Challenges of in-house SEO for SaaS companies — Michael Farr // Paylocity
- Part 1 Challenges of in-house SEO for SaaS companies — Michael Farr // Paylocity
- Part 2Scaling SEO content with AI — Michael Farr // Paylocity
Show Notes
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02:14The differences between SaaS SEO and other verticalsIn comparison to eCommerce, there are fewer opportunities to rank for a lot of your product keywords above review sites. On the contrary, in-house SaaS SEO is content-driven, aimed at dominating the thought space of a particular industry.
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04:22How to approach SaaS SEOThe key is determining what questions prospects are asking and the problems they're experiencing that your product can solve. By publishing content around those areas, you can expose your brand to prospects through many different queries.
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06:40Keyword research tactics for SaaS SEO contentIdentify future customer pain points through tools like Semrush, online forums, and your sales reps. Amplify successful strategies for immediate gains and explore new spaces to ensure your SEO content addresses prospects' needs.
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09:08Challenges for SEOs in SaaSIts difficult to demonstrate the return on investment when it comes to ranking content that doesn't directly drive conversions. The key is agreeing on clear metrics and definitions of success with executives to justify SEO efforts and demonstrate return on investment.
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11:15SaaS SEO and the challenges of measuring customer acquisition costPaylocitys approach involves SEM and SEO teams sharing goals and working together to balance out costs. Ultimately, once theyre hitting their CAC goals as a marketing team, theyre not concerned about the granularities of each channel.
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13:08Overcoming resource challenges in Saas SEOWhether dealing with tech or content, the common hurdle is acquiring resources and buy-in. As SEOs, we must convince stakeholders that working with us is mutually beneficial, and showcase the success of SEO-driven content to gain leadership support.
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17:12SaaS SEO and the importance of building cross departmental relationshipsBalancing priorities between SEO and other teams can pose challenges in aligning messaging. However, establishing cross-departmental relationships and adopting a marketer's perspective with an SEO focus fosters collaboration and understanding across teams.
Quotes
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"When you're coming into a company that hasn't done a lot of SEO before, evaluate what's working already and get those early wins. That will get the momentum required to push into new spaces your company hasn't yet explored." - Michael Farr
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"Look at online forums and talk to your sales reps. They're talking with customers every day, and they know the pain points. Figure out what those pain points are, and address it with your SEO content." - Michael Farr
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"It's harder to show that return on investment when you're not able to directly rank product pages. Which means you have to be more intentional about getting on the same page with your leaders about metrics and success." - Michael Farr
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"The challenge every SEO needs to solve is, how do I convince people to work with me, and that working with me is going to benefit them as well?" - Michael Farr
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"It's crucial to develop cross-department relationships as you develop as an SEO manager. If you can think of yourself more as a marketer with the SEO focus, it is going to win a lot of goodwill with people." - Michael Farr
- Part 1 Challenges of in-house SEO for SaaS companies — Michael Farr // Paylocity
- Part 2Scaling SEO content with AI — Michael Farr // Paylocity
Up Next:
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Part 1Challenges of in-house SEO for SaaS companies — Michael Farr // Paylocity
Michael Farr, Senior SEO Manager at Paylocity, delves into in-house SEO and AI for SEO content. Unlike eCommerce and other verticals, SaaS SEO differs vastly when it comes to product page experience. In addition to how difficult it is to beat review sites like G2, in-house SaaS SEO is extremely content-driven, making it a challenge to convince your stakeholders of the value of investing in top-of-funnel content. Today, Michael discusses the challenges of in-house SEO for SaaS companies.
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Part 2Scaling SEO content with AI — Michael Farr // Paylocity
Michael Farr, Senior SEO Manager at Paylocity, delves into in-house SEO and AI for SEO content. When generative AI first emerged, executives were fearful of being outpaced by competitors able to produce more content than their companies. However, as SEOs, we must set the right expectations to ensure we leverage AI content strategically for long-term success and not short-term wins. Today, Michael discusses scaling SEO content with AI.
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