6 SEO Strategies to Grow Enterprise Saas Companies

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December 21, 2022 Marketing

Effective SEO strategies are indispensable for developing a presence on search engines in today’s intensely competitive digital ecosystem. Marketing companies must work extra hard to ensure that their client companies stand out from the millions of competing businesses. Per updated statistics, the SaaS industry is growing at a staggering 18% per year.

The industry is projected to be valued at $700 billion by 2030. Agencies delivering SEO services to enterprise SaaS companies must juggle keyword search volumes of around 100k-1M.

Catering to enterprise SaaS clients becomes incredibly challenging since such companies typically have websites with thousands of pages. Expertise in technical SEO falls short when you’re trying to get results for your clients. You’ll need to use customized SEO strategies specific to the industry and its clientele.

Read ahead for the best SaaS SEO strategy you should deploy.

1. Start Off with a Sitewide SEO Audit

Before you start with aggressive SEO, you’ll want to ensure that the client’s website is well-optimized for traffic and search bots. And, the ideal way to start is by conducting a sitewide SEO audit. You’ll identify the areas that need improvement and errors that need to be corrected. Using tools like Ahrefs and Screaming Frog, you’ll look for issues with:

Page optimization including SEO title, Meta description, H1, H2, and H3 subtitles, and tags
Backlink profile, number of backlinks, broken links, and no-follow links
Indexability
Site structure, missing robots.txt, and site map
Duplicated content and meta descriptions
Loading speeds
Compatibility with mobile devices like cell phones and tablets
Optimum character limits for SEO titles and meta descriptions
404 pages
Missing alt texts for the images
Internal redirects

Having checked and identified potential issues, you’ll work toward correcting them.

2. Devise a SaaS Industry-Specific SEO Strategy

Devising a boutique SEO strategy for a SaaS company is challenging because you’ll need to get creative and come up with customized approaches that will work in this industry. That’s because, this niche is super competitive, and you’ll need a multi-faceted strategy that will address the entire infrastructure of your client company. You’ll start by identifying your client’s objectives and target audience but also infuse flexibility to adapt to the rapidly evolving sphere. The first step in the right direction is to gather data and analyze it before coming up with a plan. Here are some of the areas where you’ll focus:

What are the business objectives?
How is the website performing currently?
What are the benchmarks your client wishes to accomplish?
What is the customer profile? What are the pain points to target?
Who are the competitors, and what strategies have they employed successfully?
What is the particular need serviced by the client?

Getting data-based answers to these questions is critical for an effective plan of action.

3. Identify the Keywords to Target

Identifying the right keywords is crucial for your SEO strategy and can make or break the campaign. When analyzing keywords ranging from 100K to 1M, you’ll need to get creative with search volumes and intents. You’ll trace the customer’s journey through every step of the funnel by isolating the specific keywords they’ll use. Once you have the correct list of keywords, you’ll move on to creating and publishing compelling content.

As you go along, don’t forget to run analyses on the existing content to assess performance, user engagement, and conversion rates. Pay careful attention to the bounce rates since they indicate if the content delivers the necessary impact and gets you sales. Make sure to zero in on the snags customers face when browsing the website and placing orders.

4. Run Conversion Audits

The end game for SEO strategies for any industry is getting traffic and improving engagement. But, when you’re working in the SaaS niche, that’s only the beginning of the game. You’ll need to devise a conversion rate optimization strategy. This you can do by analyzing the initial pages where visitors land. Pay close attention to facets like improving UX or the user experience and offer opportunities for A/B testing. You’ll also focus on dynamic pricing structures and drop-off triggers. Make sure to address your customer’s concerns.

Users visiting your client’s website for SaaS services need validation and assurance that the software they’ll purchase is reliable and effective. And your client’s own website is a good starting point for that assessment. They’ll check site performance, quick loading times, user-friendly features, and easy navigability. If visitors like what they see, they might move on to requesting demos for the software before they finalize the purchase.

5. Content Marketing Strategies

SaaS-specific content marketing isn’t like your run-of-the-mill general marketing. You’ll curate content infused with high-ranking keywords to gain a toehold on the first pages of search engines. That’s how you’ll ensure you develop a robust web presence for your client. Don’t just focus on the text; add optimized images, videos, audio, infographics, and eBook giveaways. That’s how you’ll establish your client as an authority in their sphere. Don’t forget that the SaaS industry has broad applications, and you must design content relevant to the specific software your client creates and markets.

While talking about product features and applications is a great move, you must also focus on the pain points and the problems the software resolves. Additional SEO strategies that have proven effective include podcasts, webinars, videos that provide demos, whitepapers, and guides. Of course, social media marketing is an indispensable facet of any SEO marketing strategy. Leverage the appropriate platforms to promote your client’s websites.

6. Provide Wireframes and Blueprints

Unlike other industries, you can’t just plunge headlong and deploy changes within enterprise SaaS companies. You’ll start off by creating wireframes and schematic blueprints or mockups of the proposed changes. Invite the stakeholders and walk them through your suggestions, ensuring they are on the same page before you move forward. Doing test runs is critical before you make any permanent, irreversible changes. Demonstrate the intended functionality in the website interface and get approvals.

When offering SEO strategies to enterprise SaaS companies, remember that optimizing sites for this industry is a whole different ball game. You’ll use customized approaches to ensure results for your clients.