO is the approach to the unique needs of B2B SaaS companies.

For example, keyword research strategies differ from other types of SEO. In B2B SaaS, the SEO strategy focuses on industry-specific terms, software-related keywords, and challenges that businesses in the sector face.

This is just the tip of the iceberg of what B2B SaaS SEO covers—we’ll discuss a lot more in the following sections.

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B2C vs. B2B SEO

While the technicalities of B2B SEO, such as keyword research and on-page optimization, apply to B2C (business-to-consumer) SEO, there are some nuances when it comes to each approach. 

AspectB2C SEO B2B SEO
AudienceConsumerBusinesses
Campaign GoalsCustomer purchases from the websiteSign up for a newsletter, fill out a form, or start a free trial
Keyword StrategiesFocused on brand names and product namesRevolve around business challenges, needs, and solutions
Link BuildingEasier due to a wider audienceMore difficult 
Buyer Decision ProcessShorterLonger due to higher product costs and longer service commitments

Why Does B2B SaaS Need SEO?

B2B SaaS companies, by nature, offer products that exist in the digital world. Hence, it only makes sense that you build your presence in search engines. A website is your company’s digital footprint, which users can access through search engines.

By optimizing your website for search engines, other companies seeking software solutions online can easily discover your B2B SaaS company.

How is SEO Different for B2B Companies?

The reality is that SEO must be a core focus of your B2B SaaS company if you’re looking to establish a strong digital presence. What sets B2B SEO apart are the goals and strategies associated with B2B companies.

As mentioned previously, the goal of B2B companies is often to generate leads for long-term sales. This can come in the form of signing up for a newsletter or filling out a form that a sales team can use to keep in touch with a client.

The keywords used in B2B are also more targeted toward what the primary decision-makers search for, particularly business challenges and their solutions.

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How to Develop a B2B SaaS SEO Strategy

Let’s break down all the crucial bits of building a top-notch B2B SaaS SEO strategy.

1. Perform Competitor Analysis 

Identify your competitors and look at their strengths and weaknesses. Analyze their SEO strategies, including keyword targeting and content types, to understand the gaps and opportunities in the B2B SaaS industry.

With this information, you can create an effective strategy to set your SEO approach apart.

2. Understand Your Audience

To develop a successful SEO strategy, you need to understand your audience on a deeper level. That means learning more about their pain points, interests, and the solutions they need.

Let’s say your company offers project management software tailored for service agencies (like a marketing agency). You have to discover your clients’ pain points, which can include the lack of collaboration tools or inefficient task management. 

Next, you have to identify the features they look for. For instance, customizable workflows and real-time communication channels are some features that many agencies may look for in project management software.

Keeping this information in mind, you can create an SEO strategy that addresses these needs and pain points.

3. Perform Keyword Research

Keyword research tools can help you identify high-volume and relevant keywords that align with what your target audience searches for in search engines.

Going with the above-mentioned scenario, a possible keyword you can target is “collaborative task management for marketing agencies”. 

4. Formulate a Comprehensive Content Strategy 

After getting your hands on the relevant keywords, it’s time to incorporate them into your content. Cover various content forms such as articles, case studies, or white papers and target the researched keywords. 

When creating your content, be sure to incorporate the keywords you’ve found and match their search intent.

5. Build High-Quality Backlinks 

A significant component of your SEO strategy is building relevant backlinks. Focus on natural link-building strategies to acquire backlinks from high-ranking B2B SaaS industry publications, directories, and partner websites so search engines consider your website credible.

Remember: This isn’t an exhaustive list of what you need in a killer SEO strategy, since it can vary depending on your specific goals. If you’re looking for a personalized strategy, TrioSEO has you covered.

With 10+ years of experience driving our own businesses to 8 figures through SEO, we offer a tailored SEO consultancy for your B2B SaaS company. We write SEO blog articles, find the most relevant keywords, provide on-page SEO services, and more.

Get in touch with us at TrioSEO so we can transform your company’s online presence with a strategy that works best for you!

