SEO for SaaS Companies
More trials and demos from Google and AI answers, from the category, comparison and alternative searches buyers make before they choose.
- No lock-in contracts
- Tracked to trials and demos, not rankings
Cited where buyers compare.
No lock-in contracts
If the work isn't paying its way for your company, you're free to stop.
Online brands we have worked with
What is SEO for SaaS?
SEO for SaaS is the work of getting a software product found when buyers search for a category, compare products or look for an alternative to the tool they already use, on Google and in AI answers from ChatGPT, Gemini and Google’s AI Mode. It covers a page for each job the product does, fair comparison and alternative pages, reviews on the sites buyers trust, the technical work that lets search engines read the site, and tracking that ties each search back to a trial or a demo, all written within the Australian Consumer Law.
- Usually moves first
- Pages you already have, fixed
- Compounds
- Category and comparison pages
- Measured by
- Trials and demos, not rankings
Why SaaS companies lose buyers in search
Most software companies we speak to have the same four problems, and none of them shows up in a rankings report.
Trial sign-ups by source
| Source, as recorded at sign-up | Trials |
|---|---|
| Paid search | 38 |
| Organic search | 22 |
| Referral and partners | 9 |
| “Direct” | 51 |
| Not recorded | 17 |
| Total new patients | 137 |
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Category clicks cost the most
Advertisers pay US$116.36 a click for “hr software” and US$68.22 for “inventory management software” in Australia. A product that relies on paid search alone pays that price for every buyer, every time.
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Shortlists are made on other sites
“xero vs myob” is searched 1,000 times a month and “best accounting software for small business” 720 times. The pages that answer those searches decide who makes the shortlist, and they often belong to a competitor or a review site.
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AI answers name only a few products
Buyers now ask ChatGPT and Google’s AI Mode which product to use, and an answer names a handful at most. A product that isn't cited there isn't on the shortlist, whatever it ranks for.
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Trials you cannot trace
The product records the sign-up. It rarely records the comparison page, the review site or the AI answer that sent the buyer, so the work that earned the trial gets no credit.
How buyers search for software in Australia
The searches Australians make every month, grouped by where the buyer is in the decision, with the page that wins each one.
| Search | Searches a month, Australia | What wins it |
|---|---|---|
| Category | ||
| crm | 18,100 | A category page that says who the product is for, not just what it does |
| pos system | 6,600 | The same, written for the kind of business that buys it |
| project management software | 5,400 | A category page with real screens and a plain price |
| accounting software | 2,900 | A page that names the Australian jobs it handles, such as GST and BAS |
| payroll software | 1,600 | A payroll page that says which Australian rules it covers |
| inventory management software | 1,300 | A page for each kind of stock the product manages |
| hr software | 1,000 | An HR page split by the job, from onboarding to leave |
| invoicing software | 880 | An invoicing page with the steps a buyer will actually take |
| field service management software | 720 | A page written for the trades that use it |
| rostering software | 480 | A rostering page that shows how shifts and awards are handled |
| Best-of lists | ||
| best accounting software for small business | 720 | A place on the lists buyers read, and your own honest comparison |
| best crm | 260 | Mentions on the sites that publish those lists |
| best pos system | 210 | The same, plus a page on who your product suits best |
| best project management software | 210 | The same |
| best crm for small business | 170 | A small business page, and a place in the answers AI tools give |
| Comparisons | ||
| xero vs myob | 1,000 | A fair comparison page, built on published facts and dated |
| xero vs quickbooks | 210 | The same, for each rival buyers put you against |
| monday vs asana | 140 | The same |
| Alternatives | ||
| xero alternative | 210 | An alternatives page that says who should switch, and who shouldn't |
| trello alternative | 140 | The same, for each tool your buyers leave |
| myob alternative | 50 | The same |
| Pricing | ||
| xero pricing | 8,100 | The brand’s own pricing page. Buyers check price by name once they have a shortlist |
| hubspot pricing | 1,600 | The same, which is why your own pricing page has to be clear |
| myob pricing | 1,300 | The same |
| How-to and integrations | ||
| how to create an invoice | 390 | A plain guide that shows the job done in your product |
| xero integrations | 210 | An integration page for each tool you connect to |
“xero pricing” is searched 8,100 times a month at US$2.76 a click, while “hr software” is searched 1,000 times at US$116.36, over forty times the price. Buyers who search a brand and a price have already chosen; category, comparison and alternative searches are where the decision is still open, so that is where most of your pages should point.
