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SEO for software companies, built around the problems your product solves and the people searching for answers. I've worked on the marketing side of software products, including as CMO at BDThemes, so I know how search fits into trials, demos and longer buying cycles.
SaaS start-ups and software companies whose buyers search for solutions before they buy.
SaaS SEO is search engine optimisation for software-as-a-service companies. It focuses on the pages that turn searches into trials and demos, such as feature, use-case, comparison, integration and help pages, plus content that reaches people researching the problem your product solves.
SaaS buyers rarely search for your brand at first. They search for the problem ("how to automate invoices"), the category ("invoicing software for freelancers"), alternatives to tools they already know, and comparisons. Each stage needs a different kind of page, and many SaaS sites only cover one or two of them.
That makes SaaS SEO closer to product marketing than to traditional SEO. Good keywords come from sales calls, support tickets and onboarding questions as much as from tools, and success is measured in sign-ups and pipeline, not just visits.
Software sites also have their own technical traps: JavaScript-heavy marketing sites, separate app and help-centre subdomains, gated documentation and pages that change with every release. I make sure the pages that should rank can be crawled and indexed. See technical SEO for more.
Searches grouped into problem, solution, category, comparison and brand stages, so every stage of the journey has the right page.
Pages that explain what your product does for a specific job or type of customer, written to rank and to convert.
Honest, accurate pages for people comparing you with other tools, which often attract buyers close to a decision.
Pages for the tools your product connects with, which match searches from people already using those tools.
Public help articles and documentation made crawlable and well structured, so they answer questions and support sign-ups.
A content plan built around your product's problem space, so your blog supports the commercial pages rather than drifting.
Rendering, subdomains, staging sites, redirects after releases and structured data, checked and kept healthy.
Sign-ups, trials and demo requests tracked as key events in GA4, so you can see which pages bring in customers.
Need the articles written? See content marketing. Want to be recommended by AI tools too? See AI search optimisation.
The foundations are the same. What changes is who is searching, which pages matter and how success is measured.
| Compare | SaaS SEO | Traditional SEO |
|---|---|---|
| Who searches | Teams and buyers researching a problem or tool | Customers looking for a product or service |
| Key pages | Feature, use-case, comparison, integration and help pages | Service, category and location pages |
| Main conversion | Trial, demo or sign-up | Enquiry, call or purchase |
| Buying cycle | Often longer, with several people involved | Often shorter, with one decision-maker |
| Measured by | Sign-ups, activation and pipeline from organic search | Enquiries, sales and organic traffic |
We talk about your product, your ideal customers, your sales cycle and what already converts.
I audit the site and content, research searches by buying stage and map the gaps against competitors.
Core commercial pages first, then supporting content and technical fixes, in priority order.
Monthly reporting on organic sign-ups and rankings by stage, with the plan adjusted as results come in.
Commercial pages for low-competition searches can start bringing in sign-ups within months, while category terms and topical authority take longer. I'll give you a realistic view after the audit.
Usually feature, use-case, comparison and integration pages, because they match searches from people close to a decision. Blog content supports them by reaching people earlier in their research.
Yes, if they're honest. Buyers compare tools anyway, and a fair, accurate comparison on your own site lets you explain where you fit. Keep them up to date as products change.
Usually, yes, for public help articles. They answer real questions, attract people already using similar tools and show buyers how the product works. Private or account-specific pages should stay out.
Google can handle both. A subfolder is usually simpler to manage and keeps everything on one site, so I recommend it where your setup allows.
It can, for pages like integrations or templates, where each page is genuinely useful. Thousands of near-identical pages created only for search are risky and rarely help.
By sign-ups, trials and demos from organic search, and how many of those become paying customers, alongside rankings and traffic. Tracking is set up first so the numbers can be trusted.
Alternative and comparison pages can target searches that include a competitor's name, as long as they're accurate and fair. They often reach buyers who are already unhappy with another tool and ready to switch.
Content that connects to your product: guides to the problems it solves, templates, benchmarks and how-tos for your users' jobs. Generic industry news rarely brings in sign-ups.
Mainly in how buying works. Several people are involved, cycles are longer and searches are more specific, so pages need to answer questions from users, managers and budget holders, and success is tracked through pipeline as well as sign-ups.
Yes. I can set the strategy, keyword map and briefs while your team writes, then review drafts for search intent and on-page SEO before they go live.
Yes. Early on, the focus is usually a small set of high-intent pages and solid foundations, rather than a large content programme.
Yes. AI tools often recommend software in answer to "best tool for" questions, and they draw on the same pages, reviews and comparisons. Clear, consistent product information helps in both.
It depends on your stage, your market and whether you need strategy, writing or both. After a short call I'll give you a clear quote.
Tell me where things stand and what you'd like to change. I'll reply personally with honest next steps.
