SaaS SEO
Bottom-of-funnel capture, comparison and alternative pages, integration pages and programmatic templates for B2B software companies.
Most SaaS content programmes fail the same way: they publish top-of-funnel thought leadership, generate traffic that never converts, and get cut at the next budget review. We invert the order — bottom-of-funnel capture first (comparison, alternative, integration and use-case pages), then category education once those are working. It produces pipeline sooner and survives the budget conversation.
## The page types that produce pipeline
**Comparison pages** — `you vs competitor`. Highest intent in the entire category. Somebody searching this is choosing, not learning. Also, comparison content is the single highest-performing format for citation by AI assistants, which now matters as much as the ranking. (Digital Agency Network, 2025)
**Alternative pages** — `alternative to [incumbent]`. Captures people actively leaving a competitor. These convert better than almost anything else and are usually under-contested.
**Integration pages** — `[your product] + [their product]`. Scales with your integration catalogue, captures the exact moment someone is evaluating whether you fit their stack, and is straightforwardly programmatic.
**Use-case and job-title pages** — `[product] for [role/industry]`. Middle intent, high volume, and the natural place for your product screenshots to do the selling.
**Category education** — the top-of-funnel material. Genuinely valuable, but third in the queue rather than first.
## On programmatic pages
Programmatic works when each page has a real reason to exist and unique substance — your actual integration details, your actual data, your actual screenshots. It fails, expensively and sometimes catastrophically, when it is a template with a variable swapped in. Google has been explicit about scaled content abuse, and the line is whether a human would find each page individually useful.
We build programmatic templates with a minimum content threshold and a manual review gate. Pages that cannot clear it do not ship.
## Measurement
We track to pipeline, not to sessions. That means conversion tracking configured to your CRM at onboarding, so the monthly conversation is about qualified signups and opportunities rather than a traffic line going up.
Questions buyers ask us
These are the questions that come up most often on first calls. If yours is not here, ask — we answer in writing within one working day.
We are pre-product-market-fit. Is SEO worth it yet?
Usually not as a primary channel. SEO compounds over 9–18 months; if your positioning is still moving, you will rewrite everything. Bottom-of-funnel comparison pages are the exception — those are worth building early because they capture demand you already have.
Should we write about our category or our product?
Product-adjacent first. Comparison, alternative and integration pages produce pipeline in months. Category education produces traffic in quarters and pipeline in years. Do them in that order and the programme survives long enough to get to the second part.
Do you write comparison pages against our competitors?
Yes, and the ones that work are scrupulously fair — including where the competitor is genuinely better for a particular use case. Buyers in this category are sophisticated and a one-sided comparison page loses trust faster than it wins deals.
How do you measure success?
Qualified signups and pipeline, tracked into your CRM, configured before we start. Sessions are a diagnostic, not a goal.