Average monthly Google searches and cost per click in Australia, from Google Ads keyword data, pulled 12 September 2026. Searches with no reported volume are left out rather than estimated.
What our SEO for SaaS companies includes
Six workstreams, run together, each one aimed at a trial or a demo rather than a ranking.
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Category and use-case pages
One strong page for each job your product does and each kind of buyer it suits, plus the technical work that lets search engines read a site built on JavaScript. Most category searches are won by pages that answer the buyer’s question, not the ones that list the most features.
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Comparison and alternative pages
Fair, dated pages for the rivals buyers put you against and the tools they leave, built on facts anyone can check. Under Australian Consumer Law a comparison has to be accurate and fair, so we write them that way from the start.
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Pages for Australian buyers
Australian buyers look for GST, BAS, local payroll rules and prices in dollars. Where your product handles them, we say so on the pages they read, rather than leaving a local buyer to guess from an overseas page.
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Reviews, handled carefully
We help you ask every customer for a review on Google and the software review sites buyers read, with any incentive offered whatever they say and disclosed. Reviews that are faked, filtered or edited mislead, and the ACCC has penalised businesses for all three.
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AI search visibility
Buyers now ask ChatGPT, Gemini and Google’s AI Mode which product to use. We structure your pages, schema and listings so those answers can find, trust and cite your product.
How AI search visibility works -
Trial and demo tracking
Sign-ups, demo requests and contact forms, each tracked in GA4 and passed to your CRM, so you can compare what search delivered against the trials and demos that became customers.
Ready To Win More Trials?
Get a free growth plan built around your product and the buyers you want more of.
Get Free Growth Plan!Results For Brands That Sell Online
The closest match we can show: three brands whose website is where the customer compares and buys. They're online stores, not software companies. The work covered SEO, Google Ads and conversion work, and every figure comes straight from their case study.
Glowie By Her
Glowie By Her is known for offering salon-quality press-on nails that combine beauty and convenience, perfect for any occasion.
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83%
Increase in Top 3 Position Keywords
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119%
Increase in Organic Traffic
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88%
Increase in Return on Ad Spend
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56%+
Increase in Conversion Rate
bodytonix
HOW BODYTONIX TRIPLED THEIR ONLINE SITE REVENUE & ORDERS
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302%
Increase in Total Site Revenue
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174%+
Increase in Organic Traffic
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$10: 1
ROAS on Google Ads
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277%+
Increase in Orders
Seed Blossom Pod
Seed Blossom Pod is a Sydney florist offering same day delivery across the city.
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541%
Increase in Top 3 Keyword Positions
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514%
Increase in Organic Traffic
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106%
Increase in PPC Revenue
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+228%
Growth in Total Online Revenue
Marketing inside Australian Consumer Law
Software sold in Australia is sold under the Australian Consumer Law, and the ACCC says what you claim must be accurate, truthful and based on reasonable grounds, whatever you intended. That covers your comparison pages, your pricing page, your reviews and what you say about the future. This is where we draw the line.
What we won’t publish
- Comparison pages that don't compare the products accurately or fairly
- “Free” trials or plans whose conditions sit only in the fine print
- Prices that leave out GST or fees the customer can't avoid
- Reviews that are fake, rewarded only when positive, or edited to remove criticism
- Claims about what the product will do that nobody has grounds for yet
What we do instead
- Comparisons built on published facts, dated, and updated when a rival changes
- Trial and plan conditions stated where the offer is made
- Prices stated as the total a customer will pay
- Reviews asked for from every customer, with any incentive offered whatever they say, and disclosed
- Feature claims checked against the product as it ships today
We write software marketing copy to the Australian Consumer Law and the ACCC’s guidance on claims, prices and reviews. It supports your own obligations; it does not replace legal advice. ACCC, false or misleading claims
How our SEO process for SaaS companies works
Five steps, in order. The pace is set by your product, your category and your market, so the plan sets it rather than a template.
