SEO doesn’t work the same for every business. If you’re a SaaS founder or marketer, you already know that. The journey from a search to a signup is long. And the wrong SEO strategy can burn your time and budget without results. So, if you’re planning to bring in an SEO partner, don’t just look at rankings and traffic promises. There’s more to it. A lot more.
Table of Contents
- They must understand SAAS growth models.
- Ask about their bottom-of-funnel strategy
- Check how they handle feature-focused keywords
- They should prioritize scalable content systems
- Understand their technical SEO capabilities.
- Review Their Internal Linking Approach
- See if they build content around use cases
- Conclusion
They must understand SAAS growth models.
Let’s start with the big one. SEO for SaaS is different. You’re not trying to sell a product one time. You’re building recurring revenue. A good SaaS SEO partner understands that. They should speak your language, including MRR, churn rate, CAC, trial-to-paid, and all of it.
If they treat your business like a blog or e-commerce site, it’s a red flag. SEO has to fit into your bigger growth model. Do not work in isolation or focus only on volume.
Ask about their bottom-of-funnel strategy
Most SEO agencies focus on the top. Traffic, impressions, and sometimes leads. However, for SaaS, the real gold is at the bottom. You need signups. Booked demos. Activated trials. That’s where the revenue is.
This is where a lot of partners miss the mark. They stop at awareness. Before you sign with anyone, ask how they plan to move people from blog to product. What type of content will help people convert, not just click?
This is also where a solid SaaS SEO service shows its worth.
Check how they handle feature-focused keywords
SaaS buyers often search for specific features. Such as “CRM with email automation” or “analytics dashboard for mobile apps.” These aren’t broad topics. They’re tied to clear intent. But they’re harder to rank for, and most agencies avoid them.
A good partner knows how to turn features into keywords people actually search for. They won’t stop at “what is [product category]” articles. They’ll go deep into what your product does and how it fits into a real use case. That’s where the high-converting traffic lives.
They should prioritize scalable content systems
You don’t want a one-off strategy. You want something that grows with you. A proper SEO partner will help you build a system. That means repeatable processes. Clear templates. Keyword clusters. Smart workflows that make scaling simple.
This way, your team or even your agency can keep publishing without starting from scratch each time. SaaS SEO is a long game. A good system makes it sustainable. It saves you from producing random, disconnected content every month.
Understand their technical SEO capabilities.
SaaS sites are often more complex than they look. Think about your pricing pages, signup flows, feature sections, and blog subdomains. All of that can confuse search engines if not handled properly. Especially when pages are generated dynamically or structured in non-standard ways.
If your SEO partner ignores technical SEO, you’re risking slow indexing, crawl issues, or wasted link equity. Ask if they’ve worked with complex SaaS websites before. See if they can audit technical health and fix deeper issues, not just update a few meta tags.
Review Their Internal Linking Approach
Internal linking is underrated, especially in SaaS. It’s not about stuffing links all over the page. It’s about flow. How does a user go from learning what a product is to understanding how it solves their problem to signing up?
Your content should guide them naturally. Ask the agency how they approach this. If their idea of linking is just adding keywords here and there, they’re missing the point. You want someone who can build journeys, not just pages.
See if they build content around use cases
Use cases matter more than you think. People often don’t search for “tools” or “platforms.” They search for solutions. Stuff like “how to manage remote teams” or “ways to automate invoice follow-up.” These are perfect opportunities to talk about your product, naturally.
However, it only works when content is built around real use cases, not just features or generic industry terms. If your partner isn’t asking about your customer’s problems, they can’t write content that actually helps solve them.
Conclusion
Hiring a SaaS SEO partner isn’t about picking someone who knows SEO. It’s about picking someone who understands your kind of business. Someone who can tie content to growth. Someone who sees the full picture, not just one metric.
Take your time. Ask better questions. Look for proof beyond case studies and traffic graphs. The right partner won’t just bring you visitors. They’ll bring you customers.
Andrej Fedek is the creator and the one-person owner of two blogs: InterCool Studio and CareersMomentum. As an experienced marketer, he is driven by turning leads into customers with White Hat SEO techniques. Besides being a boss, he is a real team player with a great sense of equality.