Strong B2B Enterprise SaaS SEO Strategies for You To Try
B2B enterprise SaaS companies often manage an SEO strategy for hundreds or thousands of web pages. Basic SEO tactics, such as landing pages, rarely boost content rankings. Sometimes, you need expert help.
Here are seven effective enterprise SEO strategies to invest in if you want to get reliable results:
- Generate quality leads with content.
- Improve website architecture and UX.
- Create a sales funnel for marketing.
- Study the buyer’s journey and search intent.
- Use branded keywords in SEO.
- Nurture leads and keep customers.
- Divide and conquer with ABM.
There is a lot to discuss, so get ready to take notes.
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Seven B2B Enterprise SaaS SEO Strategies for Great Results
A B2B SaaS enterprise website has exponentially more pages than, say, a local business due to the number of products, services, or locations it serves as a whole. Given that, adapting it into a typical digital marketing strategy is a complex problem for which most marketers are unprepared.
Enterprise SEO tools help boost visibility, but only when you use them with strong SEO strategies. Generative AI tools, for instance, help with content, keywords, and social media strategies. Below are seven B2B enterprise SEO plans that greatly benefit your SaaS company.
1. Use Content to Generate High-Quality Leads
An enterprise SaaS company offers a vital service for business owners, but that does not mean leads or clients are easy to get. Investing in software is a major decision that affects how a business operates. For that reason, converting leads in this industry requires even more effort.
A content strategy, whether blogs or videos, gives a strong start to B2B enterprise SEO, and also helps your company climb search results. Content is adaptable in many formats to fit your preferred marketing strategy or platform. It also functions as a general-purpose lead magnet.
Grammarly’s ads are a prime example of combining enterprise SEO and PR strategies to reach more people online. They depict practical (if not imaginative) scenarios where a client business would benefit from using its product. Their motto, “Communicate with confidence,” mirrors SEO.
Monday.com is another SaaS company that utilizes high-quality, shareable content as a means of lead generation. Like Grammarly, they script video ads to show how well they address client concerns and what they do to support their success. They know how to engage through content.
2. Upgrade Your Website’s Architecture and UX
A major issue that enterprise SEO resolves is site structure, which is a fancy name for your website’s architecture. How you design your website (e.g., the hierarchy of pages) has massive implications for the user experience (UX), affecting your ability to attract and convert prospects.
The last thing people want to find when visiting a website is a hedge maze that wastes their time. When that happens, your bounce rate skyrockets, and your website drops in ranking. Anything that hurts UX harms your website and marketing prospects.
Imagine yourself as the customer of your SaaS company, spending over an hour trying to locate the correct page to help you troubleshoot an issue. A conspicuous lack of contact information or method is bad SEO. Despite this, many SaaS companies willingly mold their websites around this flawed navigation method.
Top enterprise SEO experts emphasize the need to build your website for smooth navigation. All pages of critical importance to customers should be visible and readily accessible. Otherwise, it discourages them from engaging any further with your company, hurting SEO in the long term.
3. Build a Sales Funnel to Guide Your Marketing
Another core enterprise SEO strategy to apply is creating a sales funnel to chart how you turn leads into customers. To develop an SEO plan that works, visualize your plan to draw people and how you intend to apply it.
Start enterprise SEO with buyer’s personas that highlight the primary concerns and conditions of your ideal customers. In addition, establish a lead scoring system to determine where a prospect is along your sales funnel. This allows you to tailor your strategy to their interest levels.
With your landing pages and lead magnets in place, you can also automate collecting lead information through forms. Moreover, marketing tools, such as HubSpot, provide further automation support for lead scoring and sending marketing emails.
Finding an enterprise SEO partner who is well-versed in applying tools, such as HubSpot, to revenue generation strategies gives your SaaS company’s reach a healthy boost as well. This is an excellent way to explore and integrate new channels to attract and convert leads for your B2B company.
4. Study the Buyer’s Journey and Search Intent
The buyer’s journey parallels the sales funnel. Here, your main concern is to understand what and how your target market thinks. The primary output is content or strategies to match your target market’s interests and draw their full attention.
