SEO drives business results. We’ve seen that time and time again for our SaaS clients.
But for a variety of reasons, many companies come to us with the wrong idea of SEO. And consequently are not generating business with SEO.
In this post, we’ll show you to drive real results for your SaaS with SEO with a 90 day roadmap.
Here’s what to expect in this post:
- Why traditional SaaS SEO strategies fall short
- The main thing to focus on for SaaS SEO: Prioritise BOFU over TOFU content
- Key technical considerations for SAAS companies
- How to make your content more product led for higher conversions
- Your 90 day SEO SaaS roadmap to get started.
Sound good?
First let’s address the elephant in the room. Most SaaS companies get SEO very wrong. Let’s (briefly) explore why so you can avoid these mistakes.
Why Traditional SaaS SEO Strategies Fall Short
The biggest mistake I see in SaaS SEO? Apart from the general lack of Strategy, it would have to be starting with the wrong content type.
Focusing too much on top-of-funnel (TOFU) content and forgetting about the bottom line is very common.
Vanity metrics like traffic and impressions make everyone feel good, but they don’t drive revenue. Too many marketers are chasing clicks that don’t convert, and that’s why their SEO strategies fail.
So why do they do it?
The rationale, albeit flawed, is understandable:
- More traffic
- More clicks
- More impressions
- Better rankings & impressive graphs.
The problem? There is an inverse correlation between high traffic and high conversion rates. Just because you have high traffic does not mean more leads and more business.
Traffic alone ≠ Business Results.
The goal of SEO is not about traffic for traffic’s sake—it’s about business results.
The Problem with Top-of-Funnel Focus
The truth is, TOFU content has worked well for awareness, but it rarely drives direct business results.
(I say ‘has’ because ‘zero click search’ is rising and many TOFU clicks are being swallowed up as collateral damage. That said, there’s still a lot of TOFU traffic going to our clients sites. It’s just not as much as what it was compared to even 2024…. But I digress, that is a story for another day).
The point is…it’s not that TOFU doesn’t have a place—it does—but it should never be the main focus for SaaS companies looking to grow.
If you’re chasing high-volume, low-intent keywords, you’re just feeding the traffic machine without seeing any ROI.
You might feel good about ranking for a high-volume keyword, but what happens when those visitors don’t convert? You’re stuck celebrating metrics that ultimately mean nothing for your bottom line.
It’s doesn’t drive results.
Vanity Metrics vs. Business Outcomes
Often, marketers equate traffic growth with success. But what’s the point of a 30% traffic increase if conversions stay flat?
To improve your SEO and make it revenue-driven, focus on metrics that matter:
- Trials
- Demos
- Revenue.
That’s why we always start with bottom-of-funnel (BOFU) content—it’s the shortest path to results.
Focus on what moves the needle.
The Missing Link: Conversion Strategy & the 5% of buyers
The reality is 95% of your target buyers are out of market any given time. That means only 5% are in market to buy.
Think about that. There’s just 5% of your target audience that want to buy today. And that is the beauty of search (whether that’s SEO or Google Ads)
Search is the best way to target these 5%. You get in front of people ready to buy. No other channel comes close with that level of intent.
The Flipped Funnel Approach to SaaS SEO
So how do you target the 5%?
You’ve got to flip the funnel. Start with BOFU content that meets buyers where they are—ready to make a decision. Think:
- Competitor comparisons
- Competitor alternatives
- Product-focused guides
For example…
If someone is googling your competitor alternatives, that means that are in the market to buy 💰.
For example, let’s say you are SaaS company like Mailchimp. Some good content topics and keywords to begin with would be:
- “Klavio alternatives”
- “Kalvio vs Convertkit”
- “Best email marketing software 2025”
All of these topics are much more likely to bring in market buyers to your website.
Once you’ve nailed BOFU, move to mid-funnel and then TOFU to capture and nurture the rest of the audience. Think lead magnets, building your social audience etc (more on this below).
All great.. but the key takeaway is start with BOFU content to drive revenue today.
Remember: It’s about driving business, not just traffic.
Starting with Bottom-of-Funnel Content
So you have the theory and some examples behind the BOFU first strategy. Now let’s flesh it out a bit.
