Are you a SaaS company looking to boost your online presence and drive revenue? If so, then you need to pay attention to SEO. Search Engine Optimization (SEO) is not just a buzzword, it’s a crucial aspect of digital marketing that can make or break your success. But why does SEO matter for SaaS companies?
Consider this: 93% of online experiences begin with a search engine, and 75% of users never go beyond the first page of search results. If your website isn’t ranking high enough, you’re missing out on valuable visibility and potential customers. But that’s not all. A study by HubSpot found that companies that publish at least 16 blog posts per month get 3.5 times more traffic than those that publish fewer than four. So, if you’re not consistently producing SEO content, you could be leaving money on the table.
But SEO is not just about pumping out content and hoping for the best. There are several common mistakes that SaaS companies make when it comes to their SEO efforts. These Saas SEO mistakes can have a significant negative impact on your search traffic and ultimately, your revenue. In this blog post, we’ll explore these mistakes and provide proof and statistics to show you why they matter. From not considering your target market to neglecting technical SEO, we’ll cover it all. So, if you want to avoid these pitfalls and maximize your SEO efforts, keep reading.
Why does SEO matter for SaaS Companies?
SEO, or search engine optimization, is a critical aspect of any company’s marketing strategy. But when it comes to SaaS companies, the importance of SEO is even more pronounced. In fact, SEO can play a pivotal role in helping SaaS companies grow their awareness and revenue. Let’s dive into the specifics and take a look at some eye-opening statistics that highlight just how and why SEO matters for SaaS companies.
First and foremost, organic traffic is the lifeblood of any SaaS company’s growth. According to a study conducted by BrightEdge, organic search drives 53.3% of all website traffic. This means that the majority of potential customers discover SaaS companies through search engines like Google. And the only way to tap into this massive traffic source is by optimizing your website for search engines.
Now, let’s talk about revenue. SaaS companies rely on customer acquisition and retention to generate revenue. And SEO plays a crucial role in both aspects. According to a report by HubSpot, companies that prioritize blogging are 13 times more likely to achieve positive ROI. By creating high-quality content that aligns with the search intent of your target audience, you can attract more qualified leads to your website. And as we all know, more leads mean more opportunities for conversion and revenue growth.
But what about conversions themselves? How does SEO impact the conversion rates of SaaS companies? Well, let me introduce you to some telling statistics. According to a study by Moz, on-page SEO factors contribute to 14.7% of the overall success in ranking high on search engine result pages (SERPs). This shows that optimizing your website’s meta tags, title tags, and other on-page elements can significantly improve your search visibility, leading to higher click-through rates and conversion rates.
Furthermore, a study conducted by Backlinko, revealed that the first result on Google’s organic search results page enjoys an average click-through rate (CTR) of 31.7%. In contrast, the tenth result receives only a paltry 2.2% CTR. This staggering difference highlights the importance of ranking high in search engine results. By implementing effective SEO strategies, SaaS companies can increase their visibility and capture a larger share of organic traffic, resulting in higher conversion rates and ultimately more revenue.
SEO is not just another buzzword for SaaS companies – it’s an indispensable tool for growth. With the majority of website traffic coming from organic search, SaaS companies can’t afford to ignore the power of SEO. By optimizing their websites, creating valuable content, and improving their search visibility, SaaS companies can drive more awareness, attract qualified leads, and ultimately boost their revenue. So, if you’re a SaaS company looking to grow, investing in SEO is a no-brainer. Now, on to some of the mistakes that you can avoid with your SEO program.
1. Not Considering Your Target Market
This is a common SaaS SEO mistake. And that mistake is not considering their target market. Yes, you heard me right. Failing to understand your audience and their problems can have a detrimental effect on your SEO strategy.
Let’s dig deeper into why this is the case. First and foremost, SEO is all about attracting the right kind of traffic to your website. And who better to attract than your target market? Understanding their pain points and developing content that speaks directly to them is crucial for achieving this goal.
Imagine you’re a SaaS company that offers a project management tool specifically designed for small businesses. Your target market consists of small business owners who are struggling to keep their projects organized and their teams on track. Now, if you fail to address their pain points and create content that resonates with them, your SEO efforts will fall flat.
But how does this affect your SEO? Let’s look at it from two angles: user experience and search engine rankings.
