B2B SaaS SEO: Definitive Guide for 2023

In the competitive world of B2B SaaS SEO, a well-optimized website is crucial for startup success. This comprehensive guide will equip you with the knowledge and strategies needed to optimize your website effectively, attract organic traffic, and outshine competitors.

By implementing these principles, you’ll position your B2B SaaS startup for higher rankings and increased visibility in the digital landscape.

Benefits of implementing SEO strategies for B2B SaaS companies

Implementing SEO for B2B SaaS businesses offers a multitude of advantages that should not be underestimated.

Here are some compelling reasons why it is imperative for B2B SaaS businesses to invest in a robust SEO strategy:

SEO reduces Cost Per Acquisition (CPA)

In the SaaS industry, relying solely on expensive Pay-per-click (PPC) or social media paid advertising campaigns for customer acquisition can be risky and costly.

By developing a robust B2B SaaS SEO strategy, producing high-quality content, and recognizing the value of content marketing, you can significantly reduce your CPA compared to paid advertising methods.

SEO exhibits cumulative benefits that grow over time

One of the reasons why SaaS industry leaders like Pipedrive and HubSpot have embraced content marketing, and SEO is the compounding effects they offer over time.

When you first start out with SEO, you might be disheartened to see limited progress. However, its true power lies in its long-term growth potential.

As you consistently produce valuable content and optimize your website, the results will gradually gain momentum and multiply exponentially.

B2B SaaS SEO operates synergistically with other marketing channels

In today’s world, attracting customers requires an omnichannel marketing approach. And SEO is a crucial component of this strategy of any B2B SaaS business ensuring a seamless integration into the B2B customer journey.

Content marketing is at the core of SEO allowing repurposing across channels, establishing authority, increasing user engagement, and acquiring users from diverse marketing channels.

So, if you want to take your B2B SaaS business to the next level, developing and implementing a solid SEO strategy is very important.

To gain further insights into the significance of SEO for B2B SaaS, you can watch our video:

However, before diving into creating a B2B SaaS SEO strategy, conducting a comprehensive website audit is essential.

Why it all starts with a Website Audit?

A website audit is the first step in any effective SEO strategy.

A comprehensive website audit will give you valuable insights into technical problems, health scores, contents that need to be optimized, and opportunities to enhance your site’s structure.

This process enables you to identify and address any shortcomings that may hinder your SEO efforts, allowing for a more optimized and user-friendly website.

You can conduct a website audit for your B2B SaaS website through Ahrefs.

Once you know what issues you have, you can proceed to implement targeted improvements.

An effective B2B SEO strategy should include the following elements:

Keyword Research

Before delving into B2B SaaS SEO strategies, it is crucial to understand the fundamentals of keyword research, which serves as the foundation for any successful SEO campaign.

Keyword research acts as a fundamental element of market research, providing clear guidance on the direction to pursue.

Additionally, conducting keyword research is typically the initial step in carrying out various SEO tasks, including:

• Link Building

• Generating content topics

• On-page SEO strategies

• Content promotion

And many more.

Keywords assist in gaining a better understanding of your target users.

In the absence of appropriate keywords, your entire SEO strategy and campaign may prove ineffective, as your efforts could be misdirected.

How to find keyword ideas?

To simplify the process, let’s split keyword research into two:

Keyword Research phase

This phrase involves organizing your spreadsheet, performing thorough keyword research, and exporting the results.

For keyword research, you can use a tool like Ahrefs.

Such research tools will provide valuable insights into these metrics for keywords. These metrics serve as valuable indicators, empowering you to assess each keyword and make informed decisions regarding their usage for your SaaS website.

Let’s have a look at each of these metrics:

• Search volume

Search volume refers to the number of searches a keyword receives from a search engine in a specific period. The search volume increases as the popularity of keywords rises.

Once you begin to rank for a high-volume keyword, you will get more traffic and hence more potential for profit. However, they are often challenging to rank due to high competition.

• Keyword difficulty (KD)

Keyword Difficulty is a significant metric that indicates the level of difficulty in achieving a high ranking for a particular keyword.

For example, consider a highly competitive keyword that is being targeted by numerous high-authority websites in their rankings.

In such cases, as a new SaaS website, it can be challenging to achieve a high ranking for that keyword, even with significant effort and optimization. Investing time and resources in optimizing these keywords as a new website may prove to be futile.

Hence, it is essential to make informed decisions and select the keywords that offer better chances of success.

• Cost Per Click (CPC)

Another factor that you need to consider when selecting keywords is the search intent.

Typically, Keywords with high commercial intent tend to be more profitable as they have a greater potential for conversion.

CPC is a relevant metric that reflects the commercial intent behind a keyword. A higher CPC indicates stronger commercial intent and potential profitability.

When finalizing your list of target keywords for SaaS SEO, it is crucial to consider the CPC metric since the ultimate goal of SaaS SEO is to drive sales and conversions.

• Organic click-through rates

Search volume alone doesn’t provide a comprehensive view of potential traffic from a keyword due to factors like Google ads, featured snippets, and rich results. Therefore, it’s important to consider other metrics, such as Organic Click-Through Rate (CTR).

