In the competitive landscape of B2B SaaS, ranking higher on Google isn’t just a vanity metric it’s a growth lever. Every position gained in the SERPs (Search Engine Results Pages) can mean a measurable increase in demo requests, free trials, and ultimately, revenue.
Yet many SaaS companies spend heavily on paid acquisition while underinvesting in SEO, particularly link building, one of the most powerful ranking factors. But here’s the reality: without high-quality backlinks, even the most optimized content can struggle to rank.
This guide will break down how SaaS companies can build links that actually improve rankings, enhance brand authority, and accelerate sustainable, organic growth.
Why Link Building Matters in SaaS SEO
Google’s algorithm has evolved, but one thing remains consistent: backlinks are a core trust signal. For SaaS companies, links are not just about SEO; they fuel multiple growth benefits:
Benefits of Link Building for SaaS
- Improved Organic Rankings: Higher domain authority and page-level authority lead to better visibility for competitive keywords.
- Increased Brand Credibility: Links from respected publications or niche blogs signal trust to potential customers and investors.
- Long-Tail Traffic and Leads: Strategic content can rank for informational and transactional queries, attracting users with clear intent.
- Product Discovery: Backlinks from integration partners, comparison blogs, or industry influencers can drive highly relevant referral traffic.
According to a Backlinko study, the #1 result on Google gets an average of 27.6% of all clicks and most of those pages have significantly more backlinks than their competitors.
In short: ranking well = getting more demos, more signups, more MRR.
How Link Building Works in a SaaS SEO Strategy
Unlike traditional websites, SaaS companies face a unique challenge: you’re often targeting high-competition commercial keywords (e.g., “CRM software for small businesses”) while also needing to educate the market through top-of-funnel content.
This means your link-building strategy must:
- Support your product pages so they can rank and convert.
- Amplify content assets that drive awareness.
- Strengthen domain authority over time.
Let’s break it down into a framework that works.
1. Identify High-Impact Pages to Build Links To
Before you even send a single outreach email, clarify where backlinks can move the needle. These usually fall into three buckets:
Transactional Pages (High-Intent Keywords)
- Features (e.g., /features/workflows)
- Use cases (e.g., /solutions/hr-teams)
- Comparison pages (e.g., /vs/zendesk)
These pages drive sign ups and sales but need authority to rank.
Strategic Blog Content
Create educational content that maps to your product’s value proposition:
- “How to onboard new hires with automation” (if you’re an HR SaaS)
- “10 ways to reduce churn using email workflows” (for a customer success tool)
Then build links to this content to boost rankings and referral traffic.
Linkable Assets (Link Magnets)
- Industry benchmarks
- Data studies
- Free tools or templates
These are the pieces that naturally earn backlinks and support other pages through internal linking.
2. Build Links That Actually Improve Rankings
Not all backlinks are created equal. For SaaS, the most effective links come from relevant, authoritative, and contextual sources.
What to Aim For:
- Topical relevance: Links from websites in your vertical (e.g., martech, devtools).
- Editorial placement: Naturally embedded in valuable content.
- Dofollow links: Pass SEO value, as opposed to sponsored or no-follow links.
- High domain rating (DR): Aim for DR 50+ when possible.
What to Avoid:
- Random directories or forums
- PBNs (Private Blog Networks)
- Over-optimized anchors
- Paid links on spammy blogs
In many cases, companies working with B2B-focused digital ecosystems like B2B Monks or similar communities find that the contextual relevance of such link sources often leads to stronger SEO signals and improved topical authority especially within narrow SaaS niches.
3. SaaS Link Building Strategies That Work
Let’s dive into practical, proven tactics tailored for SaaS growth:
1. Guest Posting with Purpose
Done right, guest posting is a powerful authority-building tool. Focus on:
- Niche relevance: Pitch content to SaaS review sites, VC blogs, or marketing agencies.
- In-content links: Link back to feature pages or supporting blog posts.
- Value-first content: Share strategies, frameworks, or insights from your product.
Example: A customer engagement SaaS writing for a CX blog like Userpilot or CustomerThink.
2. Publish Original Data and Get Cited
SaaS platforms have access to rich user data. Leverage it to create:
- Industry trend reports
- Benchmarks (e.g., “Average retention by industry”)
- State-of-the-market reports
Then pitch this to journalists and content creators who cover your vertical.
These reports earn natural links especially when they include graphs, charts, and quotable stats.
3. Partner with Integrations and Ecosystem Players
SaaS tools don’t live in silos. They integrate with others and that’s a huge opportunity.
- Create integration landing pages with mutual backlinks.
- Offer to co-create blog posts or case studies.
- List your product on their marketplace (with backlinks).
This is a win-win: SEO value and partner visibility.
4. Get Featured in SaaS Roundups and Listicles
These Top 10 tools for problem pages rank for valuable commercial terms. To get included:
- Identify listicles where competitors are featured.
- Reach out to editors with a compelling case and offer.
- Share testimonials, reviews, or product screenshots.
Search strings to use:
“best [your category] software” + intitle:top
“tools for [pain point]” + inurl:blog
5. Build Passive Link Magnets
Content formats that attract organic backlinks:
- Free tools (e.g., ROI calculator, onboarding checklist)
- Glossaries for industry terms
- Templates (e.g., pitch decks, email flows)
These content pieces act as backlink “funnels” they attract links on their own and power up your internal pages.
4. Internal Linking: The Unsung Hero of SaaS SEO
While backlinks build external authority, internal linking helps distribute it.
- Link from high-traffic blog posts to lower-ranking product pages.
- Use keyword-rich anchor text that mirrors search intent.
- Ensure each key page is 2–3 clicks from your homepage.
Think of your website like a neural network link equity flows best when the structure is intentional.
5. Tracking Success: Link Building KPIs for SaaS
You can’t improve what you don’t measure. Use SEO and analytics tools to monitor:
- Referring domains growth via Ahrefs or SEMrush
- Keyword movement for targeted pages
- Organic traffic and conversions from linked content
- Domain Rating (DR) or Authority Score over time
Bonus: Layer in UTM parameters for outreach-driven content to track real business impact like demo requests or signup conversions.
Conclusion: Link Building is a SaaS Growth Channel, Not Just an SEO Tactic
Link building, when aligned with SaaS-specific goals, is more than a technical checkbox; it’s a strategic growth driver.
The right backlinks:
- Push your feature and comparison pages up the SERPs
- Drive high-intent referral traffic
- Position your brand as a trusted leader in your vertical
In a world where CAC is rising and paid channels are getting crowded, organic visibility becomes a competitive moat. And backlinks are the bricks.
Start building them wisely.