For most marketers, SEO is all about identifying target keywords, optimizing their sites for the said keywords, and building a bunch of links to get their sites ranking.
It’s all pretty straightforward. It does deliver decent results, too. But what if you are an enterprise SaaS and you want to take it up a notch?
You see, enterprise SaaS companies deal with unique challenges that regular SMB SaaS companies do not experience. Think about the high expectations you have to deal with. You might need to produce quality content at insane volumes, for example.
It just doesn’t make sense to rely on SMB marketing techniques when competing at the enterprise SaaS level. This review will share enterprise SaaS SEO strategies that will work for you.
But let’s start with the basics.
What Is Enterprise SaaS SEO?
Enterprise SaaS SEO is the process of improving the quality and quantity of website traffic to an enterprise SaaS website. It’s important because SEO is one of the primary sales and marketing channels for many companies.
Enterprise SaaS companies need a robust SEO strategy because they compete at a much higher level than regular SaaS companies. You get big budgets to work with. Those large budgets also come with high expectations. You need a strategic approach to succeed.
How is Enterprise SaaS SEO Different
Enterprise SaaS SEO campaigns require a substantial budget to compete against established brands in mature niches. Expectations are also pretty high. Companies like Aura and Monday.com had to produce hundreds of pieces of content per month to catch up with their competitors.
Additionally, an enterprise SaaS SEO strategy must include a plan to overcome the challenge of established brand recognition. This is more difficult at the enterprise level than at the SMB level.
The bureautic nature of enterprise SaaS companies can also slow down SEO campaigns. Ideas need to go through department heads, legal, finance, etc., before they are approved. This can lead to delays and hinder a company’s ability to compete in the market.
Importance of Enterprise SaaS SEO
One key benefit of Enterprise SaaS SEO is how easy it is to scale as a sales and marketing channel. Unlike other marketing efforts like events or account-based management, enterprise SaaS SEO is relatively easy to kickstart. It can also be a great channel for customer acquisition.
For example, we helped Writer rank for several target keywords like Grammar checker, punctuation checker, and proofreading checker.
We built 18k backlinks from over 4k referring domains over a span of two years.
Now they rank top two for all three keywords.
These keywords drive close to a million organic traffic today. That’s the potential of a great enterprise SaaS SEO strategy.
Enterprise SaaS SEO: Strategies That Deliver Results
Having gone over the basics, let’s take a deep dive into some key enterprise SaaS SEO strategies that bring results.
1. The Importance of Topical Authority
Building topical authority means establishing your website as the go-to place when people want to learn about a particular topic. When your website has high topical authority, it can rank higher on SERPs for relevant keywords.
To build topical authority, you must cover that topic as exhaustively as possible. You can use tools like Also Asked combined with Ahrefs to identify suitable keywords. Listening to customer calls is another important opportunity for keyword research many companies overlook.
The image below provides a nice overview of how topical authority works.
You have various longtail terms, that fall under sub-categories, which in turn fall under a head term. By covering all of the topics that fall under the head term, and getting that content to rank, you’ll slowly build authority with Google by proving:
- Your site is a great resource for a topic
- You provide content that people searching find valuable
Get these two things right, and your SEO results quickly snowball.
That means creating tons of valuable content around that topic and building relevant backlinks.
Aura is a perfect example of a brand that leveraged topical authority to scale its SEO results. The company writes hundreds of articles about online scams, identity theft, fraud, family safety, etc. Their organic traffic has skyrocketed from 15k to over 500K per month.
Here’s their head of marketing explaining their content strategy.
Content helps you nurture existing and potential customers. Creating helpful content consistently will eventually earn you more credibility. Users will keep coming back when they need more information.
In turn, this will boost the engagement on your content—another signal to the search engine that your website is qualified to be ranked higher.
If you haven’t done so already, start focusing on producing well-researched, useful, and high-quality content that demonstrates your expertise in a particular topic. When you do this on a large scale (I’ll show you how later), you’ll eventually establish topical authority for your site.
2. How to Prioritize the Right Keywords
Intensive keyword research will often leave you with a bunch of keywords. When this happens, you’ll need a strategy to know what keywords to go after first.
