SaaS SEO statistics

SEO is one of the most reliable growth engines for SaaS companies… but it’s also one of the hardest to get right. 

Whether you’re trying to increase organic traffic, lower customer acquisition costs, or outrank  your competitors, knowing the numbers behind SaaS SEO can give you a serious edge.

In this report, you’ll find the most relevant and up-to-date SaaS SEO statistics for businesses in 2025.

SaaS companies continue to treat SEO as a core growth channel, with adoption rates climbing and organic search remaining one of the top traffic drivers. This section gives a snapshot of how widely SEO is used and how it fits into overall SaaS marketing strategies.

Company database Dealroom records 98,146 SaaS products in its vast records; 88% of them are B2B.

• According to a report from BetterCloud, the average company now manages 106 different SaaS applications across all departments – from marketing and sales to finance, HR, and IT. This is a 5% reduction from 2024, reflecting the gradual consolidation of software stacks as businesses trim unused or redundant tools.

Businesses recognise the value of SEO: a 2025 study from digital marketing agency LOCALiQ found that 60% of UK businesses are employing SEO as part of their marketing strategy.

• A separate report from AI marketing firm Conductor found that 91% of respondents felt that SEO has had a positive impact on their website’s performance.
• Among SaaS companies, the budget allocated towards SEO has jumped 7.2% in 2025, according to the marketing agency Gripped.

Organic search is often the single biggest source of website visits for SaaS companies, driving discovery at every stage of the funnel. These stats show just how much traffic SEO contributes.

Digital marketing consultant Mike Sonders’ research found that organic traffic accounts for 26.4% of traffic to the biggest 50 SaaS companies. He states that it’s the biggest source of new visitors for any SaaS site.

While SaaS can be competitive, the services are also in high demand: here are the search volumes of the most popular types of business software, according to Ahrefs data.

Accounting software has the largest volume of monthly searches for any B2B SaaS product type.

Keyword	Search volume
accounting software	5400
crm software	4800
project management software	2900
erp software	2800
hr software	1800
document management software	1100
email marketing software	700
marketing automation software	500
help desk software	400
collaboration software	400
analytics software	250
e-signature software	70

Total spending on SaaS products is expected to reach over £222 billion in 2025, according to Dealroom. SEO is a major source of free trials, demos, and ultimately revenue. 

Another report from First Page Sage determined that SaaS firms have a 702% ROI on employing SEO; they take about 7 months to break even on their investment.

The SEO agency First Page Sage found that 8.5% of visitors end up starting a free trial.

• Of these, 18.2% become paid subscribers.

This initial figure drops if the free trial requires payment information: only 2.5% of visitors begin a free trial if they’re required to input their card details.

• However, their conversion to a paid subscription is far higher: 48.8% do so.

Payment platform Paddle reports that CAC is 15% lower for firms which employ an inbound marketing strategy, when compared to paid CAC.

Paddle’s report found that companies which deploy content have a 5-10% higher customer retention rate, implying a higher LTV.

• First Page Sage determined that SaaS firms have a 4:1 LTV:CAC ratio – meaning that for every £1 spent on acquiring a new customer, £4 is made from them.
• The typical LTV of a SaaS customer is £708.

First Page Sage determined that thought leadership SEO costs anywhere between £5,500 and £11,000 per month.

According to SaaS Capital, SaaS companies allocate 8% of their budget towards all marketing efforts (not just SEO).

Content marketing is the backbone of SaaS SEO, from blogs to comparison guides to downloadable assets. 

A report by web design agency Orbit Media Studies found that in 2025, about half of marketers publish a new article 2-4 times per month. 

• More content correlates with greater success: 37% of bloggers who report “strong results” post multiple times per week.

Ahrefs has found that after 9 years, 66.5% of back links are dead, meaning they no longer direct to their intended content.

SEO is a broad label which covers a variety of techniques to encourage site traffic, including inbound content marketing and technical optimisation.

Content marketing is the most popular link building strategy according to a report from digital marketing agency Aira: 68% of respondents do so.

• Guest posting is also a popular strategy, used by 47% of companies.