CTR is a metric that measures the percentage of users who click on a specific search result from the organic (non-paid) search results page.

The formula for calculating CTR is as follows:

A higher organic CTR indicates better potential for traffic generation from a keyword.

• Traffic Potential

As we know, SEO takes a lot of time to yield results. Therefore, it is vital to consider the long-term benefit of keywords.

It may take several months for the keywords you optimize today to demonstrate results. So, it is crucial to choose keywords that remain relevant and valuable even after a month or longer.

To find the current and future trends of keywords, you can use Google Trends.

To understand how to do keyword research better, let’s analyze Forms.io domain.

Now, let’s clear all this data and identify potential keyword opportunities.

Step 1: Click on ” Organic Keywords.”

With the filtration process, we have successfully narrowed down the initial list of keywords to a more manageable level.

To further refine your selection, you can continue playing with the SEO tools until you get a more manageable number of keywords.

Then, manually review the keyword list, carefully examine each search term and mark those that are relevant to your objectives.

Step 3: Repeat the same step for the competitors.

Step 4: Once you have narrowed down the list to around 30-50 relevant keywords, click on “Export.” You can export it as a CSV/Excel file.

Afterward, you can choose to upload the file to either Google Spreadsheets for further analysis and organization.

Once done with analyzing both your own and your competitor’s keywords, you need to do keyword clustering.

Keyword Clusters

Keyword clustering is a crucial step in optimizing your SEO strategy.

It involves grouping related keywords together based on semantic similarity and search intent. This process helps in organizing content, improving user experience, targeting broader topics, and capturing a wider range of search traffic.

To create keyword clusters easily, you can use a tool like https://www.keywordinsights.ai/

Step 1: Log into the KeywordinsightsAI dashboard, where you will find a bunch of tools

Step 3: Fill in project details and turn on the “Cluster” toggle button.

Once done with these steps, you can upload the Excel sheet where you have collected all the keywords in the “Upload File” section in the bottom right corner.

Step 4: It will generate an Excel sheet with keywords grouped together as clusters.

Tip: Use “Answer The Public” to Discover what People are Searching For

To check what people are searching for on Google around your focused keyword, you can use “Answer The Public.

You can simply go to the “Answer The Public” website and enter your focus keyword or topic into the search bar and click the “Search” button.

Answer The Public will generate a visual map or list of questions, prepositions, and other related queries that people commonly search for in relation to your keyword.

Analyze the generated results and identify relevant keywords, queries, or topics that can be useful for your content strategy. You can refine and expand your keyword list by incorporating the relevant queries and topics uncovered through “Answer The Public.”

With the help of these keyword clusters, you will be able to create content that addresses a variety of topics and subtopics within a broader subject area, thus enhancing the topical relevance or topical authority.

To achieve topical relevance, it is important to create content that thoroughly covers the topic in a comprehensive manner. The goal is to provide such detailed information that any user visiting your website can find everything they need to know about the topic.

By providing a comprehensive resource, you aim to satisfy the user’s search intent and eliminate the need for them to seek additional information from other sources.

On-page SEO Tips

On-page SEO refers to the practice of optimizing individual web pages to improve their visibility and rankings on SERPs.

It involves various techniques and strategies to make your website more search engine friendly, increase its relevance to specific keywords, and improve the overall user experience.

On-page SEO tactics involve optimizing various elements of a web page, such as title tag, meta tag, headings, URLs, content, etc., to improve its visibility and relevance for target keywords.

Here’s a breakdown of the key elements for B2B SaaS On-page Optimization:

Incorporate target Keywords in the Title

Including target keywords in the title tag is an important on-page optimization practice.

The title tag is one of the most prominent elements that search engines, like Google, consider when determining the relevance and topic of a web page.

By including relevant keywords in the title tag, you provide search engines with a clear indication of the content and purpose of your page. Hence, it is crucial to ensure the inclusion of the target keyword or its variations in the title tag of your webpage or blog.

Image Optimization

When it comes to adding images to your articles or web pages, it’s important to consider their value beyond just aesthetics.

While visual appeal can play a role in engaging your audience, you need to understand that your target audience is likely to be technical. And technical readers typically seek in-depth content that expands their knowledge and helps them solve problems within their field.

Complex illustrations, charts, infographics, and images that provide insightful information can significantly enhance the reader’s experience and increase the likelihood of them spending more time on your page.

Craft a Captivating Meta Description

The meta description is an important element that can significantly impact click-through rates from search engine result pages (SERPs). It is a concise summary of your web page’s content and is displayed below the title tag in search results.

Writing a compelling meta description that incorporates relevant keywords is vital as it will help users understand the essence of your content. Based on this concise summary, users determine whether to click on your web page or explore other search results.

Additionally, keyword-rich meta descriptions can indeed be helpful for SEO as they assist search engine crawlers in understanding the content of your web page better.

Ensure optimization of headings, subheadings, and content

Optimizing headings, subheadings, and other content on your website pages for target keywords is an important aspect of on-page SEO.

