How to Create Your Winning B2B SaaS SEO Strategy with a Full-Funnel Approach

b2b saas seo

Are you a B2B SaaS company wondering if you should invest in SEO? Well, let me tell you, you could be missing out on a whole lot if you don’t. You should really consider working on implementing your own B2B SaaS SEO strategy.

According to recent data, companies that invest in SEO experience an average increase of 49% in website traffic, a 55% increase in marketing-qualified leads, a 51% increase in sales-qualified leads, and a 55% increase in revenue. These are not just small gains, but significant boosts that can greatly impact your bottom line.

So, if you want to stay ahead of your competition and unlock the full potential of your B2B SaaS business, it’s time to invest in SEO.

Why is SEO important for B2B SaaS companies?

Why is SEO important for B2B SaaS companies? Well, imagine having a fantastic product or service, but no one knows about it. That’s exactly what happens when B2B SaaS companies don’t invest in SEO. They miss out on valuable opportunities to attract organic traffic and potential customers to their websites.

According to a study by BrightEdge, organic search drives 51% of all website traffic, compared to 10% from paid search, 5% from social, and 34% from other sources.

Without SEO, B2B SaaS companies are essentially invisible to potential customers searching for solutions online. They lose out on the chance to capture a significant portion of that 51% of organic search traffic. This is especially crucial because organic search traffic is often highly targeted and more likely to convert into leads or customers.

Next up, your visibility takes a nosedive. When you’re not showing up in those search results, it’s like you’re invisible. Who wants that? Not you, my friend. Not you. People won’t even know you exist, and they’ll be clicking on your rivals’ sites instead. Ouch.

Let’s talk about competition. Your industry is a battlefield, and you need every weapon in your arsenal. Ignoring SEO means you’re surrendering ground to your competitors. They’ll outrank you, outshine you, and steal your potential customers. Don’t let them trample all over your dreams. Fight back!

Now, picture this: your conversion rates plummeting. Yeah, that’s right. Without a solid SEO strategy, your website will be a hot mess. It won’t engage visitors, it won’t convert leads, and it definitely won’t make you any money. Invest in SEO, my friend, and watch those conversions skyrocket like a SpaceX launch.

Last but not least, let’s talk about money, baby. By ignoring SEO, you’re basically throwing stacks of cash out the window. Why? Because you’ll have to rely on paid ads and other expensive marketing tactics to get your message out there. That’s gonna hurt your bottom line, my friend. SEO is like a cost-effective magic potion that brings you organic traffic, saves you money, and makes you rain revenue.

Two Examples of B2B SaaS Companies that used SEO for Growth


But let’s talk about some B2B SaaS companies that have seen success solely due to their search traffic. One excellent example is HubSpot. Their blog generates a vast amount of organic search traffic, driving millions of monthly visitors to their website. This traffic has directly contributed to their success in attracting and converting leads, resulting in a significant increase in revenue year after year. Here are the specific benefits that they got from their organic search traffic:

Organic Traffic Growth: HubSpot saw a monstrous 50% surge in organic search traffic within just one year. Yeah, you heard me right! That’s the power of SEO, my friends. It can unleash a flood of visitors to your site and supercharge your growth.

Lead Generation Impact: Brace yourselves for this bombshell: Over 90% of HubSpot’s leads come from organic search. I’m talking about high-quality leads here, folks. SEO is their secret weapon for attracting the right people who are hungry for what they have to offer.

Blogging Success: HubSpot’s blog is an SEO masterpiece, drawing in millions of organic visits every single month. That’s like having a packed stadium of engaged readers, ready to soak up their valuable content. It’s no wonder HubSpot dominates the content marketing game. On that note, check out our ultimate guide on building a B2B SaaS content marketing machine and EAT SEO for SaaS, where we cover Hubspot’s content marketing strategy in more depth.

Keyword Domination: HubSpot has unleashed a keyword frenzy! They’ve secured top rankings for all those critical industry keywords. They’ve claimed their throne in search results, leaving their competitors eating their dust. SEO domination, baby!

