The presence of search engine optimization (SEO) jumped to an all-time high during the year 2020-21. With consumers rapidly moving to the online world, all businesses ranging from small scale to large enterprises were forced to make the shift.
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SEO has always been the number one way to boost online presence and attract customers for software as a service (SaaS) businesses. However, not all companies realize the potential of SEO and lose a lot of opportunities.
With the ever-increasing competition in the SaaS world, it is difficult to gain quality leads without the use of a perfect SEO strategy. In this article, we will discuss the importance of SEO and why it is impossible to thrive without it.
Top 5 Reasons why good SEO is important for any SaaS company
The formula is simple. To build your customer base and reel in more traffic, it is absolutely crucial to rank first on the search engine results page (SERP). This is even more important if you’re just stepping into the world of SaaS and have not yet established yourself. SEO is ever-evolving and can feel like a riddle at times. However, having the fundamentals in grapes will make the rest of the project easier.
Keeping that in mind, let’s discuss the five potential reasons why SEO is important for any SaaS.
1. Kick start your journey into the world of SaaS
Source:netflix
No matter how exceptional your product or service is, it is of no use to your business unless people know about it. But with the right SEO strategies, it is possible to spread the word about your brand new product and let it reach the target audience with ease.
Not only does it publicize your product in your own territory, but with the right measures and constantly updated SEO, it will help you find your feet in the dynamic global market.
It also helps generate organic traffic for your website which can translate into potential leads and increased sales.
61% of B2B marketers claimed SEO and organic traffic help you generate more leads when compared to other marketing initiatives.
To increase the exposure of your SaaS business, it is recommended that you create good quality, original content regularly using optimized keywords and update the web content on your business pages. Doing so increases your chances to land on the first page of search results and the likelihood of people remembering your brand.
For instance: Netflix, a SaaS company, currently has a search volume (number of searches for a keyword in a month) of 16,600,000 and its average web page ranking between 1 to 10 creates 463,888 backlinks.
SaaS companies, in particular, have a diverse customer base. Anybody from a small business owner to a CEO can get in touch with SaaS companies to help improve their operations. That makes it all the more important to have diverse content in your website that can pull in viewers from different search queries.
With such a non-uniform and non-homogenous client base, SEO becomes the only way for SaaS companies to bring them together.
With the right SEO tools and techniques, you can make your website rank for a wide range of topics, some of which might not be directly related to the services you offer. But the more people know about you, the better it is for your business.
Word of mouth marketing remains a huge deal in 2021 with more than 90% of people saying that they trust reviews from people they know more than what the internet tells them.
With businesses of all scales going online, there is a high demand for SaaS. However, many people who need and want SaaS assistance cannot find the company they are looking for because of poor SEO optimization.
When compared to its lead generation potential, the investment in optimizing SEO is negligible.
2. Generate traffic to your website
Source: neilpatel
Undoubtedly, SEO is one of the most important tools to build and boost your presence online.
The implementation of SEO is not limited to your web pages. You can also optimize the social media pages for your business and generate traffic.
Google and other search engines are widely used to conduct product or service research. In fact, 68% of online experiences start with a search engine . SEO has a scalable approach to SaaS growth and majorly influences the amount of traffic a website gets.
When done right, keyword optimization using SEO can push your website to the first page of organic search results. But why is it so important to land on the first page? Because 75% of search engine users do not click on the second page.
Take for example, Sherpa Software, a provider of data governance solutions, globally lost its rankings after changing the design of its website. The SaaS company immediately optimized its landing pages using SEO techniques and the website started to receive organic traffic. It resulted in a 336% increase in average monthly sessions and a 111% increase in organic sessions .
Cross-promoting can also help you drive traffic between your web pages and social media accounts. For instance, you can place the link of your website in your bio on Instagram or insert clickable icons of your social media accounts on your website.
Being on the first page of SERPs is crucial to generating traffic and if more than one of your web pages land up on the first page, chances of your website being pushed by Google are higher. Also, if you successfully rank a featured snippet, you can secure more than one place on the first page of results.
Content is the backbone of searchability.
If your website does not have enough good quality content, the Google algorithm will be less likely to show it on the first page. And as you already know, most people will not put the effort to scroll to the second page, let alone the rest.
The great thing about content is that it can cover many themes and subjects, even those beyond your business’s immediate scope.
For example, a SaaS company may well have blog posts on social issues and their effect on SaaS. When people enter a search query that aims at this specific niche, there’s a high chance of getting traffic from people who would otherwise not be interested in what you do.
SEO-optimized content will help people find you, be it accidentally or intentionally. However, getting traffic to a website is not the end of the purpose of the content.
Original and well-written content will not only bring visitors but also keep them engaged.
58% of marketers believe that well-researched, quality content does better than subpar content in bulk.
3. Cut down your expenditure on paid advertisements
Source: Byteorigin
While paid advertisements can be of great help when setting up a new business or entering the world of online presence, too much dependence on them can cost you a fortune.
If you do not engage in active optimization of your website using SEO techniques, the traffic and leads stop as soon as you stop investing in paid advertisements.
Incorporating and optimizing your SEO will not only increase organic traffic but also increase the profit margins significantly. SEO is beneficial in the long run and website traffic can escalate exponentially with the help of regular improvement of your content and generation of backlinks.
Even though pay-per-click (PPC) campaigns can be very useful for enhancing traffic, it was seen that 70-80% of users ignore paid ads and prefer organic results. Also, with ‘Ad Block’ active on users’ web browsers, the paid ads get filtered and are not visible on the results page.
