Category and use-case pages
"Payroll software for UK SMEs." Define the category, state who it is for, show the product doing the job. The page an assistant cites when asked what a category is.
AI SEO & Marketing
SEO for SaaS that owns every intent on the way to the shortlist
Category, competitor, alternative, integration, how-to. SaaS buyers move through predictable questions, and AI assistants now answer many of them. We map the questions to your ICP and build the pages that win each one honestly.
- We run two SaaS products ourselves
- Keyword map in 2 weeks
- Pages built in your stack
ICP keyword map
A persona-by-stage map that every page hangs off
A keyword list is a spreadsheet. A keyword map is a grid of who is searching and what they need at that moment. We build it from sales calls, support tickets, search data and AI assistant prompts, then every page is assigned a cell. Illustrative example for an HR platform:
| Persona | Problem-aware | Solution-aware | Comparing | Using |
|---|---|---|---|---|
| HR manager, 50–500 staff | "payroll errors every month" | "payroll software UK small business" | "[Product] vs [Competitor] payroll" | "how to run year-end in [Product]" |
| Finance lead | "expense claims taking too long" | "expense management with approval workflow" | "[Competitor] alternatives for expenses" | "[Product] export to accounting" |
| IT or operations | "HR data in five spreadsheets" | "multi-tenant HR platform API" | "[Product] integrations list" | "[Product] SSO setup" |
| Page type | Guides, glossary | Category and use-case pages | Comparison and alternative pages | Docs, templates |
Page types
The pages a SaaS site needs, and what each must do
Comparison pages
"[You] vs [Competitor]". A fair feature table with dated facts, pricing as published, and a clear verdict on who each product suits. Fairness is the ranking strategy.
Alternative pages
"[Competitor] alternatives". Captures buyers leaving a competitor. List several real alternatives including yours, with the switching reasons that actually come up in sales calls.
Integration pages
One per integration, with setup steps, field mappings, limits and screenshots. Built programmatically from the integration catalogue, gated on real content.
Documentation
Indexable, versioned with canonicals, code samples in real blocks, and an internal semantic search so users find answers before they file tickets.
Glossary and guides
Problem-aware readers and AI assistants both need definitions. A glossary marked up as DefinedTerm, written in your words, with a path to the product.
AI shortlists
When the buyer asks an assistant for three options
"Recommend HR software for a 200-person UK company with multi-entity payroll" is now a common first step. The assistant retrieves category pages, comparison pages, review sites and directories, then names a few products. Being absent from that answer is a loss nobody in your funnel can see.
The pages above are what gets retrieved. What gets you named is clarity: a product page that states in plain words what the product is, for whom, at what scale, and with which integrations; consistent listings on the review sites assistants cite; and comparison content honest enough to be trusted. We measure this with our AI search visibility monitor and fix gaps through the GEO programme.
We do this for our own products. Eventify competes in event technology and ZekoHR in HR software; the maps, comparison pages and monitoring we describe here are the ones we run for ourselves.
Technical foundations for a product site
- Marketing site and app on separate hosts or paths, with the app excluded from the index
- Server-rendered marketing pages even if the app is a single-page application
- Pricing page indexable, with Product and Offer markup matching what is shown
- Docs on a crawlable path with versioned canonicals and a sitemap of their own
- Organization, Product and FAQPage structured data generated from one source
- Core Web Vitals passing on the templates that convert: home, pricing, category, comparison
- Changelog and status pages indexable: they show the product is alive
- Generated llms.txt covering docs and product pages
Process
From map to pages to measurement
Map
Personas and stages from sales and support; demand from search and assistant prompts; competitors' coverage. Two weeks.
Foundations
The technical checklist above, fixed in your stack. Two to four weeks alongside the map.
Pages
Comparison and alternative pages first, then integrations and use cases. Written with your product team through content operations.
Measure
Rankings, AI citations, trials and demos by landing page. Monthly, with the map updated as the product changes.
Related
The services a SaaS programme draws on
Programmatic SEO
Integration and template pages in volume, with gates.
Scale responsiblyConversion Optimisation
Trial and demo forms that do not leak.
Improve conversionHR Tech
The industry where we run ZekoHR, our own HR SaaS.
See the industryCustomer Support AI
Turn the same docs into an assistant that answers inside the product.
See customer support AI
FAQ
Frequently asked questions
Why is SaaS SEO different from other SEO?
The buyer is comparing. They search for categories, competitors, alternatives, integrations and 'how to' questions in roughly that order, and increasingly they ask an AI assistant to draft the shortlist. SaaS SEO is about owning each of those intents with a page that is honest enough to be cited and useful enough to convert.
Are comparison and 'alternatives' pages ethical?
They are if they are accurate. Verified features, current pricing, dated facts, a clear statement of when the competitor is the better choice. A biased comparison is spotted by buyers and by AI engines, and it costs you trust. We write them as a fair analyst would, with your product's genuine advantages made clear.
Should our documentation be indexable?
Almost always. Docs answer the 'how do I' questions that AI assistants and search engines field constantly, and a buyer who finds the answer in your docs learns that your product can do it. Keep versioned docs canonicalised to the current version and make the search inside docs good.
Do you run this for your own products?
Yes. Eventify and ZekoHR are our own SaaS products, so the keyword maps, comparison pages and docs strategy on this page are things we maintain for ourselves rather than theory.
How long until SaaS SEO shows results?
Technical fixes and existing-page improvements can move within weeks. New comparison, integration and use-case pages typically take three to six months to earn their position, longer in crowded categories. We baseline and report monthly, and we do not promise a date.