Companies know that search engine optimization (SEO) is necessary for their website’s survival and success in getting organic traffic.
However, despite this realization, many in the SaaS industry may miss the fact that there are a few differences between SEO for SaaS and optimizing the website for a more traditional product company.
Here are the 3 most important things to pay attention while optimizing your SaaS website.
Narrow Your Keyword Focus
The average consumer product has single digit number of potential keywords, whereas most SaaS products may have upwards of 50 potential keyword combinations. Keyword phrases play a central role in search engine optimization, but having too many will also render some of your efforts ineffective.
Trying to fit as many keywords onto your website will make it look unnatural to both users and search engine robots.
If some things are too difficult to read or understand, it’s unlikely that visitors will recognize the value of the product and won’t feel comfortable becoming a customer.
What Can You Do? Complete a thorough analysis of organic search terms and the consumer behavior related to each one of them to identify the ones that lead to a purchase or conversion. You should emphasize these words in your content creation to rank higher and be found by people that have a clear intent of buying.
Be Specific about the Features
Narrowing down your focus without overlooking any critical keywords can be difficult. The ones you should never neglect are your product features.
People in need of SaaS solutions, will generally search for specific features or tools that help them solve a need or issue, i.e. “marketing automation software”, “online accounting tools” or “video marketing software”.
To be among the most relevant results on search results pages, you need to have ample written content that includes these terms with insightful information, explanations, guides or how-to’s.
What Can You Do? Create dedicated pages with details and descriptions for each of your features. Showcase the benefits to the user and make your copy easy to understand — even for the non-technical user.
Mobile Optimization is a Priority
Being at the forefront of technology, mobile optimization is critical to companies in the SaaS industry.
The website is a reflection of the brand and product. If the mobile experience or interface is lacking in how user-friendly it is, people will associate the unpleasant experience with the SaaS product as well.
What Can You Do? It is paramount to have your web development team completely optimize the website for a smooth mobile user experience — responsive web design, a mobile app, or a dedicated mobile site.