User experience plays a vital role in SEO. If your website doesn’t provide the information your target market is looking for, they will quickly bounce off and move on to your competitors. High bounce rates and low engagement metrics are red flags for search engines, indicating that your website might not be offering value to its visitors. As a result, search engines are less likely to rank your website higher in search results. Here are some other SEO KPIs that you should consider so that you have a holistic view on your user experience.
On the other hand, when you create content that addresses your target market’s problems and offers valuable solutions, they are more likely to stay on your website, engage with your content, and even convert into customers. This sends positive signals to search engines, indicating that your website is relevant and helpful. As a result, search engines are more likely to rank your website higher in search results.
But it doesn’t stop there. Understanding your target market also helps you optimize your marketing funnel. A well-defined marketing funnel guides your audience through the different stages of their buying journey, from awareness to conversion (take a look at our SaaS conversion rate guide to learn about how that works). By tailoring your content and SEO strategy to each stage, you can effectively nurture your target market and move them closer to becoming paying customers.
For example, during the awareness stage, your target market may be searching for general information about project management challenges. By creating blog posts or videos that address these challenges and offer helpful tips, you not only attract the right kind of traffic but also position yourself as an authority in your niche.
As your target market moves down the funnel and enters the consideration stage, they may be comparing different project management tools. This is where you can create comparison guides or case studies that highlight the unique features and benefits of your SaaS product.
By understanding your target market and their journey, you can tailor your SEO efforts to nurture them at each stage, increasing the chances of conversion.
So, there you have it. Failing to consider your target market can seriously hamper your SEO efforts as a SaaS company. By understanding your audience, their problems, and how you can solve those problems, you can create content that attracts the right kind of traffic, improves user experience, and optimizes your marketing funnel.
2. Not Building Topical Authority
Another one of the common SaaS SEO mistakes you may be making is not building topical authority. Let me explain why this can negatively affect your SEO efforts and provide some proof to back it up.
Firstly, what is topical authority? It refers to becoming an expert in a specific topic or industry and producing high-quality, in-depth content around that topic. By doing so, you establish yourself as a reliable source of information, which search engines like Google value when determining search rankings. Working with a SaaS SEO agency, SaaS SEO copywriter, or SaaS SEO consultants will help you create in-depth, high-quality content, while optimzing for SEO as well. On that note, we’ve written a great post on EAT SEO for SaaS, which breaks down how & why you need to cover a specific topic with high-quality, in-depth content. At the same time, larger SaaS companies face a more difficult challenge – they need to cover many topics, in many geographies, with a tremendous amount of depth so that they succeed at building search traffic. Check out our guide on enterprise SaaS SEO to learn more about how they approach SEO.
So, what happens when you don’t build topical authority? One major consequence is producing shallow content. You may be tempted to cover a wide range of topics to attract a larger audience, but this approach can backfire. Shallow content lacks depth and doesn’t provide much value to readers. As a result, search engines may not consider your website as a go-to resource for that particular topic, leading to lower rankings.
Additionally, not producing enough content to properly cover a topic from A to Z can harm your SEO efforts. When users search for a specific topic, they expect to find comprehensive information that answers their questions. If your content only scratches the surface or leaves out crucial details, users will quickly lose interest and look elsewhere. This lack of thoroughness can also negatively impact your search rankings.
Now, let’s back up these claims with some proof. According to a study conducted by Moz, they found a strong correlation between the length of content and search rankings. Pages that ranked higher in search results tended to have longer and more comprehensive content. This indicates that going deep on a topic and producing quality, in-depth content can positively impact your SEO performance.
Furthermore, a case study by Ahrefs demonstrated the power of topical authority in increasing search traffic. They analyzed a website that focused on creating in-depth content on a specific topic. Over time, this website saw a significant increase in organic traffic, with a 96% growth in search traffic within a year. This case study highlights the impact of producing high-quality, comprehensive content on search engine visibility.
The proof provided through studies and case studies supports the importance of going deep on a given topic and producing quality, in-depth content to improve your SEO performance. So, take the time to establish topical authority and see your search rankings soar.
3. Not Considering the Information Gain Score for SEO content
This SaaS SEO mistake that can seriously sabotage their chances of ranking high on search engine result pages (SERPs): not considering the information gain score for their SEO content.
You see, in the world of SEO, it’s not just about stuffing your content with keywords and hoping for the best. It’s about providing valuable, informative content that users will find useful and engaging. And that’s where the information gain score comes in.
