If you work in B2B SaaS marketing, you already know: ranking on Google is tough, and most advice is tailored to blogs or e-commerce, not the stuffy, niche world of business software. The good news? SERP analysis isn’t magic, and tools like Surfer SEO can actually help—if you know what to ignore and what to focus on.
Let’s walk through how to do SERP analysis for B2B SaaS keywords using Surfer SEO, so you can stop guessing and start making changes that actually move the needle.
1. Get Clear About Your Goal (Don’t Skip This)
Before you even open a tool, you need to know what you’re after. Are you trying to rank a product page? A comparison page? A “how-to” blog post? B2B SaaS SERPs are full of vendor sites, review aggregators, and (let’s be honest) a lot of fluff.
Why it matters:
Google’s results are shaped by what users want—sometimes that’s a list of tools, sometimes it’s a dense guide, sometimes it’s just a giant G2 or Capterra box. If you’re trying to rank a product page in a SERP full of blog posts, you’re in for a long, painful slog.
Pro tip:
Write down the exact page you want to rank and the exact keyword. Keep this in front of you while you work.
2. Fire Up Surfer SEO and Start a SERP Analysis
Surfer SEO’s main features are its Content Editor, SERP Analyzer, and Audit. For SERP analysis, the SERP Analyzer is your friend.
- Enter your target keyword and set the location (if you’re going after US buyers, stick to “United States”).
- Let Surfer pull the top 50 results. Don’t worry about the ones after the top 20—unless you like pain.
- Ignore the “Content Score” hype. It’s not gospel. Treat it as a rough guideline, not a finish line.
What you’re looking for:
- What kind of pages actually rank? (Product, blog, comparison, review aggregator, landing page?)
- Who owns these pages? (Vendors, media, affiliates, random blogs?)
- Are the big dogs (G2, Capterra, Gartner) dominating, or is there room for actual vendors?
3. Check Out the SERP Features and Intent
B2B SaaS keywords sometimes trigger SERP features: featured snippets, “People Also Ask,” reviews, etc. Surfer SEO will show you which features appear for your keyword.
Here’s what to watch for: - Featured snippets: If all you see is a bulleted list, that’s a clue the query is informational. - Review boxes: If every top result is G2 or Capterra, you’re probably not going to outrank them with a regular SaaS landing page. - People Also Ask: These questions can tell you what users are really after—sometimes it’s not what you’d expect.
Reality check:
If your keyword is dominated by aggregator sites, consider a different angle or go after long-tail terms. No tool can change the reality of Google favoring big brands.
4. Dig Into the Top Results: What’s Actually Working?
Now comes the part everyone skips: reading the actual pages. Yes, it’s tedious. But Surfer can help you speed it up with its outline and word count features.
Scan for: - Page type: Landing page, blog post, listicle, comparison, etc. - Content depth: Short and punchy, or massive guides? - Format: Is there a table? Lots of images? Videos? Downloadables? - Calls to action: Are these pages selling hard, or just informing?
Pro tip:
Don’t copy what’s ranking—figure out why it’s ranking. Are they covering a specific subtopic? Using a certain format? Or is it just because they’re HubSpot?
What doesn’t matter:
- Don’t obsess over word count. If every top result is 2,000+ words, you need depth—but padding for length is pointless.
- Ignore “exact keyword density” targets. Google’s smarter than that.
5. Use Surfer’s Data, But Don’t Blindly Follow It
Surfer SEO throws a ton of data at you: word count, headings, keyword usage, backlinks, even NLP terms. Here’s how to cut through the noise:
Pay attention to: - Word count range: Are you way under (or over) the average? - Heading structure: Do top pages use tons of H2s and H3s? Or is it a single wall of text? - Relevant terms: Are there key subtopics (e.g., integrations, pricing, security) that show up everywhere? - Backlink count: If every top result has 500+ referring domains, you’ll need more than just good copy.
What to ignore: - The exact “Content Score.” Use it to spot outliers, not as a finish line. - Fancy NLP phrases that make your writing sound robotic. - All the “LSI keyword” chatter. Google doesn’t use LSI.
Bottom line:
Use Surfer as a map, not a GPS. If something looks weird (like a random outlier page ranking #1), don’t assume you can reverse engineer it.
6. Identify Gaps and Opportunities
This is where the real value kicks in. Look for things the top results don't do well, or angles they miss.
How to spot gaps: - Is everyone missing a crucial feature comparison? - Are the reviews outdated or obviously biased? - Do most pages ignore integrations, pricing, or security? - Is there a lack of actual screenshots or demos?
Opportunities: - Can you create a better, more honest comparison? - Is there a way to address pain points that aren’t mentioned? - Can you add a free tool, checklist, or calculator?
Avoid:
Trying to “out-keyword” the competition. Google cares more about usefulness than keyword stuffing.
7. Make a Simple, Realistic Action Plan
Don’t get lost in data paralysis. Take what you’ve found and make a short list:
- What page type do you need?
- What topics and features must you cover?
- Are there must-have elements (tables, screenshots, comparisons)?
- Where can you be genuinely helpful—or more transparent—than the competition?
Pro tip:
Don’t just copy the top result. Aim to be the most useful and trustworthy option for your specific audience.
8. Track, Test, and Iterate
SEO isn’t one-and-done, especially for B2B SaaS. Once you publish or update your page:
- Watch rankings for a few weeks. Don’t panic if nothing happens in the first few days.
- See what users do on your page. Are they bouncing? Sticking around? Clicking through?
- Keep an eye on competitors. If the SERP changes, revisit your analysis.
What to ignore:
Don’t chase every minor fluctuation in ranking. Focus on trends, not day-to-day noise.
A Few Honest Thoughts on Surfer SEO (and SERP Analysis in General)
Surfer SEO can save you hours, but it’s not a magic bullet. It’s great for spotting trends and quick wins, but it can’t tell you what your audience cares about. Don’t get caught up in chasing scores or every keyword variation. Focus on being helpful and clear, and don’t be afraid to do less, better.
Keep it simple, stay skeptical, and iterate as you learn. The best B2B SaaS content isn’t the one with the most keywords—it’s the one that actually helps someone do their job better.