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SEO for tech companies

with focus on developer-stack and deeptech

Search engine optimization (SEO) is an important component of our content marketing work for companies with technical products. The reason it’s important is that it covers the need for promotion — repeatedly displaying clients’ blog posts or website pages in response to search queries entered by potential customers.

SEO is not the only promotion technique that we use, it’s one of the options in our toolbox. However, SEO is a method that’s uniquely suited to our clients’ goals because, after the initial work of ranking a page is done, the distribution becomes effectively free for some time (unless a better competing page becomes available).

In addition, pages ranked organically for positions #1–3 for a given term in a search engine are usually perceived as more trustworthy by most searchers, according to research done by California State Polytechnic University, Pomona (link to PDF). From our experience, this effect is even more pronounced with a tech audience that uses ad blockers and despises digital ads.

The SEO challenges we see in deeptech and developer-stack companies

Most tech companies have a website, yet they don’t take advantage of SEO for a few reasons.

Some marketing managers are suspicious of SEO, commonly because of how much low-quality information about this topic is out there. If they are suspicious of SEO, then they can’t leverage it, and their company cannot leverage SEO well without marketing folks being on board with how it works and understanding the principles.

On the other extreme, some marketers are SEO-first (or SEO-only) and forget about the ultimate reason why people visit pages online: they want to get value from an informative page in a search result. SEO-only pages that bring no value can be a detractor to the brand, especially when targeting developers and other more technical personas.

Companies with more technical products usually struggle to understand the SEO opportunity for their brand — they incorrectly conclude that low search volume estimates in SEO tools mean there is no opportunity to get leads and sign-ups through SEO. Such companies then delay leveraging SEO until their competitors leverage it — and it becomes too late and too expensive to compete.

And finally, existing SEO firms frequently don’t have expertise with technical topics. They might not (even in 2023) understand that search intent is highly important. Even if they do understand search intent, they might not understand the nuance of intent for technical subjects. For example, a developer doing research needs to be served by a different type of article from someone who is looking to simply buy a product or service, even though the search terms might look similar to a non-techie. This lack of technical expertise ends up wasting clients’ time and budget on building pages that turn out to be irrelevant or mean something completely different from what the SEO firm thinks they mean.

Our SEO process

The Wizard on Demand SEO process consists of steps such as SEO opportunity analysis, SEO strategy, SEO fixes, SEO monitoring, and link building.
An illustration of the Wizard on Demand SEO process for companies with complex products or services.

Our SEO process is aligned with our content marketing process and consists of the following steps:

  1. SEO opportunity analysis, including keyword research and clustering. In this step, we identify valuable keywords that we have a high likelihood of ranking a client page for. We then cluster the keywords around topics so that we can build topical authority.
  2. SEO strategy. We define the  content marketing strategy, with keyword research, intent analysis, and SEO metrics being taken into account.
  3. SEO audit and fixes. We’re able to identify and help fix SEO issues on client sites if they don’t have an in-house SEO team.
  4. On-page SEO for content we produce. All articles we create that are targeted for SEO promotion are focused around a particular keyword or topic. However, not all articles we create are designed for SEO promotion, so this step does not always apply to each piece.
  5. Link building. In order to increase rankings for particular keywords, if we aren’t able to do it with content alone, we build links to content pieces.
  6. SEO monitoring. We keep track of changes we’re making on the client’s site through publishing SEO-oriented articles, implementing fixes, or building links, and report on the effectiveness of each change over time.

Our measurements and results

The measurements we use most often for our SEO process are focused less on traffic and more on the results the client is looking to get — like conversions or SaaS sign-ups. This approach is different from most SEO firms, which optimize exclusively for traffic and see conversions as a downstream effect of higher traffic.

By focusing on conversions and other meaningful events, we frequently prioritize pages with higher buying intent for SEO promotion above pages with potentially higher traffic but lower purchase (or use, if it’s free software) intent.

Examples of measurements that we consider for our SEO work include:

  • Conversions from organic visits to the client’s website, attributed to specific pages we help create
  • Rankings in positions 1–3 for high-intent keywords
  • Changes in rankings in response to website changes and external links

Book a meeting with an expert

Are you interested in SEO support for a technical company? Book a meeting with us using the button below. Talk directly with an expert, not a sales rep.

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