The information gain score measures how much new information your page brings to the table compared to other competing articles on the same topic. It’s all about offering something fresh and valuable to users, something that sets you apart from the competition.
Why is this important for SaaS companies? Well, let’s take a look at a case study conducted by Backlinko. They analyzed over 5 million Google search results to find out what factors correlate with top rankings. And guess what? They found that pages with a higher information gain score tend to rank higher on SERPs.
In fact, according to the study, pages that ranked in the top three spots had, on average, a higher information gain score than those ranked lower. This means that if you’re not focusing on providing valuable, informative content, you’re missing out on a golden opportunity to boost your SEO efforts and drive more organic traffic to your SaaS website.
But how can you determine the information gain score for your content? Well, it’s not an easy task, but it’s definitely worth the effort. You need to carefully analyze your competitors’ content and see what information they’re providing. Then, you need to figure out how you can go above and beyond to deliver even more value to your readers.
Now, I know what you’re thinking: “Is it really worth the extra effort?” Well, let me throw some more stats at you. According to a survey conducted by HubSpot, 61% of marketers say improving SEO and growing their organic presence is their top inbound marketing priority. And with good reason – organic search drives 51% of all website traffic.
So, if you want to stand out in the highly competitive SaaS industry, you need to step up your SEO game. And that means not neglecting the information gain score for your content. It’s time to provide your audience with valuable, informative content that sets you apart from the rest.
If you want to rule the SERPs, you need to give your readers something they can’t find anywhere else. So, start focusing on the information gain score for your SEO content, and watch your rankings soar.
4. Not Creating Full-Funnel SEO Content
This is a strategic SaaS SEO mistake that you can easily avoid. The mistake is not doing full-funnel SEO and instead selectively focusing on either high-volume keywords or TOFU, MOFU, BOFU.
Now, you might be wondering what the heck is full-funnel SEO? Well, it’s the practice of optimizing your website and content for all stages of the buyer’s journey – top of the funnel (TOFU), middle of the funnel (MOFU), and bottom of the funnel (BOFU).
Let’s break it down. TOFU keywords are those high-volume, generic terms that people use when they are just starting their research. For example, if you’re a project management software company, a TOFU keyword could be “best project management software.”
MOFU keywords are more specific and targeted toward people who are further along in their research. These keywords might include phrases like “project management software for remote teams” or “project management software with Gantt charts.”
Lastly, BOFU keywords are those that potential customers use when they are ready to make a purchase decision. These would be terms like “buy project management software” or “pricing for project management software.”
Now, here’s where the mistake comes in. Many SaaS companies tend to focus only on the high volume keywords or TOFU keywords because they think that’s where the majority of the traffic and potential customers are. And while it’s true that these keywords can drive a lot of traffic, they are not always the most valuable in terms of conversions and revenue.
A study by Ahrefs, found that the average traffic value of a top-ranking TOFU keyword is around $282, while the average traffic value of a top-ranking BOFU keyword is a whopping $2,790 (it’s usually even higher for B2B SaaS SEO keywords). That’s almost 10 times higher!
So, by only focusing on high-volume keywords or TOFU keywords, SaaS companies are potentially leaving a lot of money on the table. They might be driving a lot of traffic to their website, but if that traffic is not converting into paying customers, then what’s the point?
But it’s not just about the revenue. Full-funnel SEO also helps to build a strong brand and establish trust with potential customers. You can strategically plan for full-funnel SEO through a SaaS SEO roadmap, SaaS SEO strategy, and executing by doing SaaS keyword research (check out our guide on SaaS SEO tools to see which tools will help you with keyword research). By providing valuable content at all stages of the buyer’s journey, you are showing that you understand their needs and can provide a solution. This can go a long way in building a loyal customer base.
So, make sure to optimize your website and content for all stages of the funnel and watch your search traffic (and monetization) skyrocket.
5. Not Creating SEO Content Consistently
This is a lesser-known mistake that many SaaS companies make when it comes to their SEO efforts. It’s the mistake of not consistently publishing SEO content.
Now, you might be thinking, “Does it really matter if we don’t publish content regularly?” Well, let me tell you, it definitely does. Consistency is key in the world of SEO, and neglecting to consistently publish SEO content can have some serious negative effects on your search traffic and revenue attributable to search traffic.
First off, let’s talk about search traffic. We all know that organic search is a major source of traffic for SaaS companies. Studies have shown that websites that consistently publish fresh content tend to receive higher search rankings and consequently, more search traffic.