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Audit
Search Console, the pages you already have, the answers AI tools give for your category, and your trial and demo tracking.
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Growth plan
What to fix and what to build, in order of the trials and demos each is likely to bring.
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Build
Category, comparison and integration pages, technical fixes and tracking, with every page approved by your team before it goes live.
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Compound
Content, reviews and authority, built on what the data shows is working.
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Report
Against trials, demos and the customers they became, not rankings.
Meet the team behind your SaaS SEO
When you work with Uppercut Digital, you work directly with people who care about performance.
Get Free Growth Plan! View Case Studies
Uppercut Digital Google reviews
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Online Sales More Than Doubled!
I was initially recommended Uppercut Digital Agency by a company in Sydney that I very much trust and I was not disappointed from the start. My company is in Perth and Jeremy has helped me to increase our online sales by more than double within a 3-month period.
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Amazing Results & Transparent Process!
Genuinely couldn’t speak highly enough of these guys. They offer an all in one SEO & Digital Marketing solution for my business and I have seen some really amazing results in terms of growth & revenue.
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Strategies Built For Our Industry!
The team at Uppercut Digital are absolute legends. Unlike some other marketing agencies, they invest a lot of time to structure custom strategies which actually work in our industry. 10/10 communication & responsiveness.
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Better-Quality Leads & More Traffic!
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Drastically Improved Our Performance!
Highly recommend working with Uppercut Digital, they have helped us drastically improve our paid advertising and SEO within months. They are responsive, attentive, and willing to put in the work to get results!
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Spend Less, Get More Leads!
Jeremy and Dylan have been a massive help to my business. … They’re exceptionally knowledgeable, focusing on the fundamentals of setting up effective campaigns and then optimising them (allowing you to spend less, but receive more leads).
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An Absolute Pleasure To Work With!
The guys at Uppercut Digital have been an absolute pleasure to work with! For both Meta Ads and SEO management, they have improved our lead acquisition tremendously. They are also a very professional, reliable and trustworthy team.
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Responsive, Professional & Clear!
We’ve had a great experience working with Uppercut Digital. The team is responsive, professional, and always willing to explain their strategy and answer any questions. They’ve helped us with our website, Google Ads, and SEO, and communication has been excellent throughout.
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A Game-Changer Six Months In!
6 months in with Uppercut Digital has been a game-changer. These legends bring fire to every campaign, always a step ahead and pushing the limits. If you want results and a team that gets it, these are your people.
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Above And Beyond On Everything!
Have worked with Dylan and the guys from Uppercut for 5 months now with my business. They have gone above and beyond on everything we have requested and have been outstanding with communication and resolving any issues we have had along the way.
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They Think Like Business Owners!
Uppercut Digital is a highly driven and enthusiastic team. Each member brings a different focus to the table, which really widens their scope and expertise. As business owners themselves, they understand and appreciate the importance of driving results for their clients.
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Our Highest Ranking Yet!
Shoutout to Uppercut Digital! We hit our highest ranking yet, and it’s all thanks to the incredible work of our digital marketing team, Jeremy and Dylan! From day one, they’ve brought smart strategies, creative ideas, and a serious commitment to helping our business grow.
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Scaling Our Brand To The Next Level!
Uppercut Digital has been optimising our Facebook, Google & SEO ads which has helped generate consistent revenue to our business. … Their consistent work has been crucial in scaling our brand to the next level.
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Excellent Results On Ads & SEO!
We’ve been working with Uppercut Digital over the past few months on both Google Ads and SEO, and the results have been excellent. … The ads have already generated strong leads, and overall, we’re very happy with the results. Highly recommend.
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Transparent & Results Orientated!
I’ve been working with Justin for the last couple of months and he has gone above and beyond to answer any questions that I had and to make sure all my ads were running optimally. He has been transparent and results orientated! Thanks so much for everything!
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Wish We’d Found Them Sooner!
Great experience, highly recommend their services. Their communication, attention to detail, prompt responses to all our questions/queries was top level. Dylan is a true professional, wished we had found Uppercut earlier.
