The final frontier for most marketers engaged in an SEO effort is link building. It tends to be the most misunderstood and difficult part of SEO to do effectively. SaaS SEO is no different in regards to how difficult it can be and how effective it is for SEO. However, there are unique strategies SaaS companies can employ to effectively build links.
Although links have taken a step down as the single-greatest ranking factor in Google over the past 20+ years, it still remains second after user engagement.
This means good content on a well-built website platform isn’t all you need to consistently rank well for various keywords. Can you rank with only content on a good platform? Yes. Is it easy to do for all keywords and consistently? No. In fact, if your content were stacked against a competitor’s content of equal length and user engagement, the question of who ranks better would come down to links.
Think about the nature of a link, the real value from the linking source is the location the link is pointing toward. When it comes to getting links for your SaaS company website, your biggest concern should be building relevant content that provides value in a way that someone would conceivably link to your page to provide a resource for an article they’re writing.
In most cases, we employ PR tactics by working with writers who are producing content at other sites and that are telling stories needing support from outside. We don’t use a shotgun approach for our content pitches. We pick our publishers carefully and approach directly with a very short and simple ask for them to provide our content as a resource. Often, the more effort put into the content production (providing value), the more publishers are willing to use it as a resource.
There are other link building strategies that SaaS companies can employ in order to achieve links outside of the typical PR approach. Some of them include:
The blog serves as the most authoritative, informational and independently valuable portion of your site that is worthy of a link. Sales content tends to not carry as much value outside of convincing users to buy your product. Getting links to your blog is easier and this is why we stress integrating your blog deeply with your main site. The more interlinked your blog is with your site’s sell pages (pricing, features, demo signup, etc.), the better these pages will rank when links are built to the blog articles.
In a competitive niche where a lot of sites are producing good content on your particular topic, you’re going to have to put extra effort into building links on top of your good content in order to get the content to rank. With a good PR and link building strategy, you’re bound to see your efforts pay off in the search rankings.