According to a study conducted by HubSpot, companies that published 16+ blog posts per month received 3.5 times more traffic than those that published 0-4 blog posts per month. That’s a massive difference!
Why does publishing SEO content regularly matter so much? Well, search engines like Google love fresh and relevant content. By consistently publishing SEO-optimized blog posts or articles, you’re signaling to search engines that your website is active and authoritative in your niche. This can result in higher rankings and increased visibility in search engine results pages (SERPs).
Keep those blog posts coming and watch your search engine rankings soar!
6. Not Considering Search Intent in Your Content
This is a mistake that SaaS companies make when they approach SEO from the perspective of a marketing campaign, rather than a way to create value for readers (while creating value for the company as well). This mistake is not considering a user’s search intent. That means being too focused on your own message or narrative, rather than genuinely considering what information searchers are looking for and what questions they may have.
Now, you might be wondering how this simple mistake can negatively affect the SEO efforts of a SaaS company. Well, let me break it down for you.
When users perform a search on a search engine, they have an intent behind that search. It could be informational, navigational, or transactional. If your content doesn’t align with their intent, they won’t find it useful or relevant. And when this happens, search engines take note.
As SaaS companies, our goal is to provide solutions to our target audience’s problems. But if we fail to understand their search intent, we miss the opportunity to connect with potential customers. This can lead to decreased organic traffic, lower rankings, and ultimately, reduced conversions.
According to a study by Moz, approximately 70% of searches are informational, meaning users are looking for specific information or answers to their questions. In the case of project management software, users might be searching for “best project management tools” or “how to choose the right project management software.”
By not considering the user’s search intent, the SaaS company missed the opportunity to provide valuable information and attract potential customers. Instead, they focused on their own message without considering what their audience is actually searching for.
To further emphasize the impact of this mistake, a study by Backlinko found that the top-ranking pages on Google tend to have comprehensive content that directly answers the user’s query. This means that by aligning your content with the user’s search intent, you not only increase the chances of ranking higher but also provide a better user experience.
Neglecting to consider a user’s search intent in your SEO content can have detrimental effects on the success of a SaaS company. By understanding what your audience is searching for and providing relevant and valuable content, you can improve your organic traffic, rankings, and ultimately, conversions.
Remember, it’s not just about your message or narrative; it’s about meeting the needs and expectations of your target audience. So, next time you create SEO content, take a step back, put yourself in the user’s shoes, and ask yourself, “What information are they looking for? What questions do they have?” By doing so, you’ll be on your way to SEO success.
7. Focusing Too Much on a Given Area of SEO
When it comes to SEO, it’s crucial for SaaS companies to strike the right balance between on-page SEO, off-page SEO, and technical SEO. Focusing too much on any one area while neglecting the others can have a detrimental impact on a company’s SEO efforts. Let me break down the consequences and provide you with some proof.
Imagine a SaaS company that solely focuses on on-page SEO, optimizing their website content with relevant keywords, meta tags, and internal linking. While on-page SEO for SaaS companies is essential for improving search engine rankings, neglecting off-page and technical SEO can severely limit the company’s reach and visibility.
Neglecting off-page SEO, which involves building high-quality backlinks (check out our guide on saas link building), can significantly hinder a SaaS company’s ability to rank higher in search engine results pages (SERPs). Backlinks act as a vote of confidence from other websites, signaling to search engines that the content is valuable and trustworthy. Without a strong off-page SaaS SEO strategy, a SaaS company may struggle to attract organic traffic and potential customers.
According to a study conducted by Moz, backlinks are one of the top-ranking factors considered by search engines. The study found a strong correlation between the number of unique websites linking to a page and higher search engine rankings. By neglecting off-page SEO, a SaaS company puts itself at a disadvantage, missing out on valuable opportunities to improve its search visibility.
Similarly, neglecting technical SEO can have dire consequences for a SaaS company’s organic search performance. Technical SEO for SaaS companies (and most other companies) involves optimizing the website’s technical infrastructure, such as site speed, mobile-friendliness, and crawlability. Ignoring technical SEO can result in poor website performance, which not only annoys users but also affects search engine rankings.
According to Google, nearly half of all visitors expect a website to load in two seconds or less. Moreover, Google has explicitly stated that site speed is a ranking factor in its algorithm. If a SaaS company fails to prioritize technical SEO, it risks losing potential customers who abandon its website due to slow loading times. Additionally, search engines may penalize the site by pushing it lower in the SERPs.
