How to Master SaaS SEO in 2024

Reading Time: 9 minutes
Scrabble letters spelling "saas" on wooden table.

When you use Google, Microsoft, Netflix, Zoom, Adobe, Salesforce, or many other platforms online, you experience the power of software as a service (SaaS).

SaaS is a vital tech tool for individuals and businesses worldwide and is likely already a big part of your work or daily routine. These brands simplify processes by offering online access to software, removing the need for hardware and complex maintenance.

They automate tasks and save your time, costs, and effort.

Specialised sectors have adopted labels for SaaS companies, such as fintech, insurtech, fashion tech, health tech, food tech, and many, many more. Both business-to-business (B2B) and business-to-consumer (B2C) enterprises and individual users rely on SaaS tools daily to enhance professional and personal efficiency.

And the field is only likely to grow.

According to the Canadian incubator TBDC, “The future of SaaS will focus on Micro SaaS within verticals like education, healthcare, business, on the amalgamation of SaaS and AI, and on the continued emergence of super apps”.

According to the same source, the global SaaS market is expected to reach US$716.52 billion in 2028, growing at a CAGR of 27.5% between 2021 and 2028.

Today, if you want to succeed as a SaaS brand in the long term, you need to stand out against the fierce competition and stay one step ahead.

This is where SEO for SaaS becomes essential.

Photo by Christina Morillo on Pexels

Why You Should Prepare SaaS SEO Strategy

For SaaS companies, SEO is more than just boosting site traffic — it’s about connecting with the right audience and converting them into loyal customers. Effective SEO strategies help you:

  • Attract the right customers
  • Increase conversion rates
  • Establish your brand as an authority in the industry

By focusing on these goals, you ensure that your SaaS solution stands out in a competitive market.

As you know, the economic success of your company relies on ensuring that your products are easily available to a large number of people. You can effectively attract visitors to your platform through organic means, primarily by optimising your website using SEO techniques tailored for SaaS businesses.

Also, adopting the best SEO for SaaS methods of incremental yet consistent expansion is vital in sustaining your business amidst evolving market dynamics.

But where should you begin to improve your SEO for SaaS?

Read on for SaaS SEO tips.

Photo by ThisIsEngineering on Pexels

Steps to Successful SaaS SEO Strategy

Maximising your software’s online impact requires careful planning and execution. Take note of some essential steps that will guide you towards achieving and maintaining success in the ever-evolving digital landscape.

Check Your SaaS Competitors

Analysing your competitors is a crucial strategy to enhance your SaaS SEO performance. By examining what others in your niche are doing, you can spot both successful strategies and areas where they might be lacking.

One way to do it is by using tools like SEMRush’s Organic Research. Simply enter your domain to discover who your top competitors are based on organic search results. Once identified, scrutinise their content, keyword optimisation, backlink strategy, and overall site structure.

Observing these aspects can reveal valuable insights, such as which keywords are driving traffic to their sites, the type of content that is resonating with their audience, and how they structure their site to maximise user engagement.

After gathering this data, evaluate their weaknesses and strengths in comparison to your own SEO efforts. Are there certain keywords they are ranking for that you are not? How comprehensive is their content compared to yours? Do they have backlinks from authoritative sites that you could also target?

By learning from the competition, you can not only avoid their mistakes but also adopt strategies that are already proven to work in your market, thereby increasing your chances of improving your SEO results and gaining a competitive edge in the SaaS industry.

Check Technical SEO for SaaS

Technical SEO for SaaS is the backbone of your overall SEO strategy. It ensures that search engines can effectively access, crawl, and index your website, which is crucial for any subsequent SEO efforts like content creation and link building.

In essence, robust technical SEO sets the stage for all your other SEO activities; without it, even the most compelling content and strongest backlinks won’t perform as well as they should.

To check your site’s technical SEO, you’ll want to start by assessing how well search engines can navigate and understand your site. This includes checking for crawl errors, ensuring that your robots.txt file is correctly configured, and that your XML sitemap is up-to-date and submitted to search engines. You should also look at site speed, mobile-friendliness, and security protocols such as HTTPS to ensure they meet current standards.

