Home
.png)
Most B2B SaaS SEO advice was written for the era when publishing 800-word blog posts exactly three times a week (nothing more, nothing less) moved the needle. When stuffing a keyword into your headers was a strategy. When a mediocre piece on a high-authority domain could outrank a genuinely useful piece on a newer site just because of the domain's age.
That era is dead, and I’m personally not all that sorry.
Fortunately, the companies treating SEO like it's 2017 are leaving massive gaps in the SERP that newer, scrappier sites can fill right now. Including yours.
First, I’m going to assume you know the absolute basics. Yes, you still need to target keywords and topics with your content briefs. Just because you build it does not mean they will come. You’ve got to do the research, find the intent, and produce the content (with SEO basics in mind) to rank.
This isn’t a guide to on-page SEO. You know that already, and if you don’t, perhaps skip this post, hire a B2B SaaS content writer, and focus on what you do best instead.
Now, let’s skip the chit-chat and get down to it: here are the 17 things your B2B SaaS SEO needs to do.
High-volume keywords are seductive. They look great in a spreadsheet. They also tend to be dominated by Gartner, G2, HubSpot, and Salesforce, and no amount of content will outrank a DR 90+ domain that's been covering that keyword for a decade.
The SaaS companies winning in search right now are ignoring the big-volume keywords and owning the low-volume, high-intent ones. A keyword with 150 monthly searches and a KD of 2 that sends you 40 qualified visitors is worth more than a keyword with 5,000 monthly searches and a KD of 60 that sends you zero.
Do the math before you pick your targets.
Every SaaS content team starts with top-of-funnel. Educational content, thought leadership, awareness plays.
All fine. None of it drives revenue fast.
Bottom-of-funnel content (comparison pages, use case pages, hire-me pages, alternatives content) targets buyers who are already in the market. They're searching with a credit card nearby. They just want to confirm you're the right choice.
That's the content that should get built first. TOFU is a long game. BOFU pays rent.
Google evaluates whether your site is a credible authority on a topic. That means a single great post on a keyword isn't enough. You need a cluster of related content that signals you've covered the topic from multiple angles.
Publishing random blog posts with no topical connection is how you end up with 60 posts and 200 monthly visitors. Clusters are how you build compound traffic.
Your buyers are Googling your competitors' names. They're Googling your name next to your competitors' names. They're Googling alternatives to whatever they're currently using.
Seriously, take a step back, and think about how you make a purchase. It’s not as convoluted of a funnel as some marketers make it.
You suffer a problem, search a solution, find tools, see which tool is best, and eventually buy that tool.
Yes, yes, I know, there are more steps involved in there, but sometimes it really is as simple as:
Bam, wham, thank you, man.
Heck, I just followed that workflow today to buy a new pair of running shoes. B2B is a bit more involved, but remember, these are people behind these purchases. B2B doesn’t remove humanity just because it’s ultimately a business using the purchase.
A well-built comparison page (YourProduct vs. Competitor, or Best [Category] Alternatives) captures that traffic and lets you make the case for your product to someone already in evaluation mode. It's the highest-intent traffic you can get outside of branded searches.
Most SaaS companies skip these because they feel uncomfortable naming competitors. Their competitors are not uncomfortable naming them.
Worth thinking about.
People search for pricing. Specifically. They search for your product name plus pricing, your competitor's name plus pricing, and category pricing in general.
Features, feelings, benefits, outcomes, yada-yada-yada — how much does it cost?
If your pricing page says Pricing Plans: Contact Us for Pricing, you've handed that traffic to G2 and every review aggregator that publishes pricing estimates.
The transparency pays you back in traffic and in sales efficiency.
If your SaaS product integrates with other tools (most do or should), there's a keyword for every integration. Your product + Salesforce. Your product + HubSpot. Your product + Slack.
These are mid-to-bottom funnel keywords with very low difficulty because most SaaS companies don't bother building dedicated pages for each integration. They tuck a logo on an integrations grid and call it a day.
Build a real page for each significant integration. Explain how it works, what it enables, who uses it and why. These pages rank fast and bring in buyers who've already committed to the ecosystem you're integrating with.
The publish-three-times-a-week content treadmill produces mediocre content at scale. Which produces mediocre results at scale.
One comprehensive, well-researched, genuinely useful post beats three thin posts every time. Google's ranking signals increasingly reward depth, expertise, and original perspective — and that takes time to produce.
If your publishing cadence is forcing you to cut corners on quality, cut the cadence instead.
Two great posts a week will outperform four forgettable ones. Every time.
Most teams treat internal linking like a box to check. Toss in a few links at the end, call it done. That's leaving ranking power on the table.
Internal links tell Google which pages on your site matter most and how they relate to each other. A cluster post that links back to your pillar page passes authority to it. A BOFU page that receives links from ten different cluster posts is going to rank better than one that receives none.