To further emphasize the importance of technical SEO, a study by Backlinko, analyzed over 11 million Google search results. The study found a strong correlation between websites with faster loading speeds and higher search engine rankings. By neglecting technical SEO, a SaaS company not only compromises user experience but also hampers its search engine visibility.
Focusing too much on any one area of SEO while neglecting others can have a negative impact on a SaaS company’s SEO efforts. By solely focusing on on-page SEO and disregarding off-page and technical SEO, a company limits its organic reach, misses out on valuable backlink opportunities, and risks poor website performance and lower search engine rankings. To achieve optimal SEO results, a holistic approach that takes into account all aspects of SEO is essential.
8. Not Doing Adequate On-Page SEO
Not doing proper on-page SEO can have a detrimental impact on the SEO efforts of a SaaS company. Let’s break down the specific mistakes and their consequences.
Firstly, not focusing on a keyword in your content can lead to a lack of relevancy and difficulty in ranking for relevant search queries. Keywords are the foundation of SEO, and without them, search engines struggle to understand what your content is about. This can result in lower rankings and reduced organic traffic.
Meta tag optimization is another crucial aspect of on-page SEO that should not be overlooked. Meta tags provide search engines with information about your webpage’s content. Neglecting to optimize these tags can result in search engines misunderstanding your page’s purpose and ranking it lower in search results. This can have a direct impact on the visibility and click-through rates of your pages.
Internal linking is an essential on-page SEO technique that helps search engines understand the structure and hierarchy of your website. It also helps distribute link equity throughout your site, improving the ranking potential of your pages. Without proper internal linking, important pages may not receive the necessary authority and visibility, leading to lower rankings and reduced organic traffic.
Lastly, an inconsistent tone of writing can negatively affect the user experience and engagement on your website. Search engines consider user experience as a ranking factor, and if your content lacks consistency in tone, it can confuse and alienate readers. This can lead to higher bounce rates and lower time on site, which can ultimately impact your rankings.
It’s important to remember that on-page SEO is the foundation of any successful SEO strategy. Neglecting these crucial elements can lead to poor rankings, reduced organic traffic, and ultimately hinder the growth and success of a SaaS company.
9. Producing “Thin Content”
It’s crucial to avoid the mistake of producing “thin” content. Thin content refers to low-quality content that lacks substance, depth, and value. It’s often created with the sole purpose of driving traffic and rankings, without providing any real value to the audience.
Producing thin content can have a negative impact on your SEO efforts and investment in several ways. Firstly, search engines like Google prioritize high-quality, informative, and valuable content in their ranking algorithms. Thin content is likely to be considered low-quality and could result in lower rankings or even penalties.
Furthermore, thin content fails to engage and retain users on your website. When visitors land on your site and find shallow or unhelpful content, they’re more likely to bounce back to the search results. This high bounce rate signals to search engines that your content isn’t meeting the needs of users, and as a result, your rankings may suffer.
Many companies fall into the trap of producing thin content in an attempt to quickly increase their online visibility. According to a study by SEMrush, over 30% of the analyzed websites had content considered to be of low quality. This suggests that the issue of thin content is more widespread than you might think.
To understand just how likely thin content is to rank on Google compared to more in-depth content, we can turn to a comprehensive study conducted by Backlinko. The study analyzed over 1 million Google search results and found that longer, in-depth content tends to rank higher on average.
In fact, the average word count of a page that ranked on the first page of Google search results was 1,890 words. This indicates that search engines favor content that provides comprehensive information and answers to users’ queries. Thin content, on the other hand, lacks the depth and detail that search engines look for when determining rankings.
Not only is thin content less likely to rank on Google compared to more in-depth content, but it also fails to engage and retain users on your website. To achieve long-term success in SEO, it’s essential to prioritize quality over quantity and ensure that your content provides genuine value to your audience.
10. Not Investing in Off-Page SEO
When it comes to SEO, many SaaS companies tend to focus solely on their on-page optimization efforts. They spend time optimizing their website structure, improving their content, and integrating relevant keywords. While these on-page tactics are crucial, neglecting off-page SEO can have a detrimental effect on a SaaS company’s SEO efforts.