For these tasks, tools like Google Search Console are invaluable. It not only helps you monitor how many of your pages are indexed but also identifies crawl errors, security issues, and provides insights into the search queries that bring users to your site.

Additionally, using tools like Ahrefs or SEMRush can offer a deeper analysis, helping you understand your site’s link profile, track rankings, and spot potential issues like duplicate content or keyword cannibalisation.

With more complex CMS platforms now incorporating built-in SEO features, technical SEO might seem less daunting, but it’s crucial to ensure these tools are properly leveraged to maximise your site’s SEO potential. Without a solid technical foundation, your content and on-page SEO efforts may not achieve their intended impact.

Photo by CoWomen on Pexels

Work on Off-Page SEO for SaaS

Off-page SEO is a pivotal element for SaaS companies aiming to improve their online presence and authority beyond their own websites. It involves various strategies that help increase your site’s reputation and visibility, which are essential for gaining trust and driving more organic traffic.

One of the key components of off-page SEO is building high-quality backlinks from reputable sites in your industry. These backlinks not only drive direct traffic but also signal to search engines that other authoritative entities endorse your content, boosting your site’s credibility and search rankings.

Another vital aspect of off-page SEO for SaaS is social media engagement and content marketing on platforms other than your own site. By actively participating in relevant online communities, such as LinkedIn groups or industry forums, and sharing insightful content, you can attract potential customers and create more touchpoints for interaction.

Engaging with users on these platforms can also lead to increased brand exposure and backlink opportunities, further amplifying your SEO efforts.

For SaaS businesses, these strategies are crucial for standing out in a crowded market and establishing themselves as thought leaders in their niche.

Master On-Page SEO for SaaS

On-page SEO is crucial for improving your SaaS website’s visibility and user engagement.

To improve on-page SEO, use keywords related to your SaaS product in your website content. Make sure it loads quickly, is easy to use, and has useful information for visitors. Additionally, optimising meta tags and descriptions to accurately represent your pages to search engines enhances visibility.

By using these techniques, you can make your SaaS website rank higher in search results, which will attract more potential customers and ultimately help your business succeed.

On-page optimisation extends to several other key areas that should be regularly reviewed and updated through a comprehensive content audit:

  • Information architecture
  • Site content
  • Meta data
  • Heading structure
  • Keywords
  • Internal linking
  • User experience & engagement

Importance of SEO Keywords in SaaS

Let’s stop by SEO keywords for a bit. Keywords are essential for your SaaS business as they help connect your content to users who are looking for what you offer, all thanks to search engines.

For most businesses, especially startups and lesser-known SaaS providers, generating significant traffic relies heavily on smart keyword use since few people may be directly searching for their services.

Therefore, companies from small start-ups to enterprise SaaS SEO heavily rely on comprehensive keyword research (also known as keyword analysis). This involves identifying terms that potential customers use when seeking information related to your services.

These terms are often informative keywords embedded in queries for guides, instructions, or specific help topics. By targeting a great combination of keywords and related sub-topics, your content can appeal to users at various stages of the customer journey, from awareness to decision-making.

Now you understand the importance of keywords. But how do you find them?

Most SaaS SEO specialists would recommend using professional SEO tools, such as Ahrefs, SEMrush, or MOZ Pro. The key advantage of these tools is their ability to analyse your competitors’ positions. Why are your competitors ranking? What are the keywords generating the most clicks? Premium tools provide answers to these questions.

SEO Content Creation

Once you have your important keywords, you can begin writing blog posts about these topics. Each article should be aligned with its respective target keyword and optimised for search engines and your target audience.

Remember that your articles are not created solely for search engines but primarily for users and potential customers. Focus on high-quality content that addresses problems, offers solutions, and provides tangible added value.

But what type of content should you write for your SaaS success?

To decide on the correct content format, it’s worth having a look at the Google SERP (Search Engine Results Page). The SERP provides insights into what users are searching for and understand their search intent.

Another very important factor is the content format. The content format of the top-ranking pages tells you which types of articles best serve users’ search queries and should, therefore, be considered when planning your content writing.

