The SaaS industry is more saturated than ever, as more companies enter the market, offering similar solutions with slight differentiations.
With so many SaaS startups and enterprises fighting for customer attention, paid advertising has become more expensive with a lower ROI as a result.
This is one of the reasons why SEO has emerged as a more viable digital marketing channel with link building amplifying said channel.
But what makes SaaS link building special in the first place?
Why Link Building Particularly Matters for SaaS
Indeed, link building is useful for SEO, from eCommerce to FinTech. But for the SaaS industry, it’s particularly crucial.
Imagine you want to buy a Bluetooth speaker. If it’s a brand you already trust, you might not even need much convincing. A couple of positive reviews and a quick demo might be enough to make a decision.
Now, compare that to weighing your options for a SaaS product. Let’s say you’re looking for a project management tool for your business. You won’t just skim through a few Amazon reviews and hit “buy.” You’ll research multiple solutions, read detailed comparisons (e.g., Trello vs. Asana vs. ClickUp), check out expert reviews, and look for case studies proving the software’s effectiveness.
This is why content plays such a huge role in SaaS marketing – and why link building is essential. If a trusted tech site publishes a “Top 10 Project Management Tools” article and links to Asana, that link carries weight. It not only drives referral traffic but also boosts Asana’s SEO rankings, making it easier for new users to discover it.
For SaaS, visibility and trust are everything. And high-quality backlinks help build both.
At the end of the day, SaaS relies heavily on showcasing its product and communicating its value effectively. That means content production is a necessity, not an option. Whether it’s blog posts, comparison articles, whitepapers, or case studies, SaaS brands need content that educates and converts their audience.
10 Effective SaaS Link Building Strategies to Use
Now that you know why link building is especially useful for SaaS, let’s take a look at the most common white hat link building tactics dedicated to SaaS.
1. Partnering with industry blogs for feature articles and reviews
Collaborating with well-established industry blogs is one of the most effective ways to secure backlinks while increasing brand visibility. Niche blogs often publish reviews, tutorials, or expert insights about relevant tools in their industry. By getting featured in these articles, you can introduce your SaaS product to a highly targeted audience while earning valuable backlinks.
To make this happen, reach out to bloggers and publishers with a personalized pitch. Highlight how your SaaS tool aligns with their audience’s needs, and offer them access to a free trial or demo. The goal is to provide them with enough value to craft an insightful review. Ideally, these articles should link back to important pages – such as product features, case studies, or specific use cases – to maximize SEO impact.
2. Building links from SaaS comparison and review platforms
SaaS buyers don’t make quick decisions – they research, compare, and evaluate options before committing. This is why platforms like G2, Capterra, and TrustRadius play such a major role in influencing purchasing decisions. Being listed on these sites not only helps build trust but also provides strong backlinks to your website.
Start by claiming or creating your profile on relevant platforms. Then, encourage satisfied customers to leave detailed reviews – higher ratings improve your visibility, bringing in both traffic and credibility. To get the most out of these listings, optimize your profile with compelling descriptions and direct links to essential pages, such as your pricing, features, or demo pages.
3. Creating tool-specific tutorials for niche audiences
Many SaaS users search for tutorials and guides to solve specific problems or learn how to maximize a tool’s potential. Creating detailed tutorials, how-to guides, and in-depth walkthroughs can help attract backlinks from blogs, forums, and industry websites that share useful resources.
To get the most out of this strategy, focus on common pain points your audience faces. Publish guides that demonstrate how to use your software to solve these issues and optimize them for search intent (e.g., “How to automate workflows with [Your SaaS]”). Once published, share these guides in relevant niche communities, partner blogs, and industry forums to increase visibility and generate organic backlinks.
4. Leveraging partnerships with integrations and complementary tools
If your SaaS integrates with other platforms or complements existing tools, partnering with those companies can unlock valuable link-building opportunities. Many integration partners feature their collaborations on “Integrations” pages, blog announcements, or co-marketing campaigns—all of which can drive backlinks to your site.
Start by identifying potential integration partners within your ecosystem. Once an integration is live, work with their marketing team to ensure your product gets a dedicated page with backlinks. You can also create joint case studies, webinars, or blog posts that highlight how the integration benefits users. Not only does this generate backlinks, but it also strengthens industry relationships and expands your reach.
5. Offering exclusive discounts or free trials in exchange for backlinks
SaaS companies can use exclusive offers as a strategic way to earn backlinks from blogs, industry websites, and resource pages. Many websites curate lists of best deals, startup discounts, or software promotions, making them prime opportunities to secure a mention with a link.
To leverage this, identify relevant blogs or deal websites where your target audience is active. Offer an exclusive discount code or an extended free trial in exchange for a feature. When pitching, highlight how the offer benefits their readers and why your SaaS solution is a valuable addition to their content. This not only drives traffic but can also increase conversions from users who are incentivized to try your product.
6. Pursuing backlinks from case studies and customer success stories
Case studies showcasing real-world success with your SaaS product are excellent for earning high-quality backlinks. Industry blogs, business resource sites, and even potential customers are more likely to link to well-documented case studies that demonstrate tangible results and unique applications of your software.
