Why Many SaaS startups Struggle with SEO Success

In my recent discussion with a founder of a startup backed by Y Combinator, I was struck by the challenges they faced in their SEO journey. Despite investing six months into their Search Engine Optimization efforts, they experienced a steady increase in traffic but were frustrated by the lack of conversions.

Upon examining their analytics more closely, I discovered that most of their traffic stemmed from Top of the Funnel (TOFU) content. This type of content is generally designed to raise awareness about a subject but often lacks the depth necessary to drive conversions. When I inquired about their strategy to convert this traffic, their response was surprising: they were relying on internal links alone.

I pressed further, suggesting that they should also develop more targeted Bottom of the Funnel (BOFU) content to enhance their conversion rates. However, they dismissed the idea, citing these queries as low-volume.

This exchange highlights a common misconception among those new to SEO: the belief that traffic equates to potential revenue. It’s crucial to remember that behind those numbers are actual people who will engage with your content. Merely adding internal links or featuring an additional call-to-action (CTA) won’t compel someone to purchase a high-ticket item, especially if they aren’t ready to buy.

The reality is straightforward: your audience is either prepared to make a purchasing decision or they are not. What you can do as a marketer is help streamline their buying process, making it easier for them to reach a decision while also reducing friction through the content you provide.

So, why do we continue to produce non-BOFU content? What is the significance of the entire marketing funnel?

The answer lies in the objective to cultivate multiple touchpoints with potential customers, ensuring that your brand stays at the forefront of their minds. For instance, if someone is researching “Zendesk vs. Freshdesk,” they may have previously searched for related terms like “customer service software” or “ways to retain customers.” However, it’s unlikely they will make an immediate purchase after visiting those pages.

Typically, their journey will unfold like this:

1. They visit your website.
2. They leave and may forget about it.
3. They see a relevant post on LinkedIn that resonates with their needs.
4. They conduct another search using a related keyword.
5. They consult with peers for recommendations.
6. They come across suggestions in online forums.
7. They hear about Zendesk on a podcast.
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