Why should you care about content, you mind asking?

According to the independent market research platform Gitnux, SaaS companies that prioritise content marketing report a lead generation growth of up to 400%.

The majority of your content should dive deep and be optimised for search engine purposes and, of course, for search engines themselves.

Roughly 1 in every 10 posts you publish should stand out as a power article. By this, we mean a blog post designed to generate backlinks, social media shares, and traffic. Such articles can boost your domain authority.

However, it is important to understand that creating a great article requires considerable time and resources, which is why we recommend having a dedicated team of experienced content experts.

SaaS SEO Trends You Should Know

After diving deep into on-page SEO and keyword strategies, it’s crucial to look ahead and prepare for future changes. SEO for SaaS is not just about what works now but also about anticipating what will matter tomorrow. It represents a strategic investment for the future.

Google constantly updates how it decides what results best fit user needs. Keeping up with these changes is essential. In this section of the SaaS SEO guide, we’ll explore the key SaaS SEO trends for the following months that you should integrate into your strategy.

AI Is Changing How Users Interact With Search Engines

One of the biggest SEO changes in 2024 is Google’s new AI search feature, the Search Generative Experience (SGE). Google’s SGE changes how search results look by showing an AI-generated summary at the top of the page that gathers information from different sources to give the best answer.

For both small and enterprise SaaS SEO, it means every webpage needs clear, useful info, going beyond just keywords. What Google SGE likes: clear text and lists.

Also, since users now get answers straight from Google, it’s important to give clear, trustworthy info that the search engine can use in its summary.

More Searches End Without Clicks

With Google SGE providing answers directly on the SERP, fewer people click through to other sites, resulting in a rise in zero-click searches.

Through this process, users get the info they require without clicking any links.

A recent study indicated that around 57% of mobile users and 53% of desktop users don’t click on any results.

To rank well, SaaS SEO marketing requires top-notch content that shows expertise and trust.

Photo by Caio on Pexels

Answer Engine Optimisation (AEO) Is Increasingly Important

Answer Engine Optimisation (AEO) it’s about making sure your content isn’t just found, but is also the best answer to people’s questions. It goes beyond traditional SEO. The key is understanding what your audience wants and giving them clear, helpful answers.

For SaaS companies, this means creating quality content that directly addresses what users are searching for. Learn what your audience needs and provide it, whether it’s through FAQs, insightful blog posts, or detailed guides.

Plus, with more people using voice search, AEO also means making your content easy for AI platforms to understand and use to provide answers.


Mastering SEO for SaaS involves understanding simple but meticulous techniques like keyword research, content optimisation, and link-building. Success relies on paying close attention to details and keeping up with unexpected industry changes and trends.

The latest trends like Google SGE, zero-click searches, and AEO all underscore the need for your SaaS SEO strategy to establish topical authority online. This involves consistently producing comprehensive content across various formats.

Achieving topical authority involves consistently producing high-quality content that demonstrates expertise, relevance, and trustworthiness in your field.

Focus on creating comprehensive, well-researched content, engaging with your audience to build relationships and credibility, and earning backlinks from other reputable sources in your industry.

As previously stated, continuously staying updated with the latest trends and developments in your field also helps solidify your position as a trusted authority.

SEO professionals have the skills to navigate challenges, allowing SaaS companies to focus on their main goals while still having an active voice in improving online visibility and growth.

About GA Agency

GA Agency is an independent, award-winning, full-service digital agency specialising in international growth. Our in-house team covers 17 languages, offering global market coverage. We work as a strategic partner with FTSE 500 companies and upcoming start-ups that need our partnership to boost their growth, and we’ve been expanding into the Fintech industry.

We have a competitive edge over other agencies due to our growing international and multilingual team, making us the perfect partner not just for your digital marketing strategy, but for international growth.

Furthermore, we are active with projects in more than 26 countries, and our SEO team can take your business to the next level. Contact us to find out how we can improve your marketing strategies and grow your business further.

Subscribe To Our Newsletter

Get updates and learn from the best