215 W Washington St, Chicago, IL 60606, United States

The Ultimate Guide for SaaS Link Building Strategies

The Ultimate Guide for SaaS Link Building Strategies

Standing out in the crowded SaaS landscape requires more than a great product—it demands strategic marketing initiatives. Among these, SaaS link building emerges as a powerful tool for boosting website authority and search engine visibility. This article is your guide to mastering SaaS link-building strategies. We’ll delve into its significance, explore effective tactics, and provide actionable insights to propel your SaaS platform ahead in the digital realm.

What is SaaS Link Building?

This is a digital marketing strategy specifically tailored to Software as a Service (SaaS) companies. It involves the deliberate acquisition of high-quality backlinks from reputable sources to enhance a SaaS website’s authority and visibility in search engine results. These backlinks act as virtual recommendations, signaling to search engines that the SaaS platform is credible, trustworthy, and relevant in a crowded digital ecosystem.

Foundational Principles of SaaS Link Building

1. Backlink

Also known as an “inbound link” or “incoming link,” backlink refers to a hyperlink on one website that directs users to another. In the context of SaaS link building, backlinks play a pivotal role in establishing the authority and credibility of a SaaS website. Think of them as digital votes of confidence, indicating that other online entities acknowledge the value and relevance of the linked SaaS content.

For example, if a reputable technology blog includes a hyperlink to your SaaS company’s website within one of its articles, that hyperlink serves as a backlink to your site.

2. Referring Domains

These are unique websites that contain backlinks pointing to a specific SaaS site. The number and quality of referring domains are crucial metrics in evaluating the overall strength and trustworthiness of a SaaS website’s link profile. In essence, a higher number of diverse and authoritative referring domains contributes to a more robust link-building strategy.

For instance, if multiple industry-related blogs, news websites, and directories link back to your SaaS platform, each of these websites constitutes a referring domain.

source: searchenginejournal.com

3. Quality Over Quantity

The principle of quality over quantity underscores the importance of acquiring high-caliber links rather than a sheer volume of links. In SaaS link building, the emphasis is on securing links from reputable, relevant, and authoritative sources. These high-quality backlinks carry more weight in search engine algorithms, positively impacting the SaaS website’s search rankings and credibility.

For instance, securing a backlink from a renowned industry publication carries more weight than numerous backlinks from low-quality websites or directories.

4. Domain Rating and Relevance

Domain Rating (DR) is a metric that gauges the overall authority of a website’s backlink profile. In SaaS link building, a higher DR signifies a stronger and more influential online presence. Additionally, the concept of relevance is paramount, emphasizing that backlinks should originate from websites that share thematic alignment with the SaaS platform. Relevance ensures that the link profile contributes meaningfully to the SaaS website’s industry positioning.

For example, a backlink from a website with a high DR, such as a reputable industry association or a well-known tech publication, holds more significance than a link from a site with a low DR.

Why is Link Building Important for SaaS Companies?

A. Enhanced Search Engine Visibility

  • Rankings and Authority: Quality backlinks serve as signals of credibility and authority to search engines. A robust link profile contributes to higher search engine rankings, making it easier for potential customers to find the SaaS platform.
  • Increased Organic Traffic: Well-placed backlinks from reputable sources drive organic traffic to the SaaS website. This influx of visitors is more likely to convert into leads and customers.

B. Trust and Credibility Building

  • Digital Endorsement: Backlinks from authoritative websites act as digital endorsements. When reputable sites link to a SaaS platform, it enhances the brand’s trustworthiness in the eyes of both users and search engines.
  • Niche Recognition: Links from industry-specific websites establish the SaaS company as a recognized player within its niche, fostering trust among potential users seeking specialized solutions.

C. Strengthening Brand Awareness

  • Broader Audience Reach: Link building expands the reach of a SaaS brand to diverse audiences. Quality backlinks expose the brand to new audiences, increasing brand awareness and recognition.
  • Referral Traffic: Backlinks act as pathways for referral traffic. Users navigating from one reputable site to the SaaS website are likely to be interested and engaged, potentially becoming long-term users or clients.

D. Competitive Edge

  • Outranking Competitors: A strong link profile can help a SaaS company outrank competitors in search engine results. This competitive edge is crucial in the crowded digital space.
  • Differentiation: Well-crafted link-building strategies help differentiate a SaaS platform from competitors, emphasizing its unique value propositions and strengths.

