Software and technology companies are an integral part of the online community. The Software As a Service (SaaS) industry is the largest segment of the cloud services market, and has seen strong growth year after year, with no sign of slowing down. In 2008, only 12% of businesses used SaaS-powered apps. In 2020 the number is predicted to hit 73%.

This means there is abundant opportunity in the SaaS sector—and abundant competition. Thousands of companies are creating solutions for every conceivable business need. As a SaaS company in a crowded market, people can’t learn how your service will make their life easier and therefore how much they will love it, if they can’t find you online. Effective SEO for SaaS companies is especially crucial for success.

The Importance of SEO for SaaS

Buyers everywhere are relying more and more on the internet when making purchases, and B2B is no different. Online content has a significant impact on purchasing decisions for 9 out of 10 B2B buyers. And 90% of them say when they are ready to buy, “they’ll find you.” So it’s crucial you do everything to make finding you as easy as possible.

Enter search engine optimization (SEO), which is the science of getting your web pages to show up when professionals search online. Wise organizations make SEO a regular part of their business plan, because SEO really works.

The right SEO strategy can result in:

  • Improved rankings in search engines
  • Enhanced website performance
  • Better user experience
  • More time to focus on building your business

However, SaaS companies face some unique challenges when it comes to SEO. You’re competing against many companies who have a strong online presence. Leads are tech-savvy and can easily find your competitors. And unlike traditional software, which is a product, SaaS is a service and therefore requires a different SEO approach.

Specific SEO hurdles like these, combined with the fact that SEO can be quite complicated to begin with, means that many SaaS companies simply don’t know where to start or how to optimize their SEO. (See why SEO might be the most hated marketing tactic.)

But if you want to succeed, ignoring SEO is no longer an option. The good news is that an agency like Big Leap can help you develop a concrete game plan that yields real results.

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Choosing an SEO Agency for Your SaaS Company

An SEO agency can lead the way on keyword research, technical optimization, analytics and reporting, on-site content optimization, negative backlink cleanup, link development and outreach, content marketing, and more. And that frees you up to focus on other important parts of your business.

However, If you haven’t conducted an online search for SEO agencies, take a seat. You’ll be blown away by the sheer number of results. But just because someone says they’re an SEO agency doesn’t mean they are the right fit for your business and your needs.

Use the tips below to help you choose a good SaaS SEO agency.

Understand Your Goals

The first thing you need to do is have a clear understanding of what you want an SEO strategy to accomplish. Just like with any goals, these should be specific and measurable. Determine what tangible numbers define success: how many unique site visitors, new leads, increased conversions, etc.

Armed with that knowledge, you can have a conversation with a potential SEO agency about how exactly they would work toward accomplishing those goals, how long they anticipate it will take, and what it will cost.

Evaluate Their Client Portfolio

Most SEO agencies will have case studies and/or a list of businesses they’ve worked with. (If they don’t, then that’s a red flag.) Look at case studies, testimonials, and reviews to put together a picture of their client portfolio. This can give you an idea of what types of businesses the agency serves. Clients that span a wide range of industries may show that they are a versatile agency. However, if you see a number of technology firms, then they have experience in your industry and know what it takes to get results.

Look at Other Services They Provide

Google’s algorithm that determines search results is constantly evolving as they seek to provide the best internet user experience. Good SEO involves more than just keywords and technical changes to your site. SEO agencies that provide additional services like content marketing, social media management, and email marketing have a wider arsenal of tools for a more comprehensive SEO strategy.

Assess Agency Resources

As you know, the SaaS industry requires a certain foundation of technical knowledge to understand. Take a closer look at the agency’s resources. Do they have experience in the SaaS industry? If so, the curve to understand your company and services will be shorter.

Do they have a team of tech-savvy writers? Then they will be able to execute any content marketing or site content revision in a more natural way. In-house marketers and writers may also be able to really get to know your software. Finding the right agency isn’t just about them knowing SEO; they need to have the resources to fit your niche as well.

Pay Close Attention to Promises

Effective, long-term SEO takes time. Be wary of any agency that doesn’t explain this or who promises overnight, quick results. If you’re told they can guarantee results, double your traffic, or get instant leads, that’s a big sign to look elsewhere for a more reputable SEO company. There is no “magic bullet” in SEO.

Schedule a Consultation

Before you sign on with an agency, it’s a good idea to ask for a consultation. A good agency will gladly walk you through some of the strategies they would suggest or that have worked for past clients. That will help you get a feel for the agency as a whole and the people on their team. It’s essential that you go with an SEO agency that you can work with and feel you can trust.

Results-Driven SEO for Your SaaS Company

SEO can make one of the biggest impacts on your online presence and lead generation, especially in the SaaS industry. Every day that you don’t make SEO a priority in your company is a day you lose valuable opportunities for potential customers to find you online. Contact Big Leap today to see how our SEO experts can build your online presence and deliver results.

Jaime Theler