In this post, we will give you some actionable tips that will help your SaaS platform establish an SEO-friendly web presence in 2020. Google is becoming smarter as we speak, and with every update, it becomes increasingly difficult to trick its algorithms. Therefore, we will base this article on sound, evergreen SaaS SEO strategies and actionable advice that will stand the test of time, and any future algorithm changes. Let’s go!
Tip #1: Focus On The Quality Content
Google wants to give people the best possible result, high on the first page of its search results. In other words, if you have the best piece of content for the search term, it is going to outrank all others, only because it is the best. All those shady optimizations you plan to do in order to get higher up than you deserve will only benefit you short-term. But, in the long run, focusing on growing organic traffic through quality content always wins. Content is king, always was, and still is.
Outranking everyone—easier said than done? Definitely. Trying to outrank everyone else solely by providing better content is difficult. But, if you choose wisely, and focus your pillar articles around something you are expert in, you are guaranteed to stand out.
Focus on real issues you encounter in your day-to-day, and answer real customer problems. And only then do keyword research around terms that are similar to your main topic, and incorporate them into the article.
Just don’t only focus on writing on topics you know nothing about only because you see them as good opportunities as they are low competition keywords. While it might get you to rank, you won’t actually help people, which will send a bad signal. Because, even if you trick Google, you will never trick real people, which means that bad content can damage the brand reputation in the long run.
And don’t just try to write long posts for the sake of writing long posts. The reason why longer posts usually rank better is simple—they provide more information. As shown in the chart above, word count does impact rankings, but do not simply try to fill up the page with empty phrases only to reach the desired word count. Try to go in-depth, answering questions with quality information, but once the question is answered, stop, there is no need to add fluff just for the sake of the word count.
Tip #2: Fine-tune Technical Stuff
While technical SEO alone won’t get you to the first page of Google, not taking care of it will definitely hinder your goal to get there.
It’s 2020 people, and that means the time of unsecured connections is long gone. If you don’t have an encrypted website, you will lose to the competition. Therefore, get an SSL certificate, they are not that expensive!
And you better take care of the little things, such as optimizing your URLs with relevant keywords, filling up titles and meta descriptions, taking care of the H1/H2 tags, and optimizing the content for optimal readability.
Furthermore, you better have your site responsive and looking great on every screen size. After all, we are talking about SaaS here, and you need to have options and to be available on every major platform.
Speed also matters as it influences the user experience. If your competitors can offer the same service as you, but faster working, they will win. The type of hosting you have is crucial for speed, but so is the size of your website and its infrastructure, so make sure your developer team is keeping everything under control.
And pay attention to user experience. Your site should be intuitive and easy to navigate, even for the least technical user. The same should go for the service you provide. Even if it is very sophisticated, don’t make it more complicated than it has to be. Offer help and tutorials on every step, and also have search fields and support boxes on every corner. While the user experience doesn’t get you to the #1 page, it makes a huge difference when it comes to time spent on your pages, and also influences the way people interact with your site, and reduces bounce rate.
Tip #3: Focus On Quality Links
Again, the focus is on quality. Links are one of the most reliable ranking signals, and if your site gets quality links from authoritative websites, relevant within your niche, you will rank high. That being said, trying to build shady, PBN links is a thing of the past, and can only penalize your site.
Instead, do things slowly and build links the right way. First, look for blog posts on major websites that list other companies similar to yours, but don’t have you. Reach out to the site owner and ask them to consider adding your name to the list. You can also mention that you have a referral program, which will give them a chance to earn if someone signs up with their link.
Also, offer to write guest posts on relevant, niche blogs. In exchange, you can offer a link to their site from your own blog, or offer them to guest post on your website. That way, you will not only get the SEO benefit but a chance to show yourself in the best light possible, in front of a new audience. Just make sure the sites you reach to are relevant and matter to your target customers.
Lastly, don’t be cheap when it comes to linking to other websites from your blog posts. That will show you as a good guy in the industry, not only willing to offer help to your audience but also willing to share valuable information even if it doesn’t come from you. This won’t get unnoticed, and people will be more willing to promote your services, even if you don’t ask for links.
Tip #4 Keep Updating
Like your app always needs improvements to stay competitive, your site needs to evolve in order to stay relevant if you want to remain high in the search results.
First, as you add more pages, make sure all the technical stuff is checked. Do this along the way, but also schedule regular site checkups to make sure everything is in order. Use SEO tools to monitor your ranking performance, and notice any sudden drops.
Also, follow the SEO community and Google news to catch any significant or minor algorithm changes that might affect your position.
But, more importantly, update your content. Revisit your old posts, and see how you can improve them. Look to add current information, and to delete what is no longer relevant. Refreshing your content will give it a new life, especially if it is a pillar, high-value post.
The goal is to write evergreen stuff, but that is not always possible, so make sure you check your old posts from time to time. There are some old tricks like replacing “2019” with “2020,” but don’t just stop there. Look to include a few more points in every article.
Tip #5: Be Patient
SEO results won’t happen overnight. In fact, if you are just building a new site, it will take more than six months for Google to rank it properly.
Therefore, it is critical to develop a strategy, implement it, and stick to it, without any radical changes in the process. Without waiting for those six months, it is impossible to know if you made the right moves. Search Engine Optimization always was a patient man’s game, and if you are here to get instant results, you came to the wrong place—look for ads instead.
However, SEO has one benefit: long-lasting results. Yes, it is slow at first, but if done right, once it catches up, it will bring in traffic in years to come. Because of this, SEO is one of the best digital marketing investments you can make, at least in the long run.
Plus, it goes hand-in-hand with other B2B marketing strategies, such as ads and social media. You can always pay to get instant ad traffic, which will fill up that six-month gap it takes Google to rank your site.
SaaS SEO Strategy Conclusion
Doing SEO for your SaaS isn’t too difficult. If you base it on the right foundation, you will get long-lasting results, which will bring quality traffic as long as your content stays relevant.
But that’s the catch. Although not super complicated for the most part, SEO is super boring, and it takes a continuous effort of regularly checking and updating things, and following Google algorithm changes along the way. Plus, SEO is only a part of digital marketing, and there is so much more to do. Not easy when you have a business to run.