Including target keywords in headings, subheadings, and other content elements is vital because Google takes these keywords into account to grasp the underlying meaning of your content.

When aiming to optimize your content for keywords, it is advantageous to utilize a blend of short-tail keywords, long-tail keywords, and Latent Semantic Indexing keywords.

This approach aids Google crawlers in better understanding the context and relevance of your content, leading to improved rankings.

Add Internal and External links

Internal linking is the practice of including links within your website that connect different pages together. Internal links help in organizing your website by establishing an ordered structure that helps search engines understand your content better.

Likewise, external links are hyperlinks that direct your website to other pertinent sources of information on the internet.

By including external links, you offer your users access to supplementary information, enriching their browsing experience and providing them with valuable resources beyond your website.

Avoid Keyword stuffing

When optimizing your SaaS website for on-page SEO, you may go overboard by excessively using keywords.

It’s common to get carried away and end up stuffing your web pages with keywords, so much so that it becomes difficult to comprehend the content and loses its meaning for your readers.

Keyword stuffing should be avoided because not only do they harm the overall user experience, but search engines like Google also recognize it as a spammy SEO tactic.

Avoid Keyword Cannibalization

Keyword cannibalization is another concern that should be taken into consideration when optimizing your website for SEO.

It occurs when multiple pages on your website start ranking for the same keyword, causing them to compete with each other for search engine rankings. Therefore, it is imperative to find keyword cannibalization issues and fix them.

How to find keyword Cannibalization?

Option 1: Semrush’s Cannibalization Report

The Position Tracking tool by Semrush will monitor your Google rankings and detects instances of potential keyword cannibalization. It offers valuable insights through the Cannibalization Report.

To get started, you can follow the below-mentioned steps:

Step 1: Sign in to your SEMrush account and navigate to the Position Tracking tool.

Step 2: Enter your domain in the provided field and click on the “Set up tracking” button.

Step 3: Specify the location you want to track rankings in and click “Continue to Keywords.

Step 4: Now, you need to add your target keywords.

You can add keywords from Google Analytics using the “Import from…” button. Alternatively, you can import keywords from other sources or get keyword suggestions directly from SEMrush.

Step 5: After adding your target keywords, click on the “Add keywords to campaign” button and “Start tracking.”

Step 6: Once your project is ready, go to the “Cannibalization” tab within the Position Tracking tool.

Here, you will be able to see the number of:

Affected keywords: Keywords that have multiple pages ranking within the top 100 search results.

Cannibal pages: These are the URLs that share a keyword ranking with one or more other URLs.

Step 7: Scroll down to the “Cannibalization” section and focus on the “Keywords” breakdown.

Here, you will be able to see URLs that are ranking and data associated with them, including:

• Position: The ranking of the URL for the specific keyword

• Search Volume: The average monthly number of searches for the keyword in your selected location.

By following these steps, you can identify potential cases of keyword cannibalization by analyzing the affected keywords and the URLs that share rankings for those keywords.

However, you need to understand that it is not necessarily a problem to have multiple URLs ranking for the same keyword, especially if one or more of them are performing well and ranking within the top three positions.

When trying to identify keyword cannibalization, it is important to consider whether the pages in question fulfill the same user need.

If they do, it is necessary to implement the appropriate solution to address the issue.

How to fix Keyword Cannibalization issues?

Once you know that you have a cannibalization issue on your hand, you can follow these tips to boost your organic performance:

• When multiple pages are competing for the same keyword and search query, you can change the optimization settings. This can involve making changes such as reducing the emphasis on certain keywords, modifying the keywords themselves, or restructuring the content to better align with the search intent.

• In situations where re-optimizing posts alone does not effectively resolve keyword cannibalization, it may be necessary to delete some of the overlapping content.

• You can consolidate the affected pages and craft a new, comprehensive piece of content.

Advanced On-page SEO

Let’s delve deeper into on-page SEO and explore some advanced on-page SEO tactics specifically tailored for B2B SaaS businesses to enhance their optimization strategies.

Get results with Schema Markup

Schema markup is a specialized code added to a website to enable Google to comprehend the information presented on web pages better. It enables improved understanding and contextualization of content, potentially leading to enhanced visibility and better search engine results.

Implementing schema markup on your web page enhances the visibility of your content by enabling it to appear in Google’s rich snippets.

There are several types of markup schema that can be beneficial for B2B SaaS businesses. And one of the most popular and effective is FAQ schema.

This kind of schema on your website tells the search engine that you have a dedicated FAQ page. If you have a FAQ page on your website, utilizing this FAQ schema can enhance your search engine ranking in the Search Engine Results Pages.

