Local SEO for SaaS companies: Full Guide
1. Optimize Your Homepage for Primary SaaS Keywords
Your homepage should target a clear, high-intent keyword that describes your core software solution.
Example: A London-based CRM company uses “Cloud CRM Software for Small Businesses” as its H1 and title tag.
Example: A Paris-based invoicing app targets “Online Invoicing Software for Freelancers.”
2. Create SEO-Focused Landing Pages for Each Use Case
Build pages that speak to specific industries, roles, or use cases your SaaS serves.
Example: A cybersecurity SaaS in Amsterdam has pages like “Endpoint Protection for Remote Teams” and “Security Software for Startups.”
Example: A Chicago-based project management tool targets “Project Management for Marketing Teams.”
3. Target Problem-Aware Keywords with Blog Content
Create blog posts that answer questions or address problems your software solves.
Example: A scheduling SaaS in Manchester publishes “How to Stop Clients from Missing Appointments.”
Example: A U.S. accounting platform writes “Why Freelancers Struggle with Invoicing – And How to Fix It.”
4. Include Clear CTAs and Lead Magnets on SEO Pages
Drive conversions from traffic by including gated content, trials, or demos.
Example: A Berlin-based SaaS offers a downloadable “GDPR Compliance Checklist” on their data management landing page.
Example: A London payroll SaaS adds “Start Free Trial – No Credit Card Needed” CTAs across every use case page.
5. Implement SaaS-Specific Schema Markup
Use structured data for software applications, reviews, pricing, and FAQs.
Example: A subscription analytics platform in Dublin uses “SoftwareApplication” schema to show pricing and feature sets in SERPs.
Example: A London HR tool uses FAQ schema to display helpful snippets like “How does our timesheet system work?”
6. Optimize for Branded and Non-Branded Keywords
Don’t just rank for your company name—target problem-solving terms too.
Example: “Best employee onboarding software” or “alternative to [competitor brand]”
Example: A CRM in Leeds ranks for “best CRM for real estate agents.”
7. Build Backlinks Through Guest Posts and SaaS Directories
Earn backlinks from SaaS-related blogs, directories, and comparison platforms.
Example: A productivity SaaS in Barcelona gets listed on G2, Capterra, and SaaSworthy.
Example: A U.S.-based email platform writes guest content for Zapier and SaaSWeekly.
8. Improve Core Web Vitals and Site Speed
Page experience directly impacts rankings—especially for tech-savvy SaaS audiences.
Example: A productivity app in London reduces script load times and optimizes SVG animations for faster speed.
Example: A startup in Frankfurt migrates to Cloudflare for improved global load balancing.
9. Use Long-Tail Keywords for Niche Use Cases
Capture more specific, lower-competition searches tied to niche verticals.
Example: “HR software for construction companies” or “email marketing for law firms”
Example: A UK billing app targets “invoicing software for architects in the UK.”
10. Create a Comparison Page Targeting Competitor Terms
Comparison pages can rank well and redirect competitor-search traffic to your product.
Example: “Trello vs Flowtask: Which Is Better for Remote Teams?”
Example: A SaaS in Edinburgh builds “QuickBooks vs. FinanceFox – 2024 Comparison.”
11. Add Case Studies With Targeted Industry Keywords
Showcasing client results helps with conversion and can boost industry-specific rankings.
Example: “How a Law Firm in Brussels Improved Retention with Our CRM”
Example: “London-based Marketing Agency Boosts Productivity by 46% with Our SaaS”
12. Set Up Google Search Console and Monitor Search Queries
Track which search terms are driving clicks and optimize pages accordingly.
Example: A Rome-based SaaS finds they rank for “freelancer proposal template” and expands that into a landing page.
Example: A fintech SaaS in London discovers most traffic comes from “invoice automation tools.”
13. Add a Dedicated Features Page for SEO
Rather than listing all features on the homepage, create a page per feature.
Example: “Automatic Time Tracking” – targeting users searching for that exact functionality.
Example: “Recurring Invoicing” page ranks for long-tail SaaS comparison queries.
