SEO SaaS Strategies

SEO for SaaS companies is a different game compared to traditional industries. Whilst basic strategies like optimising meta descriptions and targeting competitive keywords are essential, they often aren’t enough to break through the solid competition out there. To help your software company gain an edge, the KIJO team (we’re a web design agency in London) have compiled some lesser-known but highly effective SaaS SEO strategies.

No matter if you’re working with a website or SaaS SEO agency, or managing it all in-house, these tips will help your software’s online offering stay ahead.

What is SEO for SaaS?

SEO for SaaS (Software as a Service) is the practice of optimising your SaaS website to increase organic visibility on search engines, attract high-intent leads, and drive conversions. Unlike eCommerce or local SEO, SaaS SEO requires a strong focus on content marketing, thought leadership, and user experience to convert traffic into paying customers.

9 SEO SaaS Strategies to Implement Today

Here are KIJO’s 9 SaaS SEO tips:

1. Create Industry-Specific SaaS Landing Pages

Many SaaS companies make the mistake of targeting only generic keywords like “best project management software” or “top CRM tool.” Instead, create industry-focused landing pages optimised for niche terms such as:

• “Best project management software for law firms”
• “CRM for fintech startups”
• “SaaS marketing automation tools for eCommerce”

By tailoring content to specific industries, you reduce competition and attract high-converting traffic.

2. Leverage Comparison and Alternative Keywords

Potential customers often compare software solutions before making a decision. Target keywords like:

• “[Your SaaS] vs [Competitor]”
• “Best alternatives to [Competitor SaaS]”
• “[Your SaaS] reviews and pricing”

Publishing honest, in-depth comparison pages will position your product as a viable option while capturing traffic from competitor searches.

3. Optimise for Product-Led SEO

Rather than just blogging about your industry, create SEO-driven product pages that solve specific pain points. Examples include:

• Free tools (calculators, templates, or generators relevant to your SaaS)
• Interactive demos showcasing key features
• Tutorials and documentation that answer common search queries

Optimising these pages for long-tail keywords ensures they rank while providing value to users.

4. Use API Documentation for SEO Gains

If your SaaS offers an API, leverage its documentation as an SEO opportunity. Developers often search for API-related queries, so optimising API documentation can drive high-intent traffic. Ensure your API pages include:

• Schema markup for structured data
• Internal linking to relevant feature pages
• FAQs targeting common developer questions

5. Optimise for Bottom-of-Funnel (BOFU) Keywords

SaaS marketers often focus too much on high-volume informational keywords instead of conversion-ready terms. Prioritise bottom-of-funnel queries such as:

• “Buy [Your SaaS] subscription”
• “[Your SaaS] pricing and plans”
• “Enterprise [Your SaaS] solutions”

These keywords drive higher conversion rates by targeting users who are ready to make a purchase.

6. Dominate Featured Snippets and People Also Ask (PAA) Sections

Search engines favour content that answers user queries concisely. Structure your content to capture featured snippets by:

• Using clear, direct answers (under 50 words)
• Formatting with bullet points and numbered lists
• Adding Q&A sections optimised for the “People Also Ask” box

Ranking for these positions increases click-through rates and brand visibility.

7. Develop a Thought Leadership Content Strategy for SEO SaaS

Not a completely unique suggestion, we’ll admit, BUT SaaS buyers trust brands that demonstrate authority in their industry. So, it’s worth prioritising positioning your company as a leader by:

• Publishing expert interviews and insights
• Creating data-backed reports with original research
• Writing guest posts on high-authority SaaS publications

Thought leadership content not only improves brand credibility but also earns high-quality backlinks, boosting your domain authority.

8. Harness Video SEO for Higher Engagement

With video content gaining dominance, SaaS companies should optimise their video strategy for SEO. Best practices include:

• Publishing tutorial videos on YouTube with optimised descriptions and timestamps
• Embedding explainer videos on high-ranking blog posts
• Using transcripts and captions to improve accessibility and searchability

Since Google ranks video content highly, an optimised video strategy can drive significant organic traffic.

9. Invest in SaaS-Specific Link Building Strategies

Traditional link-building techniques don’t always work for SaaS brands. Instead, focus on:

• Guest blogging on SaaS-specific sites
• Earning backlinks from software review platforms like G2 and Capterra
• Creating data-driven reports that attract citations from industry publications

Building a strong backlink profile increases domain authority and improves search rankings.

SEO SaaS: Scale Your SaaS Growth with Unconventional SEO

SEO SaaS strategies require a unique approach tailored to software buyers’ behaviours. By implementing these creative and data-driven SEO techniques, you can gain a competitive edge, attract more qualified leads, and scale your SaaS business effectively.

If you need expert guidance on SaaS SEO, an SaaS SEO agency can help you craft a winning strategy. Why not contact the team at KIJO today to start optimising your software’s search visibility!

Book a Complimentary Consultation with KIJO’s Head of Partnerships

Need expert SEO guidance on your SaaS SEO,  or considering working with a web design agency in London for your next digital project? Book a complimentary, 30-minute consultation with our Head of Partnerships & Co-Founder, Kirk Thompson. Let’s bring the vision of your brand to life — book your free consultation via the link below:

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