Building SEO Campaigns for SaaS Companies with Competitive Data Analysis

When you’re scaling a SaaS business, relying on great features isn’t going to cut it. 

To stand out and attract potential customers, you need visibility in search engine results pages (SERPs). 

That means leveraging SEO strategies to get ahead of competitors. 

But guessing won’t work. You need a plan built on real data.

Luckily, competitive data analysis can help you identify high-potential keywords, spot gaps in your strategy — and see what’s driving results for others in your space. With these rich insights in hand, you can make informed decisions and create winning SEO campaigns for SaaS companies like yours.

Let’s take a closer look at how competitive data analysis fuels SEO campaigns. (And how to use it for your own SEO strategies.)

Brand messaging: Direct and accurate SERP data is key for competitive analysis

Competitive data analysis starts with reliable information. 

Without it, you’re building a strategy on shaky ground. Using direct and accurate SERP data helps you make sure that every piece of content you create aligns with what your audience is searching for.

Let’s break this down.

Direct data collection for accuracy

Relying on APIs or third-party sources for data can lead to irrelevant and inconsistent results. 

That’s why it’s so important to collect data directly.

When you bypass intermediaries, you control the information’s quality and granularity. For example, Bright Data can help by enabling you to track search engine rankings or user behavior in real-time, providing a better view of market trends and competitor performance.

Bright Data website screenshot.

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SERP data for strategic insights

SERP data reveals what’s working in your industry. 

Direct data tools, such as Bright Data’s SERP API, collect SERP data in any language, location, or device worldwide. 

This empowers SaaS companies to:

  • Identify high-potential keywords and search intent
  • Analyze competitor positioning and ad strategies
  • Track keyword rankings across geographies

For example, say, a direct competitor consistently ranks for long-tail keywords with low competition. You can target those same keywords to increase your organic search traffic. With Bright Data’s flexibility, you’ll access the data you need to refine your keyword strategy and stay competitive.

Speaking of which …

Tools behind API providers

The competitive dynamics in the SaaS market are complex. Technology, customer preferences, pricing, and many competitors are at play.

So, you need to rely deeply on accurate and actionable intelligence.

Funny enough, API providers often rely on advanced tools like Bright Data to gather precise information. Using an API provider may be enough if you’re in a smaller or less competitive market. But in SaaS, you need to go straight to the source.

Instead of relying on processed reports, use Bright Data’s SERP API to build strategies based on raw, actionable data.

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How to build SEO campaigns for SaaS companies with competitive data analysis

Once you’ve collected and analyzed competitive data, the next step is building actionable strategies. 

Here’s how to turn that information into impactful SEO campaigns for SaaS companies.

Focus on the right keywords

Focus your SEO campaigns on specific keywords. 

Use your data to identify relevant:

  • Long-tail keywords: These have lower competition and help you attract niche audiences.
    • For example, instead of “time trackers,” you might target “time tracking tools for enterprises.”
  • Short-tail keywords: While competitive, these drive high search volume and increase brand visibility. *But you’ll need to build domain authority with high-quality backlinks to rank for these.
  • Semantic keywords: These are related terms that align with search intent.
    • For example, if “Best Work OS tools” is your target keyword, you’d also optimize for related terms. (Like “team collaboration tools” or “workflow automation.”)

Once you’ve identified your target keywords, go deeper. Categorize them by search intent: informational, navigational, and transactional. 

For instance, a long-tail keyword like “how to automate invoicing” caters to informational intent. A transactional keyword like “buy SaaS invoicing tool” signals readiness to purchase. Use these distinctions to create highly targeted content plans that align with user needs at every stage of the funnel. (More on this in a bit.)

Next, map primary and secondary keywords to specific pages or blog posts.

This prevents keyword cannibalization and gives a clear content hierarchy. For example, if your primary keyword is “live chat software for businesses,” you might assign secondary keywords like “help desk tools” and “customer support software” to the same blog post. 

Then, create pillar pages for broader topics. And use internal linking to connect related subtopics. When you do this, you’re creating “content clusters.” Or “topic clusters.” These help you build authority in your niche and signal to search engines where your expertise lies.

Next, analyze the SERPs for your target keywords to understand what type of content ranks best. 

Do listicles dominate? Or do in-depth guides perform better? 

Listicle screenshot as a content type example.

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Structure your content accordingly. 

For example, if competitors rank with case studies, incorporate data-backed examples into your pages. If visual elements like videos or infographics are prevalent, prioritize multimedia content.

When targeting competitive short-tail keywords, strengthen your domain authority by building a 

robust backlink strategy. Focus on earning links from authoritative industry sites, such as SaaS review platforms — or thought leadership blogs. Combine this with internal linking to distribute link equity across your site. (More on link building in a bit.)

Finally, update and refresh your keyword list regularly. 

Search trends evolve. And keywords that drive traffic today may not be as effective six months from now. Use tools like Google Trends or Ahrefs to monitor changes and adjust your strategy proactively.