E. Adaptability to Algorithm Changes

  • Algorithmic Favor: Search engine algorithms continually evolve. SaaS companies with a diverse, high-quality link profile are more adaptable to algorithm changes, ensuring sustained visibility and traffic.
  • Long-Term Growth: Ethical link building lays the foundation for long-term digital growth, ensuring that the SaaS company remains resilient against fluctuations in search engine algorithms.

What Should You Avoid While Building Links?

1. Link Exchange

Link exchange, once a common practice, involves two websites mutually linking to each other. However, search engines have evolved to recognize and devalue such reciprocal linking schemes. SaaS companies should steer clear of this tactic, focusing instead on organic, high-quality link acquisition.

2. Buying Links

The temptation to buy links might seem like a shortcut to bolstering online presence, but it’s a perilous path. Search engines penalize websites engaging in this practice, and the acquired links often lack the authenticity and relevance crucial for sustainable growth.

3. Penalties Due to Bad Links

Engaging in link-building shortcuts can lead to penalties that harm a SaaS company’s online standing. Search engines are vigilant in penalizing websites with a suspicious link profile, impacting visibility and trustworthiness.

The consequences of falling into these pitfalls, including penalties due to bad links, underline the critical role of ethical and strategic link-building in the broader landscape of marketing for SaaS.

What Makes a Good Backlink?

1. Topical Relevance

This refers to the connection between the content of the linking page and the content of the target page.

The link should be embedded within content that aligns with the theme and focus of the linked-to page. When the linking and target pages share topical relevance, the link carries more weight in the eyes of search engines, enhancing the overall credibility of the SaaS website.

2. Domain Authority

DA is a metric that gauges the overall strength and credibility of a domain based on the quality and quantity of its backlinks.

A good backlink comes from a domain with a high Domain Authority. Such links carry more influence, contributing positively to the linked-to page’s search engine rankings and establishing the SaaS website as a trustworthy source.

3. Page Traffic

This refers to the volume of visitors a particular page attracts.

This not only exposes the linked-to page to a broader audience but also indicates the popularity and value of the content, reinforcing the link’s impact.

4. Anchor Text

This is the clickable text in a hyperlink.

A good backlink is accompanied by relevant and descriptive anchor text. This text provides context to both users and search engines, indicating the subject matter of the linked-to page. Thoughtful anchor text contributes to the overall coherence and SEO value of the link.

source: ahrefs.com

5. External/Internal Links

These links point from one website to another, while internal links connect different pages within the same website.

An exceptional external hyperlink is complemented by a balance of both external and internal links, fostering a holistic online ecosystem. External links from reputable sources enrich the SaaS website’s link profile, while internal links enhance user navigation and engagement.

Dofollow vs. Nofollow Backlinks

Dofollow Backlinks

These are regular hyperlinks that allow search engines to follow them, passing on link equity and authority to the linked-to page.


  • Link Equity: Dofollow backlinks contribute to the linked-to page’s authority, influencing its search engine rankings.
  • SEO Impact: These links are considered by search engines when determining the relevance and credibility of the linked content.
  • Direct Influence: Dofollow backlinks impact the target page’s visibility and organic search performance.

Nofollow Backlinks

These are hyperlinks with an attribute that instructs search engines not to follow the link or pass on link equity.


  • Preventing Crawling: Nofollow links tell search engines not to crawl the linked-to page, preventing the transfer of authority.
  • User-Generated Content: Often used in user-generated content like comments or forums to prevent spam-related SEO issues.
  • Control Over Outbound Links: Nofollow is a tool for webmasters to control the flow of link equity and reduce the impact of potentially low-quality links.

Should you get nofollow backlinks to your SaaS website?

1. High-intent traffic from external sources

Nofollow backlinks are valuable because they act as pathways for high-intent traffic. Users navigating from external sources, intrigued by relevant content, bring valuable engagement potential to your SaaS website. Even though nofollow links don’t directly impact SEO, they contribute to user engagement and potential conversions.

2. It can directly improve your rankings

While nofollow links themselves don’t directly influence search engine rankings, acquiring high-quality nofollow links can indirectly contribute to improved rankings. This is because these links enhance overall brand visibility and trust, indirectly influencing search engine algorithms.

3. Improved social signals

Nofollow links from social media and other platforms contribute to enhanced social signals. Although these links may not directly affect SEO, they play a crucial role in signaling your content’s relevance and popularity on social platforms.