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B2B SEO Best Practices

To succeed in your SEO endeavors, you must follow these best practices:

1. Create quality content: In the world of SEO, quality content will always remain on top. 

The quality standards for content are a lot higher for B2B customers because they are also business owners and, therefore, knowledgeable in their respective industries. 

If your content is lacking, visitors will simply look for other websites. That’s why it’s essential to address their pain points, provide solutions, and establish your authority in the industry.

2. Optimize landing pages: The first thing your audience sees when visiting your website is the landing page. This must be optimized and updated at all times, considering that SaaS customers are for the long term and will keep visiting your website frequently.

Ensure you incorporate relevant keywords, clear value propositions, and compelling calls-to-action (CTAs).

3. Improve user experience: In addition to the landing page, users also notice how fluid their experience is when using your website. Don’t count this out, as it can greatly influence your search engine rankings.

4. Optimize images with relevant keywords: Including alt texts containing B2B SaaS-related keywords in images can increase the odds of a better search engine ranking. Also, when adding images, compress them and ensure they’re good quality.

5. Perform a technical SEO audit: Many things can go haywire in your B2B SaaS website – broken links, crawl errors, and other technical glitches are some of the many issues you might encounter. Conducting a technical SEO audit solves this.

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Top 5 B2B SaaS SEO Tools

We’ve narrowed down the top B2B SaaS SEO tools that can help boost your visibility on search engines. Learn more about them below:

1. Google Analytics

There’s no better way to do SaaS SEO than by sourcing your data directly from the source – Google! A huge plus that comes with it is that most of the features you need are free. 

Google Analytics allows you to access essential metrics, monitor your website traffic, track pages that have the most conversions, understand customer behaviors, and so much more.

However, some issues have been raised about data privacy and sharing, considering that Google Analytics is a Google product. Still, Google Analytics remains an excellent SEO tool for businesses of all sizes.

2. Ahrefs

Making it to our list of top 5 tools is Ahrefs. This all-in-one SEO platform allows you to see your competitor’s standings and see how you measure up against them. Plus, you get to evaluate your backlink profile and track rankings for particular keywords. For an SEO tool, it pretty much has everything you need.

However, the pricing plan might prevent smaller enterprises from availing the more advanced features. With the Enterprise plan going as high as $999 per month, this can be a huge investment for small businesses. 

But if you have the budget, you can’t go wrong with Ahrefs.

3. Semrush

Another comprehensive B2B SaaS SEO tool, Semrush, offers a wide array of features, including deep keyword research, backlink analysis, competitor analysis, and site audits.

Even with all these features, Semrush is relatively simple to use, given its intuitive user interface. However, like Ahrefs, some pricing plans might be inaccessible to smaller businesses with limited budgets.

Its standout feature is its integration with Google, as it receives data from Google PPC. This can be particularly useful for companies that simultaneously run Google PPC ad campaigns. 

4. Hunter.io

An important aspect of SEO that must not be overlooked is your backlink strategy. One way to strengthen that is through cold outreach. 

Your biggest obstacle here could be obtaining the email addresses of your prospects. Fortunately, we have Hunter.io – a tool that assists with email discovery.

The tool automates the cold outreach sequence and finds email addresses within your lists, helping you significantly cut down on resources.

However, this is only limited to verifying professional email addresses. It cannot validate personal email addresses, such as those created through Gmail.

For businesses looking to get started with their link-building strategies, Hunter.io gets the job just fine. 

5. Answer The Public

Excellent SEO strategies always involve keyword research. Tools like Answer The Public provide more insights into what people search for in popular search engines. It gives you an idea of the relevant search topics that align with your content.

Note that the tool doesn’t give the exact keywords; it just gives you a general idea of what people are searching for. Also, the free version only has a limited number of searches. 

Regardless, it’s still an effective tool that can be a great addition to your SEO arsenal.

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Frequently Asked Questions (FAQs) 

In this section, we’ll tackle the most popular questions asked on B2B SaaS SEO:

What Role Does Content Marketing Play in B2B SaaS SEO?

