SEO for SaaS is a strategy using Content Marketing to drive traffic to a Software as a Service (SaaS) company’s website.

Understanding how search engines and keywords work will help you develop an effective Content Marketing and SEO strategy to drive leads to your SaaS website.

This article will explore why SEO is essential for SaaS.

 

4. Research Your Competition

You can learn a lot from your competition. What keywords do they use? Do they spend money on pay-per-click advertising or do they use content marketing?

Understanding how your SaaS software competition uses SEO will give you insights into their strategies and goals.

You don’t have to research all of your competition. Select the two to three closest competitors and investigate their keywords, spending habits, and search results.

You also don’t need to hire a marketing research firm. Instead, use the same SEO software you use for your keyword research.

SEMrush is a popular tool for paid search advertising research. Create a table comparing your program with your competition.

5. Conduct Keyword Research

Keywords are the fuel of SEO for SaaS companies. Finding the right keywords to use is part art and part science.

A keyword might seem to be a good fit for your SEO campaign, but if it is too competitive or doesn’t generate enough traffic, you may not want to use it to build your campaign around.

Competitive keywords are expensive to use for paid advertising. It will also be challenging to rank in the top 10 search results in organic SEO.

For instance, let’s say you sell a SaaS video content editor and you want to rank for the keyword “YouTube”.

You have over 180 million competitors since YouTube is the number one keyword in the world according to Ahrefs Top 100 Google Searches blog post.

Once you start your SEO program, you will want to track your search rankings. Google displays 10 search results per page and provides rankings for the top 100 related search terms.

You will increase your rankings as you generate more content around that keyword phrase. Every page counts, including landing pages, blog posts, and website pages. Be sure to include the keyword in your website page title at least one or two more times.

Use variations of the keyword term. Avoid keyword stuffing, which is the use of the same keyword over and over again.

Google will penalize you for this tactic. In fact, if you keyword stuff or use other prohibited strategies, Google will place you on their blacklist.

6. Generate Content to Convert Website Traffic from SEO

For a SaaS company, the most important KPI is revenue growth.

To generate revenue, you have to generate leads. But how do you do that on your website?

When your buyers are in the awareness stage of the buying cycle, they want to find a solution to their problem and turn to Google.

They find articles based on the keywords in their questions and visit the companies’ landing pages or website pages providing those answers. That’s great, but it’s not everything.

You have the audience and need to transform them into leads. To convince someone to give you their personal information, such as email, name, and company, you need to give valuable information.

That’s where Content Marketing comes in. There are many types of content, and you should merge different formats for better results. Below, you will see some of the most popular types.

It’s worth pausing to consider that, especially in 2025, content quality expectations keep going up—not just from search engines but from real people doing the searching. Cookie-cutter blog posts and generic product pages just don’t cut it. Folks want authentic stories, insightful guides, maybe a sense that there’s a human behind the site. That might mean showing customer experiences or sharing honest lessons learned (or mistakes made). The search landscape is noisy, yeah, but a real voice almost always pokes through.

And don’t underestimate how much Google keeps shifting the goalposts. What worked last year or even six months ago could drop off now—especially with how AI-generated content clutters the web in 2025. Savvy SaaS marketers spend a little extra time on research, making sure what they’re writing actually serves a need. Playing the long game with content, updating key articles, and watching how users interact (not just how many hit the page) can sharpen your strategy over time. Sometimes those small tweaks or real-life customer stories end up pulling in more qualified leads than yet another keyword-stuffed listicle.

Videos 

YouTube, as you read earlier, is the second most popular search engine after Google. People love videos: tutorial videos, vlogs, dance videos, and music all generate lots of traffic based on keywords.

The screenshot below illustrates the value of videos and keywords. The keyword fun tutorial videos revealed a simple tutorial video that received over 515,000 views.

Blog Posts 

People still read in short chunks. Blogs are informative and motivating. They are easy to produce, but you need to publish blogs regularly.

If you can’t do it yourself, using a Content Marketing agency will make your life easier.

Ebooks 

Buyers also like to read longer documents, such as ebooks and white papers.

This longer-form content is often referred to as evergreen content since it is written to last a long time. This content provides a lot of SEO value over time and can produce results for years.

Infographics 

Pictures tell stories. Infographics mix facts, numbers, and words to create exciting content. Infographics are often published with a blog post or evergreen piece to generate awareness.

7. Write for the Reader

Google’s primary goal is to ensure that users have an enjoyable and productive search experience. They are dedicated to helping users quickly discover content that is not only relevant but also enjoyable to read.

When users initiate a search, Google’s aim is to present them with results that precisely match their needs and preferences.

In contrast, writing content solely for the purpose of appealing to search engine algorithms does not align with these user-centric criteria. Instead, content must be crafted with users in mind, ensuring that it is not only informative but also engaging and personable. This approach enhances the overall user experience, making it more enjoyable and beneficial.

Furthermore, the relevance of the content plays a crucial role in determining its ranking on search engine results pages. In this context, the term “SEO for SaaS” holds significant importance within this article.

However, keen users may have noticed that this term appears in various forms and synonyms throughout the content. This is because Google’s advanced algorithms are capable of recognizing these synonyms and variations, allowing content creators to write more naturally and in a user-friendly manner.

In summary, prioritizing user-centric content creation is key.

8. Link to Relevant Website Pages

Your content must be well-written and come from a respected source. Providing links within your article to other resources creates respect from readers.

The key is to provide links to other website pages within your website. These internal links increase your SEO on-page.

The second factor is to link to credible external resources. You want to avoid linking to competitive websites or websites where you cannot verify the author.

9. Measure Your SEO Results

Remember our discussion on KPIs and metrics?

You need to prove to your boss or client that your SEO program is generating results. Measuring your KPIs like website traffic, clicks, and leads provides the evidence you need to keep your program funded.

Compiling those leads in a central location makes it easier to view progress. You can use SEO software, a marketing automation platform, or an analytics application.

Using a SaaS software solution means your statistics are updated in real time, providing instant feedback.

10. Analyze and Revise the Strategy

It is important to pay attention to your metrics and not resist change. Experimentation is vital for improving SEO results.

Over time your SEO results will improve if you continually monitor and adjust your keyword terms and add new content.

Conduct periodic review sessions with your content and SEO team and brainstorm new keyword terms and topics. Pay attention to what customers and prospects are asking in their email and social media communications.

Do not create it and forget it. You will lose momentum and all of your efforts will be wasted.

Organic SEO is a powerful tool and it takes time to build a robust Inbound Marketing program. Your efforts will be rewarded by keeping your program up-to-date.

Wrap Up

As you can see, SEO for SaaS is a complex topic to understand. You need to understand your buyer’s needs and challenges, how your product and service are unique, and find ways to get your content found on the internet.

The SaaS environment is very competitive — Search Engine Optimization is no exception. Developing buyer personas, creating quality content relevant to your buyers in the awareness stage, and using forms to convert those buyers into leads will be essential for your lead generation program.

Remember, you need to be patient and persistent. Organic SEO programs take time to build and generate leads.

You will need a constant stream of blog posts to attract your buyers. Most importantly, set goals and KPIs and measure results so you can constantly improve the process.

If you follow these steps, you are on your way to a successful and cost-effective SEO program for your SaaS company.