What else do you need to know about winning BOFU content is a SEO SaaS content strategy?
One of our go to strategies is leveraging long-tail keywords that are under the radar but highly targeted. (Long tail keywords are a longer, more specific search phrase (typically 3+ words) and often linked to higher commercial intent).
These tlnger tail keywords tend to have higher commercial intent, but lower search volume. See graph below of accounting related keywords as an example.
Again, you don’t need to rank for the biggest keywords—you need to rank for the ones that matter.
This even includes zero search volume keywords. That’s right you can even drive business from keywords, that on paper, have zero search volume. Check out our case-study of how we drove SaaS conversions from a zero search volume blog post.
BOFU Content Ideas:
- Comparison pages (e.g., Product A vs. Product B)
- Competitor alternatives
- Pricing breakdowns
- Case studies
- Solution-specific guides
- In-blog demos
Mid-Funnel Supporting Content
Once your BOFU content is generating leads, layer in mid-funnel content. Think detailed how-to’s and industry-specific use cases. This helps nurture leads who are still evaluating options. At this stage, we focus on showing value without being overly salesy.
Creating mid-funnel content that naturally links to your BOFU assets is key to maintaining momentum through the buyer’s journey. This is important as B2B customer journeys can have many touch-points along the marketing funnel. Remember, it’s about guiding them down the funnel rather than pushing them.
Key Mid-Funnel Content:
- Product feature breakdowns
- How-to guides
- Industry use cases
Strategic Top-of-Funnel Content
Finally, use TOFU content to act as a gateway into your wider marketing ecosystem. TOFU content in this sense is amazing for nurturing.
Think:
– Lead magnets for your newsletter
– CTA’s to follow you on social
– CTA’s to join your community
– Retargeting Ads
Classic types of TOFU content include
- Statisitics /trends posts (amazing for passive link-building)
- Guide posts
- What is posts
TOFU a long game but definitely worth it if you have the right systems and mentality in place.
Is it still worth creating TOFU SEO content for SaaS companies?
Here’s a common question we hear: What about TOFU traffic getting swallowed up by AI overviews and the rise of Zero Click search?
It’s a fair point. Traffic has decreased. But remember:
Decrease ≠ Death
It’s easy to jump on the bandwagon of headlines and lose sight of nuanced reality.
It’s not a total annihilation for TOFU traffic.
Our clients still get a lot of TOFU traffic. Granted it is down in certain cases, but it’s still a lot of attention there. It’s still relevant eyeballs on their sites.
Your TOFU strategy should support your overall business goals, not exist in isolation.
So should you create TOFU content? Yes but only after you’ve nailed down your BOFU content.
Smart TOFU Content Tips:
- Link to BOFU pages naturally
- Use educational content to build credibility
- Answer common industry questions
- Call to actions should be for nurturing the prospect. EG lead magnet, read more etc.
Case Study: SaaS Company Revenue Growth with SEO
We helped a SaaS Company increase conversions by 540% in YOY by flipping their content strategy. By focusing on high-intent pages first and later building a support network of mid and top-funnel content, they saw revenue growth directly tied to organic traffic. See the case-study details here.
Real-world data beats theory every time, and when you have proof of success, it speaks louder than any claim.
Technical SEO Foundations for SaaS Companies
Technical SEO is foundational.
I could give you a laundry list of sites that have fallen off a cliff for technical reasons. (See how 1 technical fix lifted organic traffic by 68% in 30 days).
However.. technical SEO is generally a one and done activity. Yes, it’s always good to periodically review (especially if you’ve done a site migration or a brand design).. However the idea of monthly ongoing technical audits is a waste of money.
You don’t need it.
At SERPsculpt, we engage in a technical audit at the start of our working relationships with SaaS clients. But that’s it. There’s no need for more.
The graph below is how we think about audits. They’re important but they have diminishing returns especially for standard SaaS websites. (If it were e-commerce, it’s a bit different, as those websites can literally have millions of pages and higher chances of technical problems)
So what are some key things to look out for to improve your technical SaaS SEO?