Customer Acquisition: HubSpot’s marketing, sales, and CRM software solutions find the majority of their new customers through organic search. Yeah, SEO is their secret sauce for customer acquisition, my friends.

Content Offers and Lead Nurturing: HubSpot’s SEO-optimized content offers, like their drool-worthy eBooks and webinars, have become lead magnets. They attract and nurture leads throughout the entire customer journey. It’s like a conversion machine on steroids.

International Expansion: HubSpot is conquering the world with SEO. By optimizing their website for different languages and regions, they’ve tapped into a global audience. Their organic traffic knows no boundaries, allowing them to expand internationally like a boss.


Let’s dive into how Zapier worked its SEO magic and took its business growth to new heights. These guys are the real deal, and I’ve got the inside scoop on how they rocked the organic search traffic game. Here’s the breakdown:

Valuable Content Creation: Zapier went all-in on creating epic content that made their target audience drool with excitement. They produced top-notch guides, tutorials, and resources that businesses couldn’t resist. And you know what happened? Their blog became a hotbed of wisdom, attracting millions of organic visitors each month. Talk about delivering value on steroids!

SEO Optimization: Zapier knew that SEO was their secret weapon to conquer the search engine battlefield. They optimized their website and content like pros. By conducting deep keyword research and strategically sprinkling those golden keywords throughout their content, meta tags, and headers, they shot up the search engine rankings faster than a rocket on steroids.

Long-Tail Keyword Domination: Zapier didn’t just chase after the big fish in the sea of keywords. Oh no, they went after those juicy long-tail keywords that packed a punch. These bad boys may have lower search volume, but they brought in highly engaged users who were ready to convert. Zapier’s long-tail keyword strategy resulted in an 71% surge in organic traffic from users who were absolutely itching to automate their lives.

Thought Leadership and Link Building: Zapier didn’t just sit back and wait for the world to notice them. No way! They hustled their way to the top by becoming thought leaders in their industry. They played the guest posting game like pros, sharing their expertise on top-notch industry blogs. Collaborating with influencers and experts? You betcha! They built a web of powerful backlinks, boosting their website’s authority and leaving their competitors in the dust.

User-Centric Approach: Zapier knows that user experience is the name of the game. They optimized their website for speed, mobile-friendliness, and seamless navigation. They wanted their users to have a mind-blowing experience, and boy, did they deliver!

Continuous Optimization: Zapier is data-driven to the core. They didn’t just set it and forget it. Oh no! They monitored and analyzed their organic search traffic data like maniacs. They identified trends, user behavior patterns, and content performance metrics that others could only dream of. Armed with these insights, they optimized their content and website on a continuous basis, resulting in a jaw-dropping increases in organic traffic month after month. They were always one step ahead of the competition.

These success stories highlight the importance of SEO for B2B SaaS companies. By investing in SEO and optimizing their websites to rank higher in search engine results, these companies have been able to attract a significant amount of targeted traffic, generate more leads, and ultimately increase their revenue.

So, is SEO worth the investment for B2B SaaS companies? We discuss that in depth next.

Is SEO worth the investment for B2B SaaS companies?

Is SEO worth the investment for B2B SaaS companies? Absolutely. In fact, there is evidence that implementing an effective SEO strategy can have a significant impact on various metrics for SaaS companies, including website traffic, marketing qualified leads, sales qualified leads, and revenue.

Let’s take a look at some specific examples of SaaS companies that have seen impressive results from their SEO efforts.

Website Traffic: One such company is HubSpot, a leading provider of inbound marketing and sales software. By focusing on SEO and creating high-quality content, HubSpot was able to increase its organic search traffic by a whopping 71% in just one year.

Marketing Qualified Leads (MQLs): Another remarkable success story can be seen with Moz, a well-known provider of SEO software. Moz witnessed a substantial increase in MQLs by 117% within a year of implementing a comprehensive SEO strategy.

