{"id":31115,"date":"2023-07-25T16:30:10","date_gmt":"2023-07-25T14:30:10","guid":{"rendered":"https:\/\/www.jaeckert-odaniel.com\/industries\/software\/"},"modified":"2025-09-01T10:23:52","modified_gmt":"2025-09-01T08:23:52","slug":"software","status":"publish","type":"page","link":"https:\/\/www.jaeckert-odaniel.com\/en\/industries\/software\/","title":{"rendered":"Software"},"content":{"rendered":"<section class=\"l-section wpb_row height_small\" id=\"podcast\"><div class=\"l-section-h i-cf\"><div class=\"g-cols vc_row via_flex valign_top type_default stacking_default\"><div class=\"vc_col-sm-12 wpb_column vc_column_container\"><div class=\"vc_column-inner\"><div class=\"wpb_wrapper\"><div class=\"g-cols wpb_row via_flex valign_top type_default stacking_default\"><div class=\"vc_col-sm-12 wpb_column vc_column_container\"><div class=\"vc_column-inner\"><div class=\"wpb_wrapper\"><div class=\"wpb_text_column\"><div class=\"wpb_wrapper\"><h1 style=\"text-align: center;\">SEO Strategies for Software Companies<\/h1>\n<\/div><\/div><div class=\"w-separator size_medium\"><\/div><\/div><\/div><\/div><\/div><div class=\"g-cols wpb_row via_flex valign_top type_default stacking_default\"><div class=\"vc_col-sm-6 wpb_column vc_column_container\"><div class=\"vc_column-inner\"><div class=\"wpb_wrapper\"><div class=\"wpb_text_column\"><div class=\"wpb_wrapper\"><p>Virtually all software companies invest in digital marketing. Google Ads, in particular, is highly popular. However, the competition here is ruinous. Click prices have been rising for years \u2013 and with them, the acquisition costs per lead.   <\/p>\n<p>A central component that is often missing: a sound SEO strategy.<\/p>\n<p>For more organic website traffic. For lower CPAs. For improved content performance of every single article.  <\/p>\n<p>Here we describe the challenges many of our software clients face \u2013 and what potential SEO strategies entail.<\/p>\n<\/div><\/div><div class=\"w-separator size_medium\"><\/div><div class=\"wpb_text_column inhaltsverzeichnis\"><div class=\"wpb_wrapper\"><h3>Topics on this Page<\/h3>\n<ul>\n<li><a href=\"#marketing\">Digital Marketing: Many Ads, Little SEO<\/a><\/li>\n<li><a href=\"#beispiel\">Example of an SEO Strategy in the Software Sector<\/a><\/li>\n<li><a href=\"#inhouse\">SEO: In-house or Outsource?<\/a><\/li>\n<li><a href=\"#magazin\">Expert Interviews and Studies<\/a><\/li>\n<\/ul>\n<\/div><\/div><\/div><\/div><\/div><div class=\"vc_col-sm-6 wpb_column vc_column_container\"><div class=\"vc_column-inner\"><div class=\"wpb_wrapper\"><div class=\"w-image style_shadow-1 align_none\"><div class=\"w-image-h\"><img decoding=\"async\" width=\"1080\" height=\"1080\" src=\"https:\/\/www.jaeckert-odaniel.com\/wp-content\/uploads\/2023\/08\/Software-Keywords.png\" class=\"attachment-large size-large\" alt=\"Software Keywords\" loading=\"lazy\" srcset=\"https:\/\/www.jaeckert-odaniel.com\/wp-content\/uploads\/2023\/08\/Software-Keywords.png 1080w, https:\/\/www.jaeckert-odaniel.com\/wp-content\/uploads\/2023\/08\/Software-Keywords-300x300.png 300w, https:\/\/www.jaeckert-odaniel.com\/wp-content\/uploads\/2023\/08\/Software-Keywords-150x150.png 150w, https:\/\/www.jaeckert-odaniel.com\/wp-content\/uploads\/2023\/08\/Software-Keywords-800x800.png 800w, https:\/\/www.jaeckert-odaniel.com\/wp-content\/uploads\/2023\/08\/Software-Keywords-600x600.png 600w\" sizes=\"auto, (max-width: 1080px) 100vw, 1080px\" \/><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/section><section