Industries · Software
SEO for software companies with a long, technical sale
For vendors of enterprise platforms, licensed products and bespoke development, where a deal involves a demo, a proof of concept and a procurement process.
We reply within one working day.
- from, per month, published
- £1,500
- notice, monthly rolling
- 30 days
- for the 20-minute audit
- £0
A typical software evaluation
- 01Requirements gathered
- 02Longlist from search
- 03Demo and proof of concept
- 04Security and legal review
- 05Contract
Client logos appear here once clients approve them. Until then, the tools your reports are built on:
- Search Console
- Google Analytics 4
- HubSpot
- Salesforce
- Ahrefs
- Semrush
The sector
SEO for software companies, and how it differs from B2C and from SaaS
Not every software company is a self-serve SaaS business. ERP vendors, vertical platforms, developer tools and bespoke development firms sell through evaluations that can run for a year, and their search strategy has to match.
Unlike consumer software, nobody buys on impulse; unlike product-led SaaS, nobody can trial it in an afternoon. Search does not close the deal here. It decides who is on the longlist when requirements are written. If you sell self-serve subscriptions, see SEO for SaaS instead.
Buying cycle
The software buying cycle: requirements, longlist, proof
A typical evaluation starts with an internal problem and a requirements document. Someone, often a business analyst or IT manager, searches to build a longlist. Vendors are invited to demo, a few run a proof of concept, and security, legal and procurement review the finalists. For larger systems, a formal request for proposal is common, and the whole process often takes six to eighteen months.
The search moment that matters most is early: being found, and looking credible, when the longlist is drawn up. Later searches are due diligence on your name: reviews, implementation partners, customers in the same industry.
Search behaviour
How software buyers search
- By industry and function. “ERP for food manufacturers”, “case management software for law firms”: the vertical is in the query.
- By requirement. Specific capabilities, standards and deployment models: “on-premise”, “open API”, “multi-entity”.
- By replacement. “Migrate from [legacy system]” and “[legacy system] end of life” signal a live project.
- By technical audience. Developers and architects search documentation, API references and integration guides, and judge you by them.
- For bespoke development. Buyers search the outcome plus “development company” or “developers”, often with a technology or a location.
Constraints
Compliance and commercial constraints on software content
- Client confidentiality. Many software contracts forbid naming the customer. Case studies need written permission, and anonymised ones must not be identifiable.
- Security claims. Statements about certifications, penetration testing or data handling must be accurate and approved, because they will be checked in due diligence.
- Public-sector buying. Suppliers to UK public bodies are often found through frameworks such as G-Cloud, so framework listings and accessibility statements are part of being discoverable.
- Trade marks. Pages about migrating from or integrating with another vendor's product must use its name descriptively and accurately.
Example keyword set
Example keyword set for a vertical software vendor
For an invented vendor of warehouse management software, a balanced set covers every stage:
| Buying stage | Example search | Page that should rank |
|---|---|---|
| Problem | how to reduce picking errors in a warehouse | Guide written with an implementation consultant |
| Category | warehouse management system for 3PL | Industry solution page |
| Requirement | wms with sap integration | Integration or capability page |
| Replacement | replace legacy wms | Migration page with a process and timeline |
| Due diligence | [your brand] reviews / implementation partners | Customers and partners pages |
What's included
What SEO for software companies includes
The parts of our packages that do most for a long, technical sale.
Industry solution pages
One page per vertical you sell to, in that industry's language.
Capability and integration pages
Pages for the requirements that appear in RFPs.
Migration content
Clear routes off the legacy systems you replace.
Documentation SEO
API and product docs that developers can find and trust.
Expert-led articles
Written with your consultants and architects.
Opportunity reporting
Organic demo requests tracked through to pipeline.
Are you on the longlist when buyers search?
The free audit checks your industry and capability pages against the vendors that outrank you.
Process
How we run SEO for software companies
The same five steps as every account, with the sector's buying cycle built into the baseline.
- 1
Free audit
A 20-minute review of your site, your competitors and your buyers' search terms. You get three specific opportunities.
- 2
Pipeline baseline
We connect Search Console, GA4 and your CRM and record where organic leads, opportunities and revenue stand today.
- 3
Strategy and intent map
Every keyword is assigned to a buying stage and a page. You approve the 90-day plan before any work starts.
- 4
Build and publish
Technical fixes, new and rewritten pages, digital PR. Work ships every month, in your CMS or as developer tickets.
