When it comes to search engine optimisation, the homepage tends to be probably the most problematic asset on a typical SaaS web site.

For many early-stage SaaS manufacturers, the web site consists of the homepage and maybe a handful of supporting pages that don’t provide a lot in the best way of search engine optimisation worth.

But even the extra established SaaS corporations — these with bigger websites and plenty of pages to drive their search visibility — wrestle to make good use of their homepage.

How are you able to optimize your SaaS firm’s homepage? Here are some concepts to drive rankings, site visitors, and conversions to new enterprise.

Why is Homepage search engine optimisation So Challenging for SaaS Brands, Specifically?

Let’s face it, homepage search engine optimisation is complicated for nearly everybody. Whether it’s a SaaS firm, a native firm, or one other enterprise sort, you’ll discover many in every vertical who wrestle to make good use of this actual property from an search engine optimisation perspective.

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At the identical time, the homepage can also be the one asset nearly each enterprise cares about probably the most.

It’s usually the first landing page, whatever the site visitors supply. Because of that, it’s additionally that one asset that the majority usually:

  • Welcomes guests.
  • Makes a first impression in regards to the model.
  • Describes what the corporate does (or a minimum of hints at it and suggests the place else somebody might be taught extra about it).
  • Explains what worth the corporate gives and what units the corporate and its merchandise aside within the market.
  • Points guests to the place they’ll discover the data they’re searching for (each by means of the navigation and any inner hyperlinks you place there).

As Yoast explained the standard strategy to homepage search engine optimisation:

“One goal that I really feel a homepage doesn’t have, and that’s rating for key phrases aside from your online business identify or model.”

That’s true for many manufacturers. But I’d argue that the SaaS market (and what goes with it, SaaS advertising and marketing) is totally different from different industries.

What’s Different About SaaS?

Many early-stage manufacturers don’t have some other business belongings (and even the flexibility to create extra, at that).

For many SaaS corporations, the homepage performs a business function and may be their solely business web page.

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Example:

An instance of a SaaS web site the place inner pages carry little business worth.

 

 

Then, there’s the problem of model recognition.

Everyone’s heard of Asana. Drift. HubSpot.

Those corporations can use fancy taglines of their meta title tag and get away with it. They know that persons are searching for their model anyway.

As for different key phrases, these corporations have hundreds of pages to goal these phrases.

(Having stated that, Hubspot nonetheless optimizes their homepage for product classes.)

But while you’re a comparatively new SaaS firm attempting to carve a area for your self within the business – while you’re attempting to beat extra established rivals and centered on kick-starting development –  relying on somebody looking Google your identify and getting to the homepage (keep in mind, the one web page on the location) isn’t going to get you far.

So, what are your choices?

The Role of a Homepage in SaaS search engine optimisation Strategy

The significance of your homepage goes far past the truth that you don’t have any different pages to optimize (but).

The clearer you’re in explaining what your product does, what class it falls into, and what worth customers get from it, the better it will likely be for the search engine to set up how to rank you within the search outcomes.

When you’re simply getting began in SaaS, the homepage will appeal to most if not all natural hyperlinks.

Whatever mentions, media references or different PR your product acquires will probably hyperlink to your homepage.

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Your preliminary link building strategies – visitor posting, digital PR, podcast appearances, or submitting the location to SaaS directories – will greater than probably additionally goal the homepage.

As different websites hyperlink to your homepage, they cross alongside PageRank which may then be distributed round your web site to assist particular pages get discovered by Google.

Smart internal linking will enable you cross the good thing about that PageRank you’ve gathered on the homepage onto new pages as you develop them.

What Keywords to Use to Optimize a SaaS Homepage, Then?

There are three forms of key phrases to concentrate on. The first is clear however to discover the proper phrases for the others, you have to to do a little bit of keyword research.

1. Your Brand

Despite the necessity to concentrate on different phrases, it’s nonetheless a good concept to embrace brand-related phrases on the homepage.

At a minimal, embrace the corporate or the product identify within the homepage’s title tag, usually on the finish of the tag.

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This manner, you make sure that the principle focus of the tag is in your main goal key phrases.

Example:

meta title on a SaaS homepage.

In most instances, you’ll naturally sprinkle the model throughout the web page, too. You’ll point out it within the meta description, maybe embrace it in the principle subheading, underneath the tagline, in alt textual content for a picture or two, and elsewhere within the physique copy (in opinions or testimonials, for instance) because it naturally happens.

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2. Product Category (If the Intent Is Right)

This is the place you start to place your homepage (and the model) for phrases that may drive beneficial business site visitors.

Product category-related key phrases describe the first class that greatest defines your product.

These aren’t the key phrases that may outline the mission’s attributes or performance however extra normal seed phrases that inform a consumer what the product is and aren’t associated to your model in any manner.

These are sometimes the phrases you utilize to describe the product to shoppers, buyers, or varied stakeholders — Enterprise Resource Planning software program, CMS and ecommerce, communications platform, and many others.

These are the phrases you’ll discover salespeople referencing these of their emails, gross sales supplies, and so forth.

Where to Include the Product Category-Related Keyword? 

As that is the first key phrase you’ll be concentrating on, apply it to each web page:

  • In meta tags.
  • In the web page’s H1 tag.
  • In the web page’s physique content’s opening.
  • In alt tags, and many others.

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An Exception: When the Keyword Has a Different User Intent Than the Homepage

There may be conditions the place the consumer intent for a product category-related phrase is totally different than what you’ll be able to goal with the homepage.

Even although the phrase may appear to have a business intent at first, upon inspection, you might notice it ranks for a complete number of intents.

Take the key phrase phrase [small business CRM]. The key phrase appears ideally suited to use on a software program product’s homepage.

But have a look at the SERP. Those listings embrace principally informational content:

  • Most of the top-ranking pages are listicles presenting collections of CRM software program options.
  • None of these pages are product homepages.
  • There is just one precise CRM software program area rating, and even that’s not a business web page.

SERP example.

Ranking a homepage can be fairly tough to inconceivable to obtain, particularly for a lesser-known SaaS model.

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You have two choices right here:

  1. Compromise and determine a totally different product category-related key phrase (or a minimum of one that’s shut sufficient to the product class.) Create a separate web page to goal the unique key phrase you meant with content related to its intent.
  2. Focus solely on the model. I personally consider that’s an excessive amount of of a compromise for an early-stage startup.

3. Keywords Relating to the Product’s Core Offerings

We’ve lined positioning on your model and the product class.

But what about these different phrases that describe your product? What about key phrases that relate to the product’s options or performance?

These phrases aren’t your main key phrases however there may be a manner to weave them in.

What’s extra, you should utilize the homepage to help particular pages you would possibly create for these key phrases.

Here’s how:

Include a listing of your product’s performance. You most probably have it on the web page already in some form or kind.

Homepage example.

Then, hyperlink every of these sections to a related touchdown web page. 

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Ideally, you’ll use the extra key phrase within the hyperlink’s anchor textual content to enhance relevance. You’ll obtain three goals this manner:

  • You’ll enhance the topical relevance of the homepage. Google and different engines like google will higher perceive what your product does and what phrases can be related to your area.
  • You’ll be aiding guests find any content that’s related to their wants.
  • And lastly, you’ll be strengthening the web page authority of these extra belongings you’ve created to rank for key phrases associated to the product’s options or performance.

Your SaaS model’s homepage is greater than a touchdown web page for branded queries and direct visits.

Make certain you perceive the way it can impression your natural search rankings for several types of queries now and in future —and make good use of these alternatives.

More Resources:

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Image Credits:

All screenshots taken by writer, March 2021



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