What Do SEO Agencies Do for SaaS Businesses?
SEO agencies specializing in SaaS (Software as a Service) companies help drive organic growth by improving search engine visibility, increasing sign-ups, and enhancing brand authority.
Unlike traditional SEO, SaaS SEO focuses on long-term lead generation, user acquisition, and retention through a strategic mix of technical optimization, content marketing, and data-driven decision-making. Here’s a detailed look at what SEO agencies do for SaaS businesses.
Related readings:
What services does an SEO agency provide?
An SEO agency performs search engine optimization (SEO) as a service. Typically, SEO agencies will use a combination of on-page, off-page, and technical optimizations to improve a website’s visibility, traffic, and revenue from organic search results.
1. Leverage SaaS SEO Levers
SEO for SaaS businesses requires a completely different understanding, overarching philosophy, and approach that aligns with the product and overall business goals.
At Exalt Growth, SaaS SEO strategy defines top-down how a business leverages its competitive advantages to solve its core challenges through SEO. It outlines the differentiated approach the business takes to executing specific SEO tactics to overcome these challenges.
- Product-led SEO to strategize ways to leverage product for growth
- Transactional SEO to reach adjacent solutions, use cases, and jobs to be done
To illustrate our approach in action, we've created case studies showcasing how we have 10x Dovetail's organic growth and grown Cascade from Seed to $29USD Million Series A through Product-Led SEO.
2. Conduct Comprehensive SaaS SEO Audits
An SEO agency starts with a deep audit of a SaaS website, analyzing:
- Technical performance (site speed, mobile optimization, crawlability)
- On-page SEO (meta tags, headers, keyword usage, UX/UI improvements)
- Backlink profile (authority and credibility of referring domains)
- Competitive landscape (benchmarking against SaaS competitors)
- Conversion rate optimization (CRO) (how well the site converts visitors into users)
This audit helps pinpoint weaknesses and opportunities to refine an SEO strategy tailored to SaaS growth.
3. Keyword Research and Strategy for SaaS
SEO agencies conduct in-depth keyword research to target high-intent search terms that drive SaaS conversions. This includes:
- Top-of-funnel (ToFu) keywords for awareness-stage blog content (e.g., “What is project management software?”)
- Middle-of-funnel (MoFu) keywords for solution-aware users (e.g., “best project management tools for teams”)
- Bottom-of-funnel (BoFu) keywords for high-conversion pages (e.g., “Trello vs Asana comparison” or “Monday.com pricing”)
- Branded vs. non-branded searches to capture existing demand and expand reach
- Feature-specific keywords that highlight SaaS functionalities (e.g., “AI-powered CRM software”)
4. On-Page Optimization for SaaS Websites
SaaS companies need optimized website structures that drive conversions. SEO agencies refine:
- Landing pages with keyword-rich, persuasive copy
- Product pages optimized for search intent and feature-specific queries
- Blog content that ranks for industry-related terms
- Internal linking to enhance site navigation and SEO authority
- Technical elements like meta tags, alt text, and URL structure
5. Off-Page SEO and Link Building for SaaS
Authority and credibility are critical for SaaS companies to stand out in competitive markets. SEO agencies:
- Build high-quality backlinks from industry-relevant publications and SaaS directories
- Leverage digital PR and guest posting to earn mentions on authoritative websites
- Monitor brand reputation by managing online reviews and social proof
- Encourage partnerships and co-marketing opportunities for link-building synergy
6. Programmatic and Technical SEO for SaaS Platforms
SaaS websites often involve complex architectures, dynamic content, and multi-domain strategies. SEO agencies address:
- Site speed optimization to reduce bounce rates and improve UX
- Schema markup implementation to enhance rich results on search engines
- Mobile responsiveness to ensure a seamless cross-device experience
- Core Web Vitals improvements to meet Google’s performance benchmarks
- Managing subdomains vs. subdirectories for SaaS knowledge bases, blogs, and international sites
7. Content Marketing and Thought Leadership
SEO agencies help SaaS companies build credibility through strategic content marketing. This includes:
- Educational blog posts to address industry pain points and generate organic traffic
- SEO-driven pillar pages and topic clusters for comprehensive coverage of SaaS-related topics
- Case studies and success stories to showcase real-world use cases
- Product-led content integrating SaaS features into valuable insights
- Webinars, whitepapers, and reports to position the company as an industry thought leader
8. Local SEO for SaaS (If Applicable)
For SaaS companies with physical offices or regional services, local SEO can help drive targeted traffic. This includes:
- Google Business Profile optimization for brand visibility
- Building local citations on industry-relevant directories
- Targeting location-based keywords if the SaaS serves specific markets
9. Data-Driven Performance Tracking and Reporting
SEO for SaaS isn’t just about rankings—it’s about growth metrics that align with business goals. Agencies track:
- Organic traffic growth to measure visibility improvements
- User engagement metrics (bounce rate, time on page, pages per session)
- Lead and trial sign-ups driven by organic search
- Keyword rankings and search visibility
- Customer acquisition cost (CAC) from SEO efforts
Regular reporting helps SaaS companies make data-backed decisions for continuous improvement.
10. Staying Ahead of Google Algorithm Changes
SEO is constantly evolving, and SaaS companies need adaptable strategies. Agencies:
- Monitor Google algorithm updates and adjust tactics accordingly
- Keep up with AI advancements in search (e.g., Google’s Search Generative Experience)
- Conduct competitor analysis to identify emerging opportunities
Why SaaS Companies Need a Specialized SEO Agency
Unlike e-commerce or local businesses, SaaS SEO requires a unique approach that aligns with:
- Longer sales cycles and complex buyer journeys
- Freemium and trial-based acquisition models
- Scalability in international markets
- Highly competitive industry landscapes
A dedicated SaaS SEO agency helps companies build predictable, scalable, and sustainable organic growth strategies that drive customer acquisition and retention.
Conclusion
SEO agencies play a crucial role in helping SaaS businesses achieve long-term growth through technical improvements, high-value content, and data-driven optimization.
Investing in a specialized SaaS SEO strategy is not just about rankings, it’s about building a sustainable pipeline of high-quality leads, reducing customer acquisition costs, and staying ahead in a competitive industry.
FAQs
Is hiring an SEO agency worth it?
SEO can provide a great ROI if you want to generate more traffic to your site and drive conversions. If you're interested in hiring an SEO agency, first validate SEO as an acquisition channel for your SaaS and make sure you have the budget to execute.
How much does it cost to hire an SEO agency?
Hiring an experienced SEO freelancer or agency by the hour typically costs anywhere between $50-$250 USD per hour. Cost for projects or ongoing retainers can vary dramatically depending on your SaaS and strategy. For a good agency expect to pay at least $5,000 USD a month.
Interesting Reddit thread on how SEO agencies do their work
Is SEO worth it?
Validating SEO as a viable channel involves assessing how well it aligns with the business model, product, and core challenges. By asking targeted questions about SEO’s potential impact on business objectives, SaaS companies can determine if SEO is worth it for them to drive predictable, scalable growth.
