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7 SEO Tips for Software Startups 

June 10, 2024 | B2B Marketing, SEO and Content Marketing

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seo tips for startups

Most startups have one goal on their mind – growth. And a great way to grow your potential customer base is to drive more people to your website. That’s where SEO comes in. Read on to learn 7 SEO tips for software startups. 

Why SEO is important for software startups 

Not all businesses need to prioritize SEO strategies, but software startups should. That’s because software startups often use their website as their sales tool. Therefore, increasing traffic to your website can increase your pool of potential customers. 

Beyond getting people to click on your content and go to your site, SEO is fundamentally about producing content that your target audience cares about and is interested in. By doing so, you’re also laser targeting the right people with your content. 

7 SEO tips for software startups

SEO is a long term strategy that’s never really over. It’s easy to sink tons of money and time into SEO, without seeing substantial results. These 7 tips will help you prioritize your SEO efforts so you can increase your organic traffic quicker, and with fewer resources. 

#1 Focus on specific goals 

How do you avoid falling into the black hole (and money pit) that is SEO? Identify 2-3 goals, and prioritize your efforts according to those goals. Do you want to increase branded organic traffic, or non-branded organic traffic? Do you want to start establishing yourself as the ultimate resource in your specific industry? Each of these goals will require different strategies. 

At Visible Logic, our approach to SEO always starts with defining goals, and prioritizing only those efforts that directly contribute to those goals. 

#2 Start with a strong brand foundation 

Despite what you may have heard, SEO and branding can and should work together to help expand your reach and attract your target audience. 

The ultimate goal of SEO is to increase organic traffic to your website, but what happens when people get there? If you don’t have a strong, consistent, and targeted brand foundation that attracts your target audience, then that increase in traffic will amount to nothing because people will not stay on your site long. And as a software company, your website is one of your main sales tools. 

Before devoting resources to SEO, ensure that you have clear brand guidelines, including visuals like colors and fonts, as well as messaging like your Unique Value Proposition and client personas. 

#3 Create content to attract different audiences

You likely have more than one client personas. And if your software is used both by individuals and businesses, then you have even more target audiences. When selling to businesses, the end user can be completely different from the purchaser. 

For example, let’s say you’re selling a project management tool. The end user of that product and individual purchasers are probably searching for keywords like “productivity tool” or “how to be more efficient”. On the other hand, the person purchasing a piece of software for a business may be the CTO or a manager. They may be searching for terms like “project management tools.” 

Create content for each of these different audiences and client personas to increase the chance of them visiting your website.  

#4 Focus on showcasing expertise and authority 

Google ranks search results according to E-E-A-T: Experience, Expertise, Authoritativeness, and Trustworthiness. Therefore, you should focus on content that establishes your expertise and authority. What does this mean? Create content around topics that pertain to your product. 

Another great way to signal to Google that your website is authoritative and trustworthy is to create long, well thought out content. Get creative – not every piece of content needs to be a blog. Add in videos, infographics, whitepapers. Anything that brings value to your target audiences and showcases your expertise. 

#5 Always include a Call to Action 

As the old saying goes, you miss 100% of the shots you don’t take. While the ultimate goal of creating content for SEO is not to convert customers, every piece of content you create should include a Call to Action – a next step for the prospect to take. 

Not all Calls to Action will be “buy now”. They could guide the prospect to request a demo, go to a pricing page, or contact you. Whatever the Call to Action is, it’s important to include one to increase prospect engagement with your company. 

#6 Test and improve 

SEO is a long term strategy. It takes Google as long as 8 weeks to index a page, meaning that if you create a piece of content you may not see any traffic to that page for up to 2 months. Overall improvement of organic traffic or increasing rankings for specific keywords can take months – or even years – to see happen. 

Because it takes so long to see any changes, it’s important not to change everything at once or implement every strategy at once. Focus on 3 or 4 actions, and then wait one or two months. Did those actions move the needle forward? From there, you can take 3 more actions. 

Slow and incremental change is what ultimately leads to the best SEO results. 

#7 Find opportunities to showcase your product 

As a software company, your website is where a lot of your sales happen. As such, it’s important to find opportunities to showcase your product. 

What does this mean? If you’re creating content that your target audience cares about and that you have expertise in, you should be creating content that is relevant to your product. Try to find opportunities within your content to include screenshots or videos that demo the product. 

Content pieces are not sales sheets, but it doesn’t mean that you can’t talk about your product and its benefits directly, especially if it makes sense in the piece. 

Move the needle forward on your SEO strategy with Visible Logic 

Do you want to increase organic traffic to your website so you can make more sales? At Visible Logic, we offer SEO strategy and content creation. 

We start every SEO project with an in-depth audit to understand what you are currently ranking for, what kind of traffic you are getting, and where there are opportunities for improvement. Then, we work closely with you to better understand your goals. 

We craft our SEO strategy with a laser focus on advancing your goals, prioritizing 3-4 SEO improvement activities. We reassess and adjust our strategy periodically to ensure the highest ROI.  

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