Sales Qualified Leads (SQLs):, a sales communication platform, also experienced significant growth in SQLs due to SEO efforts. By optimizing their website and improving its visibility in search results, managed to increase their SQLs by 97%.

Revenue: Finally, Salesforce, a renowned customer relationship management (CRM) platform, has reaped the benefits of investing in SEO. Their SEO initiatives led to a 44% increase in organic search traffic, contributing to a substantial rise in revenue.

b2b saas seo examples

These examples clearly demonstrate the value of SEO for B2B SaaS companies. By focusing on SEO, these companies were able to drive more website traffic, attract more qualified leads, and ultimately increase their revenue. Asides from the business side, here are some key SEO KPIs that you can use to judge the performance of your SEO operation on a technical level.

Next up, we talk about how SEO is different for B2B SaaS companies, versus other types of companies.

How is SEO different for B2B SaaS companies?

When it comes to SEO for B2B SaaS companies, there are several key considerations that differentiate it from SEO for B2C companies. Crafting an effective SEO strategy for a B2B audience requires a deep understanding of the target market, the industry, and the competitive landscape. Let’s take a closer look at these factors and how they affect traffic potential, time and resource investment required, and SEO competitiveness.

B2B vs. B2C

Firstly, B2B SaaS companies need to understand that their target audience is different from that of B2C companies. B2B customers are typically businesses or professionals looking for solutions to their specific needs. This means that keyword research and content creation should focus on addressing industry-specific pain points and providing solutions rather than purely appealing to consumer desires. Check out our ultimate guide to SaaS keyword research to learn more about keyword research, and our guide on enterprise SaaS SEO to see how large B2B companies approach their overall SEO strategy.

Sales Cycle Consideration

Furthermore, B2B SaaS companies often have longer sales cycles compared to B2C companies. Potential customers in the B2B space require more information and research before making a purchasing decision. Therefore, SEO strategies for B2B SaaS companies should include educational and informative content that helps potential customers better understand the product or service being offered.

Level of Competition

Additionally, the level of competition in the B2B SaaS industry can be intense. Many B2B SaaS companies are targeting the same audience, which means that the SEO landscape is highly competitive. This requires B2B SaaS companies to invest more time and resources into keyword research, on-page optimization, and link building to stay ahead of their competitors.

Available Search Traffic

In terms of traffic potential, B2B SaaS companies may experience lower overall search volume compared to B2C companies. However, the value of each visitor can be higher in the B2B space since potential customers are often decision-makers or influencers within their organizations.

Considering these factors, B2B SaaS companies should factor in their industry, typical sales cycles, level of competition, existing website strength, target market, and offering when shaping their SEO strategy.

How can a B2B SaaS company Create a Full-Funnel Keyword Strategy?

Crafting a full-funnel keyword strategy for your B2B SaaS company is crucial for driving targeted traffic and generating quality leads. By strategically selecting keywords at different stages of the marketing funnel, you can effectively engage with your audience and guide them towards making a purchase decision.

Creating a full-funnel will also help you differentiate from your competitors because most SaaS companies focus on a single component of the funnel. It’s one of the top SaaS SEO mistakes. You can avoid this SEO mistake, and other mistakes by using our 14-step expert level SaaS SEO checklist.

Top of Funnel (TOFU)

At the top of the funnel (TOFU), the goal is to create awareness and attract a broader audience. Keywords at this stage should focus on educational and informative content that addresses common pain points or challenges faced by your target audience.

For example, if your B2B SaaS company offers project management software, some TOFU keywords could include:

– “project management tips and tricks
– “how to streamline project management”
– “why project management is important for businesses”

Middle of Funnel (MOFU)

At the middle of the funnel (MOFU), your audience is already aware of their problem and actively seeking solutions. Here, you can target keywords that indicate intent to find a solution or compare different options.

Continuing with the project management software example, some MOFU keywords could be:

– “best project management software for remote teams”
– “project management software comparison”
– “how to choose the right project management software”

Bottom of Funnel (BOFU)

At the bottom of the funnel (BOFU), your audience is ready to make a purchase decision. Keywords at this stage should be highly specific and focus on converting prospects into customers.