- 5
Report and reallocate
A monthly pipeline report and a review call. What produces opportunities gets more budget; what does not gets cut.
Proof
How we measure pipeline from organic search
We are a new agency and have no client case study we are allowed to publish yet. So instead of a borrowed success story, here is exactly how results will be measured on your account, and what a published case study will contain once a client approves one.
Measurement method, not a case studyThe format every future case study follows is on the case studies page: client context, the constraint, what we did, real metrics with dates, and what we would do differently.
Muhammad SalmanFounder and SEO strategist. Your strategy and your monthly report come from the same person. About us
What the monthly report tracks
Method- Impressions for buyer termsGoogle Search Console
- Organic clicks to money pagesGoogle Search Console
- Leads: demos, trials, enquiriesGA4 key events
- Sales-qualified opportunitiesYour CRM
- Pipeline value from organicYour CRM
| Metric | Data source | What it tells you |
|---|---|---|
| Impressions and clicks for buyer terms | Google Search Console | Whether the right pages are found for the terms buyers use |
| Positions for the agreed keyword set | Rank tracking, weekly | Progress on the terms in your intent map, not vanity terms |
| Leads from organic search | GA4 key events, after consent | Demo requests, trial sign-ups and enquiries that started in search |
| Sales-qualified opportunities | Your CRM (HubSpot, Salesforce or similar) | Which of those leads your sales team accepted |
| Pipeline value and closed revenue | Your CRM, matched on lead source | What organic search is worth in pounds, the number the board asks for |
| Mentions in AI answers | Monthly prompt checks in ChatGPT, Perplexity and AI Overviews | Whether you are cited when buyers ask an assistant instead of Google |
See what this would look like on your own numbers.
In the free audit we show which of these stages your site is losing buyers at today.
Who this is for
Which software companies we suit
Vendors with a considered sale and expertise to show.
A good fit
- Vertical and enterprise software vendors
- Developer-tool and API companies
- Bespoke software development firms selling to businesses
Probably not a fit
- Consumer apps and games
- Self-serve products: see SEO for SaaS
- Vendors unable to publish any customer evidence
Pricing
B2B SEO from £1,500/month, published
Three monthly SEO packages with a fixed scope. Monthly rolling, 30 days' notice, no setup fee. Most agencies in this market ask you to enquire before they name a price.
Foundation
from£1,500/month
For B2B companies with one product or service line that need the basics fixed and a first set of pages built for buyers.
Growth
Most chosenfrom£3,000/month
For B2B and SaaS teams that want organic search to become a steady source of demos, trials or enquiries.
Scale
from£5,500/month
For multi-product, multi-market or enterprise sites where SEO has to work across teams, templates and regions.
Not sure which package fits?
The free audit ends with a recommendation, including when the honest answer is the smallest package or none.
FAQ
SEO for software companies: questions buyers ask
Yes, because search decides who is considered at the start of those twelve months. The effect on revenue takes longer to see than in short-cycle businesses, so we track leading indicators too: organic demo requests and opportunities created, by month.
SaaS SEO optimises for a trial or sign-up. For licensed, enterprise or bespoke software the conversion is a demo or a conversation, volumes are lower, and industry, requirement and migration pages matter more than comparison pages.
Only with your people. Every technical page starts with an interview with an engineer, architect or consultant, and they review the draft. That is slower than writing from search results and it is the only way the content survives a technical reader.
Plan for three to six months before organic leads rise in a way your sales team notices, and six to twelve months for meaningful pipeline. Technical fixes and rewritten money pages can move sooner. New content on a site with little authority takes longer. We set the expected timeline for your site in the 90-day plan and do not promise a date we cannot control.
Our monthly SEO packages start from £1,500/month (Foundation), £3,000/month (Growth) and £5,500/month (Scale). Every price and what it includes is on the pricing page. There is no setup fee.
Free B2B SEO audit
Find out what organic search could add to your pipeline.
The free B2B SEO audit is a 20-minute review of your site, your competitors and the terms your buyers search. You leave with three specific opportunities, whether or not we work together.
- Monthly rolling contract
- 30 days' notice, no lock-in
- Pipeline reporting every month
- No ranking guarantees, ever
We reply within one working day.
Muhammad Salman
Founder and SEO strategist
- Phone
- +92 337 7043287
- Markets served
- United Kingdom and United States, remotely
- Response time
- We reply within one working day