Don’t panic. Answer engine optimization (AEO) isn't replacing SEO. It's a layer on top of it.
AI-powered search results and tools are pulling answers from web pages, and the pages they pull from aren't always the ones ranking highest. Most of the time they are, but sometimes, they just aren’t.
They're the ones that answer the question most directly and specifically. That means clear definitions, short FAQ sections, well-structured content with explicit answers near the top.
Adding a FAQ section to your posts, using structured headers that mirror common questions, and giving direct answers before the nuance isn't just good for traditional SEO. It's how you get cited in AI-generated answers.
Plus, humans like it, too. Huh — go figure.
This matters more in 2026 than it did in 2024. It'll matter even more in 2027.
You’re going to glaze over this one. Don’t. Yes, you’ve seen it before, but how well have you committed to it?
This works. Just as brushing your teeth reduces cavities, refreshed content brings in better, quicker traffic than brand-new content.
At a certain point, refreshing a post that's already getting impressions outperforms publishing a new post from scratch.
A post ranking on page two with outdated stats, missing internal links to content you've published since, and a publish date from three years ago — that post, updated, has a real shot at moving to page one. A brand new post targeting the same keyword has to earn that position from zero.
Every quarter, pull your Search Console data. Find posts with high impressions and low clicks. Find posts that used to rank and have slipped. Refresh those before you publish something new.
The case study that says Customer X achieved significant results with our platform is worth nothing.
Seriously, nobody cares or believes it.
The case study that says Customer X reduced churn by 23% in 90 days by doing these three specific things…yeah, that one ranks for long-tail keywords, gets linked to by other content, and convinces buyers who are evaluating you.
Numbers are the whole game. Get them from your customers even when it's awkward to ask. It’s worth it.
Search your own product name. There's a decent chance G2, Capterra, or Trustpilot is ranking above your own site for branded terms. It happens.
You can't fully stop this. But you can compete with it by optimizing your own branded pages (homepage, about page, pricing page) and by getting your review profiles in order so that when buyers land on those aggregator pages, what they see is accurate and positive.
Also, those review pages rank for your competitors' branded searches too. Make sure you have a presence on them, with reviews, before a buyer Googles a competitor and finds you favorably compared.
If you have genuinely unique data at scale, programmatic SEO can generate a lot of traffic fast.
If you're generating thousands of thin, templated pages that don't help anyone, Google will eventually notice.
They’re not stupid.
Programmatic SEO isn't a shortcut. It's a scaling mechanism for something that already works manually. Build five great pages first. Then automate.
Traffic is not leads. A blog post that gets 2,000 monthly visitors and sends none of them anywhere useful is a traffic stat. That’s it.
Every post needs a CTA that maps to the funnel stage:
If your blog is great and your pipeline is thin, the problem is usually that nobody's being told what to do next.
Technical SEO isn't sexy. It also doesn't stop being important because everyone's bored of talking about it.
Yep, here we are, 2026, and it still matters.
If your site loads slowly on mobile, has layout shift issues, or fails Core Web Vitals assessments, you're leaving ranking points on the table. Google has been explicit that page experience is a ranking signal.
Run a CWV audit. Fix what's broken. Then you're done…you know, until something breaks again.
A new post on a new domain can take 90–120 days to start ranking meaningfully. That's not a reason to wait on publishing, though. Really, it's a reason to be smart about distribution while you wait.
Every post you publish should go out as a LinkedIn post, with the most opinionated takeaway pulled out as the hook. Share it to relevant communities. Build links to it where you legitimately can. The posts that get external attention rank faster than posts that sit and wait for Google to find them.
SEO and distribution are in the same strategy. Distribution is what accelerates SEO, and SEO without distribution is a hope and a prayer.
The biggest time sink in B2B SaaS content is producing posts that other marketers love and buyers ignore.
How-to-be-a-better-marketer content. Here's-how-I-think-about-content-strategy content. Marketing Twitter bait that gets engagement from peers and zero qualified traffic from buyers.
Write for your buyer. The CMO who'd hire you. The head of marketing evaluating your product. The VP who's trying to figure out if content is worth the investment.
Those people are searching for specific things that map to your product and your expertise. Write for them, and the right traffic follows.
Write for your peers, and you'll get a lot of likes from people who will never buy what you're selling.
SEO isn't a department. It's a discipline that runs through everything: your content strategy, product positioning, customer success stories, how you build your pricing page. The SaaS companies treating it as a checklist are getting lapped by the ones treating it as a compounding asset.
None of the 17 things above are complicated. Most of them just require doing the work consistently over time.
That's the whole trick, honestly.
If you're building a B2B SaaS content program and want a writer who thinks this way, holler at me.
