Complete B2B SaaS SEO Guide: How to Increase MQLs

Step 1: Focus on Commercial Keywords

The foundation of SEO for B2B SaaS is shifting focus from broad, informational keywords (“what is HR?“) to commercial intent keywords. These are the terms people use when they are actively researching, comparing, and looking to purchase software.

Aside: also see our guide on how to rank on ChatGPT.

Think about your own buying process. You don’t just search “server management“; you search “best server management software for AWS”  or “top HR software.”

Identify Your Commercial Intent Keywords:

1. Category Keywords:
   1. Best [Your Category] Software,
   2. Top [Your Category] Tools (e.g., “Best Due Diligence Software”).
2. Competitor Alternative Keywords:
   1. [Competitor Name] Alternative
   2. Software like [Competitor Name],
   3. Hubspot vs. [Competitor Name]
3. Comparison Keywords:
   1. [Competitor A] vs [Competitor B],
   2. Compare [Your Category] Software
4. Feature/Use Case Keywords:
   1. [Specific Feature] Software,
   2. [Industry] [Your Category] Software (e.g., “Due Diligence Software for Alternative Investment”).
5. Problem/Solution Keywords:
   1. Software to [Solve Specific Problem] (e.g., “Software to Automate Financial Due Diligence”).

Your goal is to own the search results page (SERP) for terms that signal a user is close to making a purchase decision.

Step 2: The Four Pillars of MQL-Focused SaaS SEO

This strategy rests on four interconnected content pillars designed to capture high-intent traffic and establish your authority.

Pillar 1: Competitor Blog Posts (“Alternative” Pages)

• What: Create dedicated blog posts, directly comparing your SaaS product against each significant competitor. Make sure they’re blog posts and not product pages, because blog posts are much easier to update when you or the competitor add features to your SaaS softwares, or when a litigious competitor sends you a cease-and-desist letter via their lawyers 🙃
• Why: This directly intercepts users who are already aware of a competitor but are actively looking for other options. It’s high-intent traffic ripe for conversion.
• How:
  • Naming: Use clear titles like “[Competitor Name] Alternative” or “[Your Product] vs. [Competitor Name]”.
  • Content: Honestly compare features, pricing, use cases, and target audience. Critically, highlight why your solution is a better choice for specific needs. Don’t just list features; explain the benefits.
  • AI Assist: AI can help analyze competitor websites and draft initial comparison points, but human insight is crucial for positioning and highlighting your unique value proposition.

Pillar 2: Build Keyword-Specific Comparative Listicles

• What: Develop comprehensive “Top X” or “Best Of” listicle articles covering your software category (e.g., “Top 10 Sales Intelligence Tools for 2025”).
• Why: Because prospects who are comparing options almost always want to know what’s out there, so they are drawn to comparative listicles like moths to a bulb. This leads to higher clickthrough rates on Google search results page, leading to higher rankings. In fact, comparative listicles almost always beat out product pages from higher DA/DR websites.
• How:
  • Content: Create genuinely useful, well-researched listicles. Include key competitors but strategically position your product favorably, highlighting its strengths for relevant use cases mentioned in the article. Aim for “skyscraper” content that is insanely comprehensive (3000-5000+ words).
  • Structure: Include sections like key features, pros & cons, pricing overviews, and ideal use cases for each tool listed.
  • Placement: Ensure your product is featured prominently and positively.

Pillar 3: Pillar Page & Hub-and-Spoke Model

• What: Structure your content strategically using the Pillar Page and Hub-and-Spoke model.
• The Pillar Page: Your main “Top X” listicle (from Pillar 2) serves as the central Pillar Page for that topic cluster (e.g., “Due Diligence Software”).
• The Spoke Pages: These are related, more specific content pieces that link back to the Pillar Page. Your spokes include:
  • Competitor Alternative pages (Pillar 1).
  • Deep dives into specific features relevant to the main topic.
  • Articles addressing specific problems the software solves (Problem Identification).
  • Articles explaining how the software works or its benefits (Solution Awareness).
  • Industry-specific use case posts.
• Interlinking is Key:
  • All Spoke pages MUST link back contextually to the main Pillar Page.
  • The Pillar Page should link out to relevant Spoke pages (e.g., when mentioning a competitor in the listicle, link to your dedicated “Vs. Competitor” page).
• Why: This structure signals to Google that your Pillar Page is the most authoritative resource on the topic. It consolidates “link weight” and topical relevance, improving the ranking potential of the Pillar Page (and its associated spokes) for your core commercial intent keywords.

