Choosing the right SEO agency can directly affect the visibility and growth of your SaaS business. But not every agency understands SaaS GTM, buyer journeys, or the nuances of PLG and SLG motions. This guide helps you evaluate and select the right SaaS SEO agency using a 15-point checklist — updated for 2025.
1. Define Your Goals and GTM Motion
Start by clarifying what you want:
- Improve MQLs via organic
- Increase trial signups (PLG)
- Rank for competitive industry keywords
Match this with your motion:
- PLG? You’ll need content-led organic flows
- SLG? You’ll need TOFU–BOFU alignment
Learn more about GTM motions for SaaS.
2. Look for SaaS Experience — Not Generic SEO
Ask:
- Have they worked with B2B SaaS?
- Do they understand trial-to-paid funnels?
- Can they create content for technical buyers or mid-market personas?
Agencies without SaaS clients will struggle to understand your sales cycles, product features, or ICP nuances.
3. Inspect Their SEO Strategy Structure
A good SaaS SEO agency will:
- Build topic clusters (not just random blogs)
- Use keyword intent mapping
- Focus on MQL or revenue goals — not just traffic
Want examples? See our curated agency list.
4. Check Their Technical SEO Capabilities
For SaaS, technical SEO matters:
- Fast-loading landing pages
- Optimized URLs and internal linking
- Schema for docs/help pages
Also ask how they handle:
- Subfolders for blog vs product
- Sitemap and crawl budget
5. Evaluate Their Content Framework
Ask to see real content briefs. The agency should:
- Use ICP-based voice and tone
- Address TOFU/MOFU/BOFU needs
- Include SEO structure: H1s, FAQs, metadata
Avoid teams that just “write blog posts.”
6. Look at Reporting & KPIs
You need more than rank tracking. Ideal KPIs:
- Non-branded organic clicks
- Keyword groups by funnel stage
- Signups/MQLs from organic
Need help benchmarking? Check our GTM KPIs guide.
7. Ask How They Handle Link Building
Important for early traction and rankings:
- Do they use manual outreach?
- Are links contextual and industry-relevant?
- Do they prioritize homepage and cluster links?
Avoid:
- Paid link dumps
- PBNs or Fiverr-style backlink farms
8. Review Past Results (For SaaS Clients Only)
Request specific SaaS case studies:
- What was the ICP?
- What keywords improved?
- Did traffic → trials or conversions?
Bonus: Ask to see the content and compare it to your own site.
9. Consider Their Team Structure
Look for:
- Content strategist
- Technical SEO lead
- SaaS-focused editor
- Growth marketer or GTM owner
One freelancer can’t do it all well.
10. Evaluate Their Fit With Your Motion
If you’re:
- PLG → Look for content + product marketing alignment
- SLG → Ensure sales enablement content is part of the strategy
- Hybrid → Ask about MQL scoring and marketing ops integration
Also see: Marketing Operations Setup
11. Check Their Tools and Stack
They should use:
- Ahrefs, Semrush, or Clearscope
- GA4 + GSC + Looker or Sheets
- CMS familiarity (WordPress, Webflow, custom)
Bonus if they can integrate into your Notion, ClickUp, or project flow.
12. Ask About Workflow and Delivery
What’s their process?
- Monthly keyword planning?
- One brief = one deliverable?
- Do you get SEO-optimized blog + meta + interlinks?
Get clear on delivery rhythm — weekly or monthly.
13. Watch for Red Flags
Avoid agencies that:
- Promise rankings in 30 days
- Outsource everything without visibility
- Lack SaaS-specific content examples
Also beware of those who don’t track post-publish results.
14. Ask for a Sample Plan
Let them audit 3 pages or 1 keyword group.
- Do they show insights about competition?
- Do they segment keywords by funnel stage?
- Can they recommend internal link opportunities?
15. Test the Relationship First
Start small:
- 1-month trial
- 3 content pieces
- Homepage + blog rewrite
It’ll show how they think, deliver, and communicate.
Common Mistakes to Avoid While Choosing a SaaS SEO Agency
Many SaaS companies waste months (and budget) by choosing agencies based on vanity metrics or empty guarantees.
Avoid agencies that focus only on traffic instead of MQLs or revenue impact. Don’t fall for “one-size-fits-all” SEO strategies — SaaS requires tailored content, technical optimization, and a clear understanding of PLG or SLG motions.
Another mistake? Ignoring red flags like poor reporting transparency or lack of ICP-based content.
Make sure the agency understands the SaaS funnel, aligns with your GTM motion, and tracks metrics that matter.
Final Thoughts
SaaS SEO isn’t about just ranking. It’s about moving the right user through the right content — toward your product.
Use this checklist to find a SaaS SEO agency that fits your goals, stage, and team.
Need help evaluating agencies or auditing your current one? Book a call — we do that too.