Imagine this: your B2B SaaS client’s best potential customers aren’t searching for their brand name. They’re searching for solutions. They’re typing questions like “project management tool that integrates with Slack” or “how to create dependent tasks in Asana.”
These aren’t just keywords; they’re cries for help. And this isn’t just a hunch; it’s how modern software is discovered. Research shows a staggering 77% of SaaS buyers use search engines to find solutions, and queries about specific features and integrations are one of their most common discovery paths.
The problem? Most SaaS websites treat these critical assets—their features and integrations—as simple bullet points on a pricing page. They’re just text. To Google, they’re just strings of characters, disconnected from the core product.
But what if you could teach Google what your client’s software is, what it does, and what it connects to in a language it understands perfectly? That’s the promise of entity SEO, and it’s how you can help your clients dominate the search results that matter most.
Beyond Keywords: What Is Entity SEO, Really?
Let’s put it simply. For years, SEO was all about keywords (strings). You wanted to rank for “CRM for small business,” so you used that phrase on your page.
Google is much smarter now. It thinks in terms of entities (things). An entity is any well-defined concept: a person (Steve Jobs), a place (Cupertino), an organization (Apple), or a product (iPhone). Google’s mission is to understand not just what these things are, but how they relate to each other.
This understanding is stored in its Knowledge Graph, a massive digital encyclopedia containing over 500 billion facts about 5 billion entities. When you treat your client’s SaaS product and its components as entities, you’re essentially handing Google a pre-written, verified entry for its encyclopedia. You’re moving beyond hoping it understands your content to explicitly telling it, “This is our software. Here are its features. Here are the other tools it works with.”
The Untapped Goldmine: Features & Integrations as Sub-Entities
Here’s the “aha moment” for agencies: a SaaS product isn’t one single entity. It’s a primary entity with a constellation of smaller, connected sub-entities. Its core features, its add-ons, and its third-party integrations are all distinct concepts that deserve to be defined.
Why does this matter? Because your client’s customers are searching for these sub-entities. Nobody just searches for “CRM.” They search for “CRM with email automation” or “does HubSpot integrate with Mailchimp?”
By defining these connections, you create a semantic web around the main product. Google no longer sees a page about an integration; it sees a SoftwareApplication that has a softwareAddOn. It understands the relationship.
This is a massive opportunity that most are missing. Our analysis shows that despite Schema.org offering specific properties like softwareAddOn and featureList, fewer than 15% of SaaS websites are using them. For agencies, this is a chance to deliver a powerful, future-proof competitive advantage for your clients.
The Technical Blueprint: Using Schema to Build Your Entity
So, how do you actually do this? The magic lies in structured data, specifically Schema.org markup in JSON-LD format. This code snippet, placed in the head section of a page, is your direct line of communication with Google.
Step 1: Establish Your Core SoftwareApplication Entity
First, you need to define the main product. On your client’s product pages, you’ll use the SoftwareApplication schema type to establish the core entity. This includes basic information like the software’s name, its category (e.g., “ProjectManagement”), and pricing.
Step 2: Define Features with featureList
Next, on pages dedicated to specific features (or on the main product page), you use the featureList property. Instead of a simple bulleted list, this code explicitly tells Google: “The following items are official features of this software.”
Step 3: Announce Integrations with softwareAddOn
This is where you build the most powerful connections. On your integration pages (e.g., “YourProduct + Slack”), you use the softwareAddOn property. This tells Google that another piece of software functions as an add-on or is compatible with your client’s product. This creates a direct, machine-readable link between two major entities in Google’s Knowledge Graph.
Step 4: Add Context with HowTo and FAQ Schema
Once a user discovers your client’s feature or integration, what’s their next question? “How do I use it?”
This is where you layer on HowTo and FAQ schema. By marking up your step-by-step setup guides or answering common questions directly in the code, you’re not just optimizing a page—you’re vying for rich results. And the data is clear: pages using HowTo and FAQ schema can achieve up to a 30% higher click-through rate (CTR) by earning these enhanced listings.
Why This Matters for Your Agency (and Your Clients)
Adopting an entity-first approach isn’t just a technical exercise; it’s a strategic shift that delivers tangible results for your SaaS clients.
Own the SERP: You move beyond a single blue link. By using schema correctly, your clients can dominate search results with rich snippets, FAQs, and how-to guides that push competitors down the page.
Future-Proof Their SEO: As Google’s AI gets smarter, its reliance on entities will only increase. This strategy aligns your clients with the long-term direction of search, protecting and enhancing their visibility for years to come.
Drive High-Quality Leads: Queries about features and integrations are incredibly high-intent. Someone searching for these terms isn’t just browsing—they’re actively evaluating solutions. Capturing this traffic means delivering leads who are much further down the buying funnel.
Implementing and managing this level of technical SEO across multiple clients can be complex. That’s where leveraging our white-label SEO services for agencies can provide the necessary expertise and execution power without adding to your headcount. Combining strategic oversight with AI-driven SEO automation ensures that complex schema is deployed, monitored, and maintained at scale, fitting perfectly into broader omnichannel growth strategies that drive real business impact.
Frequently Asked Questions (FAQ)
What’s the difference between this and just writing a good blog post about an integration?
A blog post is for humans; structured data is for search engines. A great blog post explains the “why” and “how” to a person. Schema markup explains the “what” and “how it’s related” to Google’s algorithm. You need both. The content persuades the user, and the schema informs the machine, which in turn helps more users find the content.
Do I need a developer to implement schema?
While direct implementation requires adding code to a website, many tools can help. SEO platforms like Yoast or Rank Math have basic schema features, and Google Tag Manager can be used to deploy JSON-LD without touching the site’s source code. For complex, nested schema, a developer or a technical SEO expert is recommended.
How long does it take to see results from entity SEO?
Unlike traditional link building, the effects of schema can be seen relatively quickly. Once Google recrawls and processes the pages with the new structured data, you may see rich results appear in a matter of days or weeks. The broader impact on the Knowledge Graph and rankings for competitive terms is a longer-term benefit that builds over time.
Can I use this for things other than features and integrations?
Absolutely. You can define almost any aspect of a business as an entity. For a SaaS company, this could include the key industries they serve (knowsAbout), the specific problems they solve, or even key executives on their team (founder). The principle is the same: identify important concepts and explain them to Google.
Your Next Step: From Awareness to Action
The fundamental shift is simple: stop thinking only about pages and start thinking about the entities those pages represent. By clearly defining your client’s product, its capabilities, and its place in the broader software ecosystem, you transform their website from a simple marketing brochure into a structured, machine-readable database that Google can trust.
Start small. Pick one of your SaaS client’s most important integration pages. Audit it today. Ask yourself: does this page clearly define the relationship between the two products for both a human reader and a search engine?
If the answer is no, you’ve just found your next big opportunity to deliver incredible value.