Connect with us

SEO

SaaS Homepage SEO: Keywords, Linking & More

Published

on

SaaS Homepage SEO: Keywords, Linking & More

Start-up SaaS websites typically consist of the home page and maybe a handful of supporting pages – neither of which offer any SEO value.

A good SaaS homepage will drive conversions and improve your business on the whole. But how do you optimize yours?

In this article, you will learn about SaaS homepage SEO challenges, the role your homepage plays in SEO, and different keywords to consider when optimizing a SaaS homepage.

Why Is Homepage SEO So Challenging For SaaS Brands, Specifically?

Let’s face it, homepage SEO is confusing for almost everyone.

Whether it is a SaaS company, a local company, or another business type, you’ll 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 almost every business cares about the most.

Advertisement

It’s often the primary landing page, regardless of the traffic source. Because of that, it’s also that one asset that most often:

  • Welcomes visitors.
  • Makes a first impression about the brand.
  • Describes what the company does (or at least hint at it and suggest where else someone could learn more about it).
  • Explains what value the company provides and what sets the company and its products apart in the market.
  • Points visitors to where they can find the information they’re looking for (both through the navigation and any internal links you place there).

As Yoast explained the typical approach to homepage SEO:

“One purpose that I feel a homepage doesn’t have, and that is ranking for keywords other than your business name or brand.”

That’s true for most brands. But I’d argue that the SaaS market (and what goes with it, SaaS marketing) is different from other industries.

What’s Different About SaaS?

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.

Example:

 Screenshot by author, April 2021An example of a SaaS website where internal pages carry little commercial value.

Then, there’s the issue of brand recognition.

Everyone’s heard of Asana. Drift. HubSpot.

Advertisement

Those companies can use fancy taglines in their meta title tag and get away with it. They know that people are looking for their brand anyway.

As for other keywords, those companies have thousands of pages to target those phrases.

(Having said that, Hubspot still optimizes its homepage for product categories.)

But, when you’re a relatively new SaaS company trying to carve a space for yourself in the industry – when you’re trying to beat more established competitors and focused on kick-starting growth –  counting on someone searching Google your name and getting to the homepage (remember, the only page on the site) isn’t going to get you far.

So, what are your options?

The Role Of A Homepage In SaaS SEO Strategy

The importance of your homepage goes far beyond the fact that you have no other pages to optimize (yet).

Advertisement

The clearer you are in explaining what your product does, what category it falls into, and what value users get from it, the easier it will be for the search engine to establish how to rank you in the search results.

When you’re just getting started in SaaS, the homepage will attract most if not all organic links.

Whatever mentions, media references or other PR your product acquires will likely link to your homepage.

Your initial link-building strategies – guest posting, digital PR, podcast appearances, or submitting the site to SaaS directories – will more than likely also target the homepage.

As other sites link to your homepage, they pass along PageRank which can then be distributed around your site to help specific pages get found by Google.

Smart internal linking will help you pass the benefit of that PageRank you’ve gathered at the homepage onto new pages as you develop them.

Advertisement

What Keywords To Use To Optimize A SaaS Homepage, Then?

There are three types of keywords to focus on.

The first is obvious, but to find the right phrases for the others, you will need to do a bit of keyword research.

1. Your Brand

Despite the need to focus on other terms, it’s still a good idea to include brand-related terms on the homepage.

At a minimum, include the company or the product name in the homepage’s title tag, typically at the end of the tag.

This way, you ensure that the main focus of the tag is on your primary target keywords.

Example:

Advertisement
meta title on a SaaS homepage. Screenshot by author, April 2021meta title on a SaaS homepage.

In most cases, you’ll naturally sprinkle the brand across the page, too.

You’ll mention it in the meta description, perhaps include it in the main subheading, under the tagline, in alt text for an image or 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)

This is where you begin to position your homepage (and the brand) for phrases that can drive valuable commercial traffic.

