B2B SaaS SEO is different than SEO for other industries. In this article, I’ll dissect the parts of high performing SaaS SEO content so you know how to make your online presence attract new qualified leads.

To learn more about the terminology used in search engine optimization, check out our SEO Glossary that provides a fast introduction to words you may have heard.

B2B SaaS SEO Keyword Research Strategies

The first step to producing a high performing B2B SaaS article that is optimized for keywords that relate to your business is to start with keyword research. The keywords you select to write about become a deep part of your content, as I’ll explain in this guide.

Guessing at keywords is how most companies do it. But that leaves a lot on the table. I recommend using a tool that shows you the data that points you in the right direction. Popular tools include:

SEMrush (my favorite, hence the affiliate link)
Ahrefs
SpyFu
Google’s Keyword Planner

Google Auto-Suggest Hack

One of my favorite hacks is to go to Google’s search bar and type in a term or start trying to type in a term that you’re looking for and watch how its auto-suggest feature automatically fills in some potential search terms that it thinks you might be looking for. Those are based on data, so you can actually use some of those as potential search terms as well. Identifying what those terms are is one of the first things you need to do.

Prospect Questions and Language

Another way to figure out keywords is by looking at questions people might be asking themselves, people who are your prospects. Listen for the words that they use because oftentimes those words will map directly to the keywords that you want to be found on because that’s how people are thinking about their problems.

Buyer Journey Stages and Keywords

You also want to figure out what questions people are asking in different stages of their buyer journey. The buyer journey consists of three main pre-sales stages:

Awareness: People are starting to become aware that they have an issue or a challenge that they’re trying to solve.
Consideration: They start to explore ways that they could solve it.
Evaluation: They have identified a couple of vendors or solutions and want to figure out how to pick the right one for them.

When it comes to the keywords that you want to be found on for these specific stages, these easy tweaks to your article titles will boost your B2B SaaS SEO:

In the awareness stage, you could add the words “what is” or “definition” next to your keyword because that’s when people are starting to become aware of the situation and those are the types of terms they’ll use to find out general information about that topic.
In the consideration stage, you might use words like “how to” and then some action related to the keyword that you’re pursuing, such as “how to make sure all your data is backed up properly and safely.”
In the evaluation stage, you want to add the word “product,” “platform,” “solution,” “software,” or “services” at the end of the keyword. For example, “data backup services” or “penetration testing platform.” Those extra terms are commercial intent terms. They signify that the person doing the search is looking to make a purchase, a transaction, some sort of commercial intent.

These small modifications to each of the main keyword terms are important because your keyword strategy and your content strategy would be centered around attracting and nurturing leads throughout their journey for that specific keyword.

Competitor Keyword Analysis

Another quick way to identify keywords is to take a look at what your competitors are getting ranked on. Using SEO tools like Semrush is a great way to do this. You can:

Type in your competitor’s website address and see what they’re ranked on
Look for terms you are not ranked on
Take a look at the difficulty level and the search volume associated with these terms

That can be a great starting point for you to know which keywords you could pursue and have a good likelihood of getting ranked on.

When you’re ready to start producing your content, ensure the material you include has depth. When you write for SEO, Google assesses your experience, expertise, authoritativeness, and trustworthiness to determine your ranking.

The best way to create content that showcases your expertise is to discuss trends and insights you’re observing in your industry. Researching these trends can help you create timely, valuable content for your audience.

Detailed Explanations and Addressing Pain Points

Provide detailed explanations of complex concepts. For instance, if you sell a CRM tool, demonstrating creative ways to use CRMs beyond basic contact management could effectively showcase your product and knowledge.

Focus on addressing key pain points by identifying the questions your prospects ask at each stage of the buyer journey. Align your content with your B2B SaaS buyer’s needs to provide a depth of experience.

Leveraging AI Responsibly

Avoid having AI write all your content. Tools like MakeMEDIA can help you leverage AI to convert your thoughts into a useful article, but this differs from relying on ChatGPT to generate all your content. AI cannot capture your unique:

Insights
Knowledge
Thoughts
Expertise
Case studies and customer stories

These elements are valuable components of your content. Google can detect when content is entirely AI-generated, as it lacks uniqueness and relies on the same training data as AI tools. Over-reliance on AI for content creation will not improve your rankings.

