Increase Your Sales Through SEO Strategies for Software & SaaS Companies

Steve DiMatteoAuthor: Steve DiMatteo
Updated on 04/25/2024

Are you looking to have more online sales and increase your customer base?

With a targeted and effective SEO campaign, your software company can do just that, putting your site in a position to drive qualified leads from prospective customers for years to come.

And we know that now more than ever is crucial for you to increase your site’s rankings in order for more potential customers to find your product. Our free guide can help.

However, if you are not looking to do SEO on your own, don’t hesitate to reach out to our team to learn how we can help using the button below.

Let Us Do Your SEO

FAQs About SEO for SaaS Companies

Table of Contents to Our Software SEO Guide
On this page, you’ll find answers to questions such as:


What Is SEO?

Search engine optimization, or SEO, is a specific digital marketing strategy that involves improving your overall website performance to increase your business’s rankings on search engines such as Google and Bing. For SaaS brands, your goal of marketing online is to be to book demos, sell your platform, and get people in the top of your sales funnel. SEO is usually conducted through writing content and optimizing existing content for relevant keywords, as well as building links both on and off your website.

How can I boost demo sign-ups?

We know that demos are usually the first point of contact for many software companies. And given software can be a big investment, they give users a better grasp at what they are getting and offering them can help attract new customers.

If you are looking to boost demo sign-ups, here are six tips to follow to ensure that you are creating a form that user-friendly:

  1. Determine how your current demo sign-ups are performing – What’s working well and what’s not? Are customers abandoning the sign up form at a specific part? How long does it take for a customer to complete a form? These are crucial questions to ask so you can get a better idea of current performance and pinpoint exactly what needs to change.
  2. Have a less is more mindset- Make the sign up process as easy as possible for users by reducing the number of questions required to answer. This will save time and won’t overwhelm users. This also will avoid abandonment of the form.
  3. Highlight mandatory fields – When a mandatory field is highlighted, this will save time for users because they can focus on which fields are required. We also recommend implementing form validation which tells users an error in a field as they are filling the whole form out. This minimizes the risk of errors or incomplete fields.
  4. Add CTA buttons – CTA buttons can help you increase leads and sales if implemented correctly. Try a CTA button that grabs the attention of a user such as “Try it free for 30 days.” Create a CTA that is clear but encourages excitement for users.
  5. Include testimonials – Testimonials let customers know that your business and products are trustworthy and give encouragement to potential customers.
  6. Place the form above the fold – Make it easy for visitors to fill out a form by placing it in a prominent place on your webpage. And much like news wanted to be above the fold of a newspaper, you’ll want your forms high on the page so users do not have to scroll to find it.

Why is content marketing important for SaaS?

Adding content to your webpage helps boost your brand and answers specific questions that customers may want to know. Blogs can be used as a way to increase website traffic and promote your products and services.

For example, HubSpot offers different blogs that are sorted into separate topics that people might be interested:

hubspot blog

This opens up a wider audience to their site if people are interested in learning more about those topics and readers can be exposed to HubSpot’s products as well as they offer insights to the different areas their software enhances.

What types of content should I have on my site?

When adding content to your site, your company should ensure they answer specific questions their customers may have including certifications, privacy concerns, and more. Customers will want to know the answers to these specific questions before paying for your product. Potential questions to answer through various content can include:

  • How do you ensure data privacy and compliance?
  • What’s the ramp time?
  • What security certifications do you hold?
  • Which company functions do you automate?
  • How will you solve my business’s current issues?
  • Where will our data be stored?

Other content that can be included is a comparison page. This page will compare different software products to help customers narrow down exactly what they need so they feel confident in their decision-making.

How can I build trust with customers?

Showcase your testimonials, awards, and certifications as a way to prove to potential customers that you are a trustworthy brand with experience in the field. This will also tell search engines you’re a reliable business as well, so including as much as you will only help you!

Trust will also mean different things depending on who you are looking to target. If your ideal customer is the average consumer, real-life reviews from other people like them will be a selling point. But if your clientele is mainly organizations, executives at those companies who are looking into your software will want to read case studies, see awards, and what other businesses like theirs that you work with.

As a guide, you can follow Google’s E-E-A-T, which stands for Experience, Expertise, Authoritativeness, and Trustworthiness. Google will reward pages written by an author with experience in what they’re talking about. This encourages high-quality and authentic content.

How can I improve my product pages?

Whether people can buy directly from your site or are required to reach out for more information, it’s important to have dedicated pages for your product that give thorough information such as:

  • Device compatibility
  • System requirements
  • Videos and pictures
  • Product capabilities
  • Software updates and new versions
  • The exciting bells and whistles

This will ensure that your customers fully understand your products before buying them.

How can I get more brand exposure for my Saas company?