Product category-related keywords describe the primary category that best defines your product.

These aren’t the keywords that might define the project’s attributes or functionality but more general seed phrases that tell a user what the product is and aren’t 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, communications platform, etc.

These are the terms you’ll find salespeople referencing in their emails, sales materials, and so on.

Advertisement

Where To Include The Product Category-Related Keyword? 

As this is the primary keyword you’ll be targeting, use it on every page:

  • In meta tags.
  • In the page’s H1 tag.
  • In the page’s body content’s opening.
  • In alt tags, etc.

An Exception: When The Keyword Has A Different User Intent Than The Homepage

There might be 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.

Take the keyword phrase [small business CRM]. The keyword seems ideal to use on a software product’s homepage.

But look at the SERP. Those listings include mostly informational content:

Advertisement
  • Most of the top-ranking pages are listicles presenting collections of CRM software solutions.
  • None of those pages are product homepages.
  • There is only one actual CRM software domain ranking, and even that’s not a commercial page.
SERP example.Screenshot by author, April 2021SERP example.

Ranking a homepage would be pretty difficult to impossible to achieve, especially for a lesser-known SaaS brand.

You have two options here:

  1. Compromise and identify a different product category-related keyword (or at least one that is close enough to the product category). Create a separate page to target the original keyword you intended with content relevant to its intent.
  2. Focus only on the brand. I personally believe that’s too much of a compromise for an early-stage startup.

3. Keywords Relating To The Product’s Core Offerings

We’ve covered positioning for your brand and the product category.

But, what about those other phrases that describe 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.

What’s more, you can use the homepage to support specific pages you might create for those keywords.

Here’s how:

Include a list of your product’s functionality. You most likely have it on the page already in some shape or form.

Advertisement
Homepage example. Screenshot by author, April 2021Homepage example.

Then, link each of those sections to a relevant landing page. 

Ideally, you will use the additional keyword in the link’s anchor text to increase relevance. You’ll achieve three objectives this way:

  • You’ll increase the topical relevance of the homepage. Google and other search engines will better understand what your product does and what phrases would be relevant to your domain.
  • You’ll be assisting visitors in finding any content that’s relevant to their needs.
  • And finally, you’ll be strengthening the page authority of those additional assets you’ve created to rank for keywords related to the product’s features or functionality.

Final Thoughts

The ultimate takeaway is that your homepage should include the most relevant keywords and keyword phrases related to your business.

Whether or not you plan to optimize for the organic channel, it is important for you to understand that search engines are going to be picking up on these keywords and the various ways consumers will try to find your product.

So, don’t neglect the basics!


Featured Image: Andrey Suslov/Shutterstock

Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address

SEO

How to Get SEO Buy-In: 7 Actionable Tips

Published

on

How to Get SEO Buy-In: 7 Actionable Tips

For many SEOs in agency, in-house, or enterprise roles, 20% of their job is actually doing SEO, the other 80% is about soft skills like getting buy-in.

I always say that 20% of my job is actually doing the SEO, and 80% of communicating, getting buy-in, and moving the boulder so that [stakeholders] can succeed

Tom Critchlow

At Ahrefs, multiple team members have worked in these roles, so we’ve compiled a list of our top tips to help you get more buy-in for SEO projects.

Start by identifying all the key influencers and decision-makers within the organization. You can check out the company’s org chart to figure out who’s who and who calls the shots on projects that impact SEO.

The executive team will likely be at the top of your list. But, we recommend working your way up to getting buy-in from executives by first working cross-functionally with decision-makers in engineering, product, editorial, marketing, or web accessibility teams.

They can each help you implement small parts of SEO that together can be a sizable contribution to the overall SEO strategy. They can also support your requests for funding or initiatives you pitch to executives later on.

