SEO for SaaS companies — Alexander Rehnborg // GetResponse

Alexander Rehnborg, Head of SEO at GetResponse, talks about SEO for SaaS companies. When it comes to SaaS companies, the first business model is producing software for one business area while the second is the all-in-one route where more features and integrations are added. But, regardless of the business model, SaaS companies need to have a solid search engine presence, and that’s where SaaS SEO comes into play. Today, Alexander discusses SEO for SaaS companies.
About the speaker

Alexander Rehnborg

GetResponse

- GetResponse

Alexander is Head of SEO at GetResponse

Show Notes

  • 01:55
    How SaaS SEO differs from traditional SEO
    In terms of SaaS, branding plays an integral role in your SEO strategy. Essentially, the SEO goals of the company should align with the companys business goals.
  • 03:09
    Using search as a tool for branding
    Create branded content around the companys mission, vision, and values to build customer trust. Content about the product, terms of service, etc are important for reputation management and gaining customer trust.
  • 04:20
    Producing the right content to drive search volume
    Product content should describe the product and its features. Help content should enable users to understand how the software works, and branded content should provide company information such as the companys mission statement.
  • 05:20
    The normal marketing mix for a SaaS company
    SEO is a dominant channel and is used along with paid search. Direct traffic is also a big channel for SaaS companies.
  • 06:09
    Reasons for the changes in product content
    Product content has moved away from just being sales-based to being a mixture of sales and instructional content. So, rather than just sales content, people want to see what the product can do for them.
  • 08:18
    Challenges with producing the right volume of content on a specific product
    Its not a case where the volume of queries is the challenge. Whats really important is the ability to differentiate your content from your competitors by creating content to sufficiently really answer all the queries.
  • 09:35
    How marketers and SEOs should approach SEO strategies for SaaS companies
    The role of an SEO in a SaaS company is to monitor competitors, support customer retention through help content, and to engage in brand building. Its also important to do outreach on platforms channels your business is discussed.

Quotes

  • "You can drive traffic all day via organic search. But, if there's no trust for the brand, you won't convert them to leads and signups." -Alexander Rehnborg, Head of SEO, GetResponse

  • "Many people would say that direct traffic is the dark hole or unattributed traffic. But, many people in the SaaS industry would say that that's branded traffic." -Alexander Rehnborg, Head of SEO, GetResponse

  • "People no longer want to interact with only sales content. They want to look beyond the sales jargon and see what the product can do for them." -Alexander Rehnborg, Head of SEO, GetResponse

  • "The modern product content needs to look more at describing how you will actually succeed using our software." -Alexander Rehnborg, Head of SEO, GetResponse

  • "Today, there are two ways of running a business model for SaaS. One is to produce software for a single business area. Two, you add more features and start to build integrations." -Alexander Rehnborg, Head of SEO, GetResponse

  • "The volume of queries is not the challenge, but actually differentiating the content compared to your competitors. And that's something that a lot of people struggle with today." -Alexander Rehnborg, Head of SEO, GetResponse

  • "The role of an SEO in a SaaS company is larger than the immediate KPIs of sales goals." -Alexander Rehnborg, Head of SEO, GetResponse

  • "Customer retention, which is a form of sales, is a cheaper way to turn revenue today, especially in these times." -Alexander Rehnborg, Head of SEO, GetResponse

  • "You're an agent of change, as well as a salesperson, when you're doing SEO and SaaS." -Alexander Rehnborg, Head of SEO, GetResponse

About the speaker

Alexander Rehnborg

GetResponse

- GetResponse

Alexander is Head of SEO at GetResponse

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