In fact, Google’s March 2024 algorithm update introduce their “scaled content abuse” guidelines, which effectively say that using AI-only content is prohibited. Sites that used this type of content were severely penalized and lost their rankings.

Readability and Jargon

Make sure your content is easy to read by minimizing jargon. Google favors sites that use plain English to explain thoughts and concepts, so prioritize readability to enhance your SEO performance.

Imagine reading an article on the web that is just blocks and blocks of text with no headings. It would be very challenging, wouldn’t it? Google recognizes this and looks for content that is aesthetically pleasing and much more visually readable. Though Google’s bots use scanners, they know what to look for when it comes to easy-to-read pages.

Key Elements for SEO-Friendly Content Structure

Google’s bots look for several key elements when scanning content:

Section headings: Always put the keyword that you’re targeting in at least one of the section headings.
The article title should use the H1 heading tag.
All other main sections should use the H2 heading tag.
Within each section, if you need a subheading, use an H3 tag and continue down the heading tags.

Breaking Up Content Visually

It’s essential to use the H2 and H3 tags to break up your content visually. Avoid really long blocks of text or huge paragraphs. Aim for two or three sentences in a paragraph and then start a new paragraph to make it visually easier to read.

Incorporating Keywords Strategically

Include your keywords in the content. If you’re targeting two or three keywords within one article, ensure that at least one H2 tag includes your keywords. You can use variations such as plural and singular versions of your keywords as well.

Optimizing Readability and Engagement

To emphasize the importance of readability and engagement:

Use short paragraphs and concise sentences to make the content easy to read.
Incorporate white space through section headings.
Use bold text to highlight key points, statistics, or numbers.
Include real-life examples to illustrate your points and make the content more relatable.

By structuring your B2B SaaS SEO content in this manner, you can create SaaS SEO content that is optimized for maximum impact. Effective SEO for SaaS involves making your content visually appealing and easy to read while strategically incorporating relevant keywords throughout the article. This approach will help your content rank higher in search results and engage your target audience more effectively.

To get your content ranked higher than the current sites ranking for your target keyword, Google looks for unique insights. You can add valuable data to your content in several ways.

Conduct Original Research

Survey your customers or prospects and publish the survey results
Provide a unique perspective on an industry trend, such as commenting on a report from a research firm like Forrester or Gartner
Offer a contrarian point of view backed up by data

Differentiate from Competitors

To differentiate yourself from your competitors’ content, type in your target keyword and see what Google currently ranks in the top 10. Your content must be better than the top five results. Use the top five as a benchmark to understand what you need to produce to outrank them.

If your content is essentially a repeated version of the same content that is already ranking, you are unlikely to advance in your rankings. However, if your content contains much more depth, such as charts and graphs (which Google loves), the more data you include and discuss will enhance your site’s uniqueness and depth, propelling you past the currently ranked sites.

Including quotes from industry experts can also be valuable, as you’re providing depth from subject matter experts.

Provide Unique Insights

Other ways to add uniqueness include:

Providing a behind-the-scenes look at how your product is produced
Detailing the steps your service uses to ensure proper client onboarding

This type of content adds unique value because it is specific to your business and nobody else has it, which can significantly enhance the depth of your content for B2B SaaS SEO. When creating SaaS SEO content, focus on incorporating these strategies to improve your SEO for SaaS.

Google appreciates visually pleasing articles with a clear structure and breakup. You can enhance your site’s value and improve your SaaS SEO content by incorporating data-driven elements.

Showcasing Data Visualizations

Consider the following ways to present data effectively:

Include charts and graphs that illustrate relevant insights
Create engaging data visualizations and infographics

These additions contribute to the depth and quality of your content. Leveraging AI tools to access current data or conducting Google searches to find recently published information can help you aggregate and present data in a compelling report or series of charts. Google highly values this type of data when evaluating your experience, expertise, authoritativeness, and trustworthiness (EEAT).