Advertisement

To build relationships with decision-makers in these teams, consider the following:

  • Who’s in charge of budgets and projects? → Learn what they’re working on and how you can help each other with specific projects.
  • What do they care about? → This is the “what’s in it for me” factor. Align your SEO recommendations and requests to these things.
  • How can they help implement your SEO recommendations? → Identify the 20% of SEO they can easily help with using current resources.

Here’s an example of what that might look like:

Who’s in charge? What do they care about? How can they help implement SEO?
Engineering Jane Doe, Head of Engineering Jane cares most about rolling out new features on time and minimizing bugs.  Jane’s team can resolve many high-priority technical SEO errors if she sees them as bugs.
Editorial Joe Blogs, Senior Editor  Joe cares most about publishing quality, brand-relevant content that leads to sales. Joe’s team can create or optimize SEO content with buying intent to maximize traffic on commercial queries.

Too often, SEOs lead with “I need X…” and end with “…for SEO”. Cue dramatic groans that echo company-wide.

Adapting your language and how you communicate is a minor action that can lead to big results in your mission to get buy-in for SEO. Communicating only what you need can often come across as an order and feels like extra work for someone else. Plus, it gives them no sense of why they should care or what’s in it for them.

Try this instead…

→ Highlight opportunities: “There’s an opportunity to do X that helps with your goal of Y”

Advertisement

→ Leverage FOMO: “If we don’t do X, you’ll miss out on Y”

→ When speaking to executives:I intend to achieve X by doing Y”

It also helps to give your project a fancy name. Every time you talk about the project, mention the name, repeat key facts, and highlight the most exciting opportunities the project opens up.

Repetition is gold as it helps non-technical stakeholders tie goals and results to an otherwise intangible initiative.

Advertisement

Most executives and department heads have no context for understanding SEO metrics like search volume, share of voice, or even organic traffic.

They don’t have an existing mental model to connect these numbers to. Therefore, when we start sharing SEO-specific numbers in meetings, many non-SEO stakeholders can’t easily approve specific actions or know how to make the right decisions—all because they can’t connect the numbers they’re already familiar with to the conversation about SEO.

Easy fix. Modify the metrics and actions you talk about to those that non-SEO stakeholders already understand.

For example, executives are likely churning over and obsessing about MBA-style metrics. CEOs think about things like revenue, market share, and profitability. Sales managers care about MQLs, SQLs, and so on.

Here are some examples of how to translate SEO lingo for non-SEO stakeholders. These are inspired by Tom Critchlow’s interview on Voices of Search.

Monthly traffic → Lifetime traffic value e.g., “By creating X content, we can get Y monthly traffic predict Y lifetime traffic value.” HINT: Multiply Ahrefs’ Traffic Value metric by 60 to get a 5-year estimate, a common timeframe for calculating lifetime metrics.

Advertisement
Example of Ahrefs' traffic value metric in Site Explorer dashboard.

Share of voice → market share e.g., “By doing X, our share of voice SEO market share has grown Y%. We’d like funds to do more of X.”

Traffic growth → revenue growth e.g., “We can grow organic traffic predict Y% revenue growth from SEO if we hit X traffic targets. These are the project milestones that will get us there…”

It depends → forecasts e.g., CEO asks “What’s it going to get us?”… “It depends. I made a model that forecasts approximately X% growth in Y months.”

It doesn’t matter what specific metrics are used in your organization. You can adapt SEO metrics to the ones everyone in the company is already thinking about. The main goal of doing this is to take SEO from being a mysterious “black box” activity to something measurable and relatable to non-SEO stakeholders.

How to demystify SEO for executives.How to demystify SEO for executives.

Devs and engineers are essential SEO allies within any organization. And while you can often skip the lengthy relationship-building phase and jump straight into tech fixes, how you frame your requests still matters.

Don’t be the kind of SEO that constantly gives them extra work “because it’s good for SEO.”

Instead, tie in your requests to what they care about. Fixing bugs is an easy approach to take here because devs already understand and care about these things for reasons unrelated to SEO.