While PPC ads keep burning a hole in your pocket, SEO will keep generating traffic for your website even when you stop active optimization. However, it is recommended to continue SEO for maintaining your rankings and driving more traffic to the website. SEO is exceptionally scalable and provides compounded results even if your website has a hundred pages.
However, it is recommended to continue SEO for maintaining your rankings and driving more traffic to the website.
SEO is exceptionally scalable and provides compounded results even if your website has a hundred pages.
Not using paid advertisements has another important effect on your brand awareness.
Organic search results invoke trust in viewers, and they feel that your business has some authority in your domain. Compared to that, anyone can get their pages ranked with paid advertisements. The difference in trustability and authority between both is huge.
Making your website content SEO optimized is not a huge investment.
All you need are the right people and a steady stream of quality content. It does not require huge computational power, heavy financial investments, or a full-fledged team. For its relatively low cost, it does much more than other more expensive forms of marketing, like paid ads.
SEO will make even more sense when you look at ads from outside the gambit of Google PPC ads. From partnering with social media influencers to print marketing, promoting your business can be a very expensive task.
With good SEO practices, you save both money and the time that would have gone into managing paid adverts. Using that time in making your service better will be much more effective.
On top of that, it will give you ideas for new content: the more thighs you do, the more things you have to talk about. As long as your content has value, it will outperform paid advertisements in multiple aspects.
4. Beat your competitors
With the increased usage of the internet and smartphones, there are a whopping 4.66 billion users active globally. This scenario has tremendously escalated the competition between SaaS businesses to grab the attention of users that can turn into potential customers.
The demand for SaaS businesses is at an all-time high, but so is the competition between SaaS companies.
If you believe if you have something that others do not, SEO-optimized content will be the best way to talk about that to the world.
While PPC ads feel pushy and force their way on top of the SERPs, rankings achieved via inbound marketing feel more natural.
The users naturally click on the organic results that appear on the pages if they resonate with their search keywords and hence are encouraged to click on them.
Inbound marketing uses effective and time-tested techniques like content marketing and SEO. With a thoroughly designed SEO strategy, you can beat most of your competitors and ensure organically drive traffic to your website pages. Inbound marketing is known to pay off in the long run with consistent rankings and sky-rocketing leads.
Designing a foolproof SEO strategy by hiring an SEO agency to do your job is the best way to go about this.
Skale SaaS SEO agency specializes in laser-focused keyword research to filter the most efficient keywords. The agency helps in managing your SaaS SEO marketing channel to drive Product Qualified Leads (PQL) and Marketing Qualified Leads (MQL) growth, impacting real business metrics.
With a team of professional SEO experts, you do not need to go through the countless trials and errors that will make your entire campaign ineffective.
Their growth marketing strategy involves the following factors:
- Extensive keyword research and Content Modelling to build SEO models
- SEO On-page Optimization to provide the page the opportunity to rank
- Technical SEO auditing to ensure the page is optimized for the major search engines
- Conversion Rate Optimization to drive measurable business results
- Secure high-quality links to make SEO a top Monthly Recurring Revenue (MRR) driving channel with the expertise of a SaaS SEO agency
5. Influence the decision of buyers
Source: gamemarketinggenie
A smooth user experience is crucial for the survival and progress of any business. Satisfied customers positively affect sales by word-of-mouth marketing.
In simple words, SEO largely influences the user experience of customers, since it decides the content they come across and the links they choose.
Apart from content optimization, the experience with your website also impacts the user experience. Websites that take longer than three seconds to load, witness increased bounce-off rates.
People trust the organic content as opposed to PPC ads and if your website ranks on the top of browsers like Google, it can influence the customers to click on those links. Also, ranking on top of search results builds trust and boosts brand credibility.
85% of online customers spend some time researching on the internet before finalizing a purchase and 72% of local searches that use keywords like ‘near me’ visit a store within 8 kilometers.
Good quality content on your website can greatly influence the decision of your potential customers.
The right way to do this is to understand the intent of your user and create content accordingly.
You can use all the SEO techniques and tricks out there, but that won’t have any meaningful impact if your content does not have any meaningful impact on the viewer.
It can be easy to fill your website with keyword-optimized junk content, but that will not do any good in making you an authoritative figure in your field. Instead, it would have the very opposite effect. For this reason, many companies work with expert link-building services to help them create quality content and optimize it accordingly.
Poor content will be a huge issue in your brand awareness. If people start associating your brand with low-quality content that does not add any value to anyone’s life, your business will lose credibility.
Consequently, you will lose clients who are not willing to risk it. Great content, on the other hand, will drive traffic by and for itself.
Apart from your products and services, you will find a third group of visitors who are interested in your content.
The only way to get these readers to your website is through SEO optimization.
A good SEO professional will work extensively on keyword research. Keywords tell a complete story about what people want and how they want it.
The benefits of keyword research are not restricted to SEO exclusively. It can be a source of ideas for product and idea development and help you design better marketing campaigns.
To put it simply, SEO optimization and keyword research have many benefits, and harnessing their full potential can give a significant boost to your business.
Starting from building a presence online to boosting the customer base, content marketing and SEO can help you reach your goal.
Conclusion
To sum up — YES, SEO greatly influences the decisions of potential buyers and is absolutely necessary to thrive in the world of SaaS and the internet.
SEO is crucial if you want to be on top of your industry and the search engine result pages. It has the potential to generate organic traffic and convert them into leads.
Investing in SEO will translate into a high ROI that is indispensable for the company’s continued success.
With the right SEO strategy, the sky’s the limit to what you can achieve.
A Digital marketing expert with a passion for all things digital. With a wealth of experience in the field, can excel at crafting and executing data-driven marketing strategies that drive results. Also, loves to travel and explore new things.
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