The key difference between the sales funnel and the buyer’s journey is that the former focuses on what you want to achieve and how you reach your goals. On the other hand, the latter refers to how prospects move throughout your sales funnel, which depends on their interests.
As such, the buyer’s journey calls for a more dynamic and adaptive approach to enterprise SEO because customer behaviors are always influx. Another core concept in the buyer’s journey is search intent, which is the primary purpose driving a prospect’s online search behavior.
For example, the keyword “photo editing software” signals that the searcher wants to learn more about that product. “Best photo editing tools” show that the searcher wants to see options. Alternatively, “editing software price” indicates that a decision to purchase is forthcoming.
5. Add Branded Keywords to Your SEO Strategy
Though not central to it, cohesive branding plays a major role in fantastic enterprise SEO. Using branded keywords is one method to achieve strong and consistent branding. It pushes you to align your marketing efforts under a unique theme, which builds familiarity with your audience.
Branded keywords make it easier to discover the constituent parts of your enterprise without the need to mix and match broad search terms. You can also create branded keywords for any of the products or services that your enterprise provides (e.g., a WordPress blog, YouTube Shorts, and more).
For instance, Photoshop is such a unique and distinct branded keyword that it more or less functions as the generic term for photo editing software. PDF is yet another term that is closely associated with the Adobe brand.
A negative example of this is Twitter’s rebrand as X because it is nearly impossible to use X as a branded marketing tool. It is too generic. Even when called X, its mentions still reference its old name (e.g., formerly Twitter) because X is too vague to override the familiarity of Twitter.
6. Nurture Leads and Retain Existing Customers
Being a B2B business, a SaaS enterprise requires a strong SEO strategy for nurturing its leads and retaining its clients. One approach to this is to integrate marketing emails into your broader SEO plans. By adding backlinks to landing pages or content pages, you effectively boost SEO.
Additionally, post links on other digital channels to improve SEO and strengthen customer engagement on those platforms. Popular social networking apps, such as LinkedIn, are excellent gateways to direct potential clients to your enterprise website using lead magnets and paid ads.
SEO does not stop at conversion, though. Enterprises have to invest in marketing for long-term results. Keeping your brand active online with regular content, whether on your website or social media, ensures that it stays in the public’s consciousness and remains in sight of your target market.
The many B2B SaaS enterprise ads on YouTube attest to how vital fresh and engaging content is for SEO success. Publishing guides on better utilizing your SaaS products also helps build customer relationships by enhancing customer service and client UX.
7. Divide and Conquer Using the ABM Approach
The account-based marketing (ABM) model is the perfect partner for B2B enterprise SEO. At its most basic, ABM emphasizes the need to segment your target market (similar to how you would plot a sales funnel or buyer’s journey). Without making this distinction, the strategy is ineffective.
ABM teaches you to further optimize strategies based on the effort required to convert a target account, as some prospects are more critical of potential SaaS partners than others. This is a notable feature of most SaaS marketing strategies following enterprise SEO best practices.
Squarespace, for example, has a strong presence as a sponsor for plenty of YouTube content creators. They use it to pitch their services to entrepreneurs in a relevant and engaging manner. Squarespace also produces video content designed to target and attract specific businesses.
Grammarly does this exceptionally well, too, through similarly creative ad content built to reach prospects in different accounts. In one ad, they have video ads that present their product as a general-purpose tool. In another, they show how Grammarly improves office communications.
Summing Up
An enterprise has to be prepared to handle the full scale of its website with SEO, part of which is prioritizing simple navigation. Adapting better approaches to content, such as creating a sales funnel, mapping the buyer’s journey, or utilizing ABM goes a long way toward improving reach.
Leveraging your brand in search results is another smart tactic to stand out in search results as well as boost SEO in general. Lastly, customer retention should have a dedicated strategy to ensure that no SEO effort goes to waste. SEO success depends on how well you know your target market.
Need help assembling a strong enterprise SEO strategy for your B2B SaaS company? Contact Digital Authority Partners (DAP) to learn how we can help.
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