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Honest With Our Budget!
Loved working with Uppercut especially Ryan and Justin. They were very honest, if something wasn’t working they would adjust our fees or ad spend. They didn’t waste our money. They were always available to chat about concerns.
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Best Agency in Sydney!
Best ads/SEO agency in Sydney! We’ve tried over 5+ digital advertising agencies and Uppercut has by far been the best from a results and professionalism standpoint. They are very on top of their accounts and actually care about their clients as though it were their own businesses.
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More Customers From SEO & Ads!
Uppercut Digital did an amazing job boosting our pawn shop’s online presence. Our Google rankings improved, and we’re getting more customers thanks to their SEO and ads. Highly recommend them for anyone looking to grow their business online!
SEO for SaaS Questions
Do you lock SaaS companies into contracts?
No. We work without lock-in contracts. If the work isn't paying its way for your company, you're free to stop.
How much does SaaS SEO cost?
No regulator sets SEO prices in Australia. The most common agency retainer worldwide is US$500 to US$1,000 a month, according to an Ahrefs survey of 439 SEO providers in 2023. What moves the price for a software company is how many categories and markets you sell into, how many comparison and alternative pages the plan needs, and the state of your site. We scope each company before quoting. The Australian SEO pricing guide has the national ranges and a calculator for working back from a budget.
How long does SEO for a SaaS company take?
It depends on how contested your category is, the condition of your site and how much authority it has already earned. Fixing the pages you already have tends to move first, while ranking for a crowded category takes longer. Rather than quote an industry average, we set out what's realistic for your product before you commit to anything.
Should we target category searches or comparison searches?
Both, in that order of value. Category searches such as “crm” and “payroll software” bring the most buyers but cost the most to buy, up to US$116.36 a click for “hr software”. Comparison and alternative searches are smaller, but the buyer is already choosing, so a fair page there often earns a trial sooner. Brand and pricing searches belong to whoever owns the brand.
Are comparison and alternative pages allowed in Australia?
Yes, if they are accurate and fair. The ACCC says comparative advertising can be misleading if the comparison is inaccurate or does not compare the products fairly. We build comparisons on published facts, date them, and update them when a rival changes its product or price.
Can we put reviews from software review sites on our website?
Yes, if they are genuine and shown fairly. The ACCC says fake reviews are illegal, that an incentive for a review must be offered whether the review is positive or negative and be disclosed, and that suppressing or editing negative reviews can mislead. We show reviews as they were written and ask every customer, not just the happy ones.
Can our site say “free trial” or “free plan”?
Yes, if it is free on the terms a buyer would expect. The ACCC says calling something free can mislead when conditions apply, and that fine print must not contradict the overall message. We state the conditions where the offer is made, such as whether a card is needed and what happens when the trial ends.
Do you write our terms and conditions?
No. Your terms are a job for your lawyer. It is worth knowing that the unfair contract terms rules cover standard form contracts with consumers and small businesses, and since 9 November 2023 proposing, using or relying on an unfair term carries penalties. Terms a customer accepts by clicking deserve a legal review. We write the marketing pages around them, not the terms themselves.
Can you track which searches turn into trials and customers?
Mostly, yes. We track sign-ups, demo requests and forms in GA4 and pass the source to your CRM, so the trials and demos that search delivered can be matched against the customers they became.
Do we need Google Ads as well?
Not always. SEO builds visibility you keep, while Google Ads buys it straight away. Software category clicks are among the most expensive in Australian search, so many companies use SEO to depend less on ads rather than to replace them. The same consumer law applies to ads, so we write both to the same standard.
Can you get our product into ChatGPT and AI Mode answers?
Nobody can guarantee a mention in an AI answer, and it is worth being wary of anyone who does. What we can do is strengthen the signals those answers draw on: clear category and comparison pages, accurate listings, genuine reviews, structured data, and mentions on sites AI tools already trust.
Do we need use-case pages as well as a product features page?
Yes, where your product solves different problems for different buyers. A features page explains what the software does; a use-case page shows how those capabilities fit a particular job or team. We build those pages around capabilities your product actually has, connect them to relevant product information, and give readers a clear route to a trial or demo.
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