Advertisement

Jackie Chu’s 2023 MozCon presentation outlined this brilliantly. A bug typically:

  • Delivers a confusing brand experience
  • Impacts customers (humans and bots)
  • Impacts other channels, like SEM

If pages can’t render, that’s a bug. If there are content differences between mobile and desktop, that’s a bug. Anything that needs improvement in Ahrefs’ Site Audit is, you guessed it, a bug.

That said, not all bugs are created equal. If you bother devs with a load of super minor or unimportant issues 24/7, they’ll learn to ignore you. So, make sure to prioritize and only ask for bug fixes that matter.

You can easily do this by filtering your Site Audit results by importance:

Ahrefs' Site Audit tool showcasing the ability to prioritize tech fixes.Ahrefs' Site Audit tool showcasing the ability to prioritize tech fixes.

Submit:

  • Errors as high-priority
  • Warnings as medium-priority
  • Notices as low-priority

You can also show your dev team how to interpret each issue listed and find the steps they can take to fix them by clicking on the “?” next to specific issues.

Example of a tip for how to fix hreflang issues in Ahrefs' Site Audit.Example of a tip for how to fix hreflang issues in Ahrefs' Site Audit.

Too many SEOs pitch projects without considering everything that’s needed to make them happen. You’re more likely to get buy-in if your pitch is specific and shows decision-makers the exact details around things like the project’s cost, resources required, and expected timelines.

For example, say you need 100 articles published within three months. Make sure you chat with your editorial and development teams first. See if they can fit this project in and what resources they need to make it happen.

Then, build those resources into your pitch:

Advertisement

→ Instead of: “I’d like to publish 100 articles on the blog within three months and estimate I’ll need $X per article”.

→ Try this: “To get 100 articles on the blog, which we estimate will contribute to $X in lifetime traffic value, we’ll need to hire a freelance writer and dedicate two development sprints to the project within the next three months. Jane from engineering and Joe from editorial are collaborating on this with me, and we estimate a cost of $Y.”

Need to convince the Jane’s and Joe’s in your organization to partner with you? No worries. Check out the next point.

SEO is chronically underfunded and underresourced… but so are most other teams. You can become an ally and help other teams get more resources because they’re helping implement your SEO strategy.

They get more of whatever they need (people, money, resources). You get their help with SEO tasks, and they get prioritized. Win-win for you and your new BFF.

Advertisement

You can get the ball rolling by pitching a small test or project that is easy for the other team to get on board with.

Avoid this → “I need 10 of the articles you’re working on each month to do X for SEO”.

Try this instead → “There’s an opportunity for us to do X, and it will allow you to meet Y KPIs. Can we run a small test (and build a case for the execs) so you can hire another writer to work on this project?”

Small tests are a great way to warm up a new contact within your organization, especially if there’s a clear benefit they’ll receive if the test works.

Test results are also very helpful when pitching to executives down the track. If you can demonstrate small-scale success in one area, it’s much easier to get funding for bigger projects that can piggyback on those early wins.

Even if the initial pitch is for another team to get funding, you’re getting your foot in the door for bigger projects. Plus, you’re essentially getting free SEO if you can leverage the other team’s resources for your benefit.

Advertisement

A good habit for every SEO to develop is to link everything to strategic objectives. We need to get better at pitching the strategic value that our projects deliver instead of the actual work we need to do.

No one cares about the hundreds of technical fixes we need to work on. But everyone cares about revenues dropping if we don’t get support for technical fixes that affect conversions (and SEO, of course, but they don’t need to know that).

Key note here: strategic objectives go beyond metrics. They include things like:

  • Entering international markets
  • Becoming the market leader
  • Expanding X division

You get the idea.

Here are the tactics we’ve found that help position SEO as strategically valuable.

Compare against competitors

This tactic has a very high success rate in our team’s experience. When ideating this blog post, Tim, Patrick, Chris, and Mateusz all cited great success with this approach, and my own experiences echo this.

