With skyrocketing competition (SaaS solutions will make up 85% of all business software<\/a> by 2025), SaaS companies in particular can\u2019t afford to forgo an investment in SEO if they want to survive. <\/p>\n\n\n\n Here, we cover the key differentiators between enterprise SaaS SEO and normal SEO, best practices, and essential tools you need<\/a> to own your digital space.<\/p>\n\n\n\n Enterprise SaaS SEO involves optimizing your website to match the relevant keywords and content your audience is searching for. When done well, enterprise SaaS SEO<\/a> services boost your ranking on search engine results pages (SERP) for search engines like Google and Bing. <\/p>\n\n\n\n While it shares the same goal as traditional search engine optimization, which is to increase your brand\u2019s visibility in online search results, enterprise SaaS SEO requires attention to the unique challenges that come with enterprise marketing, including:<\/p>\n\n\n\n SaaS SEO<\/a> also comes with its own set of challenges, which include:<\/p>\n\n\n\n Because of these niche difficulties, SaaS enterprises need to adopt SEO best practices that account for these unique search traits to improve visibility.<\/p>\n\n\n\n The two biggest differences between enterprise SaaS SEO and normal SEO are organizational red tape preventing throughput and a higher weight of risk in decision making (startups have less to lose than established brands).<\/p>\n\n\n\n When it comes to enterprise content marketing<\/a>, organizations often have trouble getting out of their own way. They may have standardization processes in place that stall their efficiency, or they might struggle with unnecessarily drawn-out revision and feedback procedures that trap their content in a \u201ctoo many cooks in the kitchen\u201d situation.<\/p>\n\n\n\n This red tape can become a barrier to implementing SEO tactics that will help serve customers better. For example, using a legacy or outdated content technology platform\u2014which is common within many enterprises\u2014might hinder your ability to create responsive web designs<\/a> or improve mobile optimization. These issues require workarounds when it comes to improving SEO and search engine rankings.<\/p>\n\n\n\n Large corporations are less likely to take risks than smaller companies, as the consequences can be more impactful for well-known brands than for startups. Thus, they often want tried-and-true \u201csafe\u201d enterprise SEO strategies that will allow them to progress without taking major leaps of faith. <\/p>\n\n\n\n This can make it difficult for SaaS enterprises to adapt to changes in the world of search. For example, implementing schema markup<\/a> (also known as structured data markup<\/a>) or accelerated mobile pages (AMP) can prove nearly impossible within existing technical structures. This could result in missed opportunities to better engage your target audiences.<\/p>\n\n\n\n Just because you may be dealing with extra barriers to typical SEO strategies within your SaaS enterprise doesn\u2019t mean your SEO efforts are to no avail. Here\u2019s a roundup of eight SEO techniques we\u2019ve seen prove fruitful in large technology companies.<\/p>\n\n\n\n At Omniscient Digital, we\u2019re big believers in a proprietary framework we like to call the barbell content strategy<\/a>. This concept, typically applied in financial investing, focuses on limiting risk to increase the likelihood of success while also opening up the potential for an unpredictable yet favorable outcome.<\/p>\n\n\n\n When applied to content marketing, the barbell content strategy<\/a> centers on having 90% of your content classified as low risk, keyword-driven content while the other 10% is focused on experimental content. This experimental content has a higher risk associated with it but can also lead to much larger payoffs.<\/p>\n\n\n\n We\u2019ve dubbed the low-risk content \u201cproduct-led content\u201d and the high-risk content as \u201cbuzzworthy content.