Searchlite - Why SaaS Companies Fail at SEO

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This month’s SearchLite intro was written by Content Manager, Skye Sonnega

Hello, hello! 

The leaves have fallen, we've had our first way-too-early snow storm, and I don't know about you, but I'm feeling all of the cozy November vibes. 

Besides it being peak soup and spooky season, October was another action-packed month at Uproer! We welcomed a new Senior SEO Analyst to the team, Kyle Werle. Kyle lives in Burlington, VT, and is coming to us with seven years of SEO experience. We're pumped to have him aboard! In other news, Uproer's SEO Director, Kavi Kardos, also came to visit the office in-person. We showed Kavi around the Twin Cities, and made sure to hit up some of our favorite breweries along the way. 

Before we dive in, Uproer's Paid Media Manager, John Smith, is speaking at MNSearch next Wednesday (11/15)! John will be giving his "rant" on creating better and more resilient PPC strategies. Visit this link to snag virtual and in-person tickets. 

This week, Griffin shared his takes on why some SaaS companies fail at SEO. Let's get started! 

I’ve worked with tons of SaaS companies. Some earn insane SEO growth. Others… well, don’t. Why? Here are the 5 biggest reasons why SaaS companies fail at SEO 👇

 1️. Company leadership is stifling SEO innovation
 “I just Googled [keyword] and we’re ranking 9th. Fix it!” If you’ve heard a variation of this from the C-suite, your SEO program is likely dated through no fault of your own.

 A busy executive’s SEO knowledge has a cutoff date. And, if they’re not the type to trust marketers to do their jobs, that’s where SEO innovation gets stuck for the organization. The irony is that this is the real reason why the company isn't ranking where it wants to be!

 2️. Your SEO strategy is reactive
 SEO is a long game that is won through a proactive, consistent approach. When your “strategy” centers on what competitors are doing, Google’s algorithm updates, or the latest SEO hype, then you’ll always be playing from behind. In this scenario, near-term reactionary tactics take time away from the longer-term initiatives that would otherwise drive incredible value.

 3️. SEO is being treated as a checklist, not a strategic marketing channel
 Too often, SaaS companies are fixated on improving some inconsequential “SEO score.” When your SEO work is being dictated by an auditing tool, you’ll be disappointed with the results. At Uproer, we call this the “random acts of SEO” approach. On the other end of the spectrum are winning SEO strategies that align with organizational goals.

 4️. SEO doesn’t have a seat at the table
 This is a problem that exacerbates points 2 and 3. If marketing and website decisions are being made without SEO input, then you’re doomed to fail. With SEO at the table, you create an environment for strategic alignment and proactive decision-making.

 5️. SEO is not a good investment for every SaaS company
 This is a rare occurrence, but it does apply to some SaaS companies. SEO is a “pull” channel that positions you in front of existing demand for a product. If your product is defining a new market for which demand doesn’t yet exist, you may find that a limited marketing budget isn’t best spent on SEO (at least not at the start).

Our Favorite SaaS Articles Written by Uproer

Skye Sonnega

Skye Sonnega

Skye got her start in SEO and digital marketing while interning for a startup in 2020. At Uproer, she pioneered the SEO Analyst + Copywriter position and is the company’s first internal copywriter. After transitioning to a more SEO-focused position, she is passionate about finding ways to improve the way Uproer approaches content production.

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Sr. Manager, SEO & Operations

Dave Sewich

Dave made an accidental foray into digital marketing after graduating from the University of Minnesota Duluth and hasn’t looked back. Having spent the first part of his marketing journey brand-side, he now works with the Uproer team to help clients realize their goals through the lens of search.

When not at work, you’ll find Dave staying active and living a healthy lifestyle, listening to podcasts, and enjoying live music. A Minnesotan born and raised, his favorite sport is hockey and he still finds time to skate once in a while.

Dave’s DiSC style is C. He enjoys getting things done deliberately and systematically without sacrificing speed and efficiency. When it comes to evaluating new ideas and plans, he prefers to take a logical approach, always sprinkling on a bit of healthy skepticism for good measure. At work, Dave’s happiest when he has a chance to dive deep into a single project for hours at a time. He loves contributing to Uproer and being a part of a supportive team but is most productive when working solo.

Founder & CEO

Griffin Roer

Griffin discovered SEO in 2012 during a self-taught web development course and hasn’t looked back. After years of working as an SEO consultant to some of the country’s largest retail and tech brands, Griffin pursued his entrepreneurial calling of starting an agency in May of 2017.

Outside of work, Griffin enjoys going to concerts and spending time with his wife, two kids, and four pets.

Griffin’s DiSC style is D. He’s driven to set and achieve goals quickly, which helps explain why he’s built his career in the fast-paced agency business. Griffin’s most valuable contributions to the workplace include his motivation to make progress, his tendency towards bold action, and his willingness to challenge assumptions.