SaaS websites have a peculiar SEO problem. They are usually built by founders who came from product or engineering, who care deeply about the homepage hero animation and almost nothing about page 2 of the site. This makes them very fixable. The same seven mistakes turn up on almost every SaaS site we audit.
One · The homepage is trying to rank for everything.
Founders cram every keyword they care about into the homepage hero. That is not how Google works. Your homepage should rank for your brand and your category. Specific features, specific use cases, and specific integrations should each live on their own page. Spread your intent, do not stack it.
Two · There are no feature pages.
A surprising number of SaaS marketing sites have a homepage, a pricing page, and a blog. That is it. No dedicated pages for the actual product capabilities people search for. If you have an integration with HubSpot, that is a /integrations/hubspot page. If you support SSO, that is a /sso page. These pages do not need to be long. They need to exist.
Three · The pricing page is hidden from Google.
We have lost count of how many SaaS sites have a pricing page that requires a login, a calculator that loads through JavaScript without a static fallback, or a "request pricing" form instead of public numbers. Pricing pages rank. Be brave and put numbers on the internet.
Four · Trust signals exist in the brand, not on the page.
You know you serve enterprise customers. Google does not. Your customer logos should be in the rendered HTML, your case studies should be linked from the homepage and from relevant feature pages, and any meaningful certifications (SOC 2, ISO 27001, GDPR posture) should have their own crawlable page rather than just sitting on a footer badge.
Five · The blog is a content graveyard.
Look at your blog. Sort by date. When was the last post? More than six months ago? You either need to commit to publishing or take the blog offline. A frozen blog is a negative ranking signal because it indicates the site is not actively maintained. If you cannot write a fresh post quarterly, you do not need a blog. You need feature pages.
Six · The changelog is hidden from search engines.
Most SaaS changelogs are buried in app subdomains that are deliberately not indexed. That is a missed opportunity. A public changelog is one of the highest signal pages on a SaaS site: it shows the product is alive, it captures long-tail search terms for new features, and it builds trust with prospects who are evaluating you against an incumbent. Put the changelog on your marketing domain.
Seven · There is no Organization schema.
Every SaaS site should have Organization JSON-LD on the homepage listing the legal name, logo, sameAs links to Twitter, LinkedIn, and GitHub if applicable, contact point, and country. This is what builds your Knowledge Graph entry over time. Without it, Google has to infer who you are from third party sources, which goes about as well as you would expect.
The one mistake we did not include.
You will notice we did not mention link building. That is deliberate. Link building is downstream of having a site that is worth linking to. Fix the seven mistakes above first, then think about acquisition. The order matters.
If you would like the same review done on your SaaS site, our SaaS audit applies this exact framework plus the technical depth that comes from actually crawling the site. Same as everywhere else on the site: £79 flat, no call, no retainer.