Traffic that never becomes demos
The blog brings in visitors who don't buy, and the product pages, which are the ones that sell, don't show up for searches with buying intent.
SaaS and B2B SEO
B2B SEO for SaaS companies with long sales cycles
I'm Pablo Caño, an independent technical SEO and GEO consultant. I help SaaS and B2B companies get found by people looking for a way to solve a problem, comparing tools or asking ChatGPT which software to use.
Prefer to go straight to it? Email me at consulta@pablocano.es
What I focus on 
- Product and use-case pages that rank.
- Comparison and alternatives pages against your competitors.
- Content organised by intent, with no pages competing with each other.
- Visibility when someone asks an AI about your category.
I work with the most advanced SEO and GEO tools on the market: Screaming Frog, Semrush, Ahrefs and Sistrix.
Pablo Caño15 years in technical SEO · LinkedIn
Brands I have worked with
I also collaborate with agencies that bring in my technical judgment for their own clients.
What usually holds back SEO for a SaaS company
Pages competing with each other
Product, industry, use-case, blog and glossary pages go after the same keywords and Google can't tell which to show. Every new page makes it worse if nobody decides what it is for.
Someone else wins the comparisons
When people search for "your brand vs competitor" or "alternatives to [competitor]", the answer comes from directories and comparison sites using their own criteria.
Templates and CMSs that break things
In HubSpot, Webflow or a JavaScript front end it is easy to publish a copied page that carries over another page's noindex or metadata, or to leave content that Google never gets to see.
What I do for a SaaS or B2B company
Since 2020 I've been doing SEO for Scilife, a B2B SaaS company where organic search has been the biggest source of sales pipeline.
An intent-based keyword map
Which page answers each search (product, use case, industry or blog), so each one has its own job and they don't compete.
Pages that sell
Product, use-case and comparison pages that rank and lead to a demo, with internal linking designed for that.
GEO for your category
Structured data, brand entity and content that answers what buyers ask, so AI engines take you into account when they recommend tools.
Measurement down to the opportunity
Search Console and GA4 with brand traffic separated from the rest, plus tracking of which landing pages end in a demo.
Depending on your stage
Startup
Starting with an architecture that can handle growth and your first product pages, with a brand that Google and AI engines understand from day one.
Scale-up
Publishing more use cases and comparisons without pages starting to cannibalise each other.
Established
Migrations, redesigns or moving into new markets and languages while looking after the traffic you already have.
Search was our biggest pipeline source, and Pablo helped us build our presence from the ground up.
Thanks to his work, we navigated a constantly changing search landscape and positioned our brand. He turns all of that complexity into clear, practical actions.
Good fit if
- You have a SaaS product or a B2B service and want organic search to bring in sales opportunities.
- The blog brings traffic but not demos, or your product pages don't show up.
- You have lots of similar pages and it isn't clear which should rank for what.
- Your buyers compare tools and you want to be part of that comparison, in AI engines too.
Not a fit if
- You want traffic volume for its own sake, even if it doesn't bring buyers.
- You need paid campaigns or cold lead generation.
SaaS and B2B SEO: frequently asked questions
What marketing teams and founders at SaaS and B2B companies usually ask before we start.
Does SEO work for a B2B SaaS with little search volume?
Yes, when those few searches come from someone choosing a supplier. A few dozen searches a month from people comparing tools in your category can be worth more than thousands of informational visits. That's why the work starts by finding those buying searches and giving each one its own page, even if keyword tools show them with low volume.
Are comparison pages against competitors worth it?
Yes, if they're honest. Buyers will compare anyway, and if they don't do it on your site they'll do it on a directory using someone else's criteria. A useful comparison, covering what you do better and what you don't, reaches people who are about to decide. And when someone asks an AI to compare options, it gives the AI a source of yours to cite.
Blog or product pages?
Pages that sell come first: product, use-case and comparison pages, because they answer searches with buying intent. The blog comes after, to cover the questions buyers ask earlier and link through to those pages. Start the other way round and you usually end up with a blog that gets visits and product pages that don't show up when someone is ready to buy.
How do you measure whether SEO brings in customers?
In GA4 and in the CRM, by separating brand from non-brand traffic and tracking which landing pages end in a demo or a contact. With long sales cycles, traffic says little in the short term, so it's worth counting how many opportunities start from organic search and which pages they come from.
How much does it cost?
It depends on the project, and you get the price in writing with a fixed scope within 48 hours of a 30-minute call. I don't publish rates because every website and every situation is different: reviewing six templates doesn't cost the same as reviewing sixty, and one market doesn't cost the same as five. It also matters whether you have developers available to implement the changes. A generic range wouldn't help you decide. What's in that quote is what I invoice.
How we get started
Tell me about your case
Use the form or email me. I reply within 1-2 working days.
A 30-minute call
We look at the site together and at what's worrying you. If I'm not the right person, I'll say so there and then.
A proposal within 48 hours
With a fixed scope and the price in writing. If it doesn't suit you, there's no commitment.
Tell me what you sell and who to
Send me your URL and what you'd like organic search to do for the business. If it looks like a fit, I'll suggest a 30-minute call.