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I work with software companies in very different areas: invoicing, sports events, smart cities, engineering. The products have nothing in common, but the SEO problems repeat. These are the seven I see most often.
1. Writing for people who already know the product
The homepage says “all-in-one platform to optimise workflows”. People searching on Google type “invoicing software for restaurants” or “how to manage race registrations”. Pages have to use the customer’s words, not the product team’s.
2. No use-case pages
One page per sector, customer type or problem the product solves. That’s where the buying-intent searches are, and most SaaS sites only have one generic features page.
3. A blog that leads nowhere
Articles on broad topics bring visitors who will never buy. Content that works answers the questions of people who have the problem your product solves, and links to the right product pages.
4. Avoiding comparison pages
People close to a decision search “X vs Y” and “X alternatives”. Without these pages, the comparison is made by a competitor or a review site, on their terms.
5. Forgetting other languages
Many European SaaS companies sell abroad with a machine-translated English site, or only one language. Each market needs its own keyword research and correct hreflang.
6. Letting the app and the site share a domain without control
Login, sign-up, help and app pages end up indexed and competing with marketing pages. A well-defined robots.txt and sitemap prevent that.
7. Ignoring AI answers
For B2B software, ChatGPT and Perplexity are already part of vendor research. Someone asking “which invoicing software do you recommend for a small business?” gets three or four names. More on that in what is GEO.
Where to start
If you have to choose, start with use-case pages and comparisons. They are closest to the sale and the most often missing. Then adjust the blog to support them.
Run a SaaS and want to know which of these apply to your site? I’ll tell you on a free call.
FAQ
Does SEO work for B2B SaaS with low search volumes?
Yes. Niche searches have very high buying intent. Ten of the right visits are worth more than a thousand from a generic article.
SEO or paid ads?
They work best together. Ads bring immediate results; SEO lowers the cost per customer over time.
Who should write SaaS content?
Someone who understands SEO and talks to the product and sales teams. I can write the articles and pages or train your team to do it.