To maximize this strategy, create compelling case studies featuring measurable success metrics (e.g., “Company X increased conversions by 150% using [Your SaaS]”). Then, promote them by reaching out to industry publications, bloggers, or business directories that curate success stories. Additionally, link back to these case studies in guest posts and thought leadership content to further boost visibility.
7. Engaging in thought leadership through interviews and guest posts
Establishing your brand as a thought leader in the SaaS industry not only builds credibility but also generates valuable backlinks. Guest posting on industry blogs, participating in interviews, and contributing expert insights are effective ways to earn authoritative links while reaching a broader audience.
To implement this strategy, identify reputable blogs, podcasts, and news sites in your niche that accept guest contributions or feature expert interviews. Pitch unique insights on emerging trends, challenges, or best practices relevant to your industry. Ensure that the content includes natural backlinks to your SaaS website – whether to a feature page, a whitepaper, or a relevant blog post. The goal is to provide value while strengthening your SEO profile.
8. Reclaiming unlinked mentions for your SaaS brand or features
One of the classic white hat link building tactics. Often, websites mention a SaaS product in an article but don’t include a backlink. Reclaiming these unlinked mentions is one of the easiest ways to build high-quality links with minimal effort.
Use tools like Google Alerts, Ahrefs, or Mention to track where your brand or product is cited online. If you find an article that references your SaaS but lacks a link, reach out to the site owner or author with a polite request to add one. Highlight how linking back to your official page improves the user experience by providing readers with direct access to your software. Since the site has already mentioned your product, many editors are open to updating the content with a proper backlink.
9. Listing on software directories and marketplaces
Many SaaS directories and marketplaces allow companies to create product listings, making them a simple yet valuable link-building opportunity. While most of these platforms provide nofollow links, they still contribute to a well-rounded backlink profile. Google has stated that nofollow links are treated as a “hint,” meaning they can still influence rankings under the right circumstances. Additionally, these listings increase brand visibility and drive referral traffic, making them beneficial beyond SEO.
To leverage this, research relevant directories and marketplaces in your industry. Platforms like Product Hunt for tech startups, G2 and Capterra for SaaS reviews, or integration marketplaces (such as the HubSpot App Marketplace) can help establish credibility. Optimize your listings with detailed product descriptions, feature highlights, and links to key pages like pricing or case studies. Encouraging customer reviews on these platforms further strengthens your presence and attracts potential buyers.
10. Building links from developer-focused or community forums
Community-driven platforms like Reddit, GitHub, Stack Overflow, and industry-specific forums are goldmines for SaaS link-building. While most of these sites use nofollow links, they remain highly relevant for building authority, increasing brand mentions, and driving qualified traffic. Google considers these nofollow links as a “hint,” meaning they may still contribute to your SEO efforts if the content is deemed valuable.
The key to success here is authentic engagement. Participate in relevant discussions, provide solutions, and share insights where appropriate. Instead of dropping links randomly (which can come across as spam), focus on helping the community by answering questions and referencing your SaaS tool only when it genuinely adds value. When done correctly, these forums become a trust-building channel that strengthens your SaaS brand while creating natural linking opportunities.
Common mistakes in SaaS link building
1. Relying too heavily on promotional backlinks
Overloading your backlink profile with purely promotional links makes it look unnatural to search engines. Google values a diverse, organic link profile, so relying only on self-serving backlinks can limit SEO success.
To avoid this, earn editorial links through thought leadership, case studies, and tutorials. These provide real value while still driving traffic to your SaaS.
2. Overlooking niche-specific websites and platforms
Many SaaS companies chase high-authority sites while ignoring niche-relevant platforms that attract their ideal customers. This means missed SEO and traffic opportunities.
Instead, target industry-specific blogs, directories, and communities. Links from these sources are more relevant, trusted, and likely to drive conversions.
3. Focusing only on homepage links
Sending all backlinks to the homepage limits SEO potential for important product pages, blog content, and case studies. These deeper pages often rank for high-intent keywords that drive conversions.
Instead, spread links to feature pages, integrations, and educational content to build authority across your site and improve rankings.
4. Using manipulative or spammy tactics
Buying links, using link farms, excessive reciprocal linking, and other black hat tactics may offer short-term gains but often result in penalties and ranking losses. Google detects unnatural link patterns faster than ever.
Focus on genuine, high-quality links through strategic partnerships, and guest content, and try throwing some grey hat tactics in the mix.
5. Ignoring analytics and failing to track effectiveness
Many SaaS companies build links without tracking their impact, making it hard to optimize efforts or measure ROI.
Use tools like Google Analytics, Ahrefs, and SEMrush to monitor referral traffic, keyword rankings, and domain authority—ensuring you double down on what works.
Conclusion
In an industry as competitive as SaaS, visibility and trust are everything.
While paid advertising can generate short-term results, it’s costly and unsustainable in the long run. That’s why SEO, with the combination of quality content and link building, has gained attention.
Do you need help with your SaaS link building and don’t know where to start? Contact us here and we’ll let you know how we can help!
