Get All Access for $5/mo

This is How SaaS Startups Can Improve Their Visibility One of the many things you have to do to ensure your Topic Authority (TA) gets you to the top of the search results page is to implement the content SILO strategy

By Suresh Sambandam Edited by Dan Bova

Opinions expressed by Entrepreneur contributors are their own.

You're reading Entrepreneur India, an international franchise of Entrepreneur Media.

Shutterstock.com

Among the most effective marketing hacks for enterprise SaaS companies, which include user intents and topic Authority, there are two other best-kept secrets that are sure to give your inbound marketing model that extra edge.

Read on to find out what these are and how you can use them to grow your organic traffic.

No SILO? You are Missing 10x Visitors

One of the many things you have to do to ensure your Topic Authority (TA) gets you to the top of the search results page is to implement the content SILO strategy. Most content on your blog is organized like a haphazard network of content. Pretty much all websites have a URL like domain.com/blog and they dump all their written content under that URL.

While there is nothing wrong with doing that, you are not giving Google any clue about the topics under a blog. If blogs can be systematically organized, you can make it easy for Google to crawl and discover the topics and build a good TA score for your site. This kind of organizing takes more conviction to do, in addition to a large amount of effort. Existing blogs will suffer from lower keyword rank positions during the migration period.

Introducing "Visual Blog', the engagement accelerator!

Most companies spend a substantial amount of effort in creating content. To create a decent content oriented piece, it requires all-around effort across a multi-disciplinary team. It goes through the hands of the marketing lead, who does the briefing; the writer who creates the content; the graphic designer who creates the necessary visuals; the editor who proof-reads and approves the content; the SEO specialist for on-page optimization and so on. Of course I am talking about a scaled-up marketing team here. In very early-stage startups, one or two people double up to play these roles.

Despite so much effort in creating the content, you can see most content pieces get very less attention of the users. Also, the most important thing is that Google tends to take note of how the visitor is engaging with the content. Metrics like time spent on a page and page scrolls are a legacy. More than 90% of the content out there is mostly short form or long form text embedded with images. But there is scope for innovation here, and do something very different!

Instead of creating the regular text-based blogs, you can create a visual representation of your content; you can master-mind user engagement sections into this "visual blog'. You can introduce small gamification embedded in it that allows visitors to click and play with it. This also exposes some additional content for each of the visitor engagements. Given that Google Analytics is watching what the visitor is doing on a page, the visual blog sends enough signals to inform Google that the user is engaging highly with the blog. The result: the position of these pages slowly ranks up in the search results too. Not just that, the visitors get so impressed with the quality of the visual blog and level of engagement, that it automatically takes their attention beyond the content they came for and persuades them to go to your homepage and even sign-up for a product trial. Boom! That is mission accomplished!

Suresh Sambandam

Founder & CEO, OrangeScape

Sambandam is the founder and CEO of OrangeScape, a home-grown company offering SaaS solutions. OrangeScape, a cloud pioneer based in India, is one of 10 global platform-as-a-service (PaaS) companies that has been featured in Gartner and Forrester reports. The company’s flagship product, KiSSFLOW, has 10,000-plus customers across 121 countries.  Sambandam has been an entrepreneur since age 19. After an initial entrepreneurial stint, he went on to work at Hewlett-Packar and Selectica. He is a regular speaker at various industry forums and academic institutions, and a co-founder of SaaSx, an engagement platform for SaaS entrepreneurs.

Business Ideas

Free Webinar | July 18: How to Design, Manufacture and Sell Your Product Idea

Join us for our webinar with Jordan Nathan, founder of the kitchenware brand Caraway. Jordan will share the strategies he used to develop, manufacture and sell his products that grew Caraway's annual revenue by over 500% in just 4 years. Register now!

Technology

Google New Gemini AI May Soon Power User To Customize Chatbots Based on Celebrities

The papers state that users can personalize these character-focused chatbots by drawing inspiration from their imaginations or by modeling them after famous people.

Growing a Business

How Businesses Can Thrive Without a Physical Office in Today's World

The benefits of transitioning to a fully remote work model

News and Trends

Indian AI Expenditure Is Expected To Touch $6 Billion in 2027: IDC Report

The report shared developing global and local trends and also highlighted India's potential to become a world leader in modern technologies such as Artificial Intelligence and GenAI

News and Trends

AI Health Innovator Cloudphysician Secures USD 10.5 Mn Led by Peak XV Partners

The Bengaluru-based health platform hopes to use the raised funds to improve its AI platform, RADAR, and to grow both domestically and globally by expanding its tech-driven solutions to over 5,000 hospitals.

Side Hustle

She Grew Her Side Hustle Sales From $0 to Over $6 Million in Just 6 Months — and an 'Old-School' Mindset Helped Her Do It

Cynthia Sakai, designer and founder of the luxury personal care company evolvetogether, felt compelled to help people during the pandemic.