Stephen Jeske

SEO for Early-Stage B2B SaaS Made Simple

Published about 2 months ago • 4 min read

You’ve poured your heart and soul into building a game-changing B2B SaaS product. Now, it’s time to get it in front of the right eyes. But the world of SEO can feel like a labyrinth – complex, time-consuming, and filled with dead ends. Let’s cut through the confusion and equip you with actionable strategies for mastering early-stage B2B SaaS SEO.

Pain Points Solved: A Founder’s Perspective

Let’s face it, SEO can be a monster. Here are some of the common struggles you might be facing:

  • Feeling overwhelmed: Keyword research, on-page optimization, and backlinks. It’s enough to make your head spin.
  • Content Conundrum: Satisfying humans and search engines with the same content is challenging.
  • Lost in Translation: Understanding complex SEO metrics can feel like deciphering ancient hieroglyphics.
  • Technical Hurdles: You’re a business whiz and a coding guru. Implementing technical SEO best practices might seem like another language.
  • The Competition is Fierce: Standing out in the bustling B2B SaaS marketplace can feel like shouting into a hurricane.

Focus on What Matters: A Streamlined Approach

Don’t worry, you don’t need to become an SEO black belt overnight. Here’s what you can do to make a significant impact with minimal resources:

Simple Technical SEO Wins

  • Optimize Your Website Structure: Ensure your website is easy for both search engines and users to navigate. At minimum you should have a homepage, features page, use cases page, pricing page, and about us page.
  • Target User Experience: Focus on website speed, mobile-friendliness, and clear calls to action.
  • Start with the Basics: Focus on optimizing title tags, meta descriptions, and image alt text with relevant keywords.

Content is King (But Needs a Keyword Crown)

  • Start with Bottom-of-Funnel Content: It helps visitors who are close to purchasing. The types of phrases this content targets are “X verus Y”, and “alternative to”. Keywords like “versus” or “alternative to” are considered bottom of funnel (BOFU) keywords. Here’s why:
    • Purchase Intent: Searchers using these terms are typically close to making a decision. They’ve identified their need and are now evaluating specific solutions.
    • High Conversion Potential: People searching for “X vs Y” or “alternatives to X” are highly likely to convert. They might be ready to buy or sign up for a free trial.
    • Focus on Specific Products: Looking for specific brands or products shows you’re getting closer to a decision.
  • Next is Middle of Funnel Content: This information is for people who narrowed down their options. They’re now comparing features to pick the best fit. Phrases like “best [product category] for [situation]” mean someone is nearing a decision. They’re looking for the “best” option based on their specific needs.

Many founders mistakenly start with top of funnel content. But they forget to lead visitors towards buying. Starting in reverse ensures the content you create always supports that path.

Embrace Your Audience, Not Just Algorithms

  • Answer Their Questions: Who are your fans and what do they like? Learn from your competitors, then join the conversation online. You need to identify common pain points your target audience is searching for. Then address these issues head-on in your content.
  • Create a Weekly Blog Post: Focus on content that solves your audience’s problems. This way, you’ll be creating informative and engaging content that resonates with them.
  • Repurpose the Post for Other Channels: You’re addressing a pain point, so it’s sure to resonate with your audience. Use that as an opportunity to bring them back to your article where they can get more detailed information. Now you’re expanding your marketing funnel.
  • Don’t Focus on Keywords: They will end up being a distraction, this early in the game. The exception to this is your website pages. Here, you’ll want to target appropriate keywords.
  • Track and Analyze: See how your SEO is working with free tools like Google Search Console and Google Analytics. Track what’s moving the needle!

Remember, SEO is a marathon, not a sprint. Consistency is key. Understand your target audiences needs. Turn that into creating high-quality content and an exceptional user experience. This way you create a strong funnel, in which search is just one channel.

Bonus Tip: Don’t be afraid to experiment! There’s no one-size-fits-all SEO strategy. Continuously test and learn to discover what works best for your unique B2B SaaS offering.

Your Content Strategy in a Nutshell

A simple content strategy executed well, is better than a complex one not executed. Focus on what matters most.

  • Optimize Your Website Pages: They’re the most important ones. You want to have them setup and ready to guide any visitor that hits your site.
  • Create a weekly blog post: It’s your big piece of content. It’s the pillar to guide other marketing activities. Focus on quality, not quantity. Research the pain points your ideal customers experience and write about them.
  • Engage With Your Ideal Customer on Social: It could be in communities as well. Comment on any discussion about he pain point you wrote about. Or start a conversation yourself. Use the opportunity to gracefully get them to your website where you’ve written up some more detailed content on this issue. That’s how you build out your funnel.

Remember, SEO is a journey, not a destination. Focus on making your website easy to use, create content people find helpful, and follow basic SEO tips. This will help you grow naturally over time.

Don’t be discouraged by the competition – focus on becoming a trusted resource for your target audience in the B2B SaaS space. As you gain traction and resources, you can delve deeper into advanced SEO strategies to further refine your approach.

The key is to take action, track your progress, and adapt your strategy based on what works best for your unique business. With dedication and a focus on value, you can harness the power of SEO to propel your early-stage B2B SaaS startup towards success.

Stephen Jeske

The Early Stage

For B2B SaaS founders only. Get weekly insight into building awareness, converting prospects, increasing adoption, and creating advocates using content.

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