\u201d <\/p>\n\n\n\n Product-led content is produced with a content strategy that keeps your SaaS product top of mind, covering things like:<\/p>\n\n\n\n The goal of this \u201csafe\u201d content is to drive signups or product sales. <\/p>\n\n\n\n Buzzworthy content is speculative content that\u2019s designed to spark a discussion. This kind of content is used to drive:<\/p>\n\n\n\n The barbell content strategy works well for most enterprise SaaS companies because it places the majority of your efforts into safe promotional content while still leaving a sliver of room for larger payoffs. This can make it easier to get your content approved quicker.<\/p>\n\n\n\n With more than 6 million blog posts<\/a> published worldwide each day and the rising content quality bar, it can be a challenge for SaaS companies to stand out. To find SEO success, there are lessons that can be learned from Walmart\u2019s early growth strategy<\/a>.<\/p>\n\n\n\n Sam Walton, founder of Walmart, decided that instead of focusing on growing across large cities to reach a wider market, he\u2019d target small rural communities that the store\u2019s competitors were ignoring. These small towns had lower barriers to entry in terms of zoning laws and real estate prices and offered a bigger reward. <\/p>\n\n\n\n Essentially, Walmart dominated surrounding communities right outside of its competitors\u2019 big-city domains. Customers then began driving outside of the city to benefit from Walmart\u2019s lower prices and bigger stores.<\/p>\n\n\n\n The moral of this story? SaaS enterprises can benefit from chasing after lower-volume keywords with a higher search intent. These \u201csmall-town\u201d keywords are often overlooked opportunities for growth. <\/p>\n\n\n\n And while the search volume may be smaller, the search intent is greater. These searchers are more likely to engage with your product.<\/p>\n\n\n\n \u201cBig-city\u201d keywords have far more competition that can be hard to break through, meaning your chance of ranking for them is a lot smaller. <\/p>\n\n\n\n Small-town keywords are often long-tail search terms, which are more specific keyphrases that visitors typically use when they\u2019re ready to buy.<\/p>\n\n\n\n Examples of long-tail keywords with high intent for SaaS enterprises<\/a> include:<\/p>\n\n\n\n HubSpot\u2019s website garnered nearly 59 million visits<\/a> in January 2024, more than 18 million of which came from organic searches. How do they do it?<\/p>\n\n\n\n Instead of focusing on a sales funnel and creating content tied to each stage in the user\u2019s journey, HubSpot follows what it calls the flywheel model<\/a>.<\/p>\n\n\n\n There\u2019s an expectation by today\u2019s audiences that businesses should care about more than just transactions. In response, HubSpot aligned its entire organization around delivering a remarkable customer experience. <\/p>\n\n\n\n This \u201cflywheel\u201d approach means that the company gains momentum by creating happy customers who then drive referrals and repeat sales to keep the business spinning. While other content strategies see customers as the outcome, HubSpot sees them as the beginning of highly valuable word-of-mouth marketing.<\/p>\n\n\n\n HubSpot does this by creating content that\u2019s helpful to its end users\u2019 pain points, regardless of whether it\u2019s directly relevant to their product. For example, the company has ranked for the long-tail keyword \u201chow to edit a PDF<\/a>\u201d alongside more brand-driven topics like \u201ccreating a 2024 SEO strategy.\u201d\u00a0<\/p>\n\n\n\n The company produces a ton of content using a hub and spoke content model, which builds authority for more competitive target keywords and topics while also developing a library of information that\u2019s useful to customers.