4. Avoid short-term link-building shortcuts

Including nofollow links in your strategy helps avoid short-term link-building shortcuts. A balanced mix of dofollow and nofollow links reflects a natural and sustainable approach, aligning with webmaster guidelines and avoiding tactics that may lead to penalties.

5. Good vs. bad links according to Webmaster Guidelines

Understanding the distinction between good and bad links is crucial. Nofollow links can be considered good when they come from reputable sources and adhere to webmaster guidelines. Bad links, on the other hand, may involve manipulative practices that violate guidelines and can lead to penalties.

6. Why is sustainable SaaS link building important

Sustainable link building is vital for the long-term success of a SaaS company. It involves ethical practices, adapts to evolving search engine algorithms and industry trends, and establishes a strong foundation for continued growth. Sustainability ensures resilience against algorithm changes and maintains a positive online reputation.

While the debate over the direct impact of nofollow backlinks on SEO continues, their value in driving high-intent traffic, enhancing social signals, and maintaining a sustainable link-building strategy cannot be overlooked. By incorporating a balanced mix of dofollow and nofollow links from reputable sources, SaaS companies can foster user engagement, improve brand visibility, and adhere to webmaster guidelines.

Benefits of Link Building

A. Improved Search Engine Rankings

The most apparent advantage, a robust link profile is a key factor in elevating your website’s position on search engines, ensuring greater discoverability for your SaaS solutions.

B. Generation of Referral Traffic

Securing high-quality backlinks from reputable sources ensures a consistent flow of relevant users already interested in SaaS solutions, effectively driving traffic to your website.

C. Establishment of Industry Authority

Recognition from authoritative websites and industry blogs contributes significantly to your brand’s credibility. Over time, this positions your SaaS company as a thought leader in the industry.

D. Enhancement of Brand Awareness

Each acquired backlink introduces your brand to a new audience, fostering increased awareness and potential for higher brand recall.

E. Facilitation of Relationship Building

The process of link-building often involves establishing connections with industry peers, bloggers, and journalists. These relationships prove invaluable, opening doors to collaborations, partnerships, and various business opportunities.

Common Mistakes in SaaS Link Building

A. Black Hat Tactics

Engaging in black hat tactics, such as buying links, using link farms, or keyword stuffing, can lead to severe penalties from search engines. It undermines the credibility of your SaaS website and risks long-term damage to your online presence.

B. Sending Traffic to the Home Page Only

Limiting your link-building efforts to the homepage neglects the potential of deep linking. Distributing links across various pages, especially those containing valuable content or specific solutions, enhances your SaaS platform’s overall visibility and effectiveness

C. Anchor Text Over-Optimization

Over-optimizing anchor text by using the same keywords repeatedly can trigger search engine penalties. It’s crucial to maintain a natural and diverse anchor text profile, incorporating relevant variations for a balanced link portfolio.

D. Prioritizing Authority over Relevancy

While high-authority links are valuable, prioritizing them over relevance to your SaaS niche can dilute the effectiveness of your link profile. Strive for a balance between authority and thematic alignment to maximize the impact of your links.

E. Low-Quality Content

Content is the foundation of link building. Publishing low-quality or irrelevant content diminishes the likelihood of attracting quality backlinks. Prioritize content that adds value, addresses user needs, and resonates with your target audience.

F. Neglecting Internal Links

Internal links are powerful tools for enhancing user experience and distributing link equity across your website. Neglecting internal linking misses an opportunity to guide users through your content seamlessly and improve the overall structure of your SaaS site.

Proven Effective Link Building Strategies for SaaS

1. Guest Posting

Identify reputable websites in your SaaS niche that accept guest posts. Craft high-quality, relevant content showcasing your expertise. For example, if your SaaS product relates to project management, offer insights on efficient project collaboration. Include a well-placed link back to your SaaS website within the guest post.


  • Personalize your pitch to the website owner, showcasing your understanding of their audience and the value your guest post will bring.
  • Ensure your content provides genuine value, positioning you as an authority in your SaaS domain.

2. Industry Benchmark Data & Trends

Create comprehensive benchmark data or trend reports related to your SaaS industry. Share these insights through blog posts or dedicated pages on your website. Outreach to industry blogs, offering your data for inclusion with a backlink to your source.


  • Leverage eye-catching visuals and infographics to make your data more shareable.
  • Engage with influencers in your industry to amplify the reach of your benchmark data.

3. Unlinked Brand Mentions

Monitor online mentions of your SaaS brand without accompanying links. Reach out to the content creators or website owners, requesting a link to your website for proper attribution.


