SEO Case Study Example: US Market SaaS Platform

The market for SaaS platforms and services (Software as a Service) is experiencing rapid growth today, leading to fierce competition within this niche. To achieve success as a SaaS product in the US, substantial efforts are required.

Upon examining the top SaaS business models, it becomes evident that a strong presence in search engines is essential. SaaS companies highly value SEO; however, attaining desirable results demands time, resources, and a strategic approach.

At Fortunatos, we frequently encounter clients who seek to implement effective SEO but struggle with knowing where to begin. In this case study (NDA, so we won’t mention names ??), we discuss a SaaS company (an ASO tool) that approached us in a less fortunate state:

• Their search engine optimization efforts were yielding no results.
• Their attempts to rectify the situation independently had proven unsuccessful.

In a last-ditch effort, they redesigned their website and invested substantial efforts to improve its speed, hoping it would “fix” the issue.

Recognizing a significant mistake made several years ago by not investing in SEO, their internal marketing team realized that ignoring SEO would further hinder their business’s overall visibility in search results. Consequently, they decided to make up for the missed opportunity.

With 7500 traffic and a DR (Domain Rating) of 54, let's conduct a preliminary analysis of the metrics for the SaaS platform (Point A)

The first priority was to understand where the traffic decline was occurring so that we could determine the reasons behind it and what needed to be done. We thoroughly examined all the possible changes made to the website in the past year, as well as analyzed traffic trends and seasonal factors.

The preliminary analysis revealed a consistent upper threshold of organic traffic, with approximately 7,500 visitors per month, primarily originating from branded queries (98%).

However, due to the lack of any recent SEO activities, the number of conversions experienced a sharp decline, and some of the branded traffic was cannibalized by competitors.

In response to these findings, we devised and implemented specific tactics for this client, which we are now going to share. We believe that these tactics might be valuable to you in promoting your own SaaS projects.

Identifying the Main Problem Areas of the SaaS Product

The preliminary analysis revealed the following problem areas:

1. Low performance of targeted organic traffic, resulting in low conversions.
2. Few relevant keywords ranking in the top positions.
3. A decline in the number of paid accounts for the SaaS service.
4. Non-targeted audience visiting the website, with low-quality traffic coming from India.
5. Weak link profile compared to competitors, with a low Domain Rating (DR) and no signs of external website optimization.
6. A high percentage of referring domains from India and CIS countries, despite the primary focus of promotion being in the USA.
7. Issues with on-page optimization, including unoptimized meta tags, pages not optimized for mobile devices, presence of broken links, low core web vitals scores, and other page optimization problems.
8. Ineffective content strategy, characterized by poor-quality texts, lack of relevance, and a minimal number of useful articles.
9. Limited budget for SEO.

Addressing these issues is crucial for improving the SEO performance and overall success of the SaaS product.

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