<\/p>\n\n\n\n One straightforward yet overlooked content strategy is to simply create a higher output. This leans into the concept of content economics<\/a>, which weighs the cost of different content types alongside your site\u2019s authority and the amount of competition to determine the best content strategy.<\/p>\n\n\n\n Creating a large content library on your enterprise SaaS website gives you the opportunity to go after more low-hanging fruit. Producing more content is probably a better lever than building more links. <\/p>\n\n\n\n For example, we helped our AI writing software client Jasper build and scale a content program<\/a> that resulted in: <\/p>\n\n\n\n Developing a full-funnel content production process<\/a> driven by content-gap analyses, competitive analyses, and keyword discovery can unlock new, relevant ranking opportunities.<\/p>\n\n\n\n Passive link building<\/a> involves building backlinks to your website without any active marketing efforts<\/a> on your part. This is most successfully achieved when you create content that will rank and attract more organic traffic. <\/p>\n\n\n\n Passive assets tend to be a strong and sustainable form of link building that are also a nod to your content\u2019s quality.<\/p>\n\n\n\n Examples of \u201cbuzzworthy\u201d content formats that typically do well in passive link building include:<\/p>\n\n\n\n Basically, any content across your digital marketing channels can become a passive link asset. It\u2019s the topic and its \u201cbuzzworthiness\u201d to your target audience that matters.<\/p>\n\n\n\n Enterprise websites are often more cumbersome than those of smaller businesses due to the quantity of web pages and information involved. This can quickly become overwhelming\u2014especially when it comes to technical information relating to SaaS products. <\/p>\n\n\n\n Implementing a user-friendly web design<\/a> can improve your enterprise SaaS SEO by making your website easier to navigate, which leads to:<\/p>\n\n\n\n All of these factors are considered when search engines determine rankings.<\/p>\n\n\n\n Speaking of user experience: If your website doesn\u2019t work properly, it\u2019s not doing you any SEO favors.<\/p>\n\n\n\n Nothing drives people away from your website like broken links and error pages. You can improve your SEO simply by staying on top of basic technical SEO<\/a> fixes and website architecture factors like:<\/p>\n\n\n\n While I was working on user acquisition growth at HubSpot, we developed a concept known as surround sound SEO<\/a>. Instead of focusing on ranking higher than the rest on a few pages, this type of SEO strategy centers on achieving favorable mentions on all pages to create a mere-exposure effect. <\/p>\n\n\n\n When a customer is conducting an exploratory search, such as \u201cbest SaaS products for small businesses,\u201d they\u2019re more likely to look into a recommendation that keeps popping up than a solution that is recommended once. <\/p>\n\n\n\n Surround sound SEO intertwines SEO, content marketing, brand marketing, digital PR, and more to create a \u201csurround sound\u201d of brand awareness.<\/p>\n\n\n\n There are a number of existing keyword research and SEO tools<\/a> that make it easier for large SaaS enterprises to track and manage thousands of pages and keywords. Here are a few we recommend:<\/p>\n\n\n\n Best for: <\/strong>Maximizing online discoverability<\/p>\n\n\n\n Botify<\/a> is an enterprise SEO strategy and SaaS marketing automation tool that helps you identify factors that are keeping your products and services from being found. Some of its core capabilities include:<\/p>\n\n\n\n Best for: <\/strong>Real-time SEO data<\/p>\n\n\n\n BrightEdge<\/a> is the industry\u2019s only SEO solution to provide marketers with real-time research, recommendations, and SEO rankings. Its real-time content optimization<\/a> and keyword research tool, BrightEdge Instant, gives you access to:<\/p>\n\n\n\n Best for:<\/strong> Auditing for common SEO issues<\/p>\n\n\n\n