class=\"l-section wpb_row height_small color_alternate\" id=\"marketing\"><div class=\"l-section-h i-cf\"><div class=\"g-cols vc_row via_flex valign_top type_default stacking_default\"><div class=\"vc_col-sm-12 wpb_column vc_column_container\"><div class=\"vc_column-inner\"><div class=\"wpb_wrapper\"><div class=\"wpb_text_column\"><div class=\"wpb_wrapper\"><h2 style=\"text-align: center;\">Digital Marketing: many Ads, Little SEO<\/h2>\n<\/div><\/div><div class=\"w-separator size_medium\"><\/div><div class=\"g-cols wpb_row via_flex valign_top type_default stacking_default\"><div class=\"vc_col-sm-6 wpb_column vc_column_container\"><div class=\"vc_column-inner\"><div class=\"wpb_wrapper\"><div class=\"wpb_text_column\"><div class=\"wpb_wrapper\"><p>Regardless of the software company we work with, we consistently observe: highly dedicated digital marketing teams. The typical structure involves one manager responsible for performance (Ads, Analytics), another for social media, and a third person for content. Freelancers often contribute articles as well.  <\/p>\n<p>While many teams utilize Google Search Console and Google Analytics, they work significantly less often with SEO suites such as Sistrix, SEMrush, or Ahrefs. <\/p>\n<p>However, these very tools help to develop sound SEO strategies. This is because most teams are unaware of how many keywords they actually do not rank for. <\/p>\n<p>Furthermore, an SEO competitive analysis is not conducted. While one subjectively observes that competitors rank highly for many search terms, the exact terms and the underlying strategy remain unknown.<\/p>\n<\/div><\/div><\/div><\/div><\/div><div class=\"vc_col-sm-6 wpb_column vc_column_container\"><div class=\"vc_column-inner\"><div class=\"wpb_wrapper\"><div class=\"wpb_text_column\"><div class=\"wpb_wrapper\"><p>Moreover, there is a strong reliance on performance channels such as Google Ads. Virtually all leads are generated through the advertising system. This often leads to this channel being perceived as extremely effective \u2013 albeit at a considerable cost.  <\/p>\n<p>However, performance channels are becoming increasingly less effective. Not only have they grown more expensive over the years, but in economically uncertain times, they generally generate fewer leads.  <\/p>\n<p>From our perspective, what is missing is an overarching strategy for increased organic traffic. This applies specifically to SEO, but also to channels such as newsletters and LinkedIn. We advocate for developing content centrally and then adapting it for each respective channel.   <\/p>\n<p>Content optimized for SEO can simultaneously be utilized for all other organic channels. This enhances content performance.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/section><section class=\"l-section wpb_row height_small\" id=\"beispiel\"><div class=\"l-section-h i-cf\"><div class=\"g-cols vc_row via_flex valign_top type_default stacking_default\"><div class=\"vc_col-sm-12 wpb_column vc_column_container\"><div class=\"vc_column-inner\"><div class=\"wpb_wrapper\"><div class=\"wpb_text_column\"><div class=\"wpb_wrapper\"><h2 style=\"text-align: center;\">Example of an SEO Strategy in the Software Sector<\/h2>\n<\/div><\/div><div class=\"w-separator size_medium\"><\/div><div class=\"g-cols wpb_row via_flex valign_top type_default stacking_default\"><div class=\"vc_col-sm-6 wpb_column vc_column_container\"><div class=\"vc_column-inner\"><div class=\"wpb_wrapper\"><div class=\"wpb_text_column\"><div class=\"wpb_wrapper\"><p>At its core, SEO means creating central content for relevant search terms to achieve higher Google rankings. We illustrate this in the graphic using the example of &#8220;CRM Software&#8221;. <\/p>\n<p>With an SEO strategy, the devil is in the details:<\/p>\n<ul>\n<li>Which keywords warrant their own page?