Search engine optimization (SEO) is a paramount aspect of digital marketing for any business, but it is significant for B2B SaaS companies.
The reason I’m stating this is because the B2B SaaS market is highly competitive; countless companies vie for the attention of their target customers. SEO can help these companies stand out in search results, making it more likely that they’ll be found by the people who will probably become paying customers.
In fact, according to a study by BrightEdge, organic search is the top source of website traffic for B2B companies, with 64% of trackable website traffic coming from organic search. The study also found that B2B companies generate 2X more revenue from organic search than other traffic sources.
Given that SEO is a must for B2B SaaS companies, digital marketers have to invest in SEO content for their organic marketing strategies.
What is SEO Content?
SEO content is a type of content created to help improve a company’s organic search engine rankings and visibility. This content utilizes targeted queries and phrases that a customer might enter into search engines when searching for a particular product or service. With the help of SEO content, websites can rank higher in search engine results pages (SERPs) in order to draw more visitors to the site.
Examples of SEO content include:
- Long-form articles
- Whitepapers
- Infographics
- Case studies and success stories
- Landing page content, including meta descriptions, titles, headings and keywords
- Research reports
- Guest blogs
Every SEO strategy is void without quality content. Wonder why? Let’s find out.
Why is SEO Content Critical for B2B SaaS Companies?
In a nutshell, SEO content is essential for B2B SaaS companies like yours because it helps them rank higher in search engine results, which leads to more visibility, leads, and potential customers. When a B2B SaaS company creates high-quality, relevant, and informative content, it signals to search engines that it has authority on the topic, helping boost its rankings. The higher a company’s website ranks in search results, the more likely people searching for related products or services will find it.
Additionally, creating high-quality SEO content can also help to establish a B2B SaaS company as a thought leader in its industry, which can help to build trust and credibility with target customers. This is particularly important for B2B SaaS companies, as their sales pipeline is often longer and more complex than that of B2C companies, and building trust with potential customers is key to making the sale.
Let’s discuss the importance of SEO content for B2B SaaS companies in detail:
1. Gets You Organic Visibility
When the search engines first come to know about your new page, they analyze if it’s worth to put your content in their index. If they’re able to understand that this content provides value, they’ll consider for indexing.
Once they index, their next step is to check whether audiences like your content. For that, they first test the content by throwing it on random positions on the first page of Google SERPs.
If you’re able to pull the crowd through the content, you’ll start settling in some positions on SERPs consistently for some queries.
If you’re able to reach the first page, you’ll start seeing some organic visibility.
And if you’re able to crack the featured snippets like us, you’ll be blessed with some emphasized visibility and brand recall.
2. Earns You Organic Traffic
Generating web traffic is essential for B2B SaaS businesses because it helps them gain visibility and market their product more effectively by attracting more customers and engaging with them. The traffic can also give businesses valuable insights from visitors, such as what products or services they are most interested in or what features of existing products can be improved.
Moreover, increasing web traffic provides a form of validation – demonstrating that enough people have seen or heard about a company’s product or service for it to be worth investing time and money into further marketing efforts.
Now, in order to drive traffic to your website, you need to produce SEO-focused content. It enables your website to rank higher in the SERPs and draw more visitors. SEO content includes many strategies and techniques, such as blog posts, presentations, and other forms of on-page and off-page content optimization.
Here to be noted that the SEO content:
- Must be optimized with the help of queries and phrases that target customers would likely enter into search engines when searching for the product or service.
- Should be relevant, appealing, and regularly updated in order to keep your website fresh, interesting, and engaging for potential customers.
- Must follow SEO best practices like using meta tags, internal links, avoiding duplicate content, etc.
My team has recently helped a SaaS company increase its organic traffic by 315% within 7 months. We performed detailed keyword research and clustering, added as many commercial pages as possible, and created an SEO content strategy around the commercial pages to get started.
3. Creates Brand Awareness & Authority
By creating and optimizing content for SEO, B2B SaaS companies can benefit from increased brand visibility and authority.
As I always emphasize, SEO content creation should not just be focused on increasing organic visibility. It should also be geared toward providing informative and compelling information that appeals to potential customers to build relationships with them.
In fact, as per the Content Marketing Institute, the top two goals for content marketing are brand awareness and credibility (authority). The research also found that four out of five marketers report success in generating brand awareness via content marketing.
So, by creating and strategically distributing helpful content, SaaS businesses can increase their reach and become seen as thought leaders in their chosen sector or niche.
For example, a company specializing in Enterprise Resource Planning (ERP) could create SEO-optimized blog posts about the latest trends in their sector or the advantages that the latest ERP solutions offer.
By crafting insightful and engaging content around topics of interest within the industry, organizations have a chance to help lead conversations and foster thought leadership in the community while simultaneously providing value to potential consumers through informative content.