Advertisement

It works for literally any SEO activity you’re pitching, especially if you’re in a fierce market with SEO-savvy competitors who are already doing the thing you’re recommending.

For example, you could try the following different pitch angles:

→ Closing the gap: “If we did X, we’d be able to close these gaps with our biggest competitor in Y months…”

→ Reverse engineering: “Our biggest competitor did X. If we dedicated Y resources, we could close the gap and outpace them within Z months.”

→ Becoming a pacesetter: “There’s a gap in the market and none of our competitors are leveraging it. X resources would allow us to take Y actions that give us a competitive edge and make it difficult for competitors to catch up.”

No matter your angle, an easy place to start is in Ahrefs’ Site Structure report. Here, you can see what strategies your competitors are using along with high-level performance metrics, like organic traffic and the number of referring domains that different website segments get.

Advertisement
Example of Ahrefs' site structure report.Example of Ahrefs' site structure report.

Compare against internal departments

Another great approach is to bring your pitch back to what’s going on in other areas of the organization.

This is a great tactic to benchmark the value of SEO in a way that is immediately apparent. It’s also a great way to get easy buy-in if your company’s strategic objectives focus on specific divisions or products.

Here are some pitching angles you can try:

→ Expanding a division: “We need X resources to help division A expand to the level of division B.”

→ Improving KPIs: “Product A has a high cost per acquisition. We were able to lower CPA by X% for product B using SEO. If we had access to Y resources, we could repeat these actions for product A.”

→ Learning from mistakes: “We learned lessons A, B, and C from a past product launch. If we had X resources, we could help launch the new product for division A without repeating past mistakes.”

Forecast opportunity costs

Opportunity costs are the lost benefits you experience when choosing an alternative option. When it comes to getting buy-in for SEO, it can help to show what the opportunity cost would be if decision-makers chose not to invest in SEO.

Advertisement

It’s super easy to do this using Ahrefs’ traffic value metric.

Example of Ahrefs' traffic value metric in Site Explorer dashboard.Example of Ahrefs' traffic value metric in Site Explorer dashboard.

This metric shows you how much you’d be spending on paid ads to get the same traffic you do through SEO. It has opportunity cost baked right into it!

You can use it in a few different ways. My favorite method is to look at a successful segment of the website and use its metrics to forecast potential success for a new segment you want to optimize or build-out.

For example, here you can see how the French segment of our site compares with the Spanish segment.

Comparing two website segments using Ahrefs' competitor comparison features.Comparing two website segments using Ahrefs' competitor comparison features.

Want to launch into a new international market? Use these metrics to build a case of what you’d be missing out on by not expanding.

Want to improve an underperforming segment of your site? Show that segment vs a segment that’s skyrocketing to your executive team.

My second favorite method is to use the Traffic Value metric to pit SEO against Google Ads or other marketing channels and showcase how SEO compounds over time and costs less in the long run.

Realistically, if there’s a marketing budget to be had, and it doesn’t go to SEO, these are the alternative channels it will likely go to. So, positioning SEO as a worthwhile channel to invest in can get you a bigger slice of the budget.

Advertisement

For instance, you could pitch something like, “Our forecasts show that we could reduce our cost per click to $X (traffic value / traffic) by investing Y resources into SEO instead of [another channel].”

If your website is fairly new or you don’t have existing successes to leverage, you can do both of the above by using a competitor’s website as a proxy until you start getting some results that you can use in future forecasts.

So, your pitch would be more like: “X competitor is saving up to $Y (traffic value) in Google ads costs by using SEO. We’re leaving money on the table by not investing in SEO.”

Key Takeaways

Good SEO is about giving people what they want. Getting buy-in is the same, just for a different audience.

The more you help others in your organization get what they want, you’ll also get what you want.