Pillar 4: Build Targeted Backlinks

• What: Actively build high-quality, relevant backlinks.
• Why: Backlinks remain a critical ranking factor, especially in competitive SaaS niches. They act as votes of confidence from other websites.
• How:
  • Focus: Concentrate your backlink efforts primarily on your Pillar Pages (the listicles). These pages have the highest potential to rank for broad commercial terms.
  • Quality over Quantity: Seek links from relevant, authoritative websites in your industry or related fields (e.g., industry blogs, news sites, complementary software providers). Aim for US-based domains if that’s your target market, as they often carry more weight and lead to better outreach opportunities.
  • Strategy: This often requires dedicated outreach or partnering with a reputable link-building agency. Be prepared for costs ($150-$300+ per high-quality link is common).
  • Observation: Listicles often require fewer high-quality backlinks (10-20 might be enough to start seeing movement) to rank compared to homepages or generic product pages.

Step 3: Use AI As An Assistant, Not Author

AI tools are incredibly powerful for accelerating this process, but relying on them solely is a recipe for generic content that doesn’t convert and may even get flagged.

Where AI Shines (Assistance):

• Keyword Research: Identifying commercial intent keywords and topic clusters.
• SERP Analysis: Analyzing top-ranking competitor content (“Game Plan”) to understand what topics and sections Google rewards.
• Competitor Analysis: Quickly scanning competitor websites for features and positioning.
• Drafting: Generating initial outlines and drafts for listicles, comparisons, and spoke pages.

Where Humans are ESSENTIAL (Strategy & Refinement):

• Strategy: Defining the overall pillar/spoke structure, choosing target keywords, deciding on positioning against competitors.
• Product Knowledge: Infusing deep understanding of your product’s nuances, benefits, and ideal customer profile.
• Editing & Optimization: Refining AI drafts for clarity, flow, accuracy, tone, and brand voice. Removing generic “AI speak.”
• SEO Optimization: Ensuring proper keyword integration, heading structure, meta descriptions, and internal linking.
• Quality Control: Adding unique insights, data, customer examples, and visuals that AI cannot replicate. Making the content genuinely valuable.

Think of AI as your incredibly fast research assistant and first drafter. You are the strategist, editor, and subject matter expert ensuring the final output drives results.

Step 4: Optimizing for ChatGPT and Other LLMs

Search is evolving. People are increasingly using AI chat tools like ChatGPT and Perplexity for answers. How do you show up there? Here’s the detailed guide on how to rank on ChatGPT, but I’ve added the main points here:

• Brand Mentions Matter Most: The single biggest factor we’ve seen for getting recommended by LLMs is having your brand mentioned frequently within the high-ranking, authoritative content (especially Google/Bing Top 10 results) that these models use for training and information retrieval. If your Pillar Pages and key Spokes rank well and mention your brand, you’re more likely to be cited by AI.
• Answer Long-Tail Queries: Create content that directly answers specific, long-tail questions users might ask an AI (e.g., “What’s the best due diligence software for M&A in the tech sector?”). If you have content addressing that niche, the AI is more likely to find and reference it.

Your core SEO strategy (Pillars 2, 3, and 4) directly supports visibility in AI chat by building authority and getting your brand name into the right places online.

Putting Together A SaaS SEO Plan: Implementation and Patience

1. Keyword & Competitor Research: Identify your core commercial intent keywords and key competitors.
2. Content Strategy: Map out your Pillar Pages (listicles) and necessary Spoke Pages (alternatives, features, problems).
3. Content Creation (AI Assist + Human Edit): Draft content using AI assistance, then heavily refine, edit, and optimize with human expertise.
4. Publish & Interlink: Publish content on your blog/website, ensuring correct internal linking between pillars and spokes.
5. Backlink Building: Strategically build high-quality backlinks pointing primarily to your Pillar Pages.
6. Monitor & Iterate: Track rankings for target keywords. Be patient, significant results often take one or two quarters, sometimes longer in highly competitive niches. Continuously refine and update content.

Don’t Forget the Foundation: While this guide focuses on content strategy, ensure your basic technical SEO is sound (site speed, mobile-friendliness, crawlability).

Conclusion: Build Your SaaS SEO Engine

Stop chasing irrelevant traffic. By focusing intensely on commercial intent keywords, structuring your content strategically around Pillar Pages and Spokes, leveraging AI as an assistant, and amplifying your authority with targeted backlinks, you can transform your SaaS SEO from a vanity exercise into a predictable MQL-generating engine.

This isn’t a quick hack. It requires strategic thinking, consistent effort, and a commitment to quality over quantity. But the payoff… a steady stream of qualified leads ready to evaluate your solution is well worth the investment. Now go build that engine!