Leverage competitor content gaps

Analyze your competitors’ content to find missed opportunities. 

For instance, if their blog posts fail to address certain FAQs or trending topics, create content that fills those gaps. (Use tools like Semrush or Ahrefs to identify underutilized keywords and subtopics. These are usually easier and faster to rank for.)

Take it a step further by examining content formats. If competitors rely heavily on blog posts, you could diversify by creating infographics, podcasts, or video content on the same topics. 

Consider experimenting with interactive formats like calculators or tools.

For instance, in SaaS, that might be:

  • An interactive timeline generator that helps users plan and visualize project milestones
  • An ROI calculator showing the potential return on investment from using your software
  • A feature comparison tool that lets users evaluate your product against competitors
  • A pricing calculator that helps users estimate costs based on team size

These offer immediate, tangible benefits, so your website’s more engaging and valuable to visitors.

Build a comprehensive link-building strategy

Analyze data to see where your competitors are earning backlinks. (Identify high-value domains or platforms that align with your audience.)

Reach out to these sites with content collaborations, guest posts, or value-packed resources that naturally attract links.

Guidelines for guest posting by Sender.

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For example, if competitors gain links from industry-specific reports, create your own original research or case studies. Offer these assets to the same publications and showcase your unique perspective. You can also identify outdated links on relevant websites and suggest your content as a replacement.

With more relevant and valuable backlinks in your profile, you’ll have a better chance of:

  1. Increasing your domain authority.
  2. Ranking for high-competition keywords.

Tailor campaigns to search intent

Segment your keywords based on informational, navigational, or transactional search intent and develop content tailored to each. 


These align well with funnel stages so you can support your audience no matter where they are in the buyer’s journey. 

For example:

  • Informational search intent → Awareness funnel stage
  • Navigational search intent → Consideration funnel stage
  • Transactional search intent → Decision funnel stage

This is key to nudging (and helping users) along the funnel so they can hopefully convert! It’s also a strategic way to scale your SEO content strategy. 

In fact, it’s how uSERP and Codeless helped increase monday.com’s traffic by 1,570%

LinkedIn post breaking down monday.com’s traffic increase strategy.

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Here’s a quick breakdown to show you what we mean:

Awareness stage 

In the awareness stage, teach the user how to solve their problem. Offer your product or service as the solution. 

Include words in your titles that signal awareness. Like:

  • How
  • What
  • Where 
  • Who 
  • Examples 
  • Resource 
  • Learn
  • Guide

Consideration stage

In the consideration stage, help visitors who are looking for product details, comparisons, and features. Rank your product or service among high performers. 

Include words in your titles that signal consideration. Like:

  • Review 
  • Best
  • Vs
  • Comparison
  • Top 

Decision stage

In the decision stage, help users who are thinking about trialing, signing up for, or purchasing your product/service. 

Include words in your titles that signal decision-making. Like:

  • Buy 
  • Coupon 
  • Get
  • Pricing
  • Discount  

Your best bet? Publish five to 10 quality content pieces across each stage every month. 

Get inspired by your competitors’ approach, too. 

What kinds of content are they using in each stage? Which pieces are helping them rank? Fill in the gaps by making your search intent content even more comprehensive and helpful than theirs. You might also create an entire Knowledge Base or Help Center to give your audience even more resources.

Implement ongoing performance analysis

SEO isn’t static. 

Continuously track campaign performance by tracking rankings, click-through rates, and conversion metrics. Adjust as needed to respond to algorithm updates or shifts in user behavior.

For instance, monitor keyword trends over time. If a previously high-performing keyword starts losing traction, analyze why. This might be due to changing user intent, new competition, or outdated content. → Stay proactive by refreshing old posts, adding new data, or expanding on underperforming sections.

See how your competitors adjust their strategies over time, too. Watch for any unique tactics they use to improve rankings and consider testing them yourself.

Use structured data for visibility

Incorporate structured data for better search engine visibility. Rich snippets, FAQ schemas, and review stars can improve your click-through rates and make your content stand out in the SERPs. 

Example of how Google builds actions from web content.

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Analyze your competitors’ approaches with structured data and implement similar or better strategies.

For example, if competitors leverage review stars for SaaS product pages, add schema markup to your pages to include customer ratings, pricing, and product features. 

Optimize for AI, mobile, and voice search

AI-driven search results, mobile-first indexing, and voice search are reshaping SEO. 

Make sure your website loads quickly, offers a seamless mobile experience and answers conversational queries like “What’s the best productivity tool for ADHD?”.

Create your own SEO campaigns for SaaS companies

Competitive data analysis is your secret weapon for building successful SEO campaigns. When you use accurate, real-time SERP data, you can get your hands on valuable insights, target the right keywords, and outsmart competitors. 

SaaS companies that embrace this strategy will see better rankings, more traffic, and higher conversions.

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