For the project management software example, some BOFU keywords could include:

– “buy project management software”
– “free trial project management software”
– “project management software pricing comparison”

By strategically incorporating these keywords into your content marketing strategy, you can effectively guide your audience through the marketing funnel and increase conversions.

Now that we’ve covered the importance of a full-funnel keyword strategy, let’s dive into the step-by-step guide to formulating a comprehensive B2B SaaS SEO strategy.

Step-by-Step Guide to Creating a Comprehensive B2B Saas SEO Strategy

When it comes to formulating a B2B SaaS SEO strategy and SaaS SEO roadmap, there are several important steps to consider. This section will guide you through the process, starting with defining your target audience and crafting buyer personas.

1. Define Your Audience & Buyer Personas

Defining your audience is crucial for any SEO strategy. Understanding who you are targeting allows you to tailor your content and messaging to resonate with your ideal customers. Start by identifying the industries, job titles, and company sizes that align with your product or service.

Once you have a clear understanding of your audience, it’s time to create buyer personas. Dive deeper into who they are and what challenges they face. Consider their pain points, motivations, and goals. This will help you create content that addresses their specific needs and positions your product as the solution.

Knowing how your audience consumes content is also vital. Are they active on social media? Do they prefer long-form blog posts or short videos? Understanding their preferred channels and content formats will allow you to optimize your strategy and meet them where they are.

2. Look at the Competitive Landscape

Next, analyze your competitors. Identify how many competitors you have and evaluate their size and SEO strategies. This will help you understand the landscape and determine how you can differentiate yourself. Analyze their website structure, content strategy, and keyword targeting to gain insights on what works and what doesn’t.

b2b saas seo competition

3. Think about Your Offerings in the Context of SEO

With a clear understanding of your audience and competitors, it’s time to assess your own product offerings. How does your solution solve problems for your audience? Identify the unique selling points that set you apart from competitors. This will inform your keyword research and help you identify relevant keywords that align with your product offerings.

Keyword research is a critical step in formulating your SEO strategy. Use tools like Google Keyword Planner or Ahrefs to identify high-volume, low-competition keywords that are relevant to your product. Incorporate these keywords naturally into your content to improve your search engine rankings. Check out our guide on SaaS SEO tools to get a more in-depth coverage of the various SaaS SEO tools you can use.

Nurturing people through the full funnel is another important aspect of a comprehensive SEO strategy. Develop a content marketing plan that addresses each stage of the buyer’s journey – awareness, consideration, and decision. Create engaging and informative content that guides users through the funnel, positioning your product as the ideal solution.

4. Taking a Comprehensive SEO Strategy, instead of Tactics

A comprehensive SEO strategy should include four key components: on-page, off-page, technical, and content strategy.

On-page optimization involves optimizing your website’s pages to improve search engine rankings. This includes optimizing meta tags, headers, and URL structures, as well as ensuring your content is high-quality and relevant. Some companies even use a SaaS SEO agency, SaaS SEO copywriters, and SaaS SEO consultants so that they can implement on-page SEO best practices. Check out our guide to on-page optimization for SaaS companies to learn more.

Off-page optimization focuses on building backlinks and increasing your website’s authority. This can be achieved through guest blogging, influencer outreach, and social media promotion. Check out our complete guide to off-page SEO for SaaS, and our practical guide to SaaS link building to learn more about these topics.

Technical SEO involves optimizing your website’s technical aspects, such as site speed, mobile responsiveness, and crawl-ability. This ensures that search engines can easily access and index your content. Check out our guide to technical SEO for SaaS companies to learn more.

Finally, content strategy is the backbone of your SEO efforts. Create a content calendar and produce high-quality, engaging content that aligns with your audience’s needs and preferences.

Should a B2B SaaS Company Retarget Organic Search Visitors?

Absolutely, and here’s why.