Content Marketing Institute surveyed marketing teams to determine that case studies produced the best link building results in 2025: 62% of technology marketers agreed.

The second most successful type of content is research reports at 53%, followed by video content (52%), and e-books or white papers (50%).

According to an analysis of 28,250 SaaS websites across 451 categories, Samurai Links calculated that the average SaaS site has a DR of 62.6.

Mobile Credit Card Processing Software has the highest average DR at 76.3; Job Costing Software has the lowest with just 10.9.

Search is evolving fast, from AI-powered results to changing user behavior, and SaaS marketers are adapting their strategies accordingly. 

SEO software provider, SERanking, found that organic traffic is on the rise: it accounted for 58% of traffic in 2024, which was an increase of 2.39% throughout the year.

Research from AI plagiarism checker, Originality, found that 19.56% of the top 20 Google results are AI-generated.

BrightEdge found that Google search impressions have increased 49% since the launch of their AI Overview feature.

• LocaliQ – UK Digital Marketing Statistics: https://localiq.co.uk/blog/uk-digital-marketing-statistics
• Conductor – State of Organic Marketing: https://www.conductor.com/academy/state-of-organic-marketing/
• Dealroom – Funded SaaS Startups & Scaleups (1990+): https://app.dealroom.co/funded-companies/f/business_models/anyof_saas/funded/anyof_Funded/launch_year_min/anyof_1990?applyDefaultFilters=true
• CIO Dive – Cloud Spend Growth Forecast 2025 (Gartner): https://www.ciodive.com/news/cloud-spend-growth-forecast-2025-gartner/733401/
• BetterCloud – State of SaaS: https://www.bettercloud.com/resources/state-of-saas/
• First Page Sage – SaaS Free Trial Conversion Rate Benchmarks: https://firstpagesage.com/seo-blog/saas-free-trial-conversion-rate-benchmarks
• First Page Sage – CAC by Channel: https://firstpagesage.com/marketing/cac-by-channel-fc/
• Paddle – ProfitWell Report: Content Marketing: https://www.paddle.com/studios/shows/profitwell-report/content-marketing/
• First Page Sage – Average CAC for SaaS Businesses by Industry and Customer Type: https://firstpagesage.com/marketing/average-cac-for-saas-businesses-by-industry-and-customer-type-fc/
• First Page Sage – LTV-to-CAC Ratio Benchmark: https://firstpagesage.com/seo-blog/the-ltv-to-cac-ratio-benchmark/
• First Page Sage – B2B SaaS Marketing Budget Benchmarks: https://firstpagesage.com/marketing/b2b-saas-marketing-budget-fc/
• SaaS Capital – Spending Benchmarks for Private B2B SaaS Companies: https://www.saas-capital.com/blog-posts/spending-benchmarks-for-private-b2b-saas-companies/
• Orbit Media – Blogging Statistics: https://www.orbitmedia.com/blog/blogging-statistics/
• Ahrefs – Link Rot Study: https://ahrefs.com/blog/link-rot-study/
• Content Marketing Institute – Technology Content Marketing Research: https://contentmarketinginstitute.com/technology-research/content-marketing-technology-research
• First Page Sage – SEO ROI Statistics: https://firstpagesage.com/reports/seo-roi-statistics-fc/
• Aira – State of Link Building: https://aira.net/state-of-link-building/link-building-techniques-and-tools/
• uSERP – State of Backlinks for SEO: https://userp.io/link-building/state-of-backlinks-for-seo/
• Samurai Links – 30k SaaS Websites Analyzed: https://samurailinks.com/30k-saas-website-analysed/
• SE Ranking – SEO Statistics: https://seranking.com/blog/seo-statistics/
• Gripped – The Big SaaS Marketing Survey 2025: https://gripped.io/the-big-saas-marketing-survey-2025/
• BrightEdge – One Year of Google AI Overviews: https://www.brightedge.com/news/press-releases/one-year-google-ai-overviews-brightedge-data-reveals-google-search-usage
• Originality.ai – AI Content in Google Search Results: https://originality.ai/ai-content-in-google-search-results