Ultimate B2B SaaS SEO playbook with Ane Wiese and Sam Dunning

saas.unbound is a podcast for and about founders who are working on scaling inspiring products that people love, brought to you by https://saas.group/, a serial acquirer of B2B SaaS companies. 

Episode #42 is a live session, uncovering the best SEO tips for B2B SaaS with Sam, the Host of Breaking B2B podcast (Top 2.5% B2B Marketing Podcast) and the Founder at Breaking B2B, B2B SEO & web design for revenue, not vanity. And Ane, SEO lead at saas.group or as we simply call her – SEO goddess who brings us the latest trends in SEO and makes sure we’re prepared for anything Google has coming our way!

Together, they share their insights and experiences to help you navigate the complex world of SEO.

Understanding the fit for SEO in B2B SaaS

Let’s kick things off by addressing a common question: Is SEO suitable for every company? According to Sam, the answer is a resounding no. Certain scenarios make SEO less effective:

• High growth pressure: If you’re a SaaS company under pressure from investors to achieve rapid growth in a short timeframe, SEO might not yield immediate results. Instead, consider paid media or outbound strategies for quicker returns.
• New categories: If you’re creating a new category or your product is not well-known, there may not be enough search volume to justify an SEO strategy. SEO works best when there’s existing demand for your offering.
• Resource allocation: If you lack the resources to commit to a proper SEO strategy—be it in-house talent or budget for contractors—you may struggle to see results.

Ane likened SEO to training for a marathon; anyone can enter, but success depends on preparation and fitness level. Without the right foundations, your SEO efforts may take longer to yield results.

Quick wins in SEO for SaaS companies

While SEO is often a long-term strategy, there are ways to see results relatively quickly. There are some actionable tips to achieve quick wins:

• Focus on money keywords: Instead of chasing high-traffic, low-intent keywords, concentrate on commercial long-tail keywords that indicate purchasing intent. This means targeting phrases that your dream clients are searching for when they’re ready to buy.
• Build out content: Create content that addresses specific pain points and jobs to be done. This could include comparison pages, tutorials, and integration pages tailored to your audience.
• Utilize competitor insights: Research your competitors to identify gaps in their strategy and capitalize on those opportunities. Understanding what keywords they rank for can guide your content creation.
• Leverage backlinks: Backlinks remain a crucial component of SEO. Focus on building relevant, high-quality links that enhance your site’s authority.

Avoiding common mistakes in SEO implementation

As with any strategy, there are pitfalls to avoid. Sam and Ane highlighted several common mistakes:

• Thin content: Many SaaS sites suffer from a lack of content. Ensure you have a robust blog or resource section that addresses your audience’s needs.
• Traffic trap: Avoid the temptation to chase high-traffic keywords that don’t convert. Focus on keywords that drive relevant traffic to your site.
• SEO as a tick box exercise: Treating SEO as a one-off task rather than an ongoing strategy can lead to stagnation. Continuous improvement is key.
• Budget misallocation: SEO often receives less budget than paid media, despite its long-term benefits. Ensure you allocate sufficient resources to your SEO efforts.

Effective link-building techniques

Link building is an essential part of any successful SEO strategy. Sam provided some effective techniques:

• Identify relevant partners: Collaborate with companies that share your target audience but are not direct competitors. Joint content projects can be mutually beneficial.
• Guest blogging: Contribute articles to industry-related blogs and websites, ensuring to include links back to your site.
• Leverage existing relationships: Utilize your network to find opportunities for backlinks. Reach out to those who have previously featured your brand and request a link swap.

Navigating AI in SEO

As AI continues to evolve, so does its impact on SEO. Few insights on how to effectively integrate AI into your SEO strategy:

• Utilize AI for efficiency: While content creation should be backed by customer research, AI can help streamline workflows and automate repetitive tasks.
• Write conversationally: When creating content, adopt a conversational tone that resonates with your audience. This approach helps build trust and engagement.
• Embed rich media: Incorporate videos and other media into your content to enhance user experience and improve rankings.

The role of AI in SEO automation

AI can automate various aspects of SEO, but caution is advised. Ane emphasized the importance of knowing what to automate and what requires human oversight. Testing is crucial to ensure that automation does not compromise quality or effectiveness.

Breaking into SEO: skills and resources

If you’re looking to break into SEO, both Sam and Ane agree that it can be learned. Here are some steps to get started:

• Hands-on experience: The best way to learn SEO is by doing. Start your own blog or website and experiment with different strategies.
• Continuous learning: Stay updated with industry trends through podcasts, webinars, and articles.
• Networking: Engage with other SEO professionals and practitioners. Sharing insights and strategies can accelerate your learning curve.