Sector expertise · Tech & SaaS
SEO for tech and SaaS.
Be on the shortlist before the demo.
Utterly Digital provides SEO and AI search optimisation for SaaS products and software companies. We help you appear in the comparisons, shortlists and AI answers that buyers consult before they ever book a demo.
- We help
- SaaS products, software houses and IT services
- Proof
- Software Development UK and Hoge100 case studies
- Built for
- Long, researched buying journeys
- Approach
- Tested changes, never guesswork
The market
What Makes Tech and SaaS Search Different?
Software buyers research hard, compare openly, and increasingly ask AI for a shortlist before they speak to anyone.
A SaaS purchase is rarely made on one visit. Several people are involved, and they search for comparisons, alternatives and reviews long before they search for your brand.
Those searches are crowded with review platforms and ‘best of’ lists. You need to be present on them, and to have comparison pages of your own that are honest enough to be believed.
There is a technical side too. Apps built on modern frameworks often hide content from search engines without anyone noticing, and documentation that could rank is frequently left unindexed.
The challenges
What Holds Tech & SaaS Brands Back in Search?
Four problems come up again and again in tech and SaaS, and each has a practical answer.
- 01
Review sites own the comparisons
Aggregators and listicles hold the ‘best’ and ‘versus’ results.
What we doWe get you represented on them, and build comparison pages of your own.
- 02
Content that explains features, not problems
Buyers search for the job they need done, not your feature names.
What we doWe plan content around the problems your product solves.
- 03
Sites search engines cannot read
JavaScript-heavy builds can hide content from crawlers.
What we doWe audit rendering and indexing, and fix what is invisible.
- 04
Traffic without pipeline
Visits rise and demos do not.
What we doWe measure sign-ups, trials and demos, and target the searches that produce them.
In depth
What Do Software Buyers Search For?
Software buyers move from a problem, to a shortlist, to a direct comparison, and each stage needs its own page.
| Stage | Example searches | The page that wins |
|---|---|---|
| Problem-led | how to manage client projects, automate invoice reminders | A guide that solves the problem and shows the product doing it |
| Shortlisting | best project software for small teams | A ‘best for’ page, and presence on the review sites that rank |
| Comparing | product A vs product B, alternatives to a market leader | An honest comparison or alternatives page |
| Evaluating | integrations, pricing, security, documentation | Clear pricing, integration and documentation pages that are indexed |
In depth
What Does a Convincing Product Page Show?
It says what the product does in one line, who it is for, what it costs and how it compares, with proof.
Buyers arrive sceptical and short of time. Search engines and AI engines reward the pages that answer their questions without making them hunt.
- 1What it does, in one lineNo jargon, no slogan.
- 2Who it is forThe team, size or problem it suits best.
- 3Honest comparisonIncluding where a rival is the better fit.
- 4Clear pricingWhat it costs, without a sales call.
- 5ProofNamed customers, genuine reviews, real results.
- 6Depth for evaluatorsIntegrations, security and documentation.
The rules
What Standards Shape Tech Content?
There is no sector regulator, but claims still have to be true, and buyers check them.
- Comparative claims about competitors must be accurate and verifiable under advertising rules.
- Security and compliance claims, such as certifications, must be current and evidenced.
- Data protection law applies to how you collect and use the details of trial and demo sign-ups.
- Reviews and testimonials must be genuine.
We write with these standards in mind. We are not a law firm, and sign-off on claims stays with you.
AI search
How Is AI Changing Software Buying?
Buyers now ask AI engines for a shortlist of tools, and the engines draw on comparisons, reviews and community discussion.
This is the sector where AI search has moved fastest. A buyer asks for the best tool for their situation and receives three or four names. If yours is not among them, you may never be considered.
Being named depends on appearing where engines look: comparison pages, review platforms, documentation and the forums where practitioners talk.
What we do
How Do We Help Tech & SaaS Brands?
We bring every part of search together, planned around how tech and SaaS customers actually search.
- 01
AI search optimisation
Getting your brand named when buyers ask AI engines about tech and SaaS.
- 02
Organic SEO
Technical health, on-page testing and authority, run as one programme.
- 03
Content marketing
A topical map for your part of the tech and SaaS market, then the pages to fill it.
- 04
Digital PR
Coverage and links from the publications your customers and search engines trust.
- 05
SEO audits
A full review of what is holding your site back, with a fix for every issue.
- 06
Web design and development
Fast, accessible sites structured for search from the first line of code.
Proof
The work, and what it achieved.
- Software development
Software Development UK
A new domain in a fiercely competitive sector that reached third place on google.co.uk for ‘software development company’.
Read the case study - Software
Hoge100
An SEO audit for a software company with 32 years behind it, delivered alongside its agency, Rather Inventive.
Read the case study - Energy price comparison
Business Energy UK
An energy comparison brand we co-own, built from nothing: domain, website, 105 pages of content and a PR-led launch.
Read the case study
FAQs
SEO for tech and SaaS: your questions answered
Do you have experience with software companies?
Yes. Our published case studies include Software Development UK, which reached third place on google.co.uk for ‘software development company’ as recorded in 2023, and the software company Hoge100.
Should we write pages comparing ourselves with competitors?
Yes, if they are honest. Buyers search for comparisons whether or not you publish one, and a fair page that admits where a rival fits better is more convincing than one that does not.
Our site is built on a JavaScript framework. Is that a problem?
It can be. Some builds hide content from search engines and AI crawlers. An audit shows what they can actually see.
How do you measure SEO for SaaS?
By sign-ups, trials and demo requests from organic search, not by traffic alone.
Can you help us appear in AI shortlists?
We can do the work that makes it more likely, and measure it. Nobody can guarantee a mention.
Tech & SaaS
Talk to us about search for your tech and SaaS brand
Tell us about your site and your market. We will come back with a scope and a price.
We reply
A specialist reads your enquiry and comes back to you, not a sales script.
We agree the scope
A short call to confirm what you need, what is included and the price.
Work starts
Only once you are happy with the scope and have given the go-ahead.