When trying to increase brand exposure, we recommend using sites such as Featured and Qwoted. These websites allow you to sign up and respond to various questions that you are knowledgeable about. If your answer is picked, you’ll have your name and company featured and could help you get a backlink as well. This is a technique that will lead to more brand exposure.

Check out other resources to increase your brand exposure here.

Why does your SaaS company need SEO?

Since the software industry can consist of any company that specializes in the development, maintenance, and overall distribution of software, there are plenty of opportunities for SEO to apply to any niche. Mainly, SEO will allow your business to gain recognition in search engines when people are looking for industry-specific inquiries. This will result in more organic traffic to your website, which will also result in more leads, business, and overall revenue. Take a look at these SaaS SEO statistics that may also help you invest in SEO:

software saas seo stats

  • Having a blogs can contribute to 434% more indexed pages and 97% more indexed links (Demand Metric)
  • SaaS companies that prioritize content marketing reported lead generation growth of nearly 400% (Gitnux)
  • 57% of SaaS companies say creating content is a key marketing strategy (Gitnux)
  • And 42% of content marketers believe that updating existing blog posts will boost your marketing value (Semrush)
  • SEO brings in 14.3% of leads from organic search for SaaS companies (Gitnux)
  • For software brands, the most successful blog posts average around 3,000 words (Content Marketing Institute)
  • Around 41% of SaaS pros say that creating infographics has generated the most engagement online (HubSpot)

In additional to the stats above, here are 5 examples of our various case studies that just may do the trick to convince you:

  1. Overall traffic surged 402%
  2. Organic traffic skyrocketed by 632%
  3. Leads per month increased by 543%
  4. 90% of inquires turned into sales
  5. Conversion rate escalated from 1.54% to 4.6%
“Sixth City helped me plan and execute an SEO campaign for my small business despite the fact that I had no idea where to even start. They were always overly helpful, communicative, and made the whole process way less daunting. I highly recommend reaching out if you’ve been on the fence about whether or not you need marketing help.” – Walt Braley

SEO Strategies SaaS & Software Companies Should Consider

When it comes to SEO, there are several tactics you can try in order to boost your rankings in search engines. Since our company wants to see the best results for you and your business, we have compiled a list of strategies to help you at any step of your SEO makeover.

Competitor Research and Analysis

In order to help get your website where it needs to be, evaluating what your competitors’ websites and marketing efforts look like is crucial. With that in mind, we recommend that your business compare and contrast key metrics on their sites and yours to see what can be further improved.

Pro-tip: While you may know of some of your competitors already, do a manual search for the terms you want to rank for and see what other businesses rank above you to get a feel of who Google deems you in close comparison too.

Strategic Keyword Planning

By working to see which terms are most important to your business, and the areas you want to get more business from, we can compile a list of keywords that we will track as we work on your content and strategize places on your website that could use a boost in keywords.

What type of software do you sell? What industries typically purchase your product? And in terms of developing a long-term strategy, what are other ways prospective customers describe your product beyond just its main name or description? Drilling deeper into keyword usage like this will help us craft a content plan that will benefit your site for years to come.

Four Types of SEO You Should Know

There are various subsets of SEO that you should be familiar with for your software business. Once you are familiar with these different categories, you can start creating your own SEO strategy based on the goals of your organization.

The four different types of SEO include the following:

  1. Technical – Something many do not realize is that your website’s technical structure could be interfering with your site’s potential. Page load time, schema code, and even improper Google Analytics tracking can all be affecting your efforts.
  2. On-page – As you might guess, on-page SEO involves aspects implemented on your site’s pages to help your rankings. With adding keywords, optimizing page copy, incorporating metadata, and more, there are many established on-page tactics for SEO.
  3. Off-page – The opposite of on-page SEO, all of these tactics are enacted off-site in order to help your presence. Building backlinks, creating citations, and other aspects fall under this umbrella.
  4. Local – The best fit for local businesses or franchiseslocal SEO involves a mix of traditional SEO tactics alongside specialized approaches such as local link building, spam submissions, and more.

The four different types of SEO can all be applied to your software company’s digital marketing efforts and foster successful results.

Content Optimization

With your homepage, product pages, service pages, and just about everything in-between, having optimized content is a major part of a successful SEO campaign for SaaS companies. Here are some things your company can do when it comes to writing and optimizing content for your website:

Apply these tactics to your content optimization strategy and watch a gradual increase in your site’s SEO equity.

Metadata Writing

Metadata on a website is essentially the data about the page itself. It is crucial when writing and optimizing pages because it is how search engines, such as Google, are able to scan what your web page is about, ultimately using that information to index and rank your content. When you do not have metadata included on your web pages, your company is missing out on a key tactic for ranking better overall.

