SaaS homepage SEO: keywords, links, etc.

Starter SaaS websites typically consist of the homepage and perhaps a handful of support pages – none of which offer SEO value.

A good SaaS landing page will drive conversions and improve your business as a whole. But how do you optimize yours?

In this article, you’ll learn about SaaS homepage SEO challenges, the role your homepage plays in SEO, and the different keywords to consider when optimizing a SaaS landing page. SaaS home.

Why is homepage SEO so difficult for SaaS brands, in particular?

Let’s face it, homepage SEO is confusing for almost everyone.

Whether it’s a SaaS business, local business, or some other type of business, you’ll find plenty in every vertical that are struggling to make good use of that real estate from a of referencing.

At the same time, the homepage is also the asset that almost every business cares about the most.

This is often the main landing page, regardless of the traffic source. As a result, it is also this asset that most often:

  • Welcome visitors.
  • Gives a first impression on the brand.
  • Describes what the company does (or at least alludes to it and suggests where someone might learn more about it).
  • Explains what value the company provides and what sets the company and its products apart in the marketplace.
  • Tells visitors where they can find the information they’re looking for (both through the navigation and the internal links you place there).

As yeast Explain The typical approach to homepage SEO:

“Only one purpose I feel a homepage doesn’t, and that’s ranking for keywords other than your business name or brand.

This is true for most brands. But I would say that the SaaS market (and what goes with it, SaaS marketing) is different from other industries.

How is SaaS different?

Many early-stage brands have no other business assets (or even the ability to create more).

For many SaaS companies, the homepage plays a business role and may be their only business page.


An example of a SaaS site where internal pages have little commercial value. Screenshot by author, April 2021

Then there is the question of brand recognition.

Everyone has heard of Asana. Derivative. HubSpot.

These companies can use fancy taglines in their meta title tag and get away with it. They know people are looking for their brand anyway.

As for other keywords, these companies have thousands of pages to target those phrases.

(That said, Hubspot still optimizes its homepage for product categories.)

But, when you’re a relatively new SaaS company trying to carve out a place for yourself in the industry – when you’re trying to beat more established competitors and are focused on starting growth – count on someone looking for your name on Google and gets to the homepage (remember, the only page on the site) won’t get you far.

So what are your options?

The Role of a Landing Page in SaaS SEO Strategy

The importance of your homepage goes far beyond the fact that you don’t (yet) have any other pages to optimize.

The more clearly you explain what your product does, what category it falls into, and what value users get from it, the easier it will be for the search engine to work out how to rank you in search results.

When you’re new to SaaS, the homepage will attract most if not all organic links.

Whatever endorsements, media references, or other public relations your product has acquired will likely link to your homepage.

Your initial link building strategies — guest posting, digital PR, podcast appearances, or submitting the site to SaaS directories — will most likely target the homepage as well.

When other sites link to your homepage, they pass PageRank which can then be distributed across your site to help Google find specific pages.

Clever internal linking will help you transfer the benefits of that PageRank you’ve gathered on the homepage to new pages as you develop them.

What keywords to use to optimize a SaaS landing page, then?

There are three types of keywords to focus on.

The first is obvious, but to find the right phrases for the others, you’ll need to do a bit of keyword research.

1. Your brand

Despite the need to focus on other terms, it’s always a good idea to include brand-related terms on the homepage.

At a minimum, include the company or product name in the home page title tag, usually at the end of the tag.

This way you ensure that the tag focuses primarily on your main target keywords.


meta title on a SaaS landing page. Screenshot by author, April 2021

In most cases, you naturally sprinkle the mark on the page as well.

You’ll mention it in the meta description, maybe include it in the main subtitle, below the tagline, in the alt text for an image or two, and elsewhere in the body of the text (in reviews or testimonials, for example) as naturally occurs.

2. Product category (if the intention is good)

This is where you start positioning your homepage (and brand) for phrases that can drive valuable business traffic.

Product category keywords describe the main category that best defines your product.

It’s not the keywords that could define attributes or features of the project, but more general seed phrases that tell a user what the product is and are in no way related to your brand.

These are often the phrases you use to describe the product to customers, investors or various stakeholders – enterprise resource planning software, CMS and e-commerce, communication platform, etc.

These are the terms sellers refer to in their emails, sales materials, etc.

Where to include the keyword related to the product category?

As this is the main keyword you will be targeting, use it on every page:

  • In meta tags.
  • In the H1 tag of the page.
  • In the opening of the body content of the page.
  • In alt tags etc.

One exception: when the keyword has a different user intent than the homepage

There may be situations where the user intent for a phrase related to a product category is different from what you can target with the landing page.

Even though the phrase may appear to have a commercial intent at first, upon inspection you may realize that it ranks for a whole variety of intents.

Take the key phrase [small business CRM]. The keyword seems ideal to use on the landing page of a software product.

But look at the SERP. These lists mainly include informational content:

  • Most of the top-ranking pages are listings featuring collections of CRM software solutions.
  • None of these pages are product landing pages.
  • There is only one real CRM software domain ranking, and even that is not a business page.
SERP example.Screenshot by author, April 2021

Ranking a landing page would be quite difficult, if not impossible, to achieve, especially for a lesser-known SaaS brand.

You have two options here:

  1. Compromise and identify another keyword related to a product category (or at least one close enough to the product category). Create a separate page to target the original keyword you wanted with content relevant to its intent.
  2. Focus only on the brand. Personally, I think that’s too much of a compromise for a start-up startup.

3. Keywords relating to the main offers of the product

We’ve covered positioning your brand and product category.

But what about those other phrases that describe your product? What about keywords related to product features or functionality?

These phrases are not your main keywords, but there is a way to incorporate them.

Additionally, you can use the homepage to support specific pages you might create for those keywords.

Here’s how:

Include a list of your products Feature. You probably already have it on the page in some form.

Example of home page. Screenshot by author, April 2021

Then, link each of those sections to a relevant landing page.

Ideally, you will use the additional keyword in the link’s anchor text to increase relevance. You will achieve three goals:

  • You will increase the thematic relevance of the home page. Google and other search engines will better understand what your product does and what phrases would be relevant to your field.
  • You will help visitors find any content relevant to their needs.
  • And finally, you will build the page authority of those additional resources you have created to rank for keywords related to product features or functionality.

Final Thoughts

The ultimate conclusion is that your homepage should include the most relevant keywords and keyword phrases related to your business.

Whether or not you plan to optimize for the organic channel, it’s important that you understand that search engines will pick up on these keywords and the different ways consumers will try to find your product.

So don’t overlook the basics!

More resources:

Feature image: Andrey Suslov/Shutterstock

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