Demonstrating Customer Results

Showcase your customers’ successes without compromising their privacy:

Share anonymized or partially blurred screenshots that highlight relevant trends or information
Follow up with clients who use your software, services, and SEO guidance after two months to capture their site’s traffic growth, then share a screenshot of the results without mentioning the client’s name

This approach validates your offerings and helps potential customers understand what they can achieve by working with you.

Collaborating on Unique Insights

Partnering with another organization to create a joint report can yield unique insights and benefit both parties. If you have data that complements someone else’s, consider combining forces to produce a valuable resource.

At WealthEngine, a company I previously worked for that provided data to help nonprofits and other organizations find potential donors, we collaborated with data aggregators to create exclusive content.

One of my most impactful projects involved analyzing our database to publish a wealth report on millennial trends, spending habits, and other relevant information. We partnered with a prominent national real estate organization, providing them with our proprietary data for their annual report and becoming their exclusive data source.

The partnership was mutually beneficial—the real estate organization had valuable industry data to share, and we gained significant attention as the source. An executive from the organization reached out a month after the report’s release to share that, in their 100-year history, it was their most positively received report, thanks to the data we provided.

Earning High-Quality Inbound Links

As a result of our collaboration, we earned numerous high-quality inbound links, which Google considers when assessing authoritativeness. Publishing well-researched industry reports is one of the most effective ways to increase your authority in Google’s eyes and enhance your B2B SaaS SEO content.

Actionable Insights in SaaS SEO Articles

When creating B2B SaaS SEO content, focus on producing actionable insights that help your target audience solve their problems. Several effective types of SaaS SEO content can be particularly valuable for your audience.

Step-by-Step Guides

Create detailed guides on how to implement your product to solve a specific problem. Even if it seems like a support topic, many people search for this information before buying.

Best Practices

Share best practices for using your tools or solving problems that your tool helps with. For example, if you offer a CRM, provide guides on setting it up properly to avoid future headaches.

Checklists, Templates, and Tutorials

Develop content that helps users solve common B2B SaaS tasks related to your product:

Checklists for tasks your product addresses
Templates that help users solve problems
Tutorials with videos showcasing your product in action

Troubleshooting and Implementation

Address common issues and provide guidance for users:

Public troubleshooting guides for common problems
Implementation roadmaps outlining what users can expect when adopting your product

Connecting Concepts to Real-World Scenarios

To make your B2B SEO content more impactful, connect theoretical concepts to real-world scenarios. Provide examples of how other companies have used your product successfully and create case studies to showcase its importance.

By focusing on these types of actionable content, you can improve your B2B SaaS SEO efforts and attract more potential customers through your SaaS SEO content. Implementing these strategies will help position your brand as a thought leader and trusted resource in your industry.

On-Page SEO Best Practices for B2B SaaS Content

To optimize your B2B SaaS content for search engines, you must include several key elements that signal to Google what your page is about and why it should rank highly for your target keyword.

Essential On-Page Elements

Your on-page SEO checklist should include:

File name with your target keyword
Heading 1 tag (H1) and article title incorporating your keyword
Heading tags (H2, H3, etc.) featuring your keyword
Meta description tag containing your keyword, which Google often displays below the page title in search results
Target keyword peppered throughout your content at a density of approximately 0.7% (tools like Rank Math and Yoast can assist in monitoring this)

Strategic Linking for SEO

Linking plays a vital role in on-page SEO. Be sure to:

Include an external link to a reputable, non-competing site such as Wikipedia, Investopedia, or a relevant Forbes article
Add an internal link to another page or blog on your website, using a keyword related to that page (avoid using the same keyword you’re optimizing the current article for to prevent keyword cannibalization)

Mobile-Friendliness and Page Speed

With over half of all web searches now conducted on mobile devices, having a responsive, mobile-friendly site is no longer optional. Using a popular WordPress theme can help ensure your site is optimized for mobile.

