Senior SEO Consultant

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I’ve been fortunate to work with a number of SaaS and tech companies over the years, ranging from UK based startups to billion-dollar tech unicorns in San Francisco.

For the most part demand generation through SEO in the SaaS vertical isn’t all too dissimilar to general SEO best practices, but because of the varying audiences and user levels it’s important that your products and services are accessible to a varying audience and varying intents.

You do this through three key ways:

  • Great technical SEO & UX (there is an overlap between the two in core areas)
  • Great website structure in terms of both “the user-journey” and content structures
  • Different types of content to cater for multitudes of user-intents and needs

All these in addition to “traditional” SEO, technical monitoring, and marketing/PR activities can grow your organic search presence, brand visibility, and number of leads generated.

When it comes down to content, there are a lot of models out there, or people talking about building content pillars… But my favoured approach is to assess the domain as an eco-system and not silos. It’s the content eco-system that I’m going to focus on throughout the rest of this post.

Website ecosystems are not linear flow-charts (as much as we like to plan them as such), balancing the ecosystem can be a complex task.

The Different Types Of Content & Content Classification

Typically when SEOs talk about content we classify it as commercial and non-commercial, but for me the categorisation, purpose, and understanding of the role that content plays for a SaaS company is more than that. Content for me should have four classifications, one from one of the following categories:

Content Focus

  • Commercial Focus
  • Non-Commercial Focus
  • Company News/Brand Visibility

Content Type

  • Evergreen Content
  • Supporting Content
  • Short Burst Content

Content Format

  • Primary Page
    • Secondary page (i.e. subcategory)
  • Blog Post
  • Content Hub Element

Audience Focus

  • New user content
  • Existing user content
  • General (Technologist/Futurist)

The content focus part I won’t delve into details for, as commercial/non-commercial content should be pretty self-explanatory, but the notion of “content type” is less touted. By this I mean:

Content Type Overview Expected Lifetime Value
Evergreen Typically long form and in-depth content, examples of these are content hubs such as knowledge repositories and learning centres. One year (plus) with potential minor upkeep and updates to remain accurate and relevant.
Supporting Content Blog posts and more frequent content types designed to expanded on specific topics within evergreen content, these can also be FAQs or very focused niche guides. Lifetime value can vary, but typically around a year (potentially longer) depending on the vertical.
Short Burst Content Blog posts, Google Posts and other micro-content pieces designed to focus around a specific time sensitive event, such as attending a conference or general business news. The lifespan of this content can be hours, days, weeks, or at most months. It’s designed to fulfil a short-term user need and intent.

Short-burst content also adds to the “frequency” argument, wherein frequently adding content to your website helps increase crawl frequency and the correlative effect and benefits to ranking that continuously adding relevant content and having it crawled frequently brings.

By understanding all four of these classifications, you can start to build a stronger content ecosystem around topics and entities.

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