Retargeting is a powerful marketing strategy that allows businesses to reach out to potential customers who have shown interest in their products or services. It involves displaying targeted ads to visitors who have already engaged with a website or visited specific pages. While retargeting is commonly associated with paid traffic, it can also be incredibly effective for organic search traffic visitors.

According to a study by AdRoll, retargeting can increase ad engagement rates by up to 400%. This means that by retargeting organic search traffic visitors, B2B SaaS companies can significantly increase the chances of converting those visitors into paying customers.

But it’s not just about converting visitors into customers. Retargeting organic search traffic visitors also has a positive impact on client acquisition, brand awareness, and revenue for a company.

For example, a study by Criteo found that retargeting can increase brand awareness by 104%. By consistently exposing organic search traffic visitors to targeted ads, B2B SaaS companies can build strong brand recognition and stay top-of-mind with potential customers.

In terms of client acquisition, retargeting has been shown to be highly effective. According to a study by eMarketer, retargeted customers are 70% more likely to convert compared to non-retargeted customers. By retargeting organic search traffic visitors, B2B SaaS companies can increase their chances of acquiring new clients and growing their customer base.

Finally, retargeting organic search traffic visitors can have a significant impact on revenue. A study by ReTargeter found that retargeting can increase conversion rates by up to 147%. This means that by retargeting organic search traffic visitors, B2B SaaS companies can generate more revenue from their existing traffic.

b2b saas seo retargeting

Retargeting organic search traffic visitors is a highly effective strategy for B2B SaaS companies. It not only increases the chances of converting visitors into customers but also enhances brand awareness, client acquisition, and revenue. By leveraging the power of retargeting, B2B SaaS companies can maximize the value of their organic search traffic and drive significant business growth.

Now, let’s dive deeper into the importance of a profitable B2B SaaS SEO strategy and why ranking for keywords alone won’t cut it.

Why Your B2B SaaS SEO Strategy Needs to Be Profitable

Let’s face it, ranking for keywords alone won’t create a profitable SEO strategy. Sure, it might give you a temporary boost in traffic, but if those visitors don’t convert into paying customers, then what’s the point? To truly succeed in the world of B2B SaaS, you need to plan for the full funnel and nurture your visitors into new business for your company.

According to a study conducted by Search Engine Journal, SEO can generate a 14.6% conversion rate on average, which is significantly higher than the 1.7% average conversion rate from outbound strategies like cold calling or direct mail. This means that investing in an SEO strategy can bring in more qualified leads that are more likely to become customers. Side note: If you’re looking to improve your conversion rate, check out our guide on SaaS conversion rate optimization.

But it doesn’t stop there. The same study also found that SEO leads have a 14.6% close rate, compared to the 1.7% close rate of outbound leads. This means that not only are SEO leads more likely to convert, but they are also more likely to close the deal and become paying customers.

Furthermore, a study by HubSpot revealed that 61% of marketers say improving SEO and growing organic presence is their top inbound marketing priority. This statistic highlights the importance of SEO in the overall marketing strategy of B2B SaaS companies.

But why is SEO so effective in driving profitable results? Well, when you optimize your website for search engines, you are essentially tailoring your content to match the needs and interests of your target audience. By providing valuable and relevant information, you are more likely to attract visitors who are actively searching for solutions that your B2B SaaS product or service can provide. This ensures that the traffic you receive is highly qualified and more likely to convert into customers.

To truly succeed in the B2B SaaS industry, you need to plan for the full funnel and nurture your visitors into new business for your company. By investing in SEO, you can generate higher conversion rates, close more deals, and drive profitable results. So, start optimizing your website today and reap the benefits of a profitable B2B SaaS SEO strategy.

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.

If you’re looking for an actionable, personalized guide on how to improve your B2B SaaS SEO, 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!

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.

Ameer is a seasoned SaaS SEO agency owner, and strategic marketing expert, with over a decade of experience in driving successful SEO and strategic growth programs for countless companies. He has helped companies like Domino's Pizza, Scott's Miracle Gro, and Sleep Country Canada grow their businesses through search engine optimization.


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