Offer

SEO for startups

MRR, ARPU, LTV, Churn – to metryki, którymi każdy startup posługuje się na co dzień. My również. Wyspecjalizowaliśmy się w działaniach SEO dla firm oferujących swój produkt w modelu SaaS. Dzięki dobremu rozumieniu Twojego modelu biznesowego jesteśmy dla Ciebie dobrym partnerem.

  • For startups

Why is it worth it to invest in SEO for Saas?

  • Acquisition costs in Google Ads, FB Ads and other advertising systems increase over time. With well-conducted SEO activities, CAC decreases over time
  • You only acquire customers from paid channels when you have a budget. In SEO, what you develop stays with you for a long time. Even if you don’t have cash at the moment, you can still attract customers!
  • The traffic potential in the SEO channel is several times higher than in paid channels
  • Thanks to SEO, you can reach customers at various stages of the Customer Journey, thanks to which SEO supports your other marketing channels

 

Examples from around the world

Global SaaS businesses have long recognized this potential – some of them have even built their power on SEO. Below are some examples.

  • HubSpot.com – the website is visited 34 million times a month, and 13.6 million visits (39.4%) come from SEO
  • Unbounce.com – the website is visited 1.05 million times a month, and 327,000 visits (31.5%) come from SEO
  • Livechat.com – this Polish SaaS is visited 2.1 million times a month, and 1.45 million visits (69%) come from SEO

If livechat.com has a CR (conversion rate) of 0.04% with SEO, it converts 58,000 trials per month with SEO, and with a trial-to-customer CR of 7%, it converts 4,060 clients per month with SEO. With an ARPU of 130 PLN, this means as much as 527,000 PLN of new MRR per month!

The above data is a simple estimation, but it shows how much more powerful a business can be when utilizing a well-thought-out SEO strategy!

 

Customer Journey in SEO

SEO brings two main benefits to SaaS:

  • Understanding personas
  • Understanding the problems they face

 

Thanks to this knowledge, you can reach them at every stage of the Customer Journey.

Customers can be at different stages of the path of purchase – let’s analyze them, once again, on the example of LiveChat.

  • They don’t have a defined problem, but they’re looking for content related to your product. They type, for example, “customer service” into the search engine. These are people who may need the product in the future
  • They have a defined problem, but they don’t know how to solve it. They type, for example, “how to improve communication with the customer” or “how to measure satisfaction with customer service” into the search engine. This is the awareness phase
  • They know their problem and are looking for a product like yours. They type, for example, “livechat for the website”, “what livechat for the website” into the search engine. This is the consideration phase
  • They are ready to buy a product like yours. They type, for example, “Livechat vs. HubSpot”, “Livechat pricing”, “Livechat reviews” into the search engine. This is the purchase phase
  • They use a product like yours but look for ways to get the most out of it. So they type, for example, “reply templates for the customer service department” into the search engine

SEO makes it possible to reach the customer at each of these stages and thus can stimulate the optimization of the value of various metrics:

  • MQL number (marketing qualified lead) – by reaching people at the initial stage of the path, most often through blog content
  • The number of SQL/trials (sales qualified lead) – by reaching people who are looking for a specific product, most often through the appropriate SEO optimization of product landing pages
  • Conversion to trial – by reaching people who are in the phase of comparing products, properly presenting the differences between the product and the competition
  • ARPU and trial conversion → customer – through content that will educate the customer on the optimal use of your product

 

SaaS SEO framework by Vestigio

We have developed our own unique framework for SEO activities in SaaS.

There are 3 components that make an SEO campaign effective:

  • Content
  • Links
  • User Intent

 

We take a unique approach to each of these. Here is a brief description of what is at the core of what we do.

1. Data

At Vestigio, we believe that everything that can be calculated can be improved. We skilfully use big data to estimate metrics, analyze keywords and track the results of our activities. Instead of guessing – we count!

2. Outreach

One of the most effective forms of gaining links in SaaS is outreach. We have created our own software that allows us to easily reach:

  • people who wrote a review about your competition
  • people who raise issues that your product solves

This information will allow us to give you exposure on websites most suited to your industry, right next to the competition.

3. Content marketing

We design effective content marketing campaigns. In this process, we also use data to create e-books and infographics. Such content will get you links, too! Examples?

  • We built a database of all of the grocery stores in Poland and created a catalog of stores with their opening hours on our client’s website
  • For another of our clients, we prepared a ranking of fashion blogs along with data on their visibility
  • For one of our SaaS clients in the HORECA industry, we built a database of all restaurants in the USA, and in the form of an infographic, we used to present the eating habits of Americans

4. Information architecture

We organize the information architecture on the website so that the user always receives content tailored to the intent of his query. We group content into thematic silos (content hubs), which in turn optimizes internal linking.

5. Content

We have our own content planning technology which makes it possible for us to know exactly what content to create and how to design it. This technology works in accordance with the “topical authority” strategy – our goal is for your blog to be recognized by the search engine as an expert in a given field. We will achieve this by covering as many topics as possible in a given field with quality content.

6. SXO

We do not just optimize web pages and content, but also the user experience; that is, what he sees in the search engine after entering the query. We make changes to descriptions and titles on an ongoing basis to ensure the CTR for your results is as high as possible.

 

Tools

We try our best to automate all processes. To ensure the highest quality of all automated processes, we use our own technologies as well as the best tools on the market.

 

Proces

Want to work with us? Explore our process.

  • Research – at the very beginning, we will conduct an interview with you. Afterwards, you will receive an estimate of the SaaS results and metrics that we will be able to achieve thanks to SEO
  • Plan – at the beginning of our cooperation, we will prepare a content plan and a content marketing campaign plan for several months in advance
  • Audit – we will conduct an SEO audit at every level: technical, content and information architecture
  • Execution – at this stage, we will implement our strategy. We will inform you about the progress every step of the way
  • Reporting – you get a ready-to-use dashboard in a data studio tracking all the metrics that are important to you.

Kamil Czarnecki

Head of Sales

k.czarnecki@vestigio.pl
574 666 522

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