Scale Up Your SEO Practices in B2B SaaS Companies Learn how to build exceptional organic growth strategies with these innovation-driven approaches.

For the past 10 years, I've supported back-to-business companies and helped them scale hundreds of millions of dollars worth of pipe that came directly from the implementation of organized search engine optimization strategies. This was achieved through targeted intent-based traffic and utilizing innovative marketing frameworks to deliver persona-centric approaches.

In a relatively short space of time, you can learn how to reach new audiences, boost organic visibility, enhance credibility, build authority and customer loyalty accordingly.

Herein lies the tips I've learned that will help you create an exceptional organic growth strategy:

Related: Top B2B Marketing Strategies for SaaS Businesses

Build an optimal SEO team

Establishing a modern team of SEO professionals who are able to conduct research, gauge competition, scale-up their activity and continually measure results is the only way to grow.

When highly skilled SEO professionals are engaged at all levels, it fosters a scenario where each team member feels they have equal stakes in the outcome. This drives efficiency on an individual level, which then translates into increased productivity and a better chance of fulfilling objectives.

Organizations that invest in highly skilled SEO teams have a significant competitive advantage in their organic growth activities, their domain visibility in search engines and of course their online credibility and authority.

Modern link builders

Outreach is a core component of modern, off-page SEOs. One of the main missions is to achieve quality backlinks from relevant sources.

Quality inbound links are undeniably a powerful ranking factor of Google's search algorithm and might also impact the domain authority for the long-run play.

The SEO outreach specialist will build & maintain ongoing collaborations with website owners and journalists to empower the domain credibility.

Related: How Tech Is Helping Orchestrate One-man Marketing Teams

Technicalities

The technical SEO person would be responsible for providing on-page solutions such as implementing relevant structured data on several content types (schema markup), script and tag management (GTM), website page speed performance, plus the "core-web-vitals" end-to-end management.

It's super important that the technical SEO person will work closely with the infrastructure team and will also make sure they are working with a dedicated DevOps person to manage the domains that belong to the team. They will also need to carefully monitor their CDN, hosting,and the entire IT infrastructure in the most effective way possible.

When you have a good technical person on your team that tracks, monitors and automates everything, you earn the best results.

Strategists

Managing freelance writers and editors can prove difficult for businesses that don't have an effective strategy in place. It's easy to get overwhelmed with various KPIs, metrics and SMART objectives that relate to the delivery of content.

It's important to maintain a working environment that clearly defines your strategy, intentions and goals.

All copy needs to be synched in order to maintain a cohesive approach to content creation based on the right tone, voice and messaging.

This is what the Content Strategist should be taking care of, in addition to in-house copy, byline creation, proofreading and editing tasks for outdated content.

Persona-centric approaches

One of the most important steps in any SEO campaign is extensive audience research. This step helps businesses understand what is important to their customers, how to reach their target audience and assists in the generation of intent-based content. This type of research will help you to increase intent-based traffic, get deeper marketing insights and "blue ocean" discoveries.

In order to create in the end a targeted persona:

• Go over their job descriptions in order to find out what skills they might have or need.
• Use tools like BuzzSumo and SparkToro to find out who the industry influencers are, what terminology they use and expose their followers.
• Explore relevant professional groups via social channels and publications such as LinkedIn, Twitter, Medium and Reddit. You will then be able to discover the most discussed subjects and trends.
• Investigate which websites they visit and track what events they are attending.

In the end you'll be able to conduct extensive intent-based keyword research based on a persona-centric approach which will be a winner for your content creation.

The VCA approach

VCA stands for: Visibility, Credibility and Authority.

Think about it: What are the most important metrics for building an organic growth strategy for a brand?

• Increasing visibility includes your audience research as well as content creation.
• Creating credibility through massive off-page activity, such as archiving inbound links from relevant websites in parallel with editorial PR & thought leadership activities.
• Building authority by gaining exponential growth of referring domains, dominating industry SERPs (in terms of rankings and online presence) as well as increasing the volume of your brand searches.

The VCA approach will give you a great opportunity to build an outstanding SEO Strategy with the idea being to implement dedicated processes in your organization.

Prepare meaningful reports

• Connect multiple data-sources to see a clearer picture Google Data Studio is an invaluable reporting tool that offers enhanced data visualization. GDS works by connecting data from multiple sources in an easily modifiable report that utilizes graphics, charts and maps to help with visualization.

• Use monitoring tools such as Google Alerts and BuzzSumo and start following your brand mentions, inbound links and your core-business keywords.

• Track your website rankings on search engines and set up weekly reports (Google Search Console, Ahrefs, SEMrush, etc.)

Don't be afraid to think big, discover trend-jacking, scale up your budget and the overall scope of your work accordingly.

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