Here’s an example of FAQPage in JSON-LD:

    <title>SaaS B2B SEO – Frequently Asked Questions(FAQ)</title>
    <script type=”application/ld+json”>
      “@context”: “https://schema.org”,
      “@type”: “FAQPage”,
      “mainEntity”: [{
        “@type”: “Question”,
        “name”: “What is SaaS B2B SEO?”,
       “acceptedAnswer”: {
          “@type”: “Answer”,
          “text”: “<p> SaaS B2B SEO refers to the search engine optimization strategies and techniques specifically tailored for Software as a Service (SaaS) companies in the Business-to-Business (B2B) sector. It focuses on improving the visibility, organic traffic, and search engine rankings of SaaS B2B websites.</p>”       
      }, {
        “@type”: “Question”,
        “name”: “Why is SaaS B2B SEO important?”,
“acceptedAnswer”: {
          “@type”: “Answer”,
          “text”: “<p>SaaS B2B SEO is crucial for driving targeted organic traffic, generating leads, and increasing brand visibility in the highly competitive B2B software industry. It helps improve website rankings, attract potential customers, and achieve long-term growth and profitability.</p>”
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Another popular markup schema that can enhance B2B SaaS SEO is product schema markup.

The primary objective of product schema markup is to assist search engines in delivering more accurate and relevant results to users.

Once product schema markups are incorporated into your website, enhanced descriptions, commonly known as rich snippets, will be created. These rich snippets provide additional details and visual elements that make your website’s pages stand out in SERPs.

By displaying enhanced descriptions, your website can attract more attention and potentially generate higher click-through rates.

Here’s an example of JSON-LD code for a single product page:

    <script type=”application/ld+json”>
      “@context”: “https://schema.org/”,
      “@type”: “Product”,
      “name”: “Salesforce”,
      “description”: “A cloud-based customer relationship management (CRM) platform that helps businesses manage customer interactions, sales, marketing, and more.”,
      “review”: {
        “@type”: “Review”,
        “reviewRating”: {
          “@type”: “Rating”,
          “ratingValue”: 4,
          “bestRating”: 5
        “author”: {
          “@type”: “Person”,
          “name”: “Fred Benson”
      “aggregateRating”: {
        “@type”: “AggregateRating”,
        “ratingValue”: 4.4,
        “reviewCount”: 89

Another schema markup that can enhance your B2B SaaS SEO is Organization schema markup.

Organization schema markup is a specific type of structured data that allows you to provide detailed information about your company, organization, or brand on your website.

By implementing organization schema markup, you can provide search engines with additional context and information about your entity, which can help improve the understanding, relevance, and authority of your web pages.

Here’s an example of JSON-LD code for an organization schema markup:

					<script type=”application/ld+json”>
  “@context”: “https://schema.org/”,
  “@type”: “Organization”,
  “logo”: {
    “@type”: “ImageObject”,
    “height”: 512,
    “width”: 512
  “image”: [
  “email”: “EMAIL ID”,
  “address”: {
    “@type”: “PostalAddress”,
    “postalCode”: “PINCODE”,
    “streetAddress”: “BUILDING”,
    “postOfficeBoxNumber”: “POST OFFICE”,
    “addressCountry”: “COUNTRY”,
    “addressRegion”: “STATE”,
    “addressLocality”: “CITY”,
    “telephone”: “NUMBER WITH COUNTRY CODE”
  “telephone”: “NUMBER WITH COUNTRY CODE”,
  “identifier”: “HOME PAGE URL”,
  “brand”: {
    “@type”: “Organization”,
    “name”: “SITE NAME”,
    “logo”: {
      “@type”: “ImageObject”,
      “url”: “SITE LOGO PNG/JPG”,
      “height”: “512”,
      “width”: “512”
    “url”: “SITE URL”,
    “sameAs”:” “,
    “location”: “COUNTRY”,
    “identifier”: “SITE URL”
  “sameAs”: [
    “Linkedin.com URL”,
    “Instagram URL”,
    “Pinterest URL”,
    “Facebook URL”,
    “Twitter URL”
  “additionalType”:” “,
  “contactPoint”: {
    “@type”: “ContactPoint”,
    “contactType”: “Sales”,
    “telephone”: “NUMBER WITH COUNTRY CODE”,
“contactOption”: “toll-free number”
  “actionableFeedbackPolicy”: “PRIVACY POLICY URL”,
  “aggregateRating”: {
    “@type”: “AggregateRating”,
    “ratingValue”: “5”,
    “ratingCount”: “10”,
    “reviewCount”: “10”,
    “bestRating”: “5”,
    “worstRating”: “0”
  “award”: “TOP X COMPANY BY X”,
  “correctionsPolicy”: “PRIVACY POLICY URL”,
  “diversityPolicy”: “PRIVACY POLICY URL”,
  “ethicsPolicy”: “PRIVACY POLICY URL”,
  “faxNumber”:” “,
  “founder”: {
    “@type”: “Person”,
    “name”: “FOUNDER NAME”,
    “image”: “FOUNDER Image LINK PNG/JPG”,
    “url”: “SITE URL”,
    “jobTitle”: “Founder & CEO”,
    “email”: “FOUNDER EMAIL ID”,
    “alternateName”: “FOUNDER ALTERNATIVE NAME”,
    “description”: “FOUNDER BIO”,
    “gender”: “MALE OR FEMALE”,
    “givenName”: “FOUNDER FIRST NAME”,
    “address”: “FOUNDER ADDRESS”,
    “brand”: {
      “@type”: “Brand”,
      “logo”: “ORGANIZATION Logo PNG/JPG”,
      “slogan”: “ORGANIZATION SLOGAN”
  “hasOfferCatalog”: “”,
  “knowsAbout”: “WEBSITE ABOUT (6 -7 Lines)”,
  “knowsLanguage”: “English”,
  “ownershipFundingInfo”: “SITE ABOUT PAGE URL”,
  “publishingPrinciples”: “SITE WRITE FOR US URL”,
  “mainEntityOfPage”: “SITE URL”

Optimize for Featured snippets

Featured snippets are concise, informative snippets of content that appear at the top of certain Google search results. These snippets are designed to provide users with a direct answer to their query without requiring them to click through to a specific website.