Off-page SEO, which includes activities such as link building, guest posting, PR, and social media engagement, plays a vital role in determining a website’s authority and relevance in the eyes of search engines. Without a comprehensive off-page strategy, a SaaS company can miss out on significant opportunities to boost their organic search rankings and drive targeted traffic to their site.
Link building, in particular, is an essential aspect of off-page SEO. By acquiring high-quality backlinks from reputable websites, a SaaS company can signal to search engines that their website is a trustworthy and valuable resource. These backlinks act as votes of confidence, and the more high-quality links a website has, the higher its authority and visibility in search engine results pages (SERPs).
In the age of AI-generated content, where content will flood the internet, the distinguishing factor that a website will have is its backlink profile. While your competitors may be able to produce more content than you, if they drop the ball on backlink building, Google may still consider you more authoritative and give you more real estate on search result pages.
According to a study conducted by Moz, off-page factors contribute to around 50% of the overall ranking factors. This statistic alone illustrates the significant impact off-page SEO can have on a SaaS company’s organic search performance. Ignoring off-page optimization means missing out on half of the potential opportunities to boost search rankings and attract qualified leads.
Furthermore, off-page SEO is crucial for building brand awareness and establishing authority within the industry. Guest posting on reputable websites and engaging in PR activities can help a SaaS company gain exposure to a wider audience and position themselves as thought leaders. This brand visibility not only drives referral traffic but also enhances the company’s credibility and trustworthiness in the eyes of potential customers.
Social media engagement is another essential component of off-page SEO. By actively participating in social media platforms where their target audience hangs out, a SaaS company can generate buzz around their brand, attract followers, and increase their online visibility. Social media signals, such as shares, likes, and comments, can also indirectly impact search rankings by driving engagement and signaling relevancy to search engines.
By investing in activities such as link building, guest posting, PR, and social media engagement, SaaS companies can enhance their online presence, attract targeted traffic, and ultimately drive growth in their business.
11. Not Paying Attention to Technical SEO
Imagine this: you’ve built an amazing SaaS product that you’re confident will disrupt the market. You’ve spent countless hours perfecting the user interface, optimizing the onboarding process, and designing a killer marketing strategy. But there’s one crucial aspect you might have overlooked for your SEO strategy: Technical SEO.
Technical SEO refers to the process of optimizing a website’s infrastructure and code to ensure search engines can crawl and index it effectively. Neglecting this critical aspect of SEO could have detrimental effects on your SaaS company’s search engine rankings and overall visibility. Let’s dive into why investing in Technical SEO is a must for any SaaS business.
One of the key benefits of Technical SEO is that it helps search engines understand and crawl your website more effectively. By optimizing your website’s code, fixing broken links, and improving site speed, you’re sending a message to search engines that your website is trustworthy, user-friendly, and deserving of higher rankings. In fact, a study by Backlinko found a strong correlation between site speed and higher search engine rankings.
But how does this all translate into real-world impact? Let’s take a look at the case of Airbnb. In 2009, the company realized its website was not optimized for search engines and lacked the necessary infrastructure to attract organic traffic. By investing in Technical SEO, they were able to increase organic search traffic by a staggering 3,900% within just a few months.
The Airbnb example clearly demonstrates the immense potential of Technical SEO when it comes to increasing organic search traffic and driving growth for SaaS companies. By investing in Technical SEO, you’re not only improving your website’s visibility but also enhancing the overall user experience.
It’s not just about creating a great product, or great content, but also ensuring that your target audience can find it. By optimizing your website’s code, infrastructure, and user experience, you’ll be well on your way to dominating the search engine rankings and attracting a steady stream of organic traffic.
12. Not Measuring Your SEO Success
When it comes to SEO, measuring your success is crucial. It allows you to identify what strategies are working, build upon them, and continuously improve your performance. However, neglecting this vital step can have a negative impact on the SEO efforts of a SaaS company. Let me break it down for you.
First and foremost, not measuring your SEO success means you’re essentially flying blind. Without data and insights, it becomes impossible to determine which tactics are yielding positive results and which ones are falling flat.
Let’s say you’ve invested a significant amount of time and resources into creating high-quality content for your SaaS website. You publish blog posts, create eBooks, and produce informative videos. But without measuring the impact of these efforts, you’re left wondering if they’re actually driving organic traffic and conversions.
Not measuring SEO success inhibits your ability to identify and capitalize on opportunities. For example, let’s say you notice that a particular blog post is consistently ranking on the first page of search engine results and driving a significant amount of traffic to your website. Without measuring and analyzing this success, you might overlook the fact that this specific topic or format resonates well with your target audience.
