Most B2B SaaS firms are at a standstill when it comes to acquiring more organic traffic and converting new leads. This is a result of not overcoming common optimization issues that can slow down growth. In this article, we will look at the 10 common B2B SaaS SEO challenges and how to solve them. We will also consider some of the latest SEO trends. Let’s dive in.

What is B2B SaaS SEO?

SEO for B2B SaaS enterprise refers to tailored optimization techniques focusing on enhancing their websites. It typically involves comprehensive keyword research, developing content, acquiring backlinks, and on-page and technical SEO tactics aimed at generating leads and converting online visitors. Let’s look at some of the common issues in this industry.

Highly Competitive Keywords

Keyword competition refers to how difficult or easy it is for a search term to rank on Google’s search results. For a business that wants to grow its organic traffic, finding low-competition keywords with high search volume is the target. However, in the B2B SaaS industry, it is not that easy. 

Established enterprises with high domain authority have already occupied the top ranking for keyword-related searches, making it tedious for new companies to find a spot. This issues can be overcome by targeting long-tail niche keywords instead of highly competitive short-tail terms or phrases. 

Can’t Get Beyond Branded Terms

Most sites have lots of branded traffic but find it hard to rank for non-branded search. For example, a fintech subscription company called ThinkOver can generate thousands of traffic when online users type “ThinkOver” directly into the search but fail to appear for other organic keywords like “best payment subscription services.” 

Even fast-growing unicorns struggle with this SEO challenge. The solution to this is to develop a comprehensive content strategy that includes expert keyword research to find new opportunities to rank for the core services the firm offers.

Long Customer Acquisition Journey

Customers seeking to subscribe to a SaaS service usually take their time evaluating the product to determine if it is right for them. This results in a lengthy decision-making process that involves several touchpoints. To get through this, companies must map out the various stages a buyer goes through before making a purchase. When they gain insights into this journey, they can tailor their content marketing efforts to meet their client’s expectations and needs. 

Faulty SEO Strategy 

Most companies suffer from ineffective optimization techniques, which eventually hinder their visibility and customer acquisition efforts. Common mistakes include not doing comprehensive research to find keywords that address their user’s pain points, creating promotional piece that adds no value and ignoring on-page and technical website enhancement. 

To remedy this, SaaS firms targeting B2B clients can engage the assistance of a B2B SaaS SEO agency to develop an SEO plan that includes site audit, keyword research and high-quality content creation. 

Decaying Content

This is a term that describes a decline in impressions, clicks and organic traffic on the search engine result page (SERP) for one or more blog posts. Content decay doesn’t happen suddenly; it is a gradual decline that can occur over a long period. The common causes outdated articles, external competition and a shift in search intent. To address this issue, it is important to regularly update blog posts published in the past and ensure they contain the latest information that will benefit readers. 

Keyword Cannibalization 

This is an SEO issue that can occur when several pages on a SaaS website target the same keywords and contain similar ideas, harming each other’s organic ranking. Keyword cannibalization will occur because search engines can’t tell which page is most relevant for the associated queries. 

For example, writing on these topics can cause keyword cannibalization: “What is a subscription payment service?”, Why do you need it?”, “Subscription payment service: Definition, Benefits and Challenges,” “8 advantages of subscription payment services”. 

A closer look at this topic shows that the intent of someone reading the three is the same; only the title differs. To solve this issue, you can merge them to produce one detailed article that adds value to the reader and will not confuse search engines. 

Lack of Content Optimization Plan 

Content optimization is the art of ensuring that your blog is written in a way that reaches the largest possible audience. Without a well-defined strategy, the article may not effectively target relevant keywords or address the pain points of your audience. 

This, in turn, can lead to lower search ranking, decreased organic traffic and missed opportunities to generate leads and conversion. Companies must implement a well-defined plan that includes researching keywords and regular audits to ensure they are distributed all over the blog post.

Underutilizing Internal Links

Many B2B SaaS businesses often fail to link internally between articles and landing pages, resulting in missed chances to pass link juice from one page to another. This usually occurs in two ways: 

  • Excessively adding links between paragraphs using the “Read More” anchor text which will disrupts the reading flow. 
  • Failure to add links to high-value anchor text used in the content. This can also result in missing the chance to send links to other pages to help search engines discover them. 

To solve this problem, it is necessary to establish a robust internal linking structure before they start writing to maximize SEO ROI.

Getting Irrelevant Backlinks

Companies copy their competitor’s backlinks blindly just because they want to acquire more links. However, the bitter truth is that just because other businesses earned a backlink from an authoritative site doesn’t mean it is relevant. 

A robust backlink strategy should not be about copying someone else’s link-building tactics thoughtlessly. Instead, you should carefully analyze their backlink profile and find those that will pass the right link equity to your business. This will help you channel your efforts in the right direction and avoid wasting time.

No Content Distribution Strategy in Place

This is the process of disseminating digital content —articles, case studies, product reviews —to maximize reach, visibility and engagement. It involves sharing articles through channels like social media and third-party syndication networks. 

For most SaaS businesses, this is not part of their SEO plan. Either they don’t know the benefits, or the marketing team chooses to ignore it. As a result, they will lose the chance to promote their articles outside their site. Marketing teams can repurpose, redistribute or syndicate their content to increase its ROI.

B2B SaaS SEO Trends

SEO is an ever-changing field that requires constant adjustments to adapt to the changing requirements. Below are some trends affecting the B2B SaaS industry.

  • Increased use of AI (Artificial Intelligence): AI is revolutionizing the way SaaS businesses can create content, making it possible for them to produce it quickly without sacrificing quality. In addition, SEOs can use AI to analyze data and identify the most relevant keywords for their blog posts. This will allow them to create articles that rank high in search results. 
  • In-depth content: B2B audiences are well-informed and need more information before they can make a buying decision. As a result, they want in-depth articles that discourses their pain points and delivers practical solutions. Enterprises are adapting to these by producing long-term blog posts that explain industry topics and add value to their readers. 
  • A shift toward semantic search and NLP: Search engines are trying to comprehend user intent before displaying content. To accommodate this trend, firms are leveraging semantic search and NLP tactics to align their blog posts or articles closely with what their users are searching for. This will result in increased visibility and the acquisition of visitors interested in their products or services. 
  • Optimizing for voice search: As users increasingly use voice search, SaaS brands are improving the information on their pages so that they will appear on the results when users use voice assistance like Alexa or OkGoogle to find information. This will enable businesses to grab more organic traffic coming from voice search users. 

Embracing these trends will enable B2B SaaS companies to adjust their optimization strategies to drive sustainable growth. 

Conclusion

SEO is indispensable for B2B companies if they want to acquire leads, convert visitors and drive sustainable growth. However, some challenges act as obstacles to achieving the desired results. From highly competitive keywords to not getting beyond branded traffic, long customer acquisition journey and lack of SEO strategy, these issues require sufficient planning to overcome. However, the good news is that you can build a robust SEO strategy to overcome these issues, following the advice in this guide.

Posted by Raul Harman

Editor in chief at Technivorz and business consultant. I like sharing everything that deals with #productivity #startups #business #tech #seo and #marketing