Digital technologies like software and Software-as-a-Service companies (SaaS) are very much embedded in the digital or online economy. This means that they rely on the internet for their operations. However, there is a single question a software or SaaS company’s success will boil down to.
Can They Be Found Online?
This simple question determines the success of a company and is the main question answered through search optimisation. A business-to-business (B2B) software or SaaS company may invest heavily in a professional team and the latest technology, but they will be unable to reach clients or have their service known if they fail to be easily found online.
Search engine optimisation (SEO) uses various tools to ensure a website’s visibility online is increased by bringing it to the top of the results page when a query with relevant keywords is made. According to data, 81 percent of B2B purchase cycles start with a web search (source: Earnest Agency) and 57 percent of B2B marketers say SEO has the biggest impact on lead generation (source: NewsCred).
A software or SaaS company can thus make use of these SEO strategies to increase their online visibility and presence and these are search optimisation tips worth taking into consideration.
Key Phrase Targeted SEO Landing Pages
Landing pages are standalone web pages that are created specifically for a marketing or advertising campaign. This is where a person is directed when they click on an SEO campaign and keywords are extremely important here because people want to land on pages that are relevant to their query.
Landing pages are one of the most effective lead generation and SEO tools and some of the typical approaches include related services, location, market or vertical optimisation, and specific product features.
New Feature Announcements
A B2B software or SaaS company will constantly develop and refine new products, features, and functions and announcing the release or launch of these can be a great SEO strategy. New feature announcements can be done through article or blog posts where the feature is introduced and described and making this content discoverable on search engines is a great way for a software or SaaS company to have their online presence made known.
Software roadmaps, a summary of your feature updates that gives search engines a constantly updated resource for the product, is a way of utilising feature announcements to optimise SEO.
Documentation and/or API Information
Software and SaaS companies often ignore documentation and API information but these play a crucial role as a key contributor for SEO. A starting point in terms of documentation is to optimise your documentation with relevant keywords. It is, however, important to use keywords wisely instead of stuffing a document with keywords for the sake of using them.
Links are another factor worth considering and internal links help users and search engines to crawl through your documentation. Backlinks are also important and a software or SaaS company may also want to look at canonical links.
Trend Reports
If you are a software or SaaS company looking for tools of search optimisation, trend and industry reports are an area you shouldn’t ignore. In fact, the title of a report alone can make a huge difference in your ranking and a relevant title with key phrases can make it easier for users to find you online.
A few elements to consider are addressing an industry challenge that’s not being addressed, detailed solutions currently not offered, specific starting points for additional content, clarified benefits of your solutions, and delivering trends predicted for your target industry.
Integration Tools and Tactics
Integration is an important aspect of software usage. This means that when a potential customer is looking at a software or SaaS company’s services, they will be looking for tools and tactics that facilitate the smooth integration of the software into the existing system. Client website integration tools as well as related documentation can bring up your search engine rankings and is a great SEO tip.
Guest Blogging
The use of backlinks is a great way to boost SEO and guest blogging is an area you should not ignore. The quality of the guest blogging is crucial, however, and a few strategies to keep in mind are value added links, high-quality content, thinking beyond links, and using other authoritative sites.
Directories and Review Sites
When it comes to search engine optimization for software or SaaS companies, software directories and SaaS review sites play a huge role in increasing the ranking of a website. Listing a product on as many directories and review sites specifically for software companies is a great way to have your online presence known.
Optimising SEO Software
There are a number of software and platforms that can be made use of in SEO and MOZ Pro, Capterra, and Serpstat are a few of them. Utilising these SEO software is a great way to boost your ranking on a search engine and a SaaS company can benefit greatly from such software.
These eight tips will, without doubt, boost the search engine optimisation of a software or SaaS company and knowing how to make use of various SEO strategies to improve your ranking is key to the successful implementation of them.