Your SaaS business is growing. Great! This is what you wanted. But growth brings challenges too, not least in SEO. Check out some of the biggest SEO challenges that fast-growing SaaS businesses face in today’s market.
- Building the Brand
Many search engine users already have a brand in mind. This is why branded search terms – i.e., search terms that include the name of a specific company or organisation – tend to generate the bulk of traffic for established entities in the market. Developing your brand visibility will increase the volume of branded searches you receive, but don’t forget those non-branded search terms too – these represent an important battleground where you can gain an edge over your competitors.
- Understanding What Content You Need and Where to Position It
We know how tempting it is to start writing when you have a content idea. However, we recommend pausing for thought. Who are you targeting with this content? What do these users want to see? What do you want your audience to do after reading? Answering these questions will help you to plan your content before you write. You’ll understand where your audience is in the buying journey and where you will publish your content – i.e., whether the content will be a blog post or an evergreen piece in your resources section.
- Achieving Consistent Value
User value is the bedrock of SEO. Google is not trying to catch content producers out when it shifts the SEO goalposts – it’s simply trying to provide the best possible value to its users. With this in mind, we recommend ensuring all your content pieces deliver a high value to your readership. This can be a real challenge when your SaaS business starts growing quickly. Still, you can take meaningful steps towards achieving this by developing brand messaging and content guideline checklists that support value consistency in the long term.
- Balancing SEO and Engagement
SEO is critical to success in the SaaS market, but sometimes we fall into the trap of box-ticking. Many SaaS business owners might find themselves creating a page that hits all the markets but does not have that creative hook that will inspire readers to take action. While you certainly need to make sure you’re using all those SEO best practices, it’s still a good idea to keep that creativity flowing – achieving both can be difficult, but it’s well worth the effort.
- Assessing Content Performance
SaaS businesses need to monitor their content and assess its performance after publication. This provides valuable insight into how to improve content in the future. We’ve noticed that some fast-growing SaaS organisations forget about this, so make sure you incorporate it into your strategy.
- Recognising Decayed Content
Bear in mind that your content might not keep performing at the same level indefinitely. Over time, impressions and clicks may decline, and your content might fall out of favour with Google’s algorithms. Remember to keep monitoring where your content appears in featured snippets – if an old piece of content is no longer achieving the results it used to, you may need to publish something new to boost your performance on key search terms.
- Ensuring Internal Keyword Prominence
You’ve probably been there – you’ve got two pages on your website, each hosting a piece of content. The topics are subtly different, but the keywords and search terms are similar. As a result, these two pages compete against one another, and the user may find themselves confused about the right piece of content for them. Consider your users’ intention when they search for your content – if two works have a similar user intention and desired outcomes, you might consider merging them to avoid keyword competition.
- Linking Effectively Between Pages
Pick your internal links carefully. Consider your content topic, and then add links to pages that are relevant to this topic using anchor text that demonstrates to your reader what they can expect when they click the link. Create these links organically within sentences and paragraphs where possible, and avoid disrupting users as they read through your piece. It’s worth taking the time to build a robust linking structure so that your article and resource pages are linking to other pages at the same level within the sitemap.
- Building a Strong Backlink Strategy
Your backlinks need to be valuable, organic, and relevant. This last point is important – if an irrelevant source is linking to you, it’s not going to provide much of an SEO boost, and it’s going to deliver almost zero traffic. Don’t worry about the backlinks your competitors have. Instead, focus on developing a strong strategy so you know exactly which backlinks you must pursue, and then make this happen.
- Getting Content Where It Needs to Be
Once you’ve crafted your content, you need to distribute it. This means delivering content in the right format across various channels, maximising impact and scope. Content distribution is a big challenge for fast-growing SaaS companies as they try to reach the right audience.
Overcome the Key Challenges for Growing SaaS Businesses
Here at Impressive, we are ready to help you overcome these key challenges. Reach out to our team today and schedule a consultation, and get your Free Marketing Plan.