According to Statista, two-thirds of B2B buyers seek solutions using online searches before making decisions. This trend will continue, especially among technology buyers, and healthcare tech vendors must implement a robust B2B SaaS SEO strategy to get in front of their prospects early in the customer journey to build trust and generate leads.
However, SEO for SaaS products involves many components and often feels like a moving target for many healthcare software companies. How can you get it right?
The good news is that there's a method to the madness. Here's what you need to know to boost your B2B SaaS SEO ranking, increase visibility, and drive high-quality traffic to your website.
Healthcare SEO is an essential component of an inbound strategy to help SaaS companies attract and retain customers. Follow these best practices to improve your rankings and drive high-quality leads to your site:
Understanding your audience’s pain points is essential for articulating your unique value proposition and how your solution solves their pressing challenges. But that’s just the first step. You must also deliver the right message at the right time based on where a prospect is in the customer lifecycle to progress them down the sales funnel.
Understanding search intent (i.e., why your target audience searches) is critical to creating engaging content. Your healthcare SEO strategy should cover these four types of search behaviors: Informational queries, navigational intent, commercial queries, and transactional investigation.
Categorize your content ideas by their search intent to see if you have a collection of well-distributed assets. Also, get inspiration from the "people also ask" section in Google search results. Then, focus your resources on filling the gaps to address the audience’s needs at every stage in the customer journey.
Keyword research is a critical component of any B2B SaaS SEO strategy. Your target keywords should reflect your audience's pain points and the key terms or phrases they use when seeking solutions.
To find the right keywords that drive high-quality traffic, you must first focus on your audience and create content to address their challenges and answer their questions. Consider the priorities of every buying team member, from the CIO and CFO to the clinicians and administrators. Then, conduct keyword research and use the insights to hone your healthcare SEO strategy.
Use keyword tools like Google Search Console, Ahrefs, Moz, and Semrush to craft your B2B SaaS SEO strategy. The insights help you understand each keyword's search volume and competitiveness to find the sweet spot. You should also include long-tail keywords to reach prospects with high purchase intent.
Including target keywords in your title tags and content is essential, but that’s just the tip of the iceberg for a comprehensive healthcare SEO strategy. Optimizing for on-page SEO also includes these best practices:
Fresh, engaging, original, and relevant blog content helps you meet Google’s E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) guidelines to boost your SEO ranking. But how do you pick topics that deliver value while increasing dwell time and driving conversions?
Start with an overall content marketing strategy and identify messaging gaps. Consider the needs and priorities of each buying team member, especially those holding the purse string, by building a business case for investing in your products.
Group blog posts of similar themes and create pillar pages to build internal links. Implement a healthcare public relations strategy to gain external links from websites with high domain authority. Also, create content that will offer the highest potential for longevity or repurposing, such as blogs highlighting annual statistics of a topic or “best of” lists you can update over time.
Search engine algorithms change constantly, and you must keep current with the latest healthcare SEO trends to maintain your ranking. AI-generated content has increased the importance of thought leadership content with original insights, while shifts in search behaviors require businesses to keep evolving their tactics.
For example, keywords have become increasingly conversational as more people use voice assistants to perform searches. More searchers now use full-sentence, long-tail search terms. As such, voice search optimization strategies must focus on conversational, natural language queries that align with user intent.
The rise of zero-click searches has changed the visibility equation. Instead of focusing solely on getting clicks, directly address the audience’s search intent and answer user queries with your content. Also, optimize for featured snippets and use schema markup to help search engines understand your website content.
Is your SaaS SEO strategy effective? The proof is in the pudding — you must define and track meaningful KPIs to identify areas for improvement and focus your resources on tactics that yield results.
Set up Google Analytics to see if visitors are converting and which traffic source brings you the highest quality leads. Track your conversion rates, customer lifetime value (CLV), cost per acquisition (CPA), organic visibility, return on investment (ROI), keyword ranking, and organic click-through rate (CTR) to see what works and what doesn't.
Also, integrate your healthcare SEO tactics with your social media marketing strategy to understand which types of content generate the most engagement. Analyze what makes your audience tick and replicate the formula in search by targeting similar intent and topics.
Healthcare SEO is integral to a well-rounded digital marketing strategy for healthcare tech companies. However, it is often challenging to keep up with the fast-shifting trends and algorithm changes to achieve and maintain top ranking.
An experienced agency can help you design and implement a holistic strategy — using SEO, content marketing, social media, email marketing, and more to drive traffic, generate leads, and increase conversions.
Our experienced team at Spot On helps healthcare tech companies develop and audit their SaaS SEO strategy, design a plan to reach their target audiences, and nurture leads to convert. Schedule a time to see how we can help you connect the dots to achieve your growth objectives.
Our Account Strategist Madison loves being on the strategic side of marketing – seeing a good creative plan put into action makes her happy, as does developing relationships with our clients. A self-starter through and through, motivation and determination are themes in her career; she’s always trying something new, whether she’s listening to podcasts, redecorating her house or taking up running. Madison is our lifelong learner, our note-taker, and our platform expert, and in line with the rest of our animal-loving crew, she’s also mom to three crazy pets.
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