Key Technical Fixes on SaaS Sites:
- Crawl Depth (Think pagination on blogs)
- Optimize site speed with CDNs and compressed images
- Fix 404 broken links (especially if you have backlinks pointing to them)
- Implement structured data
- Ensure mobile responsiveness
- No-index tags etc left on sites post site migration
Backlinks and SaaS SEO?
There’s no doubt about it; backlinks are an important part of winning SaaS SEO campaigns. It’s not impossible to have some success with a low authority site.
But in reality, it’s like trying to win a boxing match with 1 of your hands tied. You might get the odd jab in, but you’ll likely not go far. You need both great content and authoritative niche relevant backlinks.
So what do we do for our SaaS clients?
There’s a few different things. Depending on the client and their situation, sometimes the backlink activity could be ongoing, other times 2-3 times a year (eg a press release) or maybe even just a 1 time activity (eg (identifying broken backlinks).
Here’s some of our favourite ways to build backlinks for our SaaS clients:
1) Build Brand
Honestly, there is no hack or outreach tactic here. When you have a great brand & never stop investing in it… the backlinks build naturally. People want to include you; they reach out. YOU are top of mind.
2) Press Release
This is one of my favourite high leverage (and easy to do) white hat SEO plays. It’s been around a long time as a tactic, but it still works. It’s particularly strong when you are low on the # of referring domains
3) Guest Posts & Niche Edits
This is a classic play, but they both work very well. (A guest post is a link inclusion on a new article whereas a niche edit is inclusion on an existing page).
𝗥𝗲𝗰𝗼𝗺𝗺𝗲𝗻𝗱𝗮𝘁𝗶𝗼𝗻: Serpzilla is a platform to scale & automate your backlink building with both niche edits & guest posts.
4) Broken Backlinks
This is one of the first things I check for new clients; especially if they have been around a while or have just done a site migration. You can use Ahrefs free broken backlink checker to identify. If you find any, just 301 redirect the broken link or recreate.
5) Digital Pr
In the AI search world, brand mentions (and not just links) are the vote of trust. I think Digital PR is one of the best ways to play both sides of the fence on this strategy. It’s more of a high cost investment but the rewards are big.
6) Passive Link-Bait Content
If you got a page ranking for trends or statistics (with verified search volume).. you are getting in front of journalists & bloggers looking to source and link to you. Search [industry] statistics to find examples.
7) Expired Domains
There’s 2 ways you can play this. 1 is the longer term strategic play of buying & building sites relevant to your niche. The second is a straight up 301 redirect(s). However be careful, I do not recommending redirecting an entire domain to the Homepage.
8) Unlinked Brand mentions
This one takes a little bit of elbow grease, but they are some of the easiest links you can win with outreach. Ahrefs have a good guide on how to find these opportunities.
How do you prioritise the best SEO keywords for SaaS companies?
It’s simple. Pick keywords that are most likely to drive business results. Consider:
- BOFU Frameworks – Eg competitor alternatives, competitor vs competitor etc (as covered above)
- Google Ads Data
- Historic conversion data
We love Google Ads, in particular, to get this level of granular data. If you have ads running for any length of time (and assuming it’s setup correctly), go to your search terms report and sort keywords by conversions and conversion rates. You now have verified keywords that drive business.
Once you know that a keyword(s) is valuable, then also consider search volume and if is it realistically possible for you to rank for these keywords?
The best keywords to prioritise typically have 3 criteria:
- Conversion Potential
- Search Volume
- Easy to Rank
How do I determine search volume?
Search volumes can be found in third party tools like Ahrefs, Semrush, Keywords Everywhere etc. We recommend using 2 or more tools to give you the best understanding (there can be some wild discrepancies between tools when it comes to volume). Our go to combination is Ahrefs + Keywords Everywhere.
How do I determine if it’s easy to rank?
Your site’s authority will be a big factor here. If you’re a brand new site and low authority, you’ll have less options.
If you got authority, it will be easier to rank for keywords. So that’s a big variable in the conversation.
However to analyse a specific keyword, look at:
- Cost per click data
- KD (keyword difficulty) in Ahrefs
- Use search operators – for example allinurl.
