B2B SaaS / SEO Case Study
SaaS SEO:Deciding Which Searches Are Worth Winning
An ongoing SEO engagement with a B2B software company, focused less on finding more keywords and more on matching real customer demand to what the product actually does.
Covered by a non-disclosure agreement. The client, its product category and all confidential data are withheld.
- Industry
- B2B SaaS
- My role
- SEO Consultant
- Focus
- Search Intent, Page Strategy, Commercial Relevance
- Status
- Ongoing · Under NDA
About the Project
This is an ongoing engagement with a B2B SaaS company. I'm responsible for its SEO: deciding which searches to pursue, how the product's pages should meet them and how search visitors find their way to evaluating the software.
The client is protected by a non-disclosure agreement, so I'm not naming the company, its product category or any of its data. What follows is how I've approached the work.
The hardest part of SaaS SEO isn't finding more keywords.It's deciding which searches are genuinely worth winning for the product.
The Problem
Software companies describe their products from the inside. Buyers search from the outside. The commercial risk sits in the gap between the two, so I started with three questions.
Do the product's words match the customer's?
Product teams name features from the inside. Buyers search for the problem they want solved. A page can rank well for the product’s own terminology and still miss the searches that bring in customers.
Does each page have a job of its own?
Feature, use-case and integration pages often describe the same capability from slightly different angles. When their jobs aren’t distinct, they compete for the same searches and leave the visitor unsure where to go next.
Does the traffic reach the product?
Informational content can grow steadily while contributing almost nothing to trials or demos. On a traffic report that looks like progress. Commercially, it may not be.
- Product capabilitiesWhat the software genuinely does, and for whom
- Customer search intentThe problem, in the buyer’s own words
- Relevant pagesOne page with a clear job for each need
- Product evaluationA natural route to a trial or a demo
Every search worth winning has to hold together across all four. Most of the problems sit where one link breaks.
How I Approached It
I began with the product, not the keyword tools.
Before looking at search volumes, I worked out what the software does well, who uses it and which problems it can credibly solve. That became the filter for everything else: a search only counts as an opportunity if the product is a genuine answer to it. Volume decides how much an opportunity is worth, not whether it is one.
Leaving high-volume searches alone
Some broad searches were tempting on volume alone, but the people making them weren’t looking for software like this. I deprioritised them. Ranking for them would have added visits without adding buyers, and made the reporting look better than the business was doing.
Improve, consolidate or create
For each group of overlapping feature, use-case and integration pages, I asked which search need each one served. A page with a distinct job was improved. Two pages answering the same need were consolidated. A new page was only justified where a real need had no answer on the site.
Designing the step after the click
A relevant visitor still needs somewhere to go. For each priority page I looked at what a buyer would want to know before trying the product, and whether the route to a trial or demo was obvious without pushing every reader towards it.
Where Things Stand
The engagement is ongoing, and the work so far has been as much about deciding what not to do as about publishing. The client's data is confidential, so I'm not sharing figures.
More pages and more traffic are easy to produce. Search visitors who land on the right page with a real reason to try the product take judgement, and that is where most of my time on this project goes.