The role of SEO in the development of a SaaS product using the Pixel Tools case

akhipakhi090807

The top 9 audience acquisition channels in SaaS are as follows SEO provides targeted and cheap traffic. Email marketing ensures audience return and retention. Content marketing is responsible for podcasts, research, expertise. PPC uses Yandex Direct and targeted advertising, where you can pay for clicks. Social networks - presence in VK, Telegram and others. Videos include YouTube, webinars, training. The referral program expands your reach. Events and conferences are held online and offline. Community involves development and value for participants. When a SaaS company works with all these channels, the question arises how cost-effective it is to work with them. The key metric to analyze is the cost of acquiring a paying user (CAC). It should be lower than the money the company makes from that user (LTV). As part of the SEO channel, Pixel Tools obtains the required CAC ratio less than LTV due to its expertise in SEO.


When a business plans to activate new acquisition channels, it is important Canada Phone Number Data that not only their CAC is higher than LTV, but also that the channel can be further scaled. Otherwise, the business will not receive a tangible effect. In Pixel Tools, SEO fulfills both necessary conditions: it provides more than 80% of registrations and traffic growth. saas1.png According to Yandex Metrica, the majority of clicks come from search engines. saas2.png How an SEO Specialist Helps Businesses Understand Users There are a set of product manager tasks in which SEO can be an assistant. Among them: what basic functionality does the user need; what additional functions should be added and with what priority in the backlog; what the user journey (CJM) looks like on the site and how to improve it. Yandex Wordstat helps you find out what functions consumers are ready to use. For example, the Pixel Tools service allows you to check positions in Yandex.




A Wordstat check shows search demand - how much of the target audience is currently ready to use this functionality. You can also check potential additional improvements and prioritize them in the backlog depending on the volume of potential demand for them. Working with demand helps to address the pain points of the target audience and increase traffic conversion rates. To do this, we work with Wordstat through the Pixel Tools interface. The most common pain points are visible here: for example, how to use, how to disable captcha, etc. Next, the SEO specialist tells the product manager what users want to see and how it can be improved. This allows you to improve the tool to increase conversion and the number of targeted actions. In relation to CJM, the task for the SEO department is the following: to go from the search results page to the completion of the target action, in this case payment for the service.