The phrase ‘content is king’ is thrown around a lot these days, but content without context is meaningless. Not only is more content not better, but having a sheer amount of low quality content can actually be a detriment to your website, both from an SEO perspective and from a user experience perspective. Not only will Google not rank this low effort content, but it will also turn off users who may be looking to your content resources for actual information. As a result of this, any good SEO SaaS strategy needs to actually focus on creating quality content that is created for both users and search engines, and not just for the sake of having content.
This is, of course, easier said than done. Having a well-defined content strategy is necessary to create a roadmap for you to communicate with your target audience. This target audience is likely looking for content when they go to Google, and content should help them solve their problems and act as a bridge between the users and your SaaS solution.
While content can be direct and sales-y, this is not necessarily the type of content that ranks the best on Google outside of niche or long-tail keywords. Instead, SaaS companies should focus on creating informational SEO content that is specifically focused on the development of long-term brand authority. While both types of content are useful, and you can often rank content that is more direct as well, creating informational is the key to unlocking ranking potential and building authority both with users and with search engines.
A lot of this not just comes down to the quality of the content itself but also how it is structured. The content needs to be organized in such a way that both search engines and users can easily parse through it for the relevant information. This included keyword-specific headings and subheadings, as well as chapter-specific headings for longer form pieces of content such as guides. Google uses user experience metrics such as dwell time and bounce rate to determine the relevance of a piece of content to a target keyword, so you want to make sure that the content is structured in such a way to be enticing to users. You also need to make sure that you have a content production plan in place to regularly identify target keywords and have the bandwidth to write authoritatively on those topics.
The content strategy and production process is one that is essential for SaaS companies. Not only is quality content one of the best ways to rank on Google, but it is also one of the best ways to engage with users and convert them to using your SaaS offerings. Building content is all about building trust, and the goals of SEO and user experience do not have to be antithetical. In fact, a good SEO SaaS content strategy will pay off in dividends and will help your SaaS company reach buyer personas and diverse array of users that you would have never thought would look to adopt your SaaS solutions.