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SaaS and software companies · Search engine optimisation

Rank on the comparison your buyer runs, not on a blog nobody buys from.

SEO for a software company is being found on the searches a buyer runs while a shortlist forms: alternatives, comparisons, integrations and pricing. GullySales builds those pages, checks that a crawler can actually reach your product, and traces organic traffic through to meetings held.

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Scope, fee, reporting and term are agreed in writing after we have read your brief and spoken to you.

Realistic editorial illustration of saas and software companies at work in the United States

What search engine optimisation means

Search engine optimisation (SEO) is the work of getting your website to appear when a buyer searches Google for what you sell. GullySales builds pages around real search terms, fixes technical issues that block ranking, and tracks which searches actually bring enquiries.

Also for SaaS and software companies

Sales and marketing for SaaS and software companies, the overview.

Last updated 5 Oct 2026.

For SaaS and software companies

Where it usually goes wrong, and what we would do.

  • “Alternative searches have a budget behind them”

    Somebody typing a competitor's name and the word alternative has decided to switch, while a reader of a definition post has decided nothing at all.

  • “Integration pages borrow demand you did not have to build”

    A page for the tool your buyer already runs rides a search volume the partner created, and almost nobody in your category has written one.

  • “A JavaScript app can be invisible to a crawler”

    Product pages rendered in the browser, docs on one subdomain and marketing on another each break a crawler in a different way.

What we do

What we deliver for SaaS and software companies.

Every deliverable, what it covers for you, and the result it is there to produce. Nothing here is an extra.

  1. An alternative page for each competitor you lose to

    One page per competitor covering where they win, where you win and who should stay with them, written so a buyer can use it without being sold to.

    Result: You appear in the search a switching buyer runs.

  2. Integration pages for the tools in your buyer's stack

    A page for each integration you support, naming the workflow it fixes and the data it moves, rather than a wall of logos on one page.

    Result: Searches for the partner's name start reaching you.

  3. A pricing page that states the model

    The units, the tiers and what moves the number, written out so a buyer can build an internal case without booking a call first.

    Result: Fewer demo requests from companies that could never afford you.

  4. A crawl and rendering check across the whole property

    Marketing site, docs, blog and app pages checked for what a crawler can reach, with the subdomain and redirect problems listed for your engineers.

    Result: Your engineers get a short list, not a two hundred page audit.

  5. Comparison content kept honest and dated

    Claims about competitors sourced from their own public pricing and docs, with a review so nothing on the page is a year out of date.

    Result: Sales can send the page without reading it first.

  6. Organic traffic traced to meetings held

    Sessions, signups and meetings held from organic search, broken out by page and read against the baseline recorded before work started.

    Result: You can name the page that produced pipeline.

How the result is measured

  • Ranking positions
  • Organic traffic
  • Enquiries from organic search

Recorded as a baseline before work starts, so every later report has an honest comparison.

Read the full search engine optimisation page

Searches your buyers type

What a buyer types while a shortlist forms, and the page that answers it.

<competitor> alternative
An alternative page for a competitor you lose deals to. Say who the other tool suits, who yours suits, and what you do not do. Date the page and check the facts against their public pages.
<your product> vs <competitor>
A comparison page set out as a table of features, plans and setup effort. Keep it factual and mark any claim that depends on a plan, so a buyer can rely on it.
accounting software with Tally integration
An integration page for one tool in your buyer's stack. Say what data moves, in which direction, what setup needs, and what it cannot do. Link to the help article for the steps.
<category> software pricing
A pricing page that states the model: per seat, per usage or flat. Name what each plan includes and what costs extra, so a buyer can plan a budget before booking a demo.
software for a small hospital
A vertical page. Describe the workflows you cover in that trade's words, the compliance it has to meet, and who in the hospital uses it, with one customer you can name if permitted.
how to automate invoice reminders
A problem page for someone who does not yet know the product category. Teach the task, show how your product does it, and give a link into a trial, not a hard sell.

Who it is for

This is written for these SaaS and software companies.

