Growing your SaaS business relies heavily on the effectiveness of your digital marketing efforts. Given that you’re selling an online product or service, your website is essential in attracting prospects and ensuring they don’t slip through the cracks.
There are different ways to reach out to your target audience and send them to your site, but organic search is one of the best and biggest sources of website traffic. According to stats, 53.3% of all website traffic comes from organic searches.
Firstly, unlike paid ads, it’s free, which is great for SaaS startups with modest marketing budgets. Secondly, organic traffic generates highly qualified leads that convert better and increase sales more frequently.
So, the question is: how to increase organic traffic?
A simple answer is search engine optimization (SEO,) and we’ll discuss some effective tactics you can implement to make the most of this digital marketing strategy.
How to Increase Organic Traffic as a SaaS Business
Do an SEO Site Audit
A site well-optimized for search engines will rank higher in search results and attract more high-quality organic traffic.
An SEO audit will identify problems that keep your site from achieving its full SEO potential and bringing you much-needed traffic. This process will pinpoint the areas and elements that need optimization and unearth improvement possibilities that will allow you to boost your search performance.
For example, an SEO audit will tell you more about:
- How easy it is for Google to crawl and index your site
- On-page issues such as missing or unoptimized ALT tags, meta titles, meta descriptions, or broken internal or external links
- Off-page problems with local listings, low-quality backlinks, and lack of social media integration
- Website user experience and usability, such as whether your website is optimized for mobile, how long it takes for your site to load, and similar technical factors
- Keyword optimization of your content
- Potential duplicate content
For example, if your website isn’t mobile responsive or if it doesn’t load in 1-2 seconds, 53% of visitors will bounce. All these factors add up and ultimately profoundly impact how Google will rank your site and whether it will include your content in top search results.
Although you can fix some of these issues yourself, it’s always a good idea to consult a vetted SEO agency for SaaS that will help you set realistic organic search goals and KPIs, identify problems, and keep track of your progress.
Create Helpful Content
SEO and content go hand in hand in helping website visitors quickly and easily find the answers to their questions.
So, the first step is creating content that adds value by addressing your audience’s biggest pain points and offering solutions. Your content should revolve around praising your product or service or creating blog posts to have a blog. To attract organic traffic, you must understand your prospects and their needs, research keywords they’re using in their search queries, and then build your content around them.
Here are some tips for creating keyword-oriented content:
- First, include your prospects,’ or Google’s People Also Ask (PAA) questions. Then, check Quora and similar Q&A sites with keyword research tools to identify the most relevant questions.
- Go for long-tail keywords. They usually contain several words and indicate that a prospect is on the verge of converting or purchasing. Their search volume is lower, but the traffic is very targeted.
However, while optimizing content for search engines requires targeting relevant keywords and phrases and including them in your blog posts and website copy, you should be careful not to overdo it. Otherwise, you can easily slip into keyword stuffing, a spammy practice that Google frowns upon.
Remember that your main goal is to educate your audience, so make sure your content isn’t too promotional and self-serving.
Did you know that only 0.63% of all searchers click on the results from the second page of the SERPs? So, if your content is anywhere below the top 10 results for a relevant search, your chances of getting clicks are slim.
To boost your search engine rankings, you must convince Google that your content is exceptional and relevant to your audience. Besides actually creating such content, you need friends in high places, so to speak, to vouch for the quality of your blog posts, videos, and other pieces you publish.
In other words, you need backlinks from high-authority websites to vouch for the quality of your content and prove that your content is worth linking to. By earning these high-quality backlinks, you will get better rankings and boost your site’s visibility and reputation.
Remember that such trusted sources are very picky regarding the content they publish, so carefully read and follow the editor’s notes and only submit well-researched, relevant content that matches their requirements.
Get Rich Snippets
While climbing to the top spot of Google search results is quite an achievement and will result in a surge of website traffic, there’s something even better than that — getting rich snippets or results.
A rich snippet is a search result that displays extra information apart from the title, a meta description, and the URL. Rich results often feature visual or interactive data, reviews, event dates, and FAQs pulled from the content. It’s like a content summary with the most important points listed upfront so that searchers can scan it and decide whether it’s relevant for them.
Although Google says getting featured in a rich snippet isn’t a ranking factor, the fact that your result stands out on the SERP will make searchers more likely to click on it. Apart from producing helpful content, to get a rich snippet, use structured data or schema markup — code that helps search engines better understand the content on a webpage and show it in search results.
SEO is a surefire way of increasing high-quality organic traffic to your website. However, this is a long-term strategy, so you must regularly monitor and adjust it to stay up to date with the ever-changing Google algorithms. The “set it and forget it” approach won’t cut it, so if you want to make the most of it and stay ahead of your SaaS competitors, be persistent.