Why your SaaS startup isn't ranking on Google

“Shehu, Thanks for sharing!  There's some magic that I'm missing. The “Online Signature Maker” tool is a simple landing page with 1,000+ words. How did the team manage to rank for over 12,000+ keywords​? 

We launched a side project a few years ago, and it only ranked for 300+ keywords. Would love to learn how to grow it?”

That was the follow-up question someone asked after reading my in-depth guide on Signaturely’s SEO strategy.

In this email, I’ll share my thoughts on how to make SEO work for your SaaS startup.

Let’s dive into it…

As I’ve mentioned in previous newsletters, SEO is the best distribution channel. 

So, investing in SEO is a no-brainer if you want to grow your SaaS startup profitably.

However, to make SEO work for your brand, you must understand exactly how it works.

Which is…

What does this mean?

SEO exists to capture an existing demand.

If you miss this fundamental principle of SEO, you'll most likely not drive revenue from this channel as a SaaS startup.

For channels like organic social, you’re primarily generating demand.

It’s not the case with SEO.

Hence, your result is directly proportional to the demand your topic (keyword) has.

• If your topic has zero demand, then you’ll get zero results.

• If your topic has low demand, you’ll get low results.

• If your topic has high demand, you’ll get high results.

Take the example I mentioned previously:

The “Online Signature Maker” keyword has a global monthly search volume of about 27,000, according to Semrush.

What does this show?

With the number of people searching for that keyword, Signaturely can rank for thousands of keywords on Google.

When I checked the search volume of the keyword the questionnaire targeted, it was around 1,800. 

So, it’s unsurprising that they only ranked for about 300 keywords. 

Even though they could rank much better by implementing some on-page SEO optimization strategies.

The point is…

If there isn’t an existing demand for your topic (keywords), chances are that SEO won’t work for you.

This is why most SEOs prefer to go after high-volume Top of the Funnel (ToFu) keywords.

I disagree with this approach and don’t recommend it for SaaS startups.

Here is why… 

I believe traffic acquisition is a means to an end, not the end itself.

Instead, I focus on identifying Middle of the Funnel (MoFu) and Bottom of the Funnel (BoFu) keywords with high business intent, even if the demand is low.

That way, we’re not just capturing an existing demand but also acquiring leads and user signups directly from our SEO content pieces.

Now, you may be wondering…

How exactly do you target keywords that have an existing demand?

The answer is simple…

Always perform in-depth keyword research.

Truth is…

Keyword research is a crucial part of any successful SEO strategy.

The phrases or keywords you target can make or mar the results you get from your SEO investment.

The reason is simple…

If you don’t target the right keywords, you’ll create SEO assets no one searches for.

However, if you perform keyword research before publishing anything on your website, you’ll most likely drive ROI from it.

This brings us to…

How to find valuable keyword opportunities for your SaaS startup?

Here are some ways to go about this.

1) Listen to your paying customers

If someone uses your tool, they have a reason for doing so. 

Take advantage of this by simply reaching out and asking them simple questions that reveal their pain points and challenges and how your software helps to solve them. 

2) Glean insights from Google Search Console

If you’ve been publishing content consistently on your website, Google Search Console (GSC) is another tool you should explore.

With it, you can identify high-intent keywords that you’re probably not ranking for but should target with specific pages on your website.

3) Steal from your competitors

While I don’t advocate copying your competitors’ SEO strategies, you can get some insights from them. 

Tools like Ahrefs, Moz, and Semrush help you uncover untapped keywords your competitors are ranking for, but you’re probably ignoring them.  

4) Use “Google” to uncover keywords your audience is most likely interested in.

With "Google Autosuggest” and “People Also Ask” features, you can uncover what people search for on the search engine. You can also use underrated SEO tools like AlsoAsked, Answer The Public, and Keywords People Use to fast-track the process.

To recap… 

If you want SEO to work for your SaaS startup, go after keyword opportunities with existing demand.

I hope this email gives you an idea of how to drive more revenue for your SaaS startup using SEO.

Want me to help with your SaaS startup’s SEO strategy?

I have two open slots to work with B2B SaaS startups that want to acquire signups and paying customers from organic search in 2025. Schedule an intro session if you’re interested in learning more.

Got any questions or concerns? Kindly let me know by replying to this email.

To your startup success,

Shehu AbdulGaniy 

Founder, Your Content Mart

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