When prioritizing your keywords, look out for factors like relevance, competition, and keyword difficulty.
You want keywords relevant to the services you offer and the conversations in your niche. These keywords will also match the search intent of your target audience.
But what I want you to pay more attention to is keyword difficulty.
Here’s the thing.
Google ranks the biggest websites for the most difficult (and profitable) keywords. But then, you cannot be a big website unless you’re ranking for something.
If you go after the toughest keywords first, you’ll spend months/years trying to rank. It doesn’t matter how much money you throw at the campaign. It’s going to take a shitload of time.
What you should do instead is prioritize keywords with lower keyword difficulty. Rank for these keywords, then gradually move upstream to the more difficult ones. Let me go back to that topic cluster VoiP analogy as an example.
- VoiP – 12,100 searches in the US with 75 Keyword Difficulty (KD)
- Is VoIP free – 1,600 searches in the US with 26 KD
- Do I need a landline for a VoIP phone – 10 searches in the US with 0 KD
You can see ranking for the last option is a lot easier than the head term, even though it has a lower search volume.
This isn’t a perfect illustration of how topical authority works. It takes time to build out a topical list and determine which keywords to target. That’s where you turn to your in-house SEO expert or an agency for advice.
Of course, it’ll take time for you to rank for the first few keywords, even though they have a low KD. But as more of these keywords rank, it becomes easier to rank even the more difficult ones.
This strategy is what G2 did to hit 1 million organic visits.
G2 transitioned from writing about random topics to creating more focused content clusters, which they referred to as content hubs. Within these hubs were multiple articles that extensively covered a particular topic.
As a result, they saw significant improvements in their organic traffic within six months.
Here’s a good example of content clusters on G2’s learning hub:
G2 also interlinked content within their topic clusters instead of using random internal links. This reduced the bounce rate on their website. They also used exact-match links.
When working with content clusters, ensure that your internal linking is done properly—link to closely related topics. This way, search engines can understand the relationship and hierarchy between your site’s content.
3. How to Produce Quality Content At Scale
Creating content at scale is a must if you want to be a competitive SaaS enterprise. To achieve this, you’ll need to streamline your content production process.
I cover more about this process in our guide on SaaS content production. You can check it out later, but here are the key highlights.
First, I recommend creating a central knowledge base that guides your writing team. This knowledge base can contain:
- Editorial content guidelines and lessons that answer common questions your writers may have.
- Content templates that help you achieve more consistency in the flow of your articles, e.g., templates for article briefs, editorial templates, etc.
- Log in details for your content creation tools like Grammarly, Frase, etc.
The aim is to have all the information your team may need in one location so that you can remove unnecessary back and forth from the production process.
Next, you need a good content management system like Trello or Airtable. This will help you plan out your content and create a steady workflow for churning it out on your website.
The other key ingredient is building your content production team. You’ll need writers, editors, and a team lead responsible for creating article briefs, following up with the writers, etc.
Unfortunately, building this team and establishing these processes in-house is very challenging for enterprise SaaS companies. Again, it goes back to the bureaucratic nature of these companies. It can also be costly.
You can imagine how much of a pain it is to build a content production team for large-scale campaigns. The hiring process, legal stuff, expenses, etc., can get insane.
That’s where an agency like Crunch Marketing can step in.
As a SaaS SEO agency, we’ve invested tens of thousands of dollars in mastering the art of content production at scale. We’ve got a team of 50+ writers, and we produce hundreds of articles each month.
We’ve also got experience running enterprise SaaS SEO campaigns. For example, we helped Right Inbox scale its content and link-building strategy. It’s been a long-term partnership that’s paid dividends.
Right Inbox is closing in on 500,000 visitors a month.
4. How to Secure Authority Links At Scale
When it comes to large-scale link-building, there are different types of links you should pursue. The best link acquisition strategies for enterprise SaaS companies are guest posting and link insertions.
