Business owners tend to view search engine optimization (SEO) as either a silver bullet for all of their marketing challenges or as complete fraud marketers use to rob their clients.
In reality, neither assumption is true. SEO is not about selling smoke, but since its tactics can take months to take effect, it can be easy to believe no results are forthcoming. It also isn’t a magical way to quadruple sales.
What SEO can do for you is the following:
Make You More Rankable
SEO, when done right, sets the stage for page-one rankings. People often forget that it’s not just about finding keywords, writing content, and building backlinks. It’s also about on-page and technical activities that help search engines better index and rank a website.
The best search engine optimization agencies will always start by auditing a website to uncover any errors and potential room for improvement. They will work on metadata and image optimization and ensure a website complies with Core Web Vitals and adheres to other Google Webmaster principles.
Help You Understand Your Users’ Needs
In order for your HR software product to succeed, you need to understand what your user base needs and how their problems are currently being solved by your competitors.
SEO can help you discover what it is these HR professionals are trying to achieve and what they are actually looking for. Their search queries can not only tell you what they are searching for in terms of keywords, but those keywords can inform your product development.
You will also be able to uncover the questions your audience is looking to get answered, enabling you to write high-quality content.
Enable You to Promote Cutting-Edge Content
A lot of SEO revolves around content, i.e., creating and promoting materials that will help you drive sustainable traffic over the long term. Understanding what you need to write about and what terms to use to rank this content well is what SEO is all about.
A lot of HR SaaS brands make the mistake of writing content no one ever sees because they aren’t able to rank for it well enough. What you should be doing instead is answering the questions your audience is actually interested in, without necessarily having to compete with the biggest names in HR for the top position.
Google does not favor big brands, as many believe. It favors quality content. If your article is the best, it will rank at the top. SEO can help you make it the best by teaching you how to research and formulate your content.
Drive Better User Experience
User experience is a ranking factor. If your users can’t navigate your website, or can’t find what they are looking for, if they keep bouncing off the website, you will start to go down in rankings.
SEO can help you connect the dots better. The topics you write about and the way you promote your services will make more sense, since you will know which queries have brought someone to your brand. This can help you create better sales funnels as well and ensure HR professionals understand how you can help them do their job better.
Generate Sustainable Traffic
SEO is often described as a marathon. If you do it right and you keep ranking well, you can expect to see sustainable traffic in the long term. Unlike paid advertising, it will keep giving even when you stop paying for SEO services.
For instance, if you write a good article about a human resources dilemma, people will keep landing on it long after you’ve first published it. If you then drive traffic from that post to your Features page or another post that details why your solution works, you can expect to see organic conversions that you haven’t invested in directly.
Cut Down on Paid Advertising
SEO also allows you to cut down on the money you may be investing in paid advertising. While paid campaigns can certainly help you raise brand awareness and get some initial traffic going, once you start to rank high, you can start saving money and re-invest it in organic marketing.
There are, of course, those who believe that paid ads also help organic search results, but this is most likely a myth. Redirecting your PPC budget to SEO will result in a paid traffic drop, but organic traffic should make up for it over time.
Invest in Long-Term Success
The fact is that SEO can’t make your HR SaaS business a success overnight. But when executed correctly, it will help you get and stay on the radar of your target audience, without a doubt. Most marketing campaigns take time. Going viral is more a matter of luck and timing (and, of course, creativity and planning), and it can’t be relied on as a long-term strategy. SEO, on the other hand, lets you plan, forecast, and adapt, ensuring long-term success.
SEO can do a lot for any SaaS business. As long as you base your decisions on facts and figures and learn how to analyze and apply data, you should be seeing an increase in all key performance indicators within a few months.
HR Future Staff Writer