Fixes for Frequent B2B SaaS SEO Mistakes (7 Tips and Tricks)
Unless you work with a B2B SEO agency, you are bound to experience some B2B SaaS SEO mistakes. If you are hesitant to outsource, know that there are plenty of remedies, tips, and tricks that can get you out of a bad SEO strategy.
This guide takes a comprehensive look at B2B SaaS SEO, including:
- What B2B SaaS SEO is for and why you need it
- Seven tips for using B2B SaaS SEO the correct way
There’s a lot to discuss, so get ready to take notes.
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What B2B SaaS SEO Helps You Accomplish
B2B SaaS SEO focuses the power of search engine optimization (SEO) on strategies to attract, convert, and retain customers for software as a service (SaaS) businesses. Perhaps the biggest difference with B2C SEO (or other types of SEO) is that B2B is full of win-or-lose scenarios.
Moreover, due to the stakes involved, converting leads into customers takes longer and requires more convincing. Prospective B2B clients take decisions seriously, especially when they impact their businesses. B2B SaaS SEO strategies put you in a good position to win over high-quality leads.
7 Tips to Better Utilize B2B SaaS SEO for Growth
While most other SEOs have a beginner-friendly learning curve, inexperienced business owners might find the demands of B2B SaaS SEO out of reach. To keep up, you need to have a good sense of effective marketing tactics. In short, prepare to make mistakes and put out fires, as you slowly learn, adjust, and grow.
Hiring a B2B SEO agency is optional, although doing so drives faster and better results – which is critical for any business. However, learning B2B SaaS SEO yourself has its advantages, too. For example, you’ll learn from making common mistakes and will inevitably discover useful tips such as the ones listed below:
1. Have a Concrete Website Strategy
Given the nature of SaaS, you can easily overlook the importance of adequate website planning in B2B SaaS SEO. For instance, it might seem counterintuitive, but not all of your products need a dedicated landing page. Instead of hyper-focusing on any one thing, try doing the following:
1. Choose two to three of your best products to make landing pages for, then optimize them.
2. Have a content strategy and create articles about your products to capture online traffic.
3. Make a backlink-building plan to boost your business’ credibility among potential leads.
2. Optimize Your Website for Users
Your business, particularly the website, affects the branding and reputation, even without you knowing it. For instance, a slow website is not a good sign for your business, as it sends the signal to visitors that you’re not investing in your company. That is a major red flag for SaaS.
Additionally, an under-optimized onsite experience makes learning more about your products frustrating for users. On the other hand, over-optimizing search engines makes unneeded website content useless for people. Make sure to find the right balance that maximizes the use experience (UX).
3. Refine Keyword Research Methods
Keywords are inseparable from SEO success, however, all keywords do not equally serve you. Due to the highly competitive nature of B2B SaaS SEO, individual and short-tail keywords surely fall short — unless you have an immense marketing budget.
Review your keyword strategy and do your best to incorporate the following types of content:
- informational keywords
- instructional keywords
- long-tail keywords
- product keywords
- branded keywords
4. Focus on Solving User Problems
Your primary concern as a SaaS business should be to provide solutions to your customers. While your products have undeniable benefits, they should not be where your service and assistance end. Other customer service aspects include providing valuable content on your website.
Common examples of this include user forums, how-to guides, and chatbots. These are also beneficial for your B2B SaaS SEO strategy, because they are additional points where customers can engage with your brand. Comments and reviews, in particular, are good for SEO.
5. Choose SEO KPIs That Matter Most
For most SEO strategies, key performance indicators (KPIs) usually revolve around website traffic, engagement, and conversion rates. For B2B SEO, you’ll need to be much more discerning, which means understanding what a sales-qualified lead (SQL) and a marketing-qualified lead (MQL) represent.
Knowing the difference between SQL and MQL makes it easier to find leads worth pursuing.
- SQL refers to leads that have shown enough interest and are ready to hear your pitch.
- MQL means any lead whose behavior has indicated a high probability of conversion.
6. Find Customers in the Sales Funnel
Leads do not become customers simply because you want them to. This goes at least double for B2B. That is why moving leads down the sales funnel is a process that you need to actively stay abreast of at all times. In fact, paying customers do not permanently stay in your sales funnel without help.
You’ll need to have a well-defined customer retention strategy to keep your client relationships strong and healthy. Otherwise, you risk wasting a lot of hard work due to failing to consider that B2B SEO does not stop at conversion. Plan to adequately address all levels of the sales funnel.
7. Make Customer Support a Priority
If you take away only one thing, it should be to no extent undervalue the importance of excellent customer service. A profit-driven versus customer-driven B2B strategy is not sustainable in the long run. Besides, overlooking or discounting your audience in favor of other priorities is generally a bad SEO (and business) practice.
You have plenty of options for continued customer service, from publishing high-quality content to opening up additional communication lines through social media. What is important is that your primary objective is to remain present and dedicated to providing solutions to customers.
B2B SaaS SEO is a complex, multi-layered concept. That means mistakes can range from insignificant to critical within a few steps. It is difficult not to fumble as you learn, which is one of many reasons why hiring a B2B SEO agency to help makes good business sense.
While not perfect, their knowledge and expertise on what mistakes to avoid, and how to do so, are invaluable assets for a growing SaaS business.
Need help avoiding common B2B SaaS SEO mistakes? Contact us to learn what we can do to help.
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