Below is a blog template made for B2B software companies and related services. You can copy this template and let authors fill it in. The goal is to have all the best-practice SEO guidelines with the focus on Google’s E-E-A-T (Experience, Expertise, Authoritativeness and Trustworthiness) principles in one place.

1. Key elements

• Meta Title - 60 characters, main keyword near the front.

• Meta Description - 150-160 characters, include keyword variant(s) and a quick summary.

Example:

B2B SaaS Solution | Your Guide to Choosing the Right Software
Find out how to pick the best B2B SaaS software. Learn top tips, real-life examples and easy steps for a smooth implementation.

• URL - Keep the URL short and descriptive and include your main keyword (domain.co.uk/choosing-b2b-saas).

• Links

  • Internal - Point readers to relevant site pages related to the topic. 

  • External - Cite authoritative sources. This boosts credibility and trust.

• Categories - Organise content for SEO by grouping related topics, this improves internal linking, prevents duplication and boosts discoverability through better keyword targeting and scalability.

• Author - Show the author’s name and link it to their bio to build trust and connect with readers. Use well-known experts to ensure better rankings.

• Date - Add the publication and updated dates in a clear format (1 January 2025) so readers and Google know the content is up-to-date.

2. Headline (H1)

Your headline is crucial to generate clicks for your website. It can help you to get a lot more traffic. The headline is typically used as the HTML <title> tag and often matches the H1 tag on your page. However, it doesn’t have to be identical as long as they are aligned.

• Include your main keyword.

• Keep it short with a maximum of 60 characters.

• Choose a unique angle.

Example:

‘How to choose the best B2B SaaS solution?’

Check the CTR (Click-Through Rate) in Google Search Console based on impressions and update the headline regularly to see how it affects performance (A/B testing).

3. Introduction

Catch the attention of your reader immediately. An introduction should naturally follow up your headline. It could be a controversial statement or a question to trigger your audience with. After catching their attention you could introduce the problem you will speak about and explain what to expect from the article.

• Aim for 150 to 200 words.

• Include your main and secondary keywords.

• Highlight your experience and mention it.

Example:

‘Many B2B software companies struggle to stand out in a crowded market. With over a decade of hands-on experience with dozens of industry leaders, we’ve helped hundreds of organisations find the best solutions. In this blog, we’ll discuss B2B software and explain how it benefits your organisation.’

4. Main Sections (H2 & H3)

• Use H2 for main sections and H3 for subsections.

• Include an index with anchor links after the introduction to improve navigation and SEO. This allows readers to jump directly to specific sections and helps search engines better understand the content structure.

• Adding credible sources or case studies builds trust, demonstrates expertise and strengthens authority.

• Linking to other blogs on your website helps readers discover more of your content and stay longer on your site. It also makes it easier for search engines to crawl and index your pages through internal links.

Example:

1. <H2>Main challenge in B2B software</H2>

   • <H3>Current market trends</H3> (quote research and mention authors)

   • <H3>Possible solutions</H3> (include examples of what worked for clients)

2. <H2>Key steps to successful implementation</H2>

   • <H3>Tips and best practices</H3> (share knowledge based on experience)

3. <H2>Measuring ROI</H2>

   • <H3>ROI calculation basics</H3> (explain your method or formula)

   • <H3>Real company examples</H3> (build trust by sharing success stories)

5. Guidelines

Start by identifying the top five competitors ranking on Google for your target keyword. Review their content to understand its length, structure and depth.

1. Word count - Check average word count of these top-ranking pages and exceed it.

2. Keyword - Include your focus keyword and related synonyms naturally.

3. E-E-A-T

   • Experience - Mention your past projects or personal experiences if relevant.

   • Expertise - Highlight specific skills, qualifications or data-driven insights.

   • Authoritativeness - Link to credible sources from recognised experts within your industry.

   • Trustworthiness - Use accurate facts, disclaimers where needed and present balanced viewpoints.

4. Style - Keeping a professional but simple style makes content easy to understand for everyone, even readers who may not know all the technical terms. Explaining complex terms builds trust, keeps readers interested and shows expertise without making things too complicated.

5. Visuals - Use at least one image or infographic.

   • Add keyword-friendly alt text.

   • Use a descriptive file name (seo-audit-dashboard.jpg).

To make your post more engaging, include valuable resources that readers can access immediately without needing to fill out forms.

Think about:

• Downloadable guides or checklists (PDF-link) - Offers practical value.

• Videos or webinars (YouTube) - Shows real-life demonstrations.

• Interactive tools (ConvertCalculator) - ROI calculators or questionnaires.

• Add testimonials related to the topic or link to relevant case studies - Increases trust by offering real-world proof. Link to matching LinkedIn-account(s).

6. Call to Action (CTA)

The right CTA encourages readers to take the next step, improves engagement metrics and captures the emails of your most engaged visitors. This will boost SEO and guide people further down the sales funnel. With GA4 (Google Analytics 4), you can track clicks and conversions to monitor performance and make adjustments if needed. Consider placing a CTA at the end of each section or at the very end of your page.

• Default option - Book a demo, contact for more info or schedule a call.

• Best practice - Provide a part of the information immediately to generate interest and increase engagement. Request contact details for in-depth information about the covered topic.

Example:

‘Ready to see how the right B2B SaaS solution can transform your business? Book a demo or contact our team today.’

7. Did you cover FAQs?

You can find common questions by Googling the keyword you’re focusing on. Check the ‘People Also Ask’ section and related searches at the bottom of the results page. Answering these questions is great for user experience and increases the chance of appearing in rich snippets, which can boost visibility. Keep each FAQ answer short and clear (about 50–75 words) to make it easy to read and more likely to be featured.

Examples:

1. What is a B2B SaaS solution?
   It’s cloud-based software aimed at business users. It cuts out complex installations and allows you to access key tools remotely.

2. How do I choose the best software provider?
   Match your organisation’s goals with the features and track record of the provider. Look at pricing, scalability, user feedback and data security standards.

3. How much does SaaS typically cost?
   Costs vary depending on user seats, feature sets and support level. Compare providers and read case studies to see what best fits your budget and needs.

8. Conclusion

Most of the readers of your article will scan it and most of them read the introduction and conclusion. Sum up the main points.

• Keep it brief with 100 words or so

• Include bullet points to make your content digestible.

• Bring back your main keyword and alternatives.

• End with your CTA to drive action.

Example:

‘In this post, we’ve explored the top challenges and solutions in the B2B SaaS market. Backed by our team’s 10 years of hands-on experience, these steps can guide you to a higher ROI and smoother operations. For a customised approach, get in touch or request a demo today.’

9. Are you E-E-A-T proof? 

Be truly critical to yourself:

• Have you shared real experience or examples?

• Is your expertise clear (facts, data or credentials)?

• Did you link to or mention credible third-party sources?

• Are you presenting trustworthy and accurate information?