As a SaaS company, you already have a clear target audience. Your prospective users acknowledge that there’s a problem they’re looking to solve—your job is driving them to your solution. A few tweaks in your approach to SEO can help accomplish this.
Search Engine — What Does Google Actually Want?
Search engines look at four main categories when ranking your site:
1) Your website: Google wants a website that’s fast, well-organized and easy-to-navigate.
2) Your content: What types of content do you have on your site? What topics do you cover? How deep you dive into those topics?
3) Your authority: How often other sites link to your webpages? The more external sites that drive traffic to your content, the greater authority Google believes you have.
4) Everything else: This is stuff SEO people bicker about on forums. It generally doesn’t matter.
I AM SEO, Yes You Are!
When creating content it’s best to follow the “I AM” SEO framework: intent, asset and medium.
Intent: When people search for a certain term, what specific keywords are they using?
Asset: How are you delivering that item? Is it through an article, video, podcast, etc?
Medium: Where will this asset live?
Know Their Awareness
You also need to take into account a user’s various levels of awareness. These go from shallowest to deepest:
1) Problem aware: Users recognizes their specific problem, but don’t know a solution exists. You need to show them that you understand their pain.
2) Solution aware: Users know that solutions exist. You need to show them how your solution works
3) Product aware: Users know that your solution solves their pain-point. You need to demonstrate why your solution is best for them.
4) Most aware: Users know your solution is best for them. Here, you just need to share the nitty-gritty details with your user.
The goal is to drive users to specific articles tailored to their awareness. This is how you drive effective traffic, pushing more conversions.
Optimize That Sexy SaaS Content
Far too often, I see SaaS companies with tons of great content that doesn’t benefit their business. A frequent mistake among these sites is that they aren’t pushing the benefits of their specific solution.
To optimize SaaS content:
1) Treat your content as a demo. Instead of merely explaining, demonstrate your tool in action. Show how it effectively solves users’ problems.
2) Include screenshots of your solution: You can include annotations, arrows and other graphics to illustrate the benefits of your solution. Prove to the customer why they need your product.
3) Conduct keyword research on competitors’ solutions: By seeing what works for competitors, you can discover what works for you.
4) Ultimately, your articles should drive users to a deeper level of awareness, and they’ll dive deeper into your content and your site.