Here’s what the guest posting process looks like:
- Create a list of topically relevant sites where you want to publish content
- Identify the key decision maker in the content team
- Write an outreach template and engage the editor
- Identify suitable keyword gaps on the site and share ideas
- Write the guest post you promised and include a link with relevant anchor text
- Undertake any editorial feedback as needed
It’s a time-consuming process. Plus, you might need to write dozens of articles a month.
However, it can pay huge dividends. Take this “What Is VoiP” post by Nextiva. The article gets 14.8k traffic a month, which has a PPC value of $135k a month.
What is VoIP is a competitive search term.
You need links from powerful domains to make the content rank. Links from powerful authority sites like Hubspot that are hard to secure can make all the difference to your search engine rankings.
You can see the link in the article that refers back to Hubspot from the article below.
An agency like Crunch that specializes in ghostwriting content for C-Suite executives can help you secure opportunities just like these. The best thing about guest posts is you get to decide the context and topics under which your links are added.
This is vital, especially when you’re trying to build topical authority.
Alongside guest posting, you have link insertions.
With link insertions, you do not create a fresh piece of content. Instead, you do an outreach campaign asking site editors to add a link to your site within existing content.
This strategy can be a tough nut to crack. You must demonstrate to the editors why they should go through the trouble of editing an article just to give you a backlink.
Also, finding relevant content where your backlink will feel natural can be slightly challenging. You need to know what you’re doing to secure links from sites like HubSpot, Zapier, Freshdesk, CoSchedule, etc.
Check out our guide on SaaS link-building for more techniques.
5. Running SEO Projects Across Markets
Most enterprise SaaS companies have a global market. To compete at this stage, you’ll need a global SEO strategy.
This could start with creating different websites for each market.
Let’s use HubSpot as an example. In addition to the English website, they have one for their Spanish market.
And another for the German market.
That also means you need to translate your content. This would need to be done carefully to ensure your brand voice remains consistent. Additionally, you’ll need a search engine optimization campaign for each website. For example, when trying to rank your site in the Spanish market, you’ll need a link-building campaign for that particular market.
So you must identify authority websites within that market to build relevant and quality backlinks.
This is another area where partnering with an enterprise SEO agency like Crunch Marketing is instrumental. We can help scale your global campaigns by having our diverse content creation teams produce your content.
We’ll also help with your link-building campaigns by identifying relevant target websites for each market.
How to Measure and Analyze Enterprise SEO Success
You’ve set up your enterprise SEO strategies. Now it’s time to measure their success and make the necessary tweaks.
Set your SEO goals beforehand and determine key performance indicators (KPIs) to help you monitor progress.
Examples of specific goals to target include:
- Increasing organic search traffic by “X%” in “Y” amount of time
- Increase SEO conversion rate by “X%” within “Y” period
- Making it to position “X” on the SERP in “Y” amount of time for a particular keyword
Use such goals to monitor your organic traffic, goal conversions, and SERP rankings to assess the performance of your SaaS SEO efforts.
Tools like Google Analytics and Google Search Console will help you monitor your SEO performance. Use the insights from these analytics tools to optimize your SEO campaign for the best results.
Enterprise SaaS SEO FAQs
There are many challenges with enterprise SaaS SEO. Aside from company bureaucracy, you need to create a high volume of quality content, secure links from suitable authority sites, and coordinate campaigns across multiple regions. An experienced SaaS SEO agency can support these goals.
To run a successful SaaS SEO campaign, you need a core marketing team of in-house, experienced SEO professionals. They can provide broad brushstrokes for the campaign, setting KPIs and ensuring things run smoothly. You can utilize external resources like a SaaS marketing agency to provide deliverables and support your campaign goals.
This guide revealed some effective SEO strategies you could adopt to break into the enterprise market.
To recap, building topical authority, prioritizing the right target keywords, and producing quality content at scale are effective enterprise SaaS SEO strategies. You should also secure authority links and run SEO projects across markets.
While these strategies may be difficult to adopt on your own, partnering with a SaaS SEO agency is a smart move toward getting the best results quickly.
Nico is the founder of Crunch Marketing, a SaaS marketing agency. He works with enterprise SaaS clients like Writer, Right Inbox, and Surfer SEO, helping them scale lead generation globally across EMEA, APAC, and other regions.