You’re looking for more organic search traffic for your SaaS product.
You can drive yourself crazy trying to figure out all the possible ways to optimize your website.
But it doesn’t have to be that difficult. You can spend all kinds of time worrying about things that really won’t have a big impact on the traffic coming in to your site.
If you get the basics down and focus on what your customers want you’ll be in a better place than most of the websites out there.
Here are the steps to follow for amping up the SEO on your SaaS website.
Step 1: Determine The Need(s) Your Customers Have
I worked with a sales consult and it was eye opening for me. My background is in marketing and management. It was good to talk to someone with sales experience because it opened my eyes to what the customer is really looking for.
With GBW, our clients are looking for blog posts. But on a more basic level they’re looking for more traffic. Even more than that they’re looking for more customers and revenue.
You have to understand the basic needs of your customer. Once you understand why someone would use your SaaS product you can open up to the kind of language you should use on your site.
Step 2: Use Google Suggest, Forums And Comments For Keywords
In a previous post we looked at Google Suggest. It’s a pretty helpful tool for finding the keywords that your target audience is using on Google. And it’s really easy to use.
Once you have an idea of what your customers need, go to Google and type that need in. You’ll get results. Look at the titles of the results and you can get an idea of the top content. Then scroll to the bottom of the results and you’ll almost always see a list of suggestions. This is Google’s way of helping users find the content they are looking for.
It’s not perfect, but it’s a good way to figure out the keywords your audience is using if you don’t have an exact idea.
You can also find keywords in industry forums and in the comment sections on industry blogs. Look for questions your audience is asking. You can probably even find some of these questions by talking to clients yourself.
With your keywords, create a sales process for your SaaS. It starts with the basic need and goes question by questions until you reach the sale. This is how you’ll layout the content on your website starting with your homepage and ending with the “Buy” button.
By using the right language you’ll be optimizing your entire site for the search terms your target audience is using.
Step 3: Create Appropriate Page Titles And Headlines
There are a lot of important elements on a web page that help SEO. The two I find most important are Titles and Headlines. You can argue that others are more important like URL and page speed. Work on those two, but Titles and Headlines are just as important.
The title of your page is often what your audience will see when they see a link to your site in search results. Shorter titles are good, but you have to make sure it piques interest. You also have to use the language your audience will be using when they’re searching.
If your audience needs something to help them have fun while working out you would create the title:
ABC App: Have Fun While Working Out!
With the headlines on the page, you want the visitor to instantly know what the page is about. This helps keep them on the page. And each headline throughout lets them know that they’re in the right place. Keep titles descriptive and actionable.
Step 4: Include Enough Content To Fully Answer Questions
One thing I see on many websites including SaaS website is the lack of descriptions and other content. When you’re talking to someone in person about your SaaS, chances are that you rarely discuss it in just a word or two. You need to use enough content to fully answer questions and explain what your product provides.
You don’t want content just for the sake of having content, but it does seem like many sites have less than they should.
Write down all the things you discuss with a new prospect. Take this content and put it on your site. You’ll cover all the potential keywords your customers will search for on search engines and that will improve the SEO of your SaaS website.
Step 5: Put The Focus On One Call To Action Per Page
Finally, focus on one call to action per page. You don’t want to confuse your visitors.
Google seems to have a good idea of how well your site is converting. And it’s obviously good for you if your visitors are clicking on your intended calls to action. It means your content is relevant and useful.
For each page, identify the main call to action that you want users to take. Make it stand out more than any other link on the page.
SEO isn’t just about links to your page. That’s s topic for another post where you publish content on your site that people want to link to.
Before you think about doing that it’s a must to get your own site in order. That means going through your sales process and writing down all the words you say. Then research the things your customers are searching for and put it all on your site.
Once you do that you’ll have an SaaS site that is optimized for search.