  • Use tools like Google Alerts or Mention to automate the tracking of brand mentions.
  • Craft a friendly outreach email emphasizing the mutual benefits of adding a link to your brand mention.

source: growfusely.com

4. Broken Links

Identify websites in your niche with broken links. Create valuable, relevant content that could replace the broken link. Reach out to the website owner, offering your content as a substitute, along with a link back to your SaaS site.


  • Choose broken links strategically, ensuring your replacement content seamlessly fits into the existing context.
  • Express genuine interest in helping the website owner improve their content by offering a helpful solution.

5. Press Releases

Develop newsworthy press releases about your SaaS company’s milestones, partnerships, or product launches. Distribute these releases through reputable press release distribution services, ensuring they include links back to your website.


  • Optimize press releases for relevant keywords to enhance search engine visibility.
  • Include multimedia elements like images or videos to make your press release more engaging.

6. Free Tools

Develop and offer free, valuable tools related to your SaaS niche. Promote these tools on your website and reach out to relevant websites, communities, or forums that might find them useful. Encourage backlinks by highlighting the benefits of your tools.


  • If your SaaS product is a project management tool, create a free task prioritization tool or a project timeline generator.
    Reach out to productivity-focused blogs or forums, showcasing how your free tools can enhance users’ project management experiences.


  • Create tools that address common challenges in your industry, positioning your SaaS brand as a helpful resource.
  • Outreach to influencers or bloggers in your niche, showcasing how your free tool can add value to their audience.

7. Product Embed

Encourage users to embed your SaaS product in their content. Provide embed codes, making it easy for others to showcase your product on their websites or blogs. Reach out to potential partners or users who might benefit from featuring your product.


  • Provide embed codes for interactive elements of your SaaS product, such as a live demo or a customizable widget.
  • Reach out to influencers in your industry, offering them exclusive access to embed your product in their content.


  • Ensure that your product embed is visually appealing and seamlessly integrates into different content types.
  • Offer incentives, such as exclusive access or discounts, to users or websites embedding your SaaS product.

8. Shareable Links

Create shareable content on your SaaS website, such as insightful blog posts, infographics, or interactive content. Encourage social sharing and reach out to influencers or industry websites to amplify the reach of your content.


  • Develop an infographic highlighting key trends in your SaaS industry and share it on your website with easy social sharing options.
  • Reach out to influencers, asking them to share your insightful blog post addressing a prevalent challenge in the SaaS sector.


  • Implement social sharing buttons on your website to facilitate easy sharing of your content.
  • Identify key influencers in your niche and build relationships to increase the likelihood of them sharing your content.

9. Give Testimonials

Provide testimonials for products or services you’ve used in your SaaS journey. Reach out to the respective companies, letting them know about your positive experience and requesting a backlink in return.


  • Write a testimonial for a project management tool you use and mention how it has positively impacted your team’s efficiency.
  • Contact the tool’s company, expressing your appreciation and kindly asking if they would consider linking back to your SaaS website.


  • Select products or services that align with your SaaS industry to enhance relevance.
  • Craft thoughtful testimonials that highlight specific benefits, increasing the likelihood of a backlink.

10. Help A Reporter Out (HARO)

Sign up for HARO and regularly monitor relevant queries from journalists. Provide insightful responses to queries within your expertise, securing opportunities for your SaaS company to be featured in articles with a backlink.


  • Craft concise and relevant responses to increase the chances of being selected.
  • Showcase your expertise without overtly promoting your product, ensuring your responses add value.

11. Integration Partners

Identify potential integration partners in your SaaS niche. Propose mutually beneficial collaborations that involve cross-promotion and backlinking. Highlight the value each partner brings to the collaboration.


  • Emphasize how the integration benefits both parties and their shared audience.
  • Develop joint content or resources that showcase the integration and encourage backlinks.

12. Infographics

Create visually appealing infographics related to your SaaS industry. Share these on your website and reach out to relevant blogs or websites that might find them valuable. Offer the infographic for inclusion with a backlink.


  • Ensure your infographic tells a compelling story or presents data in an easily digestible format.
  • Provide an embed code to make it easy for others to share and link back to your website.

13. Podcasting

Launch a podcast series covering topics relevant to your SaaS industry. Invite influencers, experts, or thought leaders as guests. Promote each episode and encourage other websites to link back to your podcast.


  • Create a dedicated page for each podcast episode on your website, making it linkable.
  • Promote your podcast across various platforms to maximize reach and potential backlinks.