If you want to get more granular on our SaaS keyword prioritisation process, check out our flowchart below.
Make your SaaS content product led
Do not be afraid to show your product in your content.
Prospects are constantly evaluating options, so give them the data they need. Show how your product stacks up against the competition, and be honest. Authenticity builds trust, and a transparent approach drives more conversions.
One of the best ways to be more product led (and improve conversions) on SaaS blogs is by incorporating in-blog demos. These not only give prospects a hands-on experience of the product but also significantly increase engagement and drive decision-making.
Every blog post you create is an opportunity to make more product-led.
By embedding relevant demos within high-intent content, you’re giving potential customers a direct path to experiencing the value of your solution firsthand. It’s not just about telling them what you offer—it’s about showing them.
5 tips to make your SaaS blog more product led
1) Focus on pain points & show how you can solve them
2) Meet search intent ASAP in post. Tie your product to this intent.
3) Show your product in action. Use screenshots, videos etc
(Think of it as an ‘𝗶𝗻-𝗯𝗹𝗼𝗴’ 𝗱𝗲𝗺𝗼)
4) Do NOT wait until the end of the blog post to cover your blog post
5) Use relevant visual CTA’s that meet pain points
Ok so now you have the basics of making your content more product led.
Now let’s actually turn this into a tangible action plan in the next 90 days.
How to Grow B2B SaaS Conversions with SEO in 3 Months: A Roadmap
Many SaaS companies jump straight into creating new content without laying the right groundwork.
No bueno.
If you get the strategy down and have high-conversion potential content to optimize, you’re setting yourself up for success way beyond month three. Here’s how I would structure the first three months to ensure sustainable growth and measurable conversions.
Month 1: Strategy & Audit
Start strong. The first month is all about getting a solid foundation.
- Start Website Quality Audit (use Screaming Frog) to identify major technical issues and content gaps.
- Install Clarity & set up GA4 event tracking to capture key interactions and identify friction points.
- Analyze GA4, GSC & PPC data (this is where you find conversion gold) to see what’s working and what’s wasting time.
- Start a low-effort & white hat backlink program to begin building authority without risking penalties (a press release works great here as a first step).
- Run an in-depth ICP call to deeply understand your ideal customer profile and what they value.
- Map out a content strategy (prioritize high-impact content topics) to align with business goals and buyer intent.
Goal: Establish a data-driven roadmap that guides every next step.
Month 2: Optimise
With the strategy in place, it’s time to fix and optimize.
- Fix all tech & content issues identified during the audit—start with high-impact pages that affect conversions.
- Prioritize 10 pages for optimization (rank them by conversion potential).
- Create dedicated optimization briefs to guide the content update process.
- Write high-quality, human-written optimization content to ensure relevance and engagement.
- Edit & QA every optimized piece before publishing (no errors allowed).
- Conduct an internal link audit to boost the visibility of key pages.
Goal: Turn existing content into conversion powerhouses.
Month 3: Create New
Only after optimizing your existing (worthwhile) assets should you focus on new content.
- Start with the top 10 topics to create (based on conversion and traffic potential).
- Begin with BOFU frameworks to maximize revenue impact.
- Produce high-quality, product-led content (keep it human-written for authenticity and relevance).
- Edit & QA thoroughly—don’t let minor mistakes slip through.
- Enhance CTA’s to make them visual and relevant to user intent.
- Publish & monitor both new and optimized content to track results and refine tactics.
Goal: Launch content that is immediately impactful and aligned with strategic goals.
Final Words: Taking Your SaaS SEO to the Next Level
If your current SaaS SEO strategy isn’t driving revenue, it’s time to flip the funnel.
Start with BOFU, build on mid-funnel content, and round it out with TOFU that actually serves a purpose. Depending on your level of authority, sprinkle in some strategic backlinks.
Measure what matters, and always keep business results at the core of your strategy. Do not get lead astray by the idea that traffic or rankings alone = SEO success.
If you’re looking for someone to come in and manage this process for you, it could be worth considering a SaaS SEO agency like SERPsculpt.
Ready to flip your SEO strategy and drive revenue?
Let’s talk.