Gaining a position in the snippet can be beneficial for B2B SaaS as it can help in gaining more targeted organic traffic and provide enhanced brand awareness.

Here’s what you can do to find and optimize your content for featured snippets:

To find opportunities for featured snippets in your existing content, you can use a tool like Ahref’s Site Explorer.

Step 1: Enter your website URL into Ahrefs’ Site Explorer tool.

Step 2: Navigate to the “Organic Keywords” report within Site Explorer to see the keywords for which your website ranks.

Step 3: Then apply a filter to the report to show only the keywords where Google displays your webpage in the featured snippet.

This filter will help you identify the specific keywords for which you already have a featured snippet position.

Step 4: Look for keywords with a high search volume and a featured snippet that you can target.

Once you have narrowed down the list, you can start optimizing the content.

To optimize your content for Google featured snippets, determine the type of snippet you need to use-whether it is a table, ordered list, or unordered list. You can understand this by looking at the featured snippet that is existing currently for a particular keyword.

Make sure to provide concise and comprehensive answers for these featured snippet queries. Ensure that all the answers that you provide are better than the current ones.

Additionally, make sure that your answer is optimized based on the type of featured snippet.

Content Creation

Content creation is the process of researching, writing compelling content, and optimizing the content on your site to rank higher for relevant queries.

When done correctly by crafting quality content that resonates with your SEO strategy, you will be able to rank for more keywords and bring relevant traffic to your site.

Why is Content Creation Important for B2B SaaS Companies?

B2B SaaS companies are always searching for ways to get new customers. And as mentioned above, solely relying on PPC ads won’t help SaaS in this highly competitive landscape.

That’s why content creation is essential for B2b SaaS businesses. It will help in driving more traffic to your website, thus helping in generating more audience.

Your blog or resources will not only draw more traffic to your website but will also enable you to demonstrate your expertise and help you to establish yourself as an authority in your niche/ industry.

When done in the right way, content creation has the potential to drive huge traffic to your site, which can surpass paid traffic.

How to create High-quality content for your B2B SaaS Company?

Creating high-quality content for your B2B SaaS company requires a strategic approach that resonates with your target audience. Here are some key steps to consider:

Understand Your Target Audience

Understand the specific needs, pain points, and goals of your target audience. Engage in conversations, listen to their challenges, and take note of their decision-making abilities. This will help you create personalized content that caters to their unique needs.

Audit Existing Content to Find Gaps in Bridge

Evaluate your current content and identify areas where it falls short in addressing your audience’s needs.

Conduct a content audit to gain insights into which content performs well and where improvements can be made.

Refine Your Content to Target Clients in Important Funnel Stages

Identify the key stages of your sales funnel and tailor your content accordingly. Focus on the stages where your ideal clients are most likely to engage and make purchasing decisions.

Offer valuable content that helps them explore the features and value your B2B SaaS product provides.

Choose Content Types That Work Well with Your B2B Audience

Select content types and formats that resonate with your target audience. Consider the preferences and behaviors of your audience when deciding on textual, interactive, video, or graphical content.

You can also analyze relevant keywords in Google SERPs to see what content types are popular and align your strategy accordingly.

Develop a content distribution strategy

Identify effective distribution channels to amplify the reach of your content. You can leverage channels like blogging, social media, email marketing, webinars, influencer collaborations, guest posting, online communities, SEO, paid advertising, and customer referrals.

Continuously Monitor and Optimize

Continuously monitor and optimize your strategies to find areas of improvement. Based on data and insights, you can maximize your content’s impact and achieve your SEO goals.

Different types of content for B2B SaaS 

When it comes to content production for SaaS businesses, it’s important to diversify your content strategy to cater to different audience preferences and stages of the buyer’s journey.

Here are some proven content types that work well for SaaS businesses:

Pillar and Cluster content

Pillar and cluster content is a content strategy that involves creating a hierarchy of interconnected content pieces to improve the website structure, SEO, and user experience.

Pillar content is comprehensive and in-depth and serves as a foundational piece on a broad topic within your industry. It covers the main aspects and provides a comprehensive overview of the topic.

This content form is usually longer, well-researched, and comprehensive price of content that answer all type of questions that a user may have about the topic. It acts as a central hub of information and provides a strong foundation for building-related cluster content.

The main aim of creating a pillar page is to provide in-depth information about a topic so that the audience does not have to go to some other site to look for information.