Page load speed is another critical factor for both SEO and user experience. To improve your site’s loading times:

Select a reliable web hosting provider that doesn’t overcrowd servers
Compress images on your site
Implement caching on your site or use a caching service like Cloudflare

By consistently applying these b2b saas seo best practices and creating valuable, keyword-rich saas seo content, you’ll be well-positioned to improve your search engine rankings and attract more qualified traffic to your B2B SaaS website. Remember, effective seo for saas requires ongoing effort and attention to detail, but the rewards in terms of increased visibility and lead generation make it a worthwhile investment.

When creating content for B2B SaaS SEO, you want to pay close attention to the use of images and other strong visuals. In addition to adding charts, graphs, and infographics to your pages, you should include relevant images and videos. Data shows that strong pages with video content, even just one or two short clips, can double the number of inbound links you get, which adds to your site’s authority and increases your rankings.

Using Images Effectively

Here are some tips for using images effectively in your B2B SaaS SEO content:

Use images properly by modifying the image alt tag. In WordPress, click on the image when you upload it to your media library, and add the alt tag in the designated spot. This is different from a caption, which you don’t need.
Ensure every image on your website has an image alt tag. When producing an article for SEO purposes, use your keyword as the alt tag for your featured image.
For subsequent images, use variations of your keywords, such as plural or grammatically altered versions with the same meaning, as the alt tags.

Adding images with proper alt tags can dramatically increase your SEO score, as determined by tools like Rank Math or Yoast. The more images you add, the higher your score will be, up to a certain point.

Schema Markup

Schema markup allows you to tell Google what parts of your page are, such as the title, body, excerpt, video thumbnail, and video link. If you use WordPress and a tool like Rank Math, it will likely automatically take care of the schema for you. This is the tool we use internally for each piece of content that we publish on this site. It makes doing B2B SaaS SEO easier.

You may have different schemas for pages and blog posts, but you’ll probably publish more blog posts as you go forward.

By incorporating these elements into your SaaS SEO content strategy, you can improve your search engine rankings and attract more targeted traffic to your website. Implementing these best practices will help position your B2B SaaS company as an authority in your industry and drive more qualified leads to your site.

Future-Proofing Your B2B SaaS SEO Strategy

SEO techniques and trends for B2B SaaS products are constantly evolving, and with the rise of AI tools like ChatGPT, which enable people to write content quickly and inexpensively, Google has introduced new guidelines that are now included in their ranking algorithm.

The most significant update to keep in mind is the scalable content abuse update, introduced in March 2024. Websites that relied solely on AI-generated content, without demonstrating the experience to back up the content they were writing about, either suffered dramatic ranking losses or were delisted entirely.

To future-proof your B2B SaaS SEO strategy and grow your business through search engine optimization, it’s important to focus on creating unique, original content that showcases your expertise and experience. Instead of relying on AI to write your content word-for-word, consider using AI tools to transform your thoughts, ideas, use cases, stories, and case studies into SEO-friendly content.

When you share your unique customer stories and experiences, you automatically create content that no AI content generation tool can replicate. These unique insights and stories make your content valuable and rewarding in the eyes of Google.

To ensure the long-term success of your SEO for SaaS strategy:

Regularly update your content to reflect the latest industry trends and best practices.
Incorporate user feedback and customer stories into your content to provide unique insights.
Monitor your competitors’ B2B SEO content strategies and adapt your approach as needed to stay ahead.
Invest in ongoing SEO education for your team to stay up-to-date with the latest techniques and algorithms.

MakeMEDIA enables you to future-proof your B2B SEO content strategy by helping you make original, value-driven content fast. What used to take 4-6 hours shrinks to 20-30 minutes. It’s still your original ideas and content, just assisted with AI to help you get it finished.

Try it free

I used MakeMEDIA to create this 3400-word guide in about an hour just by answering interview questions verbally, then polishing the draft it created for me which contained all of my thoughts.

Pretty wicked fast!

Raj Khera

Raj Khera is Co-Founder of MakeMEDIA and one of the top ranked SEO coaches in the USA. He is past CEO of several B2B SaaS companies, which he grew using SEO and sold to public firms, and writes daily about leadership, marketing, and SEO on LinkedIn.

Anatomy of Stellar B2B SaaS SEO Content

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