SEO Content Strategy Checklist for SaaS Companies

SEO is a must for SaaS companies aiming to grow. With 93% of online experiences starting on search engines, a strong SEO strategy can lower customer acquisition costs, drive sustainable growth, and attract high-intent users. Here’s the quick breakdown:

• Keyword Research: Use tools like Ahrefs or SEMrush to target branded and non-branded keywords across the buyer’s journey.
• Content Creation: Focus on blog posts, case studies, videos, and whitepapers to align with user intent and boost conversions.
• Technical SEO: Optimize site speed, mobile performance, schema markup, and XML sitemaps for better indexing.
• Performance Tracking: Monitor organic traffic, conversion rates, keyword rankings, and engagement using tools like Google Analytics 4 and Search Console.

Quick Comparison: Top Keyword Research Tools

Start by prioritizing educational content, optimizing technical elements, and tracking performance regularly to stay ahead in the competitive SaaS market.

SEO for SaaS: The Ultimate Guide

SaaS Keyword Research Steps

Keyword research is the backbone of driving targeted traffic, especially when focusing on terms that show clear user intent.

Top Keyword Research Tools for SaaS

Using the right tools can help you uncover the best keywords for your SaaS business. Below is a comparison of some top platforms and their standout features:

Once you’ve gathered keyword data, the next step is understanding the intent behind those searches.

Pro Tip: If you need inspiration to find relevant keywords, question-answer websites like Quora are a great starting point. We wrote a full tutorial on how to get content ideas from Quora; our data miner for LinkedIn Collaborative Articles?

Analyzing SaaS Search Intent

B2B buying cycles can take as long as a year, which means your keywords need to cover every stage of the buyer’s journey [5].

“If you’re not discovered when the buyer or researcher is collecting basic information to solve their problems, you likely won’t come up later in the journey.” - Mitch Briggs, SEO Consultant, Demandwell [4]

For example, an HR software company saw a 4.78% conversion rate from bottom-of-funnel content, compared to just 0.19% from top-of-funnel content. This resulted in 1,348 conversions from just 22 articles [3].

Understanding intent helps you map keywords to each stage of the sales funnel.

Pro tip: If you are not sure on which step of the funnel you should focus, check out our SaaS funnel template.

Keyword Selection by Sales Funnel Stage

To get the most out of your keyword strategy, align your keywords with the buyer’s journey. Here’s how to break it down:

“High intent keywords matter because they are a stronger signal of buyer readiness.” - Alex Thompson, Content Writer, WhatConverts [2]

For better results, prioritize keywords with commercial intent. Phrases like ‘HR software for small businesses’ can help drive more conversions [3].

Pro tip: Speak with our support team. Your support crew can give you plenty of ideas for bottom of the funnel content. This content will typically have low difficulty to rank and can be valuable for your SEO. Fabian gave more tips on the topic in his latest podcast appearance.

Content Creation for SaaS Websites

Craft content that aligns with SEO goals while providing meaningful value to your audience. This approach strengthens your SEO strategy and ensures your content serves a clear purpose.

Building Your Content Schedule

A content calendar helps maintain consistency throughout the buyer’s journey. Companies that align their content with the buyer’s journey experience a 34% boost in conversion rates [6]. A good rule of thumb is to balance your content with a 75/25 split between evergreen and timely topics [7].

“Balancing evergreen and timely content allows you to build a long, reliable reader base while enjoying periodic spikes of timely content.”

• Kelsey Conner, Content Strategist, GPO [7]

Long-Term Content Types for SaaS

Companies with blogs see 67% more leads [8]. Focusing on proven content formats can drive results:

For example, Ahrefs’ YouTube channel has grown to 500,000 followers, bringing in thousands of qualified leads every month [8].

Writing Strong Meta Data

Optimizing meta data - like titles and descriptions - can significantly improve your SEO performance. Well-written meta titles and descriptions not only boost click-through rates but also align with search intent. Use primary keywords, emphasize value, and add action-driven language. Keep descriptions concise (150–160 characters) and relevant to user searches.

“Every blog post you publish has the opportunity to gain long-term visibility and grow the overall traffic of your site.”

• Hannah Martins, SEO Specialist at The SEO Kitchen [8]

HubSpot’s content marketing strategy played a key role in their $617.4 million revenue in 2024 [8], showing how impactful a well-executed content plan can be.

Technical SEO Guide for SaaS Sites

Technical SEO forms the backbone of your content strategy by ensuring your site is accessible and easy for search engines to index.

On-Page SEO Elements

On-page SEO plays a key role in how search engines understand and rank your content. Focusing on the following elements can improve your visibility:

“SaaS companies drive a lot of growth from organic traffic, from their docs and help content to actual marketing pages. Technical SEO enables search engines to access, index, and understand your content.”
– Lidia Infante, SEO Consultant [12]

These on-page elements lay the groundwork for more advanced technical improvements.

