When I'm working with SaaS clients on their organic strategy, I've learned that the gap between what a company thinks is happening on their pages and what's actually there is usually wider than expected. Marketing teams write copy with their target audience in mind, but they're not always thinking about how search engines parse that content or whether the technical foundation actually supports what they're trying to accomplish.
My workflow starts with understanding the baseline. Before I recommend any changes, I need to see what's currently indexed, how pages are structured, and whether there are obvious issues blocking performance. I'll run detailed audits on the key pages—usually the homepage, main product pages, and top-performing content. When I'm auditing a page, I check things like heading hierarchy, whether the content actually matches what the meta description promises, if images have proper alt text, and what the schema markup is telling Google. Tools like Check Page SEO help me do this quickly without bouncing between five different tabs.
The comparison piece is equally important. I look at how our pages stack up against the ones currently ranking for the terms we care about. Sometimes there's an obvious content gap—the competitor has sections we don't cover. Sometimes it's subtler, like they're using different language around a core feature that apparently resonates better with search algorithms.
What I've found is that most SaaS companies benefit more from getting the fundamentals right than from chasing the latest tactic. Better heading structure, clearer content hierarchy, and accurate schema markup often move the needle faster than anything else.
Top comments (0)