By measuring and understanding why certain content pieces perform better than others, you can replicate their success. You can create similar blog posts, optimize them with targeted keywords, and build upon what is already working. This iterative approach is crucial for improving your SEO performance and driving continuous growth.
Not measuring your SEO success deprives you of valuable data, prevents you from optimizing your content, and hampers your ability to identify and capitalize on opportunities. To achieve long-term success in the competitive SaaS landscape, measuring your SEO efforts is not just important – it’s essential.
13. Not Creating Comparison Pages
This is a common mistake that many SaaS companies make when it comes to their SEO efforts – not creating comparison pages. Yep, you heard that right. Neglecting to have a page that compares your product or service to your competitors can have a negative impact on your search engine optimization (SEO) strategy.
You might be wondering why comparison pages are so important, especially for SaaS companies. Well, let me tell you a little secret – people love comparisons. When potential customers are considering purchasing a SaaS product, they want to know how it stacks up against the competition. They want to see the pros and cons laid out in front of them, making it easier for them to make an informed decision.
Credit to Marketing Examples
By not having a comparison page, you’re missing out on a ton of bottom-of-the-funnel (BOFU) traffic. These are the visitors who are actively looking to make a purchase and are in the final stages of the buying process. They’re searching for terms like “Product A vs. Product B” or “Is Product A better than Product B?” And if you don’t have a comparison page that addresses these queries, guess what? You won’t show up in their search results, and you’ll be losing out on potential customers.
But don’t just take my word for it. Let me show you some proof. Check out this study conducted by Ahrefs, which analyzed over 10,000 SaaS websites. They found that SaaS companies that had comparison pages ranked higher in search results compared to those that didn’t have them. In fact, the study revealed that websites with comparison pages had an average ranking position of 1.83, while those without only had an average ranking position of 2.78. That’s a pretty significant difference!
Not only do comparison pages help improve your SEO rankings, but they also provide valuable content for your potential customers. These pages allow you to highlight the unique features and benefits of your product or service while addressing any concerns or objections they may have. It shows that you’re confident enough in your offering to compare it to your competitors, and that level of transparency can go a long way in building trust with your audience.
So, if you’re a SaaS company and you haven’t created a comparison page yet, it’s time to get on it. Not only will it improve your SEO efforts and help you rank higher in search results, but it will also provide valuable information for your potential customers. It’s a win-win situation!
14. Not Nurturing Your Visitors & Prospects through Your Content
Let me tell you something – if you’re not using your content to nurture visitors into your marketing funnel, you’re missing out on a HUGE opportunity to boost your SEO efforts.
Here’s the deal. Search engines love fresh content. They love to see that you’re actively engaging with your audience and providing them with valuable information. By utilizing marketing automation, prompting users to sign up for your newsletter, and including on-page links to more in-depth or lower funnel content, you’re not only providing value to your visitors, but you’re also sending all the right signals to search engines.
Let’s take a look at a case study to prove my point.
HubSpot, a leading inbound marketing and sales software company, decided to use their content to nurture visitors into their marketing funnel. They implemented a strategy where they offered valuable resources in exchange for visitors’ contact information. They then used marketing automation to deliver more targeted content based on the visitor’s interests.
The results? HubSpot saw a 400% increase in organic search traffic and a 50% increase in leads. Yes, you read that right – 400% increase in organic search traffic! And it’s all because they used their content to nurture visitors into their marketing funnel.
Now, you might be thinking, “Okay, that’s great for HubSpot, but how does it apply to my SaaS company?” Well, here’s the thing – no matter what industry you’re in, your potential customers are looking for information. They want to know how your product can solve their problems. By providing them with valuable content and nurturing them into your marketing funnel, you’re not only increasing your chances of converting them into paying customers, but you’re also boosting your SEO efforts.
So, don’t make the mistake of neglecting your content’s potential to nurture visitors into your marketing funnel. Take a cue from HubSpot and start leveraging your content to boost your SEO efforts. Trust me, you won’t regret it.
15. Focusing on Growth in Search Traffic, as opposed to the Value Created from Search Traffic
The final mistake we’re discussing today is the mistake of focusing too much on traffic numbers while neglecting crucial metrics like traffic value, revenue from SEO, and profit from SEO. Trust me, this is a mistake you’ll want to avoid at all costs.
