SaaS SEO mistakes, could be the one common thing amongst all saas companiesLet’s face it; not all SaaS founders are born search engine optimization experts. They need a specialist to map out a strategy, work on keyword research, on-page optimization, content curation, and so much more.
If your primary goal with SEO is to bring in revenue, hiring the right SEO expert is one of the most important tasks in your hand.
When it comes to SaaS SEO, not all marketers know what mistakes they must avoid.
Most common saas seo mistakes are:
This is the most common SaaS content marketing mistake done by saas seo agencies.If you’re starting your keyword research from SEO tools like Ahrefs or Semrush, you’re making a big mistake and probably missing out on the hidden gems that you could have identified if you had done your customer interviews.
Always remember that your SaaS content strategy should be focused on driving revenue. If you want to write content that drives revenue, you need to understand your buyers' journey so that you can capture it.
What’s the best way to know how your potential customers search for your solution than simply asking them, right?
Another important thing about customer interviews is that it helps you to understand why your prospects are not happy with their current solution and what they expect from a new solution.
If you know these points, you can write your content in a way that will resonate with your target audience, and this is exactly what you need for converting visitors to buyers.
Remember, bad content can rank, but it won't convert. If you want your content to convert, you need to know your customers thoroughly, and they must understand what you're trying to convey with your content.
Are you writing about several different topics in a single quarter with limited resources? If you are doing this, let me tell you it won't lead you anywhere!
Most SaaS companies are diluting their SEO and content marketing efforts by trying to cover a lot of topics at the same time.
If you want to rank higher, especially without focusing on building links, you need to build a topical authority around the topics that are relevant to your product. Remember the phrase “topics that are relevant to your product.”
As a rule of thumb, you need to pick a single topic and cover it from all angles before you move on to another topic.
For example, if “agile project management” is your topic, you need to cover everything about it by creating high-quality content before moving onto your next one.
Your SaaS SEO content marketing strategy should be inclined towards generating revenue and growing the business. Traffic without sign-ups is pointless for your startup’s growth.
I see a lot of companies bragging about their traffic numbers and fat graphs, but they also complain about having super low conversion rates. The number one reason for that is that most people focus too much on top-of-the-funnel topics that are not targeting users looking for products like yours.
Whenever you’re trying to build a content strategy, always target keywords that are at the bottom of the funnel and target people who are looking for solutions like yours or experiencing the problem you are solving. Once you’re done with all the high-intent topics, move your way up to the funnel.
If you want to build a topical authority and you want Google to take you seriously, publish a lot of content on the same topic, and do it fast. If you don’t have the publishing frequency, it will be really hard for Google to take you seriously, especially if you have a fresh domain.
For those of you who are expecting fast ROI from SEO, you should either go all in and make the upfront investment, or you shouldn’t do it at all. It’s really hard to get results by publishing 1 article per week with a fresh domain and expect results fast.
If you think that every SEO content piece needs to be flawless before publishing, you need to get rid of that mentality and adopt a progressive optimization mentality. Meaning, publish fast and optimize content as you go.
From personal experience, when you publish 50 long-form articles in a single quarter, traffic growth follows week over week. Your goal should be to publish as much content as possible within a single topic till the next Google core update and expect Google to reward you for building a topical authority around your topic.
The information gain score indicates how much more information readers gain from your page compared to other competing articles. It's all about how much new information your content has compared to other articles out there. The higher your score, the better it is for your users and SEO rankings.
Unfortunately, most people fail with information gain scores, and I think the biggest reason is because of the SEO optimization tools.
Don’t get me wrong, though, I am a big fan of those tools, when it comes to tracking how my competitors are doing on organic search results. But people nowadays have become lazy and have started creating copy-paste versions of what’s already on the search engines. This leads to duplicate content creation and you land nowhere with it.
There is nothing wrong with using SEO optimization tools and getting inspiration from top-ranking articles, but you shouldn’t just copy and paste competitor outlines.
You need to think about how you can make the article much better. How do you add more value? What information is missing from the page?