Screaming Frog<\/a> is a website crawler that can quickly crawl large websites to help you make informed SEO campaign decisions. Its SEO spider tool helps you uncover common technical SEO issues, including:<\/p>\n\n\n\n Best for:<\/strong> Analyzing competitor websites<\/p>\n\n\n\n Ahrefs<\/a> is an all-in-one SEO toolset that lets you analyze your competitors, audit your website, discover content opportunities, and more. This tool is great for gaining insight into the following information about competitor sites:<\/p>\n\n\n\n Omniscient Digital is an enterprise SaaS SEO agency<\/a> serving B2B tech clients. We share content and SEO growth insights from our work with clients and growth leaders at some of the biggest companies in SaaS today through our newsletter. <\/p>\n\n\n\n Get more actionable content marketing insights sent directly to you. Sign up for Field Notes<\/a>.<\/p>\n\n\n\n A solid SEO strategy is vital for any business looking…<\/p>\n","protected":false},"author":3,"featured_media":3876,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[25],"tags":[],"wf_post_folders":[],"class_list":{"0":"post-3875","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-seo"},"yoast_head":"\nWhat is Enterprise SaaS SEO?<\/h2>\n\n\n\n
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Enterprise SaaS SEO vs. Normal SEO: Key Differences<\/h2>\n\n\n\n
Organizational red tape<\/h3>\n\n\n\n
Higher weight of risk<\/h3>\n\n\n\n
8 enterprise SaaS SEO techniques with high leverage<\/h2>\n\n\n\n
Barbell content strategy<\/h3>\n\n\n\n
![\"\"](\"https:\/\/lh7-us.googleusercontent.com\/miJ5r0hQvUD0jZlVpl1ZEZR6a-khjJ97vnK5vJ6OhkpIHHRg8oMuG9XiUkhGRp-uLGhHi3aBLz_OPNspK94yxq4RWypEZG-84Zn28WZVMGXjQAwvpKAxvdJKOnVZ2EswGo0P3LmdUK8Kavd1LBeePj8\")
Product-led content<\/h4>\n\n\n\n
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Buzzworthy content<\/h4>\n\n\n\n
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Walmart strategy<\/h3>\n\n\n\n
Big-city vs. small-town keyword strategies<\/h4>\n\n\n\n
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HubSpot strategy <\/h3>\n\n\n\n
The flywheel model<\/h4>\n\n\n\n
Content optimization & updates<\/h3>\n\n\n\n
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Passive link assets <\/h3>\n\n\n\n
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Design & UX<\/h3>\n\n\n\n
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Technical SEO<\/h3>\n\n\n\n
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Surround sound SEO<\/h3>\n\n\n\n
Enterprise SaaS SEO tools<\/h2>\n\n\n\n
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Botify <\/h3>\n\n\n\n
![\"\"](\"https:\/\/lh7-us.googleusercontent.com\/KGv8LLB6SRgJQPrtQt_Q5aoZEk386JFBB3m1jAKpnsdMCZRxqrHqMkyPmLtJE9aJ7nhxDUtW0wER4-1RR-36ns-F0z9jWHMq4lkFE1LS-qK36QD99sMg1A-HOy5Adv2Bo2H_5do-UHV-UDYdkI6XSdc\")
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BrightEdge<\/h3>\n\n\n\n
![\"\"](\"https:\/\/lh7-us.googleusercontent.com\/M4ZlN2w75nOfKvHuIh4cyEA04xtvqn2tR_viv1JPghhNjA9_TapPqY89shLr9C7QL3u1VRvYZPUiuGNWNZOF_hapQXPrCuX6BrwEnscdp5WhxS0UuRfgZVtKmXSTYolLQH_6k1CFX3dZ169pSRJOzTE\")
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Screaming Frog<\/h3>\n\n\n\n
![\"\"](\"https:\/\/lh7-us.googleusercontent.com\/pwUKOjl8aRV8KRxFbEt5O8DD1qXRBb6ZkLMOwuZTDxpQaeyKgP6F97EEsm0MBs48YQr5tDpsc6jmd0Dm7Bo9HVdWgmPqJlJd5mLPCGEic9K2-YGUa5KpgxCsDoQzGjWnec1gVwFRIYKwGsf0ro09BNc\")
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Ahrefs<\/h3>\n\n\n\n
![\"\"](\"https:\/\/lh7-us.googleusercontent.com\/t2EWxKZkdCqVr4LHlj8tZaDBIr5E9y7RThIdXDzG9QpLrA-npAPT1LaHIY555ixz_w99_GPM795qEnlMNm2Hsvys3ax0er6ab1iimcyknq1Wa1AnQr9GOMw4mARlilCrzquz8eGvjVWS2KXN-yx7s7o\")
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More insights for enterprise SaaS company leaders<\/h2>\n\n\n\n
![\"\"](\"https:\/\/beomniscient.com\/wp-content\/uploads\/organic-growth-model-1024x535.png\")
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