14. Thought-leadership Content

Develop in-depth, thought-provoking content that addresses industry challenges, trends, or future predictions. Share this content on your website and contact industry blogs for potential features with backlinks.


  • Position your SaaS company as a thought leader by offering unique perspectives.
  • Engage with industry discussions and forums to promote your thought-leadership content.

15. Journalist Outreach/Interviews

Proactively reach out to journalists covering your SaaS industry. Offer to provide expert insights, participate in interviews, or contribute to articles. Ensure that your SaaS company is credited with a backlink.


  • Build a media kit that highlights your SaaS company’s expertise and offerings.
  • Cultivate relationships with journalists for ongoing collaboration opportunities.

16. Product Reviews

Identify influential bloggers, reviewers, or industry platforms. Offer them access to your SaaS product for review. Request honest feedback and encourage them to link back to your website.


  • Choose reviewers with a relevant audience to maximize the impact of reviews.
  • Provide clear information on how to access and review your SaaS product.

source: crazyegg.com

17. Conferences

Participate in industry conferences and events. Secure speaking opportunities, host workshops, or set up a booth. Leverage these engagements for networking and securing backlinks from event organizers or participants.


  • Create shareable content or resources related to your conference participation.
  • Network with other participants and encourage them to link to your content or website.

Popular Link Building Techniques For B2B SaaS

1. Social Ads for Linkable Content

Leverage social media advertising to promote your linkable SaaS content. Craft engaging ad campaigns that drive traffic to valuable assets on your website, encouraging users to share and link to your content organically.

2. Competitor Mentions Links

Identify mentions of your competitors across various platforms. Reach out to the content creators or website owners, offering your expertise or insights to complement the existing content. This approach can result in valuable backlinks as an alternative or addition to competitor mentions.

3. Passive PR for Management & Team Members

Feature your company’s management and team members in press releases, articles, or interviews, possibly facilitated by a saas marketing agency. Establishing individual and company profiles can attract media coverage and backlinks naturally, contributing to the overall authority of your B2B SaaS brand.

4. Resource Links

Create comprehensive resource pages on your website relevant to your B2B SaaS industry. Outreach to industry blogs, directories, or educational platforms, showcasing the value of your resource pages. Encourage linking to your resources as valuable references within their content.

5. Podcasting

Host podcasts featuring discussions, interviews, or insights related to B2B SaaS trends. Outreach to industry influencers, invite them as guests and promote the podcasts on various platforms. Podcast mentions and collaborations can lead to valuable backlinks from industry peers.

Implementing A Successful Link-Building Campaign

1. Consistency

This is the bedrock of a successful link-building campaign. Regular and sustained efforts ensure a steady influx of quality backlinks, contributing to the overall authority and visibility of your B2B SaaS brand.


  • Develop a content calendar for link-building activities, setting achievable goals for outreach and content creation.
  • Regularly engage with industry influencers, communities, and relevant platforms to maintain a consistent link-building presence.

2. Tracking and Analyzing

Effective tracking and analysis provide valuable insights into the performance of your link-building efforts. Understanding what works and what doesn’t allows for informed decision-making and optimization.


  • Utilize tools like Google Analytics, Moz, or Ahrefs to track the performance of your backlinks.
  • Monitor referral traffic and conversion rates attributed to specific link-building activities.

3. Data-driven Optimization

Optimization based on data-driven insights ensures that your link-building campaign evolves and adapts to changing trends and user behaviors.

Objective and Key Results (OKR 1):
Improve Link Diversity

  • Increase the variety of domains linking to your website by 20% within the next quarter.
  • Enhance the distribution of anchor text, ensuring a more natural and diverse link profile.

Objective and Key Results (OKR 2):
Boost Conversion Rate from Referral Traffic

  • Implement targeted landing pages for referral traffic, aiming to increase the conversion rate by 15%.
  • Analyze and optimize user journeys from referral sources to enhance the overall user experience.

Final Thoughts

The insights gained from examining link building for SaaS underscore the critical role of strategic consistency, diverse techniques, and data-driven optimization. By emphasizing quality backlinks, companies can experience tangible improvements in search rankings, credibility, and global visibility. The exploration of successful examples, not limited to specific companies, serves as a testament to the transformative effects of a well-executed link-building strategy. As SaaS businesses navigate this dynamic landscape, the conclusion emphasizes the strategic imperative of link-building as a cornerstone for fortifying authority and leaving a lasting digital impact.