<\/li>\n<li>Should we create a landing page or a blog article?<\/li>\n<li>Where should we integrate these new pages?<\/li>\n<li>How should we create the content in detail?<\/li>\n<li>What opportunities do we actually have on which keywords?<\/li>\n<\/ul>\n<p>All these questions must be clarified. An action plan is then developed based on extensive keyword research. <\/p>\n<p>Incidentally, not every page needs to have an SEO focus. The homepage, for instance, is often not well suited for SEO. Instead, pure product communication should be prioritized here.<\/p>\n<\/div><\/div><\/div><\/div><\/div><div class=\"vc_col-sm-6 wpb_column vc_column_container\"><div class=\"vc_column-inner\"><div class=\"wpb_wrapper\"><div class=\"w-image style_shadow-1 align_none\"><div class=\"w-image-h\"><img decoding=\"async\" width=\"1080\" height=\"1080\" src=\"https:\/\/www.jaeckert-odaniel.com\/wp-content\/uploads\/2023\/08\/Software-Unternehmen-Keywords.png\" class=\"attachment-large size-large\" alt=\"CRM Software Beispiel\" loading=\"lazy\" srcset=\"https:\/\/www.jaeckert-odaniel.com\/wp-content\/uploads\/2023\/08\/Software-Unternehmen-Keywords.png 1080w, https:\/\/www.jaeckert-odaniel.com\/wp-content\/uploads\/2023\/08\/Software-Unternehmen-Keywords-300x300.png 300w, https:\/\/www.jaeckert-odaniel.com\/wp-content\/uploads\/2023\/08\/Software-Unternehmen-Keywords-150x150.png 150w, https:\/\/www.jaeckert-odaniel.com\/wp-content\/uploads\/2023\/08\/Software-Unternehmen-Keywords-800x800.png 800w, https:\/\/www.jaeckert-odaniel.com\/wp-content\/uploads\/2023\/08\/Software-Unternehmen-Keywords-600x600.png 600w\" sizes=\"auto, (max-width: 1080px) 100vw, 1080px\" \/><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/section><section class=\"l-section wpb_row height_small color_alternate\" id=\"inhouse\"><div class=\"l-section-h i-cf\"><div class=\"g-cols vc_row via_flex valign_top type_default stacking_default\"><div class=\"vc_col-sm-12 wpb_column vc_column_container\"><div class=\"vc_column-inner\"><div class=\"wpb_wrapper\"><div class=\"wpb_text_column\"><div class=\"wpb_wrapper\"><h2 style=\"text-align: center;\">Approaching SEO In-house \u2013 or Outsourcing?<\/h2>\n<\/div><\/div><div class=\"w-separator size_medium\"><\/div><div class=\"g-cols wpb_row via_flex valign_top type_default stacking_default\"><div class=\"vc_col-sm-6 wpb_column vc_column_container\"><div class=\"vc_column-inner\"><div class=\"wpb_wrapper\"><div class=\"w-iconbox iconpos_top style_default color_primary align_center\"><div class=\"w-iconbox-icon\" style=\"font-size:2rem;\"><i class=\"fas fa-lightbulb-on\"><\/i><\/div><div class=\"w-iconbox-meta\"><h4 class=\"w-iconbox-title\">Arguments for In-house<\/h4><div class=\"w-iconbox-text\"><p style=\"text-align: left;\">Software companies offer complex solutions. The product must be understood in depth, especially as the market is constantly evolving. SEO is largely based on content, which must be of exceptionally high quality and factually accurate. Our experience indicates that content production should therefore be handled internally \u2013 at least for core topics and pages. When the in-house team has a better grasp of SEO, they can also significantly better identify market opportunities and gaps. Topic planning also proceeds quite differently because keywords and rankings are clarified beforehand.       <\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div><div class=\"vc_col-sm-6 wpb_column vc_column_container\"><div class=\"vc_column-inner\"><div class=\"wpb_wrapper\"><div class=\"w-iconbox iconpos_top style_default color_primary align_center\"><div class=\"w-iconbox-icon\" style=\"font-size:2rem;\"><i class=\"fas fa-lightbulb-on\"><\/i><\/div><div class=\"w-iconbox-meta\"><h4 class=\"w-iconbox-title\">Arguments for Outsourcing<\/h4><div class=\"w-iconbox-text\"><p style=\"text-align: left;\">For SEO, depending on the topic area, significantly more content is sometimes required. This is especially true when delving into Helpful Content and discussing industry-relevant topics &#8220;around the product&#8221;. From our perspective, it makes a lot of sense to collaborate with freelancers here. Service providers specializing in ideation and content regularly attend our workshops. While we are external service providers ourselves, we advocate the approach that SEO should eventually be managed in-house. Therefore, in our consulting and workshops, we always share our methodology for using the tools.     <\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/section><section class=\"l-section wpb_row height_small\" id=\"beratung\"><div class=\"l-section-h i-cf\"><div class=\"g-cols vc_row via_flex valign_top type_default stacking_default\"><div class=\"vc_col-sm-12 wpb_column vc_column_container\"><div class=\"vc_column-inner\"><div class=\"wpb_wrapper\"><div class=\"wpb_text_column\"><div class=\"wpb_wrapper\"><h2 style=\"text-align: center;\">We Advise Marketing Teams on SEO<\/h2>\n<\/div><\/div><div class=\"w-separator size_medium\"><\/div><div class=\"g-cols wpb_row via_flex valign_top type_default stacking_default\"><div class=\"vc_col-sm-6 wpb_column vc_column_container\"><div class=\"vc_column-inner\"><div class=\"wpb_wrapper\"><div class=\"w-image style_shadow-1 align_none\"><div class=\"w-image-h\"><img decoding=\"async\" width=\"1000\" height=\"667\" src=\"https:\/\/www.jaeckert-odaniel.com\/wp-content\/uploads\/2021\/10\/Suchmaschinenoptimierung-Berater.jpg\" class=\"attachment-large size-large\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/www.jaeckert-odaniel.com\/wp-content\/uploads\/2021\/10\/Suchmaschinenoptimierung-Berater.jpg 1000w, https:\/\/www.jaeckert-odaniel.com\/wp-content\/uploads\/2021\/10\/Suchmaschinenoptimierung-Berater-300x200.jpg 300w, https:\/\/www.jaeckert-odaniel.com\/wp-content\/uploads\/2021\/10\/Suchmaschinenoptimierung-Berater-800x534.jpg 800w, https:\/\/www.jaeckert-odaniel.com\/wp-content\/uploads\/2021\/10\/Suchmaschinenoptimierung-Berater-600x400.jpg 600w\" sizes=\"auto, (max-width: 1000px) 100vw, 1000px\" \/><\/div><\/div><div class=\"wpb_text_column\"><div class=\"wpb_wrapper\"><p>We are Fabian Jaeckert (right) and Benjamin O&#8217;Daniel. For many years, we have worked as consultants for marketing teams. We combine two worlds: Fabian is the technical expert, and Benjamin handles all topics related to content development.