Content is king. Or so they say. But that’s not quite accurate. When it comes to digital marketing for SaaS companies, the content that you put out must be optimized to reach your intended target. That’s where SaaS content marketing comes in. A prominent segment of a digital marketing agency structure, content marketing for SaaS is a lot more nuanced than just throwing certain keywords on a page.
The Software as a Service business model is rapidly flourishing today. But that also means the thought of overcoming your competitors and finding success in your niche may not be as simple as it first seemed. So today let’s talk about some advanced strategies of SEO marketing that will hold you in good stead while competing for spots on a search engine results page (SERP ranking)
Advanced Strategies of SEO as part of SaaS content marketing
Choosing keywords to enable funneling
Keyword research is one of the more important aspects of digital marketing for SaaS companies. Targeting relevant keywords is the first step of a SaaS company’s potential to target high-level and high-value search traffic. The ability to discover these keywords and incorporate them into other areas of SEO, such as meta-data, on-site content, and all aspects of inbound marketing, is critical for SaaS content marketing.
Understanding search behaviour and how search engines present results for critical terms is also crucial. Keyword research enables SaaS companies to diversify their target keywords for certain strategies, such as:
- High-traffic keywords for top-of-the-funnel marketing.
- Long-tail keywords for high-value traffic
- Intent-driven keywords for marketing qualified leads.
While high-traffic keywords possess plenty of potential for business growth, they’re also highly competitive and often rank lower. Curate content that is more information-based to use high-traffic keywords, since they are more likely to capture customers at the start of their journey.
Long-tail keywords are typically less competitive and easier to rank for. Since these keywords also have a more precise message, they tend to be more suitable for blog articles aimed at increasing brand awareness and authority.
These represent the primary goal of internet users while entering a search query. By keeping in mind the queries that fit your brand, you can be more clear on the intent, making it easier to engage people toward the end of the conversion funnel.
Backlink-worthy content and “EAT”
Backlinks are one of the most important ranking factors for search engines, which a page with quality content is more likely to receive. It may require extra ability and effort to create this content, but with growing backlinks, the SERP rankings grow as well.
Google’s acronym “EAT,” which stands for Expertise, Authority, and Trustworthiness, provides some direction on what makes strong content. Implementing SaaS content marketing with EAT increases the likelihood of it ranking higher and being shared with backlinks, resulting in better SEO results for your company.
- Despite seemingly contrary to what we’ve been talking about, curate content for actual people and not search engines, guiding them to where they need to go (hopefully further down your sales funnel).
- Avoid tricks to deceive or pander to the search engine algorithms. A useful thought activity is to ask yourself if you would still curate it the same way if not for the search engines.
- Speak about the benefits of your products, not features. Customers appreciate problem-solving much more than learning about the process of solving it.
Meta-data optimized with target keywords is a major contributor to a higher click-through rate (CTR) in search engines. Meta page titles are ranked by search engines, while meta descriptions, although aren’t a ranking factor, are a vital aspect of increasing clicks based on presence in the search results.
SaaS businesses that want to rank first for software and SaaS search inquiries must conduct keyword research and conform to title-tag best practices. An effective SaaS SEO strategy is writing keyword-inclusive titles in a manner that resembles natural language, and also establishing your product.
Content optimizations and technical SEO are the two main types of search engine optimization. Technical SEO refers to the optimization of a site’s technical elements in order for it to perform better in search engine algorithms. This typically refers to essential code/HTML-based elements such as site speed, crawlability, mobile-friendliness, security, and more.
- The web content must be created in a way that is readable to the Googlebot. The Googlebot “renders” a site and examines it the way a human would, and is the foundation of Google’s crawling and indexing.
- Check for and fix broken links, 500-level server failures, and on-site 404s on a regular basis. Broken, deleted, or missing pages might result in a drop in SEO ranks.
- Build and optimize a mobile-friendly website supported on smartphones and tablets.
Outsource to a B2B SEO agency
It’s not impossible to make SEO improvements in-house. But SaaS content marketing and strategies of SEO require a large amount of coordination of multiple strategies such that businesses often find value in hiring a B2B SaaS marketing agency that specializes in SaaS digital marketing.
A digital marketing agency structure is built around the groundwork of a SaaS content marketing team, along with the digital marketing, web development, and analytics departments. Here at Alter, we employ a marketing team of highly proficient number-crunchers that come up with the best, personalized SEO strategies for your SaaS organization. Get on a call with us at +91 99864 60086 or email us at [email protected] and book a consult today!
Bonus! Want to learn more about creating the perfect growth plan for your SaaS product?
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An experienced Marketer with a demonstrated history of working in the digital marketing and advertising industry. Aravind is skilled in building ROI driven marketing strategy, digital strategy planning, Search Engine Optimization (SEO), Social media marketing, Search engine marketing, Landing Page Optimization, Web development, Media planning Google certified analytics and PPC expert.