B2B SaaS products typically require complex solutions. Content marketing educates your audience regarding your product/service, its benefits, and how it can address their pain points. High-quality, engaging content can position your website as an authority within your niche.

How Do Backlinks Influence SEO for B2B SaaS Websites?

Adding backlinks to your B2B SaaS website helps boost its authority. Think of it as a form of endorsement from another website that your website is credible and authoritative. High-quality backlinks enhance your website’s perceived trustworthiness in search engines’ eyes.

What are Common B2B SaaS SEO Challenges, and How to Overcome them?

The world of SEO has progressed endlessly, and keeping up with all the latest developments can be challenging. 

Let’s find out more about the major hurdles you might encounter:

ChallengeSolution
Poor content qualityCreate a B2B SaaS-specific content strategy and establish a thorough content review process.
Confidential client data appears in search engine resultsDeindex your content on Google.
Blog topics target generic keywords rather than industry-specific onesUse keyword research tools to conduct thorough research and gain insights into your audience's needs.
Login pages do not contain links to the marketing siteAdd links to the primary marketing website seamlessly on the login page. Indexing your login page also ensures maximum visibility.
Outdated contentConduct content audits, update information, and repurpose content into new formats.

Our in-depth and systematic processes at TrioSEO help address all these challenges by conducting SEO audits, diving deep into keyword research, and optimizing on-page SEO.

How Can B2B SaaS Companies Measure the Success of Their SEO Efforts?

The measurement of success will entirely depend on a company’s goals. 

The following are common metrics monitored by companies and a B2B SaaS SEO agency 

  • Keyword Rankings. This metric indicates the ranking of your website in the SERPs for target keywords. A higher rank results in more organic traffic and leads. Aim for a keyword ranking to fall within the top 10 search results.
  • Bounce Rate. The bounce rate is the percentage of users who leave right after landing on your website without navigating around it. A 40% or lower bounce rate indicates engaging content and its relevance to your targeted keywords.
  • Dwell Time. This refers to how long an average user stays on your webpage. A dwell time of 2-4 minutes shows that your website is engaging enough to your audience, elevating your ranking on search engines. 
  • Site Speed. No one likes a sluggish website. If your website loads quickly, your chances for SEO success are much higher. Your website must take about 1 or 2 seconds to load if you want to make it to the first page of Google.

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How Does Local SEO Differ for B2B SaaS Companies?

Compared to brick-and-mortar businesses that benefit from traditional local SEO tactics, B2B SaaS companies benefit from balancing their global and local visibility. 

While your company’s services are likely accessible worldwide, you must also cater to the local market to expand your reach. 

Local SEO strategies for B2B SaaS companies can include focusing on location-specific keywords and creating location-specific content. 

There are plenty of ways to create location-specific content. Write case studies on local clients, share your involvement in local events, and center your content on problems unique to a specific locality.

Additionally, you can optimize your Google My Business profile, especially if you have multiple offices worldwide. Use the Google Business Profile Manager to keep your business information up-to-date and build local citations.

Conclusion

Mastering the art of B2B SaaS SEO can help your company climb up the SERP rankings. Although it will be no smooth ride, the journey is well worth the effort.

As long as you create user-centric content, target strategic keywords, and adapt to the latest industry trends, you can prime your B2B SaaS company for SEO success – and that’s exactly what TrioSEO specializes in.

At TrioSEO, we help you drive organic traffic and generate meaningful leads through our proven SEO solutions. Book a call with us today, and we’ll develop the ideal SEO strategy for your B2B SaaS SEO company!

TrioSEO - Connor Gillivan

Want more traffic and leads? Turn your website into a traffic generation hub. Get started and we’ll conduct a free SEO audit to see if working together is a good fit. 

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Steven is the Co-founder & CEO of TrioSEO. His background is in large-scale blogging where he co-owned 40 websites and helped grow the portfolio to 7-figures within 3 years. Follow him on LinkedIn for daily SEO tips, tricks, and strategies.

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