  • Seed and Series A B2B SaaS still selling founder-led
  • Bootstrapped vertical SaaS with a small team
  • Product-led companies adding a sales motion
  • Developer tools moving upmarket into team plans
  • Healthcare, fintech and other compliance-heavy software
  • Agencies and services firms productising a platform
  • Marketplaces with a supply side to recruit
  • Companies with a full AE bench and no pipeline to feed it
  • Software companies entering the US from another market

Not for

It is not the right fit if.

  • Your product has no public pages a crawler can read, because the whole site is an app behind a login
  • You have no integration, comparison or use-case page written yet, and nobody to write one after a call with a customer

How it works

How the search engine optimisation work runs

The work itself, in order. How an engagement starts, from your brief to a written scope, is set out on our method page.

  1. 1

    Audit and baseline

    We record where the site stands today: positions, traffic, technical faults and the enquiries search currently produces. Nothing starts until this number is written down.

  2. 2

    Decide what to rank for

    We map the searches your buyers use, in your words and theirs, and pick the ones worth the effort for your margin and your capacity.

  3. 3

    Fix the foundations

    Technical faults first, because the cheapest gains are there. Then the Business Profile and directory consistency.

  4. 4

    Build the pages

    A page for each thing you do, written to answer the question it is searched for, with a clear next step at the end.

  5. 5

    Publish and earn mentions

    Content goes out on the calendar. Links and mentions are earned from real relationships, not bought.

  6. 6

    Measure, report, adjust

    At an interval agreed in writing we report what moved and what did not, and change the plan when the numbers say so.

Where this fits

Three pieces of sales work, in this order.

This work sits inside sales process design, at stage 1, prospecting and lead generation. The audit comes before it, and sales management keeps it running.

  1. Step 1

    Sales audit

    Find where deals are being lost and what to fix first.

    Start here if you cannot say where orders are lost.

  2. Step 2 · you are here

    Sales process design

    One written way to sell, from first enquiry to repeat order.

    Start here if every salesperson sells differently.

  3. Step 3

    Sales management

    A target, a review routine and someone who owns the number.

    Start here if the team has targets and no routine.

Tell us what you need Your brief is read before we call. Scope, fee and term in writing.

FAQ

Questions owners ask before they call.

Not here? More answers, or ask on WhatsApp.

Tell us what you need
We rank for our category term and it brings nothing. Why?
Because most of that traffic is researchers, students and competitors. The searches with money behind them are narrower: a rival's name, an integration, a price. Move the effort there and the volume drops while the meetings rise.
Should we care that AI answers summarise our pages?
Enough to put the answer in the first paragraph rather than the fifth. An assistant quoting your comparison page still sends the buyer to you by name. What it will not quote is a page taking eight hundred words to say what the product does.
Should the help centre and documentation be public?
Yes. Buyers search for how to do a task in a product, and public help pages answer those searches and show how the product works. If documentation sits behind a login, a crawler and a prospect cannot read it.
Is it worth gating guides behind a form?
Mostly not for search. A gated file cannot be found or read by a search engine. Publish the guide as a page and offer a copy to download if you want the contact, so the page can earn traffic and the form is optional.
How much does it cost?
There is no price list, because the work differs by business. The fee is scoped after we have read your brief and spoken to you, and put in writing before anything starts, split into our time, your media spend and production.
How long is the contract?
The term is agreed in writing after we have spoken, along with the fee and the reporting. It is never a default twelve months, and renewal is decided on the numbers against the baseline recorded at the start.
How soon will we see results?
It depends on the trade, the channel and what is already in place. After we have read your brief and spoken to you, we say what we would expect to move first and how it will be measured against the baseline. Nothing here is guaranteed.
Who will actually do the work?
The person you speak to before anything starts. We work from one office in Nagarbhavi, Bengaluru, with no account managers in between.
What do you need from us?
Your brief, and a conversation. After that, access to whatever this work touches, such as your website, your accounts or your enquiry record, and time with the people who handle your enquiries.
What if we are not happy with the work?
Tell us and the plan changes. Everything is reported against the baseline, so a number that is not moving is visible to both sides. The term is in your written scope, and the refund and cancellation policy sets out the rest.

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