Cluster content, on the other hand, consists of multiple supporting articles or blog posts that delve into specific subtopics or related aspects of the main pillar content. These cluster pieces are interlinked to the pillar content and each other, forming a content cluster or topic cluster.

Pillar & cluster content can enhance your SEO efforts in many ways:

Related article: https://serpninja.io/blog/pillar-keywords-and-pillar-posts/

Case Study Content

Case studies are indeed valuable content assets that play a crucial role in the middle of the sales funnel for B2B SaaS companies.

These in-depth narratives showcase how your product or service has been successfully implemented by a real customer, highlighting the challenges they faced, the solutions provided, and the outcomes achieved.

When the consumers are in the consideration stage, b2b SaaS SEO case studies serve as compelling tools to build trust and confidence.

Podcasts and interviews to establish yourself as a thought leader

In the present day, consumers are not solely interested in SaaS products; they also consider the individuals behind those products.

As the representative of a SaaS business, it is crucial to establish yourself as a thought leader within your industry to gain the trust of your intended audience. And attending podcasts and interviews can be a great way to achieve this.

You can also start your own podcast or interview series and bring experts in the industry to talk about interesting content.

Technical SEO For B2B SaaS companies

Technical SEO refers to the process of optimizing elements such as the website’s infrastructure and technical elements to improve visibility and rankings in SERPS.

It focuses on the backend aspects of a website to help search engines understand the content and organization of a website so that they can effectively crawl and index it.

This includes improving site speed and performance, mobile responsiveness, indexability, overall usability, and other best practices that can enhance your website performance and improve the overall user experience.

Why is Technical SEO important for B2B SaaS companies?

Though content SEO and PPC campaigns are imperative for the growth of a B2B SaaS company, technical SEO forms the foundation for a successful website.

Regardless of how good your SEO campaigns are, if your website has technical issues, it can hinder user experience and negatively impact conversions.

If your website is slow, it can lead to high bounce rates, as visitors are likely to abandon a site that takes too long to load.

A well-structured heading hierarchy ensures that both readers and search engines can easily comprehend the content, leading to better rankings. Additionally, a properly configured sitemap helps search engines index and crawl the website efficiently, ensuring that all relevant pages are included in the search results.

These are just a few examples highlighting the importance of technical SEO for a B2B SaaS company.

Related article: https://serpninja.io/course/technical-seo-audit/

Technical SEO tactics

Ensure that your site uses an SSL certificate

It is highly recommended to have an SSL certificate installed on your website and serve the HTTPS version to your visitors. HTTPS provides a secure and encrypted connection, which is important for protecting user data and ensuring a safe browsing experience.

When your website uses HTTPS, it indicates to users and search engines that the information transmitted between their browsers and your website is secure.

By obtaining an SSL certificate and configuring your website to serve the HTTPS version, you can safeguard your visitors’ data and contribute to a secure online environment.

Speed Optimization

A slow-loading website can lead to a higher bounce rate, as visitors are more likely to leave if the site takes too long to load.

This sends a signal to search engines that the site may be less relevant or provide a poor user experience. Therefore, website speed plays a crucial role in SEO.

Moreover, Google has stated that speed is an important ranking factor.

To calculate the page speed of your website, you can use a tool like PageSpeed Insights.

To use PageSpeed Insights, follow these steps:

Step 1: Visit the PageSpeed insights page, and in the provided field, enter the URL of the page you want to analyze. Then, click on “Analyze” button.

Step 2: PageSpeed Insights will analyze your webpage and provide a detailed report with performance scores and suggestions for improvement.

Using PageSpeed Insights regularly can help you identify performance issues on your website and optimize it for improved speed, user experience, and search engine rankings.

You can use a tool like WP Rocket to address Google PageSpeed Insights recommendations and improve your PageSpeed score and other optimization features.

Related article: https://serpninja.io/blog/page-speed-optimization/


Mobile-friendliness and responsiveness significantly influence the user experience provided by your website’s pages, making it crucial to ensure that your site is mobile-friendly and responsive. Therefore, it is one of the factors that Google’s search algorithm takes into consideration when ranking.

Additionally, implementing Accelerated Mobile Pages (AMP) can further enhance your mobile optimization efforts, improving page load times and user engagement on mobile devices.

You can measure the responsiveness of your website using a tool like Designmodo:

Step 1: Visit the Designmodo website and enter the URL of the webpage you want to test.

Step 2: Once you have entered the URL, click on the “Start Test” button to initiate the test.

Step 3: The tool will load the specified web page and display it in different device sizes, ranging from desktops to various mobile devices. You can see how the page appears and functions on different screen sizes.

The tool will load the designated web page and showcase its adaptation to various screen sizes for review. Pay attention to how the layout, content, and interactive elements respond to the varying display sizes.

Evaluate if the page is user-friendly, legible, and visually appealing across different devices.

By prioritizing mobile-friendliness and responsiveness, you can deliver a seamless and enjoyable user experience to visitors accessing your site from mobile devices.


A sitemap is a crucial element of technical SEO that significantly contributes to the effective crawling and indexing of a website by search engines.

