IT SaaS SEO Case Study: Talent Platform

One of the most competitive industries is the IT industry. For any lead we receive for this industry, we clear a few things with them in advance:

1. The competition is too high, so getting results will be very difficult and time-consuming.
2. The content and link-building investment would be too high if you want results faster.
3. Every IT company focuses on almost all technologies, and they would need to niche down if they want to see organic growth significantly.
4. We don’t take projects targeting the same technologies as our existing clients to avoid internal competition.

We did the same thing when we received an inquiry for this IT SaaS platform.

The Objective to Achieve for IT SaaS SEO:

Improve organic visibility from scratch for their newly-launched IT SaaS platform.

Target Regions:

• India
• US
• UK

Challenges We Faced for IT SaaS SEO

During the first discovery call, we got to know

• The budget is very, very limited, so they don’t want to go aggressive.
• They have two audiences to target for sign-ups – talent and employers (project managers, CTOs, etc.).
• The keywords will be the same as most IT companies we do SEO for.
• They don’t have in-house content writers.
• They use Webflow as the CMS, so they will not share the login credentials with us to make changes to the website.

Services Offered to the IT SaaS Company

1. SEO (Tech, On-page, Link-building)
2. Content Strategy
3. Content Creation

The Solution for IT SaaS SEO

1. Perform detailed keyword research and clustering.

When it comes to competing in a highly competitive market, keyword research and clustering are a lot of work.

This is what our early keyword research and clustering sheets looked like – too much data, too much confusion:

We identified each cluster, and within that clusters, we identified the commercial and informational intent keywords to be targeted.

2. Launch as many commercial pages as possible.

Our goal was to target as many talent pages as possible, so we identified the queries and technologies with the most demand among the target audience and started prioritizing launching those pages on the website as soon as possible.

3. Resolve technical issues.

While we were doing extensive research on search queries, our technical SEO team was doing an in-depth analysis of technical areas, making recommendations, and putting the timelines for developer execution.

P.S. We still do monthly technical audits to check if nothing is broken on the website.

4. Create an SEO content strategy around those commercial pages.

Because the budget was not aggressive, we decided on a routine of publishing 6 blogs a month.

For each targeted cluster, we defined the content strategy on what type of content to create, which topics, where to publish, and what the messaging should be.

It’s difficult to attract the right audience and get conversions if we leave it up to writers to decide how to approach the content.

So despite having the same target queries as other IT companies, this SaaS platform required different approaches.

For example, if we take the “react developer skills” query to target, there are two types of audiences:

1. One who is looking to hire React developers and wants to understand what skills to look for.
2. Another who is looking to polish their skills to become a better React developer.

Because we wanted to boost the talent sign-ups, we went ahead with the topics like 

• X React developer skills you must have
• How to become a better Python developer?

So, we built a content strategy and distribution framework to help our content reach the right audience, the maximum audience.

5. Write 6 blogs a month as per strategy.

Because we also provide content writing services, we stick to a routine where we create 6 blogs a month based on the content strategy prepared.

We provided a detailed understanding to all of our writers of how the approach should be when attempting to write any of the blogs for this client.

And we have an aggressive content review process with the below checklist:

1. We review the first draft to ensure the content is created per the calendar’s brief.
2. Based on the feedback given on the first draft, the writer sends us to review the second draft, which we do to ensure everything is alright, from content flow to brand messaging.
3. The last review is done for SEO, marketing, and sales checks so that the content performs.

No content goes out until it’s reviewed by our very own Himani Kankaria. That’s the reason why we can keep our messaging and content goals intact.

6. Optimize the commercial pages and blogs every month.

Like our content review process, we are too aggressive in content optimization.

As we are a featured snippet specialist company, we target that position, which takes its own time, but we were able to rank 80% of the content we created for this IT SaaS platform.

After we finish the review process, we optimize the content before it goes live on the website.

You would be surprised to know that such content is on page 1 the moment they’re indexed. Below is the example:

Look at the average positions of the queries for that blog:

Because we are powerful in understanding the audience, and their perspectives behind searching for content and reading that content, makes us reach these heights using content-driven SEO.

7. Build a strong internal linking structure.

While covering the content optimization mistakes, we mentioned how poor internal linking could break the entire SEO.

So we built this internal linking structure for this IT SaaS platform as below:

Sometimes, they publish pages based on their performance marketing campaigns, but we ensure this internal linking structure doesn’t get affected to maintain the organic growth monthly.

8. Build only a few links every month.

Honestly, we have had past case studies where we just focused on creating and publishing content on the client’s website, and with no link building, we had great organic traffic and conversions.

But, because this is a super competitive industry, we couldn’t ignore that.

We did the below link-building activities:

• Quora answers
• Content republishing
• Social media marketing
• Content repurposing
• Only a few guest blogs to get author profiles with no-follow links
• Getting unlinked mentions on some relevant publishing sites

The Results for IT SaaS SEO

The organic visibility of IT SaaS platform increased by 960% in the last 6 months.

The organic traffic of IT SaaS increased by 315% in 6.5 months.

The organic conversions of IT SaaS increased by 240% in 6.5 months – for Talent audience

The organic conversions of IT SaaS increased by 100% in 6.5 months – for Employer audience

While you’re nailing at performance marketing, get ready for better customer acquisition cost with SEO for your SaaS. Reach out to us now with the goals you want to achieve in the next quarter or two.