Additionally, this can help boost credibility, increase brand awareness among new audiences, and elevate the organization’s reputation within its industry.
SaaS companies can also benefit from optimizing their social media profiles by using keywords in order to appear higher up when people search the different platforms. This further enhances their visibility online and helps make sure that more people will come across their services.
Social media is a great platform for engaging existing customers, who can quickly spread word of mouth via likes/shares/retweets etc., which further increases an organization’s presence within customer circles, thereby building trust among customers.
4. Offers Customers More Value from Your Product
Optimizing content on the website can help buyers know what the SaaS company provides ahead of time, and they can reach out to them if they’re interested.
This means you can use the SEO content to offer customers more value from your services and products. By creating articles, blog posts, and other content related to your company’s offerings, you can help customers find more information about your SaaS product.
For example, here is how HubSpot uses SEO content to deliver more value to its existing as well as potential customers.
This means that people using or looking forward to using a CRM will find this helpful article at the top of search engine results, allowing potential customers to quickly learn more about how the HubSpot CRM could help their business.
Additionally, SEO content can be used to highlight customer reviews or case studies showing how existing customers have benefited from the company’s services. This helps prospective customers gain a better understanding of how successful others have been with the particular SaaS product/solution.
Here is another example.
5. Helps You Attract More Customers with a Lower CAC
Creating SEO content is a great way for B2B SaaS businesses like yours to attract more customers at a low acquisition cost. By leveraging SEO keywords, buzzwords, and optimized tags, you can increase your website’s visibility in organic search engine results without investing heavily in other customer acquisition forms, such as paid advertisements.
For instance, a company offering an enterprise automation tool could create blog posts or web pages about the various benefits of its product for businesses in the relevant industries and use optimized keywords and phrases to boost their visibility on search engine result pages.
This gives prospective customers an easy way to find information and reviews about the company’s product, which helps build trust while educating them on the potential benefits they could receive from using the SaaS product.
A real-world example of this is SalesForce, a cloud computing platform that offers customer relationship management (CRM) software solutions. SalesForce was one of the early adopters of SEO tactics, creating blogs and web pages that catered to its target enterprise customers’ needs by providing helpful information around topics such as “How CRM Technology Can Help Businesses Grow” or “The Benefits of Integrating ERP Solutions with Salesforce CRM.”
This content was further optimized using relevant keywords and buzzwords, which helped propel their organic search engine rankings higher, thus increasing their visibility among potential customers searching for related solutions online.
This content strategy, combined with customization and personalization techniques offered by Salesforce’s CRM platform, has enabled it to become one of the most popular CRM service providers in the market today.
6. Helps Get More Backlinks
SEO content is an excellent tool for businesses to generate backlinks for their SEO strategy. SEO content usually provides valuable information or industry insights that are informative and highly relevant for readers. By creating content that is not just promotional but also adds value to readers, B2B SaaS businesses can establish themselves as thought leaders in the field.
As a result, other professionals in their industry are more likely to share their research or link out to these pieces from their own websites – generating high-quality backlinks for the B2B SaaS business.
For example, an enterprise software company may create an article about best practices for software integration. This helps put the company in front of readers researching this topic and can lead them to discover and think of the software company’s services positively. Other bloggers/websites in this space may also reference this content which helps build credibility with potential customers and increase brand awareness online.
Another example could be if the B2B SaaS business provides explainer videos, they could optimize their website’s metadata tags (descriptions/keywords, etc.) so that when searches are performed related to topics such as “how-to guides” or “what is the best way to solve X problem” – this video shows up prominently in results either within search engine sites like Google or social media platforms like YouTube, etc.
This leads more people to discover them, which ultimately leads to more backlinks from other websites that want to link out to helpful resources from reliable sources.
Bottom Line: Create SEO Content Regularly
SEO content is a vital aspect of digital marketing for B2B SaaS companies. By creating high-quality, relevant, and informative content, B2B SaaS companies like yours can boost their search engine rankings, increase visibility, and attract leads.
In addition, establishing thought leadership and differentiating from the competition through various content types like blog posts, whitepapers, case studies, infographics, videos, and webinars can also help build trust and credibility with the target customers.
However, it’s important to remember that SEO is not a one-time effort but rather a continuous process that requires ongoing attention and optimization. By regularly creating and optimizing SEO content, B2B SaaS companies can stay ahead of the competition and continue to drive traffic and generate leads.
We, at Missive Digital, specialize in providing SEO services to B2B SaaS companies and have a proven track record of helping our clients achieve their goals. We understand the specific challenges that B2B SaaS companies face regarding SEO, and we have the skills and knowledge to help you overcome them. Get in touch with us now.
