How Three Different Enterprise SaaS Content Strategies Work
A new article on Search Engine Journal reports that building out different types of content can be a powerful SEO strategy for SaaS companies. See who does it successfully.
SaaS is a fantastic niche that allows for a lot of creativity and testing when it comes to content creation in SEO. This is because of how different user journeys can be. In ecommerce, for example, a user will research then make a purchase. But in SaaS, the person doing the research may then need to pass it on to other internal stakeholders to make the purchase or final decision. This is why building out different content repositories can be powerful. Three of the more powerful types of content repositories I've experienced working with a number of SaaS companies over the years don't involve "the blog." These are:
Consumers in the SaaS space, while searching with solution lead queries will also use "versus" and "alternative" queries to find service providers who may not necessarily rank highly for the marquee product phrases. This broadens the competitive landscape outside of just who is ranking page one for the typical target phrases. These are worthwhile doing, using "business intelligence" combined with metrics like search volume to prioritize which comparison pages should be generated. The focus here isn't to generate high volumes of traffic, as anyone searching brand X versus brand Y will have some level of marketplace education and may likely be close to conversion.
Gitlab's Comparison Repository
Gitlab has a large comparison repository that at the time of writing consists of 123 pages and ranks for 3,024 keywords, generating an estimated 11,000 sessions a month (Semrush US). This is a powerful content hub, as Gitlab has a product offering that has a large overlap with a number of other providers.
Notions' Comparison Pages
Notion has taken a different approach to comparison content by singling out two of its main competitors - Evernote & Confluence - with specific comparison pages linked to from the site footer. These pages capitalize on the market knowledge, generated through general marketing and reputation, with the Evernote comparison page ranking for 208 keywords and the Confluence page ranking for 82 keywords.
Educational Content Repositories
Providing a single "value proposition" or looking at the search intent of keywords in a linear fashion can be difficult. As-A-Service organizations tend to have varying customer bases with varying levels of need, buying power, and technical capabilities (and knowledge) around the product, as well as a narrow-view approach to optimizing for organic users. In terms of a traditional SEO view, it creates a lot of good content including a number of target keywords and their variations.
SaaS is a fantastic niche that allows for a lot of creativity and testing when it comes to content creation in SEO. This is because of how different user journeys can be. In ecommerce, for example, a user will research then make a purchase. But in SaaS, the person doing the research may then need to pass it on to other internal stakeholders to make the purchase or final decision. This is why building out different content repositories can be powerful. Three of the more powerful types of content repositories I've experienced working with a number of SaaS companies over the years don't involve "the blog." These are:
- Educational content.
- Comparison content.
- Support content.
- Comparison Content Repositories
Consumers in the SaaS space, while searching with solution lead queries will also use "versus" and "alternative" queries to find service providers who may not necessarily rank highly for the marquee product phrases. This broadens the competitive landscape outside of just who is ranking page one for the typical target phrases. These are worthwhile doing, using "business intelligence" combined with metrics like search volume to prioritize which comparison pages should be generated. The focus here isn't to generate high volumes of traffic, as anyone searching brand X versus brand Y will have some level of marketplace education and may likely be close to conversion.
Gitlab's Comparison Repository
Gitlab has a large comparison repository that at the time of writing consists of 123 pages and ranks for 3,024 keywords, generating an estimated 11,000 sessions a month (Semrush US). This is a powerful content hub, as Gitlab has a product offering that has a large overlap with a number of other providers.
Notions' Comparison Pages
Notion has taken a different approach to comparison content by singling out two of its main competitors - Evernote & Confluence - with specific comparison pages linked to from the site footer. These pages capitalize on the market knowledge, generated through general marketing and reputation, with the Evernote comparison page ranking for 208 keywords and the Confluence page ranking for 82 keywords.
Educational Content Repositories
Providing a single "value proposition" or looking at the search intent of keywords in a linear fashion can be difficult. As-A-Service organizations tend to have varying customer bases with varying levels of need, buying power, and technical capabilities (and knowledge) around the product, as well as a narrow-view approach to optimizing for organic users. In terms of a traditional SEO view, it creates a lot of good content including a number of target keywords and their variations.