Make sure to go the extra mile to do something better than the top-ranking articles
Product-led content marketing is about understanding the problems of your users, writing a piece of content for it, and educating readers on how they can solve the problem by using your tool or product.
Most SaaS companies fail to achieve this mainly for two reasons:
Whenever you have a “how to” article, and you think that your product is the ultimate solution to solve that problem, you need to educate your readers on how they can solve that particular problem with your tool. You need to use a step-by-step approach to show your readers how exactly they can use your product to achieve their goals.
For example: If your tool is helping with “SEO audit” and you have an article “How to do SEO Audit?” You need to show people how they can do this task through your product by using screenshots, GIFs, or interactive demos.
It’s surprising how overlooked internal links are. When it comes to links, most people only care about the external links and completely ignore the internal linking structure.
Earlier, we mentioned that it’s essential to build topical authority, for you to connect your clusters together, you need to have a great internal linking strategy. All of your relevant content should be linked to each other so that Google will have an easier time navigating through your clusters and understanding the context of your website.
Apart from SEO benefits, good internal linking also has UX benefits. A proper internal linking strategy can help your users navigate through your web funnel, moving them down in the awareness funnel.
Writing good content is one thing, and optimizing it for distribution is another. Most people think that writing content is enough and they can publish it straight away. If you want to maximize your chances of ranking high in Google, ensure that there’s on-page optimization on your pages.
On-page optimization is not using your main keyword in every line of your article, it’s called keyword stuffing, and please don’t do that. Although I am not going to cover on-page optimization in this article, my suggestion is to use an optimization tool such as Clearscope to make sure that you get the basics done.
Search intent indicates the intent behind a user’s search on Google. It’s important to understand because Google will reward the content that is serving the search intent better. That's because search intent directly impacts the user experience. To understand the search intent for every topic you write about, simply Google your main keyword and look at the top results to see what type of articles are currently ranking.
Most SaaS marketers completely ignore search intent, and they include guessing in their content outlines and then feel disappointed seeing the performance of the content piece. If you want to dominate SERPs, you don’t go against Google, you understand the intent, and you do something better, simple enough.
For example: Let's assume that you own a product management tool. You want to rank on "Asana alternatives" with your landing page. You are disappointed that you are not getting the results you want because you are not ranking high enough. By Googling "Asana alternatives," you can see that all of the top-ranking articles are listicles covering several tools. In this case, you need to have something similar, not a landing page, and this is a great example of a search intent mismatch.
People think that the purpose of any SEO campaign is to increase organic traffic. I can't say that it's completely wrong, but it's missing a key element. The correct statement should be, "The goal of any SEO campaign is to increase relevant traffic to drive revenue."
SEO strategy is not about using Ahrefs to export keywords and sorting them by highest volume and lowest difficulty. Volume is not a metric you should consider if you want to drive revenue.
It’s essential that you score keywords based on “business relevancy.”
You must understand, on a scale of 1-3, how relevant the keyword is for your business and how likely you can do product-led content marketing within the content.
Ahrefs is a great example of a company utilizing “business relevancy.” Most of their articles are around the use cases of their product, and this allows them to bring in relevant traffic to their website.
As I mentioned earlier, most SEOs consider traffic as the only important metric, and when they are doing keyword research, they usually put a minimum volume filter. This is not a good practice because you will miss out on keywords that have zero volume but are highly relevant to your business. Also, when it comes to volume, I wouldn’t rely on keyword research tools 100%.
If you ignore a keyword just because it has no volume or low volume, you are leaving money on the table. I personally had several instances where the volume was zero, but I was getting hundreds of clicks and sign-ups.
As a rule of thumb, if you hear the keyword from your customers or it has high business relevancy, go for it regardless of the volume. Another great thing about targeting low and zero-search volume keywords is that your competitors won’t find these hidden gems because they are probably using volume filters while going through your keywords.
Want to avoid the above-mentioned common SEO mistakes when building a strategy for you SaaS?
Book a free consultation call with me, and I will tell you about the common mistakes to avoid and how you can start generating leads with my 5 part SaaS growth framework to achieve your business goals.
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