Building a robust SEO content plan for SaaS businesses
- Part 1 Building a robust SEO content plan for SaaS businesses
- Part 2Futureproofing your SEO content strategy
Show Notes
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00:21Building a Robust SEO Content Plan for a SaaS BusinessExplains the unique challenges of creating an SEO content plan for a SaaS business, emphasizing the long-term nature of SaaS products and the need for addressing multiple touchpoints throughout the buyer journey.
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05:25Leveraging Sales Insights for Content StrategyDiscusses the benefits of using sales call recordings to identify common questions and topics that can inform content creation, such as integration questions and pricing inquiries.
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17:32Challenges in Creating a Content Plan for a SaaS BusinessIdentifies the challenge of addressing multiple personas and delivering content that speaks to each stage of their buyer journey, noting the difficulty in using keyword research tools to identify low-volume keywords.
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22:06Impact of Generative AI on SEO StrategyEmphasizes the need for brand SEO to land in those drop-down boxes and the importance of building topical authority and association with the brand.
Quotes
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“The biggest difference between SaaS and other businesses in terms of content strategy and the SEO [...] is that SAS is often bought for a long term period.” - Sofia Ingen Tyson
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“SAS is something that you invest in with the intention to keep using that software for a long time. And I think that actually shaped the buyer journey quite a lot.” - Sofia Ingen Tyson
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“Software can, for some people, and especially in some industries, be quite boring.” - Sofia Ingen Tyson
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“One of the unique points about SaaS is that you do have the privilege of having all of those calls that your sales team makes.” - Sofia Ingen Tyson
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“There's just so much that we don't know right now, which makes it, especially from the UK, incredibly difficult to predict what this can look like in the future. But I think it presents us with something we should have been facing anyway, which is the SERPs are continuously changing.” - Sofia Ingen Tyson
- Part 1 Building a robust SEO content plan for SaaS businesses
- Part 2Futureproofing your SEO content strategy
Up Next:
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Part 1Building a robust SEO content plan for SaaS businesses
Sophia Inga Tyson, Senior Content Manager at Truro, discusses building a robust SEO content plan for a SaaS business. She emphasizes the importance of addressing multiple touchpoints throughout the buyer journey, creating granular content, and leveraging sales call data to inform content strategy. Sofia highlights the need for long-form guides and the significance of topical authority, even for low-intent, high-volume keywords. She also addresses the challenge of catering to multiple personas and the impact of generative AI on SEO, suggesting a focus on long-tail keywords and brand SEO. The conversation underscores the importance of interconnected content and data-driven prioritization.
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Part 2Futureproofing your SEO content strategy
Sophia Tyson, Senior Content Manager at Truro, discusses future-proofing SEO content strategies. She emphasizes the importance of educated guesswork due to information volatility and the need for internal communication to demystify AI impacts. Sophia highlights the significance of diversifying and de-risking content strategies by focusing on longer-tail keywords and maintaining high-performing pages. She also stresses the value of content that adds unique value beyond SEO, involving different teams for insights, and avoiding AI-generated content without quality control. Sophia's approach is rooted in transparency, collaboration, and creating genuinely helpful content that stands out from generic information.
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