<\/p>\n<\/div><\/div><div class=\"w-separator size_medium\"><\/div><div class=\"w-grid us_grid type_grid layout_testimonial_1 cols_1 preload_style_spinner\" id=\"us_grid_1\" style=\"--columns:1;--gap:1.5rem;\" data-filterable=\"true\"><style>.layout_testimonial_1 .w-grid-item-h{}.layout_testimonial_1 .usg_vwrapper_1{transition-duration:0.3s;transform-origin:50% 50%;transform:scale(1) translate(0%,0%)}.layout_testimonial_1 .w-grid-item-h:focus-within .usg_vwrapper_1,.layout_testimonial_1 .w-grid-item-h:hover .usg_vwrapper_1{transform:scale(1) translate(0%,0%);opacity:1;border-color:var(--color-content-primary)!important}.layout_testimonial_1 .usg_vwrapper_1{border-radius:var(--site-border-radius)!important;padding:2rem!important;border:2px solid var(--color-content-border)!important}.layout_testimonial_1 .usg_hwrapper_1{margin-bottom:1rem!important}.layout_testimonial_1 .usg_post_image_1{width:4rem!important;margin-left:0!important;margin-right:1rem!important}.layout_testimonial_1 .usg_post_custom_field_1{font-weight:700!important;line-height:1.5!important;margin-bottom:0!important}.layout_testimonial_1 .usg_post_custom_field_2{color:var(--color-content-faded)!important;font-size:0.9rem!important;line-height:1.5!important}.layout_testimonial_1 .usg_post_custom_field_3{color:var(--color-content-primary)!important}<\/style><div class=\"w-grid-list\">\t<article class=\"w-grid-item size_1x1 post-30841 us_testimonial type-us_testimonial status-publish has-post-thumbnail hentry us_testimonial_category-clients us_testimonial_category-sage\" data-id=\"30841\">\r\n\t\t<div class=\"w-grid-item-h\">\r\n\t\t\t\t\t\t<div class=\"w-vwrapper usg_vwrapper_1 align_none valign_top\" style=\"--vwrapper-gap: 0.7rem;\"><div class=\"w-post-elm post_content usg_post_content_1\" data-usbid=\"post_content_root_container\"><p>For our marketing team, we specifically sought a sparring partner for SEO and content. Our goal was to gain new external insights to better leverage our ranking potential as a well-known brand in our market segment. Fabian and Benjamin delved deeply into our needs, and thanks to their comprehensive, data-driven analysis, they were able to provide us with concrete optimization suggestions for our SEO strategy. We particularly appreciated that we could achieve our goal with existing resources and focused testing.   <\/p>\n<\/div><div class=\"w-hwrapper usg_hwrapper_1 align_none valign_middle\" style=\"--hwrapper-gap: 1.2rem;\"><div class=\"w-post-elm post_image usg_post_image_1 as_circle has_width stretched\"><a target=\"_blank\" href=\"https:\/\/www.sage.com\/de-de\/\" aria-label=\"Bernd G\u00fcnther, Sage\" rel=\"noopener\"><img decoding=\"async\" width=\"150\" height=\"150\" src=\"https:\/\/www.jaeckert-odaniel.com\/wp-content\/uploads\/2021\/12\/bernd-g-150x150.jpg\" class=\"attachment-thumbnail size-thumbnail wp-post-image\" alt=\"\" srcset=\"https:\/\/www.jaeckert-odaniel.com\/wp-content\/uploads\/2021\/12\/bernd-g-150x150.jpg 150w, https:\/\/www.jaeckert-odaniel.com\/wp-content\/uploads\/2021\/12\/bernd-g.jpg 223w\" sizes=\"(max-width: 150px) 100vw, 150px\" \/><\/a><\/div><div class=\"w-vwrapper usg_vwrapper_2 align_none valign_top\" style=\"--vwrapper-gap: 0.7rem; --vwrapper-parent-gap: 0.7rem;\"><div class=\"w-post-elm post_custom_field usg_post_custom_field_1 type_text us_testimonial_author\"><a target=\"_blank\" href=\"https:\/\/www.sage.com\/de-de\/\" rel=\"noopener\"><span class=\"w-post-elm-value\">Bernd G\u00fcnther<\/span><\/a><\/div><div class=\"w-post-elm post_custom_field usg_post_custom_field_2 has_text_color type_text us_testimonial_role color_link_inherit\"><span