Technical SEO Basics

Google’s Helpful Content Update highlights the need for content that meets user intent [10]. However, technical aspects also play a huge role in search rankings. Here are some basics to focus on:

• Page Speed: Slow-loading pages lead to higher abandonment rates - up to 87% [16]. Optimize by compressing images, enabling browser caching, and reducing unnecessary code.
• Mobile Optimization: With over 60% of traffic coming from mobile devices [17], it’s crucial to ensure your site performs well on smaller screens.
• Schema Markup: Adding structured data helps search engines better understand your content. For example, a SaaS company that implemented schema in March 2023 saw a 25% boost in organic traffic [6].

“Technical SEO is critical in safeguarding the very foundation of an organization’s online presence.”
– Brenda Malone, Sr. Technical SEO Specialist, NP Digital [11]

Once you’ve addressed these basics, ensure your site is ready for indexing with a proper XML sitemap.

XML Sitemap Setup

An XML sitemap is essential for helping search engines efficiently find and index your content. According to Google, sitemaps contribute to 20% of content discovery [15].

Steps to implement:

• Generate dynamic sitemaps that update automatically with content changes.
• Submit the sitemap to Google Search Console and Bing Webmaster Tools.
• Use search console tools to monitor indexing performance.

For example, a SaaS company introduced a dynamic XML sitemap in 2023 and saw a 30% increase in indexed pages within just two months [13].

“A sitemap is a vital piece of your technical SEO strategy.”
– Aleh Barysevich, Founder and Chief Marketing Officer, Link-Assistant.Com [14]

SEO Performance Tracking

Keeping tabs on your SEO performance helps you understand the impact of your content and make informed improvements. With organic traffic accounting for 53% of search engine visits [18], tracking key metrics ensures your content creation and technical SEO efforts stay on target.

Key SEO Metrics to Monitor

Here are some important metrics to watch that directly influence SaaS business growth:

• Organic Traffic: Measure both branded and non-branded search traffic.
• Conversion Rate: Keep an eye on free trial signups and demo requests.
• Keyword Rankings: Track shifts in rankings and featured snippet appearances.
• User Engagement: Look at metrics like time on page and bounce rate.
• Backlink Quality: Evaluate domain authority and referral traffic from backlinks.

“Tracking keyword rankings and their associated conversion rates is a key SaaS SEO metric.”

• Ryan Prior, SEO Growth Strategist, Skale [19]

Pro tip: Don’t forget to setup google search console for your website. It is a valuable source of data to track the results of your SEO effort.

Content Review Process

Regular reviews ensure your SEO strategy stays effective. Tools like Google Analytics 4 (GA4) offer deeper insights into user behavior with event-based tracking [20].

1. Regular Content Audits
   Review your content every 3–6 months to update technical details, product features, and market trends.

2. Performance Analysis
   Use data from Google Analytics and Google Search Console to understand visitor behavior and engagement.

3. Content Quality Assessment
   Check for accuracy and align content with current SEO practices. Use analytics and user feedback to improve pages that aren’t performing well.

Leverage these insights to make timely updates that improve your SEO performance.

Data-Based SEO Updates

“If you’re just using Google Analytics without using GSC you will never see the whole picture.”

• Kim Doughty, Leadhub [21]

Aim for a 41% year-over-year growth in organic search traffic [18]. Focus on:

• Monitoring non-branded search trends.
• Analyzing user journeys with GA4’s advanced event tracking.
• Spotting content gaps using Google Search Console.
• Updating and refreshing underperforming content.
• Experimenting with different content formats to boost engagement.

For example, in October 2024, Aptic Consulting adopted enhanced event tracking and saw a 25% increase in active users within three months [22]. Similarly, Powered by Search reported in September 2024 that companies consistently reviewing and updating their content achieved better user engagement and higher conversion rates [23].

Conclusion: Implementing Your SEO Strategy

SEO Checklist Summary

A well-structured SEO strategy focuses on the essentials that help SaaS companies grow. Here’s what to focus on:

• Keyword Research: Target terms that match user intent and different stages of the sales funnel. Use tools like SEMrush or Ahrefs to guide you.
• Content Optimization: Develop detailed content that solves specific problems and is optimized for mobile devices [24].
• Technical Setup: Use schema markup and maintain a clean, organized site structure.
• Performance Monitoring: Track key metrics with tools like Google Analytics 4 and Search Console.

These steps provide a solid foundation for creating a focused, measurable SEO campaign. With the challenges of the market in mind, this approach helps SaaS businesses tap into new opportunities.

Getting Started with SEO

Kick off your SEO efforts with these essential steps:

“Your approach to SEO feeds into your SaaS content marketing strategy, paid search, and the overall direction of the company.” - Michal Pecánek, SaaS SEO Consultant [25]

Start by prioritizing educational content to build authority and drive targeted growth. Use your checklist as a guide to turn your strategy into actionable steps.

Here’s where to focus your efforts:

• Content Strategy: Balance educational pieces with product-focused content to engage your audience effectively.
• Technical Optimization: Make sure your site is well-structured and works seamlessly on mobile devices.
• Regular Reviews: Evaluate performance monthly to quickly identify and address areas for improvement.
• E-E-A-T Principles: Show Experience, Expertise, Authority, and Trustworthiness in all your content [25].

“SEO is not optional; it’s thriving. A well-executed SEO strategy can be the difference between being found by your ideal customer or lost in a sea of competitors.” - Fadi George, Co-founder of Kalungi [1]