A smaller market, searched differently
Vertical SaaS markets are smaller and more connected than horizontal ones. Buyers often search using industry terms rather than software categories, rely heavily on peer recommendations and trade publications, and care far more about workflow fit than feature lists.
That changes the playbook. Search volumes are lower, so every high-intent keyword matters. Links from industry publications are worth more than links from tech blogs. Associations, events and peer communities can outperform paid social. And messaging must use the words your buyers use at work, not the words your product team uses.
What usually works
Industry keyword research
Finding the terms your buyers actually use, which are rarely software jargon.
Workflow-specific pages
Pages showing how your product handles the specific jobs in their day.
Trade media and PR
Coverage and links from the publications your industry reads.
Association partnerships
Sponsorships, webinars and member content that build trust.
Customer stories
Peer proof from companies your prospects recognise.
Targeted paid search
Tight campaigns around the limited high-intent searches that exist.
Horizontal versus vertical SaaS marketing
| Horizontal SaaS | Vertical SaaS | |
|---|---|---|
| Search volume | Large, competitive category terms | Smaller, industry-specific terms |
| Most valuable links | Tech and business publications | Trade media and associations |
| Proof that persuades | Logos and broad case studies | Peers in the same industry and region |
| Messaging | Features and integrations | Workflows, compliance and industry outcomes |
| Events | Optional | Often central: trade shows and association events |
An example vertical finding
Vocabulary is often the biggest SEO gap for vertical software.
- What we found
- The site competes for broad software terms against much larger companies, while trade-specific searches with clear buying intent have no matching pages.
- Fix
- Workflow pages built around the trade terms buyers use, written with input from customers and the company's industry experts.
- Measure
- Rankings and demos from industry-specific searches.
How we start with a vertical SaaS company
Learn the industry
Customer interviews, sales calls and your team, to learn how buyers talk and decide.
Map the channels
Search terms, trade media, associations, events and communities that matter.
Build workflow pages
Pages for the jobs buyers need done, in their language.
Earn industry authority
Trade coverage, association content and customer stories.
Common questions
Do you know our industry?
We have worked across many verticals, and we learn yours quickly through customer interviews, sales calls and your team. We will tell you honestly if a niche needs specialist knowledge we lack.
Is SEO worth it if search volumes are small?
Usually, yes. In vertical markets, a small number of high-intent searches can be worth a lot, and competition is often lower.
Should we exhibit at trade shows?
Often, in vertical markets. We help you make the most of events with pre-show content, landing pages and follow-up campaigns, and measure what they produce.
Can you help us expand into a second vertical?
Yes. Each new vertical gets its own research, pages and proof, so you sound native to both.
Find out where your next 100 customers come from
Start with a growth audit. We review your tracking, search, paid accounts and funnel, and hand you a 90-day plan ranked by expected pipeline. Use it with us or without us.