class=\"w-post-elm-value\">Team Manager Marketing Shared Service, Sage Germany<\/span><\/div><\/div><\/div><\/div>\t\t<\/div>\r\n\t\t\t<\/article>\r\n<\/div>\t<div class=\"w-grid-preloader\">\r\n\t\t<div class=\"g-preloader type_1\">\r\n\t\t\t<div><\/div>\r\n\t\t<\/div>\r\n\t<\/div>\r\n\t\t<div class=\"w-grid-json hidden\" onclick='return {&quot;action&quot;:&quot;us_ajax_grid&quot;,&quot;infinite_scroll&quot;:0,&quot;max_num_pages&quot;:2,&quot;pagination&quot;:&quot;none&quot;,&quot;template_vars&quot;:{&quot;columns&quot;:&quot;1&quot;,&quot;exclude_items&quot;:&quot;none&quot;,&quot;img_size&quot;:&quot;default&quot;,&quot;ignore_items_size&quot;:0,&quot;items_layout&quot;:&quot;testimonial_1&quot;,&quot;items_offset&quot;:&quot;1&quot;,&quot;load_animation&quot;:&quot;none&quot;,&quot;overriding_link&quot;:&quot;%7B%22url%22%3A%22%22%7D&quot;,&quot;post_id&quot;:0,&quot;query_args&quot;:{&quot;post_type&quot;:[&quot;us_testimonial&quot;],&quot;tax_query&quot;:[{&quot;taxonomy&quot;:&quot;us_testimonial_category&quot;,&quot;field&quot;:&quot;slug&quot;,&quot;terms&quot;:[&quot;FEE&quot;,&quot;sage&quot;]}],&quot;post_status&quot;:[&quot;publish&quot;,&quot;tribe-ea-success&quot;,&quot;tribe-ea-failed&quot;,&quot;tribe-ea-schedule&quot;,&quot;tribe-ea-pending&quot;,&quot;tribe-ea-draft&quot;],&quot;posts_per_page&quot;:&quot;1&quot;},&quot;orderby_query_args&quot;:{&quot;orderby&quot;:{&quot;date&quot;:&quot;DESC&quot;}},&quot;type&quot;:&quot;grid&quot;,&quot;us_grid_post_type&quot;:&quot;us_testimonial&quot;,&quot;us_grid_ajax_index&quot;:1,&quot;us_grid_filter_query_string&quot;:null,&quot;us_grid_index&quot;:1,&quot;page_args&quot;:[],&quot;lang&quot;:&quot;en&quot;}}'><\/div>\r\n\t<\/div><\/div><\/div><\/div><div class=\"vc_col-sm-6 wpb_column vc_column_container\"><div class=\"vc_column-inner\"><div class=\"wpb_wrapper\"><div class=\"wpb_text_column\"><div class=\"wpb_wrapper\"><p>For many years, we have been working with software companies. These are highly specialized companies operating in very specific industries and handling particular processes within them. <\/p>\n<p>Often, marketing teams are working on their website structure, a <a href=\"https:\/\/www.jaeckert-odaniel.com\/relaunch-oder-redesign-was-ist-die-bessere-option\/\" data-wpil-monitor-id=\"55\">relaunch<\/a>, or generally aiming to increase their website traffic when they contact us.<\/p>\n<p>For these teams, we develop an SEO strategy and a roadmap. Subsequently, we guide the teams through the implementation. <\/p>\n<p><span style=\"font-weight: 400;\">We would be happy to arrange an introductory SEO meeting via video conference (30 min.). <\/span><\/p>\n<\/div><\/div><div class=\"w-separator size_medium\"><\/div><script>\nvar gform;gform||(document.addEventListener(\"gform_main_scripts_loaded\",function(){gform.scriptsLoaded=!0}),document.addEventListener(\"gform\/theme\/scripts_loaded\",function(){gform.themeScriptsLoaded=!0}),window.addEventListener(\"DOMContentLoaded\",function(){gform.domLoaded=!0}),gform={domLoaded:!1,scriptsLoaded:!1,themeScriptsLoaded:!1,isFormEditor:()=>\"function\"==typeof InitializeEditor,callIfLoaded:function(o){return!(!gform.domLoaded||!gform.scriptsLoaded||!gform.themeScriptsLoaded&&!gform.isFormEditor()||(gform.isFormEditor()&&console.warn(\"The use of gform.initializeOnLoaded() is deprecated in the form editor context and will be removed in Gravity Forms 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