By providing a comprehensive overview of the website’s structure and content, sitemaps assist search engine bots in navigating and understanding the website’s organization. This is particularly beneficial for larger websites with complex structures or pages that are not easily accessible through internal links.

Primarily there are two types of sitemaps: XML sitemap, which is primarily designed for search engines, and HTML sitemap, which is specifically designed for human visitors.

Thus, by creating and regularly updating a sitemap, you can enhance the visibility and accessibility of your website to search engines, leading to better search engine rankings and increased organic traffic.


Robots.txt file provides instructions to search engine crawlers on which parts of a website to crawl and which parts to exclude. This helps optimize crawling efficiency by directing bots to focus on important pages while avoiding irrelevant or sensitive content.

By properly configuring the robots.txt file, website owners can control how search engines interact with their site, leading to improved indexing, better user experience, and enhanced security measures.

URL structure

An important aspect of optimizing your website is to ensure that its URL structure is simple, organized, and logical. This enables both your visitors and search engines to easily comprehend the purpose and content of each page.

Having a simple and clean URL structure can enhance user experience, aid in effective navigation, and provide clear signals to search engines about the relevance of your web pages.

Additionally, make sure to follow Google tips for creating a good URL.

• Use simple and descriptive words in the URL

Example: https://en.wikipedia.org/wiki/Aviation

• Include localized words in the URL when applicable

Example: https://www.example.com/lebensmittel/pfefferminz

• Opt for a country-specific domain.

Example: https://example.de

• Consider using a country-specific subdirectory with a generic top-level domain (gTLD)

Example: https://example.com/de/

• Avoid using underscores (_) in URLs. Instead, it is advisable to use hyphens (-) to separate words in your URLs as it assists users and search engines in identifying concepts within the URL.

Example: https://www.example.com/summer-clothing/filter?color-profile=dark-grey

• Avoid using non-ASCII characters in the URL

Example: https://www.example.com/杂货/薄荷

• Avoid using unreadable, long ID numbers in the URL

Example: https://www.example.com/index.php?id_sezione=360&sid=3a5ebc944f41daa6f849f730f1

• Refrain from joining words together in the URL.

Example: https://www.example.com/greendress

Add hreflang HTML

It’s common to have identical content available in different languages on separate URLs. In such cases, you can use the hreflang HTML attribute to indicate to Google the targeted language and geographical location for each URL.

This attribute helps search engines understand the intended audience for each version of your content, enabling them to display the most relevant language and location-specific results to users.

Maintain Website Health

Here are some additional tips for ensuring the overall health and performance of your B2B SaaS website:

Broken Links

Broken links, which result in a “404 Not Found” error, are links that no longer function as intended. These broken links can have a negative impact on user experience and also harm your website’s SEO.

Moreover, when users encounter broken links, it can be frustrating and may lead to a loss of trust in your site. Therefore, it is crucial to regularly conduct audits of your website to identify and replace broken links with functional ones.

Redirect chains

In certain situations, you may find the need to change the URLs of your web pages. When making such changes, it is crucial to implement proper 301 redirect chains.

By using 301 redirects, you instruct search engines, including Google, to redirect from the old URL to the new URL. Implementing redirects is important for preserving search engine rankings and ensuring a seamless user experience.

Link building for B2B SaaS

Backlinks or inbound links hold significant importance in the realm of SEO. In fact, links are considered one of the top three ranking factors for Google. Their impact on search engine rankings should not be underestimated.

Acquiring high-quality backlinks for your SaaS website can have a remarkable impact on your search engine rankings. These valuable links contribute to improved visibility, credibility, and authority, leading to enhanced organic traffic and better overall performance in search engine results.

Now, let’s look deeper into these strategies:

Why Link Building for a B2B SaaS Company?

Link building is vital for a B2B SaaS SEO. It can help B2B SaaS companies to increase website authority, drive referral traffic, boost brand exposure, establish networking opportunities, gain a competitive advantage, and position the brand as a thought leader.

By acquiring high-quality backlinks from authoritative sources, B2B SaaS companies can improve search engine rankings, attract relevant visitors, and build credibility within their target market, ultimately leading to increased conversions and business growth.

How should high-quality backlinks look?

If you have experience in marketing, you may have previously searched for link builders. Platforms like Upwork and Fiverr offer numerous link builders who sell large quantities of links at unusually low prices.

Though it is tempting to seek such easy and inexpensive ways to purchase, it is advised to rely on trusted vendors to ensure the quality, relevance, and long-term success of your SEO strategy.

Moreover, it will help you avoid penalties, build a strong backlink profile, and maintain a reputable online presence in the competitive digital landscape.

So, determining the quality of a backlink is essential. And here are some key factors to consider when assessing the quality of a backlink:

• High domain authority

• Relevant to your niche

• Strategic anchor text

• Feel natural

Related article: https://serpninja.io/course/link-prospecting/

How can you get high-quality backlinks for your SaaS company?

Email Outreach

One of the easiest ways to gain quality backlinks from high-authority websites is to reach out to other websites in the industry and ask them to link your website. Convey to them how your content is relevant to their audience.

To find such websites, it is a good idea to reach out to websites that are linking to your competitors. They are more likely to link back to your website, provided your content is of high quality.

