Customer acquisition cost (CAC) can be enormous for many SaaS companies. A good way to reduce that is to balance advertising with cheaper and often more sustainable marketing channels and tactics. Your best bet here may be SEO and content marketing.

In this article, you’ll learn everything you need to know to build a successful SaaS SEO strategy.

This strategy is based on two things: First, the success of Ahrefs, a $100M+ ARR SaaS company that has SEO as a main contributor to its growth. Second, my five years of experience working and consulting for global SaaS companies.

We’ll go through the following steps:

Identify your organic search competitors

Analyze what works for your competitors

Do proper keyword research

Focus on producing product-led content

Develop free tools as landing pages

Create comparison pages

Use data to publish industry insights and studies

Build on solid SEO foundations

Let’s dive in.

1. Identify your organic search competitors

Not all websites that you compete with within organic search are your business competitors. In fact, your SERPs can be full of:

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Affiliate websites.

Review websites (like G2 or TrustRadius).

Industry expert blogs.

Companies that at least partially target your audience by solving overlapping problems.

All these types of websites also want a piece of the “organic search” cake. You’ll need a list of these for further SEO research and to track your progress.

The best way to find your organic search competitors is to check keyword overlap reports. Plug your domain into Ahrefs’ Site Explorer and head to the Competing Domains report:

Competing Domains report results

This report shows a list of websites that ranks for many of the same keywords as the domain on the input.

Rinse and repeat this process with other dominant websites in your niche. Or you can start the research straight away on your closest business competitors if your website doesn’t drive any solid search traffic yet.

If you come across an unknown website, inspect it. Create a list of 10-15 most relevant websites competing in your space.