14. Build Topic Clusters Around Core Keywords
Create a pillar page supported by related content to boost authority on a topic.
Example: A Zurich-based SaaS has a main page on “Subscription Analytics” supported by blogs like “How to Reduce Churn” and “Best Metrics for SaaS CFOs.”
Example: A CRM company builds a content hub on “Customer Retention Strategies.”
15. Translate Content to Reach European Markets
Offer language-specific versions of your site for multilingual SEO.
Example: A Dutch HR SaaS has French, German, and Spanish pages optimized for local searches.
Example: A London-based time tracking tool translates their blog for German and Polish users.
16. Build Trust With Review Aggregator Widgets
Use tools like G2 or Capterra widgets to add third-party credibility directly on your site.
Example: A fintech SaaS in Berlin displays “4.7 stars on G2 – based on 142 reviews.”
Example: A SaaS in London embeds a Capterra badge on its homepage.
17. Submit to SaaS Product Directories
Add your product to high-traffic platforms to build links and awareness.
Example: Capterra, SaaSGenius, GetApp, G2, AppSumo
Example: BetaList and Product Hunt for early-stage launches
18. Create Videos and Optimize for YouTube SEO
Target YouTube searches for your industry with tutorials, demos, and webinars.
Example: “How to Build an Email Campaign with FlowSender”
Example: “Best GDPR Tools for EU SaaS Compliance (2024)”
19. Use Analytics to Connect SEO to Leads and Signups
Track how organic search impacts trials, demos, and paid signups using GA4 and attribution tools.
Example: A CRM in Bristol uses Segment + GA4 to attribute 63% of demo bookings to organic blog content.
Example: A customer support platform in Boston uses UTM parameters to monitor trial conversions from SEO landing pages.
Local SEO For SaaS companies: FAQ
What are the best SEO services for SaaS companies?
The best SEO services for SaaS include keyword research, technical SEO, content strategy, backlink building, comparison pages, international SEO (if targeting EU), structured data, and performance tracking. SaaS SEO should focus on driving trials, signups, and demos.
What should I look for in an SEO expert for SaaS?
Look for someone who understands SaaS business models, long sales cycles, and conversion tracking. They should know how to balance technical optimization with high-value content and know how to track qualified leads—not just traffic.
How do I choose the right SEO agency for a SaaS startup?
Choose an agency with proven SaaS experience, especially if they’ve scaled startups. Ask for SaaS-specific case studies, check if they understand your sales funnel, and make sure they report on leads, not just rankings. Bonus if they understand product-led growth.
Should I hire an in-house SEO or work with an agency for my SaaS company?
If you’re early-stage, an agency gives you immediate firepower and strategy. Once you scale, in-house can give you faster iteration and alignment with product/marketing teams. Many growing SaaS companies use a hybrid: agency for strategy + in-house for execution.
What makes local SEO important for SaaS companies?
If your SaaS serves clients in specific regions (e.g. EU, UK, or US), local SEO helps you connect with searchers in those markets. It’s especially useful for targeting language-specific or regulatory-specific users (like GDPR compliance in Europe).
How long does it take for SEO to work for SaaS?
You might see small gains in 2–3 months, but major growth typically takes 6–9 months. For new domains, allow up to a year. SaaS SEO is a long-term game focused on compounding traffic, inbound leads, and product visibility.
Can SEO reduce my SaaS company’s paid ad spend?
Yes. As your organic traffic grows, you can reduce dependency on PPC for non-branded searches. Many SaaS brands start by using paid ads to test keywords, then build out organic content once those convert.
What KPIs should SaaS companies track for SEO?
Track organic traffic, conversions (trials, demos, signups), lead quality, bounce rate, and keyword rankings. For freemium models, also monitor activation and retention rates of SEO-driven users.
Should my SaaS have separate SEO landing pages for each feature?
Yes. Pages focused on individual features help rank for feature-specific searches and drive more targeted traffic. Each page should include use cases, CTAs, and clear product benefits.
How can SEO support product-led growth?
SEO feeds PLG by attracting users at the top of the funnel who are already searching for problems your product solves. If you pair content with a freemium offer or demo, you let them experience value without friction.