Optimizing A SaaS Homepage For SEO

Optimizing A SaaS Homepage For SEO

Start-up SaaS websites consist of a home page and maybe a handful of supporting pages, neither of which offer any SEO value. A good SaaS homepage would drive conversions and improve your business on the whole.

SaaS SEO is the strategy and tactics a SaaS company uses on their marketing site to help them drive organic traffic from search engines to their website, attracting the right target buyers, and get users to complete a desired call to action, whether that is a free trial sign-up or becoming a paid customer.

SaaS companies are investing in SEO as they believe it would help them drive revenue. You need to have great content and know how to create an effective content marketing strategy. Companies are investing in these initiatives as they believe they would help them drive organic growth for their companies.

Why is Homepage SEO So Challenging for SaaS Brands, Specifically?

Homepage SEO

Homepage SEO is not the same as blog post or product page SEO. Your homepage serves as the central hub of your brand, introducing your business, guiding visitors to key areas, and creating a strong first impression. The main SEO goal of a homepage is to rank for branded keywords, such as your company name, so that people can find you easily in search engine results pages (SERPs).

Whether it is a SaaS company, a local company, or another business type, you will find many in each vertical who struggle to make good use of this real estate from an SEO perspective. At the same time, the homepage is also the one asset that almost every business cares about the most.

Many early-stage brands don’t have any other commercial assets (or even the ability to create more, at that). For many SaaS companies, the homepage plays a commercial role and might be their only commercial page.

What Keywords To Use To Optimize A SaaS Homepage

Three types of keywords :

1. Your Brand

Despite the need to focus on other terms, it is still a good idea to include brand-related terms on the homepage. At a minimum, including the company or the product name in the homepage’s title tag, typically at the end of the tag. This would ensure that the main focus of the tag is on your primary target keywords.

For instance, in cases where you will naturally sprinkle the brand across the page, too. You will mention it in the meta description, perhaps include it in the main subheading, under the tagline, in alt text for an image of two, and elsewhere in the body copy (in reviews or testimonials, for example) as it naturally occurs.

2. Product Category (if the Intent is Right)

Positioning your homepage for phrases that can drive valuable commercial traffic. Product category-related keywords describing the primary category that best defines your product. These aren’t the keywords that might define the projects’ attributes or functionality, but more general seed phrases that tell a user what the product is and are not related to your brand in any way. These are often the phrases you use to describe the product to clients, investors, or various stakeholders – Enterprise Resource Planning software, CMS and ecommerce, communication platform, etc.

Where to include the product category-related keywords? As a primary keyword you will be targeting, use it on every page: in meta tags, in the page’s H1 tag, in the page’s body content’s opening, and in alt tags, etc.

An Exception: When the keyword has a different user intent than the homepage. Situations where the user intent for a product category-related phrase is different than what you can target with the homepage. Even though the phrase might seem to have a commercial intent at first, upon inspection, you may realize it ranks for a whole variety of intents. Taking the keyword phrase [small business CRM], the keyword seems ideal to use on a software product’s homepage.

Looking at the SERP, those listings include mostly informational content, in which most of the top-ranking pages are listicles presenting collections of CRM software solutions; none of those pages are product homepages, and there is only one actual CRM software domain ranking, and even that is not a commercial page.

When it is difficult to rank and pretty impossible to achieve a homepage, especially for a lesser-known SaaS brand. There are two options available here: either to compromise and identify a different product category-related keyword or focus only on the brand.

3. Keyword Relating To The Product’s Core Offerings

Positioning your brand and product category. What about those other phrases describing your product? What about keywords that relate to the product’s features or functionality? These phrases aren’t your primary keywords, but there is a way to weave them in.

You can use the homepage to support specific pages you might create for those keywords. You must include a list of your product’s functionality, most likely have it on the page already in some shape or form