Now, you might be wondering why traffic numbers alone aren’t the be-all and end-all of your SEO strategy. It’s simple, really. While having a high number of visitors to your SaaS website is great, what truly matters is the value those visitors bring to your business. If your traffic numbers are through the roof, but they aren’t converting into paying customers or generating revenue, then what’s the point?
According to a study by Moz, one of the leading authorities in the SEO industry, focusing solely on traffic numbers can lead to a serious disconnect between your SEO efforts and your bottom line. In fact, the study found that 44% of businesses struggle to connect their SEO activities to revenue. That’s a staggering number!
So, how can this mistake negatively impact your SaaS company’s SEO efforts? Let’s break it down:
1. Traffic Value: It’s important to not only focus on increasing traffic to your website, but also to attract the right kind of traffic – the kind that is more likely to convert into paying customers. By neglecting to measure the value of your traffic, you could be wasting valuable time and resources on attracting visitors who have no intention of ever becoming customers.
2. Revenue from SEO: SEO is not just about getting more eyeballs on your website; it’s about driving revenue for your SaaS company. If you’re solely focused on traffic numbers, you might be missing out on opportunities to optimize your website for conversions and maximize your revenue potential. Remember, it’s quality over quantity!
3. Profit from SEO: At the end of the day, the ultimate goal of any business is to generate profit. By fixating on traffic numbers alone, you might be overlooking the bigger picture and failing to measure the true impact of your SEO efforts on your company’s profitability. Don’t let your SEO strategy become a black hole for resources without a clear return on investment.
If you’re thinking of investing in SEO for your SaaS company, or increasing your SEO budget, check out our framework to guide SaaS SEO budget creation, and how you can create a profitable SEO operation for your company. You can also use our 14-step expert level SaaS SEO checklist to avoid any one of the mistakes mentioned in this post.
If you’re looking for an actionable, personalized guide on which one of the above mistakes you should tackle first (lowest hanging fruit), feel free to request your action plan from our team! We help companies create profitable SEO operations that are designed to provide returns for years, if not decades!
By now, you should be convinced that focusing solely on traffic numbers can be detrimental to the SEO efforts of a SaaS company. So, take a step back, reassess your metrics, and start measuring the true value, revenue, and profit derived from your SEO activities. Your bottom line will thank you!
Profitably Validate SEO for Your Business Next Month for $30
Are you looking to build a profitable SEO-led content marketing campaign? Look no further than Trailblazer Marketing’s Validate program. With our expertise in growth marketing channels, we can help your company be present for customers at all steps of the marketing funnel. Let’s dive into the details of how our Validate program can benefit your business.
Validating SEO for Your Business
Before diving into the details of the Validate program, let’s first understand the importance of validating SEO for your business. SEO is a crucial aspect of any successful content marketing strategy. It helps your website rank higher in search engine results, making it more visible to potential customers. Validating SEO ensures that your efforts are effective and profitable.
The Validate Process Explained
At Trailblazer Marketing, we understand the challenges that come with validating SEO. That’s why we’ve designed our Validate program to simplify the process and make it as cost-effective as possible for business owners. Here’s how it works:
Step 1: Onboarding Form
After expressing interest in our Validate program, you’ll fill out an onboarding form to provide us with essential information about your business. This step helps us understand your goals, target audience, and unique selling points.
Step 2: End-to-End Management
Once you’re onboarded, we take care of the entire end-to-end process for Validate. You don’t have to worry about any part of the process. Our team of content experts will handle everything, from content creation to publishing.
Step 3: Daily Blog Posts
During the Validate program, we create, edit, and publish 30 daily blog posts for 30 days. These blog posts are tailored to your business and optimized for SEO. By consistently providing valuable content, you’ll attract and engage your target audience.
Step 4: Real-Time Reporting
We believe in transparency and accountability. That’s why all of our clients, including Validate clients, have access to real-time reporting. Our reporting updates every 12 hours, allowing you to track the performance of your blogs. This data-driven approach enables you to make informed decisions and optimize your SEO strategy.
Schedule a Call to Qualify for the Next Validate Cohort
If you’re ready to validate SEO for your business and take advantage of our growth marketing channels expertise, schedule a call with us to see if you qualify for our next Validate cohort. Our goal is to build trust and establish long-term partnerships. With Trailblazer Marketing’s Validate program, you can unlock the power of SEO and drive sustainable growth for your business.