Keywords form the foundation of SEO strategy for SaaS companies. But how do you choose the most important, searchable keywords and use them effectively? Not all keywords are equally relevant to your business goals. Some keywords may drive traffic that doesn’t go to your most important pages. Others may attract low levels of traffic or visitors who aren’t interested in buying your product. Even if you choose the right keywords, if you don’t put them in the right place on your website, they won’t attract traffic.
To use keywords effectively, you need to know how to pick the right search terms as well as how to use them correctly. Here are five key tips to help you choose the most important, searchable keywords for your SaaS SEO strategy.
The keywords you select should correspond to the content on the most important pages on your site. Your SEO should directly or indirectly drive traffic to pages that promote sales conversions, which means your keyword strategy needs to focus on content relevant to pages that serve this purpose. If your SEO is driving traffic to the wrong pages on your site, you could be spending a lot of time and money without getting corresponding revenue results. For example, driving huge amounts of traffic to your privacy page won’t be particularly helpful for sales performance.
What types of pages matter for SEO results? First and foremost, focus on the structural pages that form the backbone of your site. This typically includes your homepage and pages that are one or two clicks away from your homepage. Examples of structural pages include:
In general, prioritize pages that are directly linked to your main navigation menu or your footer navigation or are one click away from these directly linked pages. Give other select pages on your site secondary SEO priority after making sure your structural pages are optimized.
Once you know which pages you’re trying to promote, you can begin using keyword research tools to find keywords that fit the content of your selected pages. Keyword tools such as Ahrefs and SEMRush provide you with powerful ways to come up with important searchable terms.
To start the keyword research process, you can enter a general topical idea and see which search terms your tool generates. To expand on this, you can study which terms your top competitors are ranking on for pages similar to yours. You can also find out which terms your own site is already ranking on.
After generating a list of terms, you can narrow it down by using some key criteria to decide which terms to focus on first. Volume and competition are two of the most important criteria to consider.
You can rank terms by search volume in order to prioritize the ones that generate the most traffic. You should balance this against an analysis of which terms are most competitive. Competitive terms can be highly valuable, but also tend to require more work to grab the top rank from rival websites. If you notice a keyword niche with relatively high volume but low competition, this represents an opportunity for you to gain an edge in search rankings. In some cases, an overlooked term with low volume and low competition may also have high potential.
Using these techniques will allow you to quickly identify some good keyword search terms. Aim to identify one to three strong search terms you can use for each of your selected structural pages.
When doing keyword research, beware of the temptation to impose your preconceptions on the SEO marketplace. Good SEO is driven by data rather than assumptions, and the results of your research may surprise you. While some of your assumptions may be accurate, in many cases, you’ll find that a term you thought would generate high volume actually isn’t attracting much interest. In other cases, you’ll discover that a term you expected to be of low interest actually enjoys high popularity.
Whatever the results of your research, go with the data rather than your expectations. When you rely on the data discovered by your research tools, you can make decisions based on objective facts and hard numbers. This boosts the odds in your favor and gives you an advantage over other websites where the webmaster may be going by their intuition instead of doing their homework.
When developing SEO campaigns to target search terms, limit yourself to a manageable number of terms per page. Many sites make the mistake of trying to rank each page on a long list of terms. This can lead to keyword stuffing, which makes your content sound artificial, and may draw penalties from search engines. Additionally, you have a limited amount of time and money for developing and distributing content, so it’s not feasible to target every possible term at once.
Instead, limit yourself to one to three priority terms per page. If you build relevant content showcasing these terms, you will get better results for your most important keywords, and you will naturally begin to rank on related terms as well.
Once you know which keywords you’re going to target, it’s important to place them strategically on your pages in order to maximize your results. The most important SEO spot on a given page is your title tag. Other priority spots include:
The jury’s still out on what SEO effect meta descriptions have. According to Google’s official statements, meta descriptions don’t directly impact how algorithms determine your rankings. However, since they affect what human users of Google see in index results, they can influence whether or not users click through to your site, which can indirectly influence your SEO results.
In addition to using these priority spots for your priority keywords, you can feel free to sprinkle relevant secondary search terms throughout your page in an organic, rather than an artificial way. This will help you rank on additional terms beyond your top keywords.
Selecting the most important, searchable keywords is a first step towards optimizing your search engine marketing and boosting your software sales. SimpleTiger specializes in helping SaaS companies increase their organic traffic and get better results from their SEO. Schedule a discovery call to talk to one of our SEO experts about how we can help you optimize your keywords and maximize your organic traffic.