Once you have located relevant websites, craft individualized emails.

Here is an example of a format for email that is effective:

Broken Link Building 

Broken links are hyperlinks that no longer function or lead to the intended destination. Having broken links on a website can negatively impact your website’s overall health and can negatively impact its SEO performance.

It is common for even the top websites in your industry to have pages with broken links. And you can use this opportunity and reach out to these websites and offer alternative links, which could direct users to relevant content on your own website.

However, identifying highly linked broken pages without the aid of SEO tools can be challenging. Even if you manually discover dead pages, assessing the number of links they possess would require the use of a backlink checker.

You can follow some of these tactics that are mentioned below. And you can use Ahrefs for most of them.

Option 1: Search for broken pages with backlinks on Your Competitors’ website

Many of your competitors will have some dead pages on their websites due to content reorganization, deletion, or relocation. When they fail to redirect old URLs while doing this, the backlinks pointing to those pages become broken.

Here are the steps that you need to follow to find dead pages on your competitors’ websites using Ahrefs:

Step 1: Navigate to site explorer and enter your competitor’s domain.

Step 2: Then click on Best by Link report.

Step 3: Apply a filter to display pages that return a “404 not found” error.

Step 4: Sort the report in descending order based on the number of Referring domains.

As we can, SEMrush’s website has a total of 169 dead pages, and some have backlinks from over 50 referring domains.

Your task is to review these pages and identify relevant topics that can be used to create content.

For instance, if the particular topic “How page speed impact your SEO” aligns with our objectives, it presents an opportunity to develop content and acquire backlinks in an area of interest.

Option 2: Search for pages with broken links that pertain to a specific topic

The conventional approach to broken link building has typically involved the aforementioned method. However, this approach has a drawback in that it restricts the search for opportunities to only a few websites.

The ideal solution to address this issue would involve conducting a comprehensive web search, specifically targeting broken pages that have backlinks related to a particular topic. And you can do this using Ahrefs’ Content Explorer.

Here is how to discover broken pages relevant to a particular topic:

Step1: Go to Content Explorer

Step 2: Enter a topic and switch the search mode to “In Title,” and hit search.

Step 3: Filter for “only broken pages”.

Step 4: Apply filter to display pages that have a minimum of 20 referring domains.

As you can see, here there are 426 broken pages with a minimum of 20 backlinks about content marketing:

Option 3: Find broken links on Competing Websites

Competing websites often include links to other pages, some of which may become broken over time.

To identify these broken links on your competitors’ websites, proceed as follows:

Step 1: Navigate to Site Explorer and enter a competing domain.

Step 2: Go to the Broken Links report

In order to identify the broken URLs with the highest number of referring domains, export the report, and paste the broken URLs into Ahrefs’ batch Analysis tool.

Once you have found these websites, reach out to them and offer alternative links to replace them.

Guest posts on relevant sites

Guest posting is considered one of the least spammy methods to acquire high-quality links for your web pages and blog. It involves creating and publishing content on relevant industry websites that are not owned or affiliated with your own site.

The majority of these websites often provide the opportunity to include links to your own website within the content or author’s bio. This feature can serve as an effective means to generate high-quality links for your website.

Bonus B2B SaaS SEO tips

Claim Your Brand Name on Social Media Platforms

SEO is not a stand-alone tool for marketing. In reality, SEO works together with other marketing channels to deliver the desired results.

When users discover your SaaS website through organic search results, they may have the inclination to explore and learn more about your brand on social media platforms.

Similarly, the reverse scenario can also occur, where users find your brand on social media and subsequently visit your website for further information.

Therefore, leveraging various marketing channels together and building a strong brand name and visibility across different social media networks is essential for the success of your marketing strategy.

Initiate your B2B SaaS SEO Strategy at an Early Stage

With the rapid growth of the B2B SaaS industry and increasing competition, it is common for new players to focus on PPC and paid marketing channels. However, by prioritizing early investment in SaaS SEO, you can differentiate yourself and achieve significant advantages in the long term.

Taking proactive steps towards optimizing your SaaS website for search engines early on can lead to exceptional results and provide a strong foundation for sustainable organic traffic and visibility.

Set up Brand Mention Alerts

As a B2B SaaS owner, you will come across various people mentioning your brand or product name on various websites and social media channels.
It is essential to keep a tab on all the mentions and accurately respond to them.

To facilitate monitoring brand mentions, you can employ tools such as Mention and Brandwatch to set up alerts on various social media channels, including Google, Facebook, and Twitter.

As a B2B SaaS company, we are utilizing Mention to stay on top of conversations about our brand, monitor customer feedback, and identify potential opportunities or issues.

Don’t Have Time? Hire a Reputed B2B SaaS SEO Agency

SaaS SEO is a field that can be approached with dedication and sufficient time invested in learning and implementation. It’s important to recognize that SEO is an iterative and experimental process, as there are no strict formulas or guaranteed outcomes.

Hence, if you want to save time, you can consider hiring a reputable SaaS SEO agency that can take care of all your B2B SaaS marketing needs.

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