When it comes to collaborating with other departments, it comes down to helping them meet their KPIs because they’re working with you. It builds a positive relationship where they feel happy to help you out in the future and are more likely to prioritize SEO projects.

Advertisement

As for getting buy-in from executives, understanding where they spend most of their mental energy and aligning your projects to those things can go a long way.

If you’ve got any questions or cool tactics to share, reach out on X or LinkedIn any time!



Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

SEO

Websites Created With Google Business Profiles To Shut Down In March

Published

on

By

Websites Created With Google Business Profiles To Shut Down In March

Do you have a website created through Google Business Profiles for your local business?

If so, you must find an alternative website solution as Google plans to shut down websites created with Google Business Profiles in March.

Websites Created With Google Business Profiles Will Redirect Until June 10, 2024

A redirect will be put in place from your GBP website to your Google Business Profile until June 10, 2024.

“Websites made with Google Business Profiles are basic websites powered by the information on your Business Profile.

In March 2024, websites made with Google Business Profiles will be turned off and customers visiting your site will be redirected to your Business Profile instead.

The redirect will work until June 10, 2024.”

Advertisement

How To Find Out If You Have A Google Business Profile Website

To find out if your business has a website made with Google Business Profile, search for my business or your business name on Google. Once you find your Google Business Profile, edit your profile and check for your website in the contact section.

If you have a Google Business Profile site, it should say, “You have a website created with Google.”

Otherwise, it will allow you to add the link to your website.

Screenshot from Google, February 2024Websites Created With Google Business Profiles To Shut Down In March

Choosing An Alternative Website Builders For Small Businesses

Google suggests Wix, Squarespace, GoDaddy, Google Sites, Shopify for ecommerce, Durable, Weebly, Strikingly, and WordPress as alternative website builders to create a new website or ad landing page to replace the Google Business Profiles site.

While some, like WordPress, offer a free website builder with generative AI features, its users’ content may reportedly be sold to OpenAI and Midjourney as training data unless they opt out.

Regarding Core Web Vitals, WordPress, Wix, and Squarespace showed the most improvements in performance.

It’s also worth noting that while Google Deepmind used a Google Sites website to introduce Genie, its new AI model, Google Sites may not be best for SEO.

Advertisement

Updating Ad Campaigns

If you have a Google Ads campaign that links to a website created with Google Business Profiles, the ad campaign will also stop running on March 1, 2024, until the website link is updated.

There’s still time to update your business website to ensure visitors are not sent to a 404 error page after June 10, 2024. If you haven’t chosen a new website builder or hosting service, review the reviews to find the most reliable, affordable, and optimized solution for your business.

Featured image: Vladimka production/Shutterstock

Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

SEO

How We Built A Strong $10 Million Agency: A Proven Framework

Published

on

By

How We Built A Strong $10 Million Agency: A Proven Framework

Building a successful agency can be a daunting task in today’s ever-evolving space. Do you know the secrets to succeeding with yours?

Watch this informative, on-demand webinar, where link building expert Jon Ball reveals the closely guarded secrets that have propelled Page One Power to become a highly successful $10 million agency.

You’ll learn:

  • The foundational principles on which to build your business to succeed.
  • The importance of delegation, market positioning, and staffing.
  • More proven lessons learned from 14 years of experience.

With Jon, we’ll provide you with actionable insights that you can use to take your business to the next level, using foundational principles that have contributed to Page One Power’s success.

If you’re looking to establish yourself as a successful entrepreneur or grow your agency in the constantly evolving world of SEO, this webinar is for you.

Learn the secrets of establishing a thriving agency in an increasingly competitive SEO space.

Advertisement

View the slides below or check out the full webinar for all the details.

Join Us For Our Next Webinar!

How An Enterprise Digital PR Firm Earns 100’s Of Links In 30 Days

Join us as we explore how to scale the very time-consuming and complicated process of earning links from digital PR, with proven case studies showing how you can earn hundreds of links in 30 days.

Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

Trending

Follow by Email
RSS