Using our keyword research, you should include a meta title and description on all your key pages to help improve their rank. A beneficial tip for going about metadata implementation can include optimizing the metadata and pages of your website at the same time, making sure both include sufficient keywords.

Building High-Quality Links

With Google stating that link building is one of its top three ranking factors when crawling and indexing a website, it is essential to put time and effort into acquiring outside links.

Link building is a traditional SEO method that can reap great rewards when done properly. It involves gaining outside links back to your company’s website from sites that have relevance and authority. These aspects can help build up your site and increase its own authority compared to your competitors.

When it comes to some popular link-building tactics we recommend for software companies, you can trust that our team has years of experience in finding sites through various link-building strategies, which include:

  • Unlinked mentions – If there are mentions of your company on different websites without a link back to your website, you should reach out to the website and request them to give your company credit. With approximately 66% of pages having no backlinks at all, you should definitely be able to find at least some unlinked mentions.
  • Guest posting – Did you know that 60% of bloggers write anywhere from one to five guest posts a month? This is a great way to write industry-related content on someone else’s blog and receive a link back to your company’s site.
  • Local link building – If your company is more localized, local link building can absolutely help your business. Simply research websites specific to your area and see if they will link you to their website. This can include local Chamber of Commerce websites, local directories, local sponsorship opportunities, general mentions on local news sites, guest posts, and more.

Site Speed Improvements

Did you know that how fast your site loads can influence your rank on search engines? And not to mention, if your site loads slowly for potential customers, even if there is something as small as a two-second delay in your load time, there’s a good chance they could get frustrated and leave your site. Additionally, Google has found that 53% of mobile website visitors will abandon pages that take over three seconds to load.

So, to help improve your site’s load time, there are various improvements you should make to your images, server, and more. To learn more, visit our blog post on how to improve site speed.


In today’s day and age, mobile devices are more popular than ever. And it is safe to say that your potential customers are likely searching for your products and services from their phones. According to HubSpot, approximately 55% of internet users use their mobile phones in order to purchase products or services.

If your site is not mobile-friendly, much like slow site speed, it can turn people away and even have a negative impact on where you rank compared to your competitors. HubSpot also reports that 73% of web designers believe a non-responsive website design is one of the top reasons visitors end up leaving the website. With these key statistics in mind, make sure that your website is able to function accordingly and accommodate users of various devices for the best results.

Goal and Lead Source Tracking

In your SEO strategy, the agency you work with should always include monthly reporting that breaks down various metrics that are essential to your campaign, including the leads you have acquired through your efforts.

As frequent HubSpot users, we highly recommend it for those looking to invest in a customer relationship management (CRM) software.

7 Things Software Companies Can Do Right Now for Their Marketing Efforts

Want to get started on improving your search engine rankings with the help of SEO? If so, here are some things you can do right away to help yourself and your team:

  1. Install Google Analytics on your website to start analyzing and tracking your business all in one place.
  2. Compile a list of the services you wish to focus on. From there, you can start planning, writing, and rewriting the copy on your pages.
  3. Research some keywords you wish to rank for with the help of third-party keyword planners.
  4. Take a look at some of your competitors who are ranking for your desired terms and see how you can apply that to your own content.
  5. Ensure you have an SSL certificate on your site to make it HTTPS to boost your site’s technical SEO.
  6. Create a list of companies you currently work with to see if they can link to your site. This is an easy way to receive some qualified backlinks to your website.
  7. Claim and optimize your Google Business Profile to verify it has the correct data entered.

Additional Ways We Can Help

As a full-service digital marketing agency, we are also able to provide assistance with other key marketing channels in order to help your business improve its ecommerce sales.

These services include:

What Makes Sixth City Different

We pride ourselves on many aspects as a full-service digital marketing agency for B2B and B2C companies, including:

  • Our team is entirely in-house, as we don’t outsource anything, which helps us produce better quality work for you.
  • We have 25+ collective years of experience in various industries.
  • We are located in Cleveland, ColumbusIndianapolis, Chicago, Nashville, and Pittsburgh but have the ability to travel to wherever you are located.
  • Transparency is our top quality, and we will always be honest and upfront in all communications.
  • Showing your ROI in our services is top of mind, and we have developed custom ways to help you see lead source data for all of your inquiries.
“I’ve worked with Sixth City Marketing on several projects over the past several years and have always found them to be a terrific resource. Not only have they helped my clients realize an exceptional website, but their SEO programs have helped them to be placed high in the rankings of the search engines, both organically and paid. I’d very much recommend Sixth City Marketing when you are ready to take the next step in your web-based marketing program.” – Kim Kershner, Stellar Tech

Want to Invest in Software SEO Services?

Are you ready to learn more about how we can help your business thrive through custom SEO strategies for SaaS and software companies? Whether you do software for manufacturing, higher education, banks, or anything in-between, we can help.

Reach out to our team to get started!

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