Google vs Bing SEO for SaaS: What Changed After the 2024 Spam Updates

A few months ago, a founder of a SaaS startup reached out to me with a worried message: “Our organic […]

A few months ago, a founder of a SaaS startup reached out to me with a worried message: “Our organic traffic dropped 40 % almost overnight on Google. Nothing changed on our product or pricing — we’re just doing content and link building as before.” As I dug in, I realised it wasn’t just them — dozens of SaaS sites reported sudden ranking volatility around March to December 2024. That piqued my curiosity. I decided to dig deep — reading what Google said, checking industry reports, watching early impact discussions on Reddit and Twitter, and then layering in how this affects SaaS-specific SEO for both Google and its smaller competitor, Bing.

In this article, I’ll share what changed, why it matters for SaaS companies, and how to choose an SEO strategy accordingly (including what to do for Bing). At the end, I’ll list the top 5 agencies that specialize in SaaS/AI-SEO so you know where to outsource. This is not a generic “top 10 SEO tools” list. This is for SaaS marketers, product-led growth teams, freelancers, and agencies who need actionable insight in 2025.

Also Read: International SEO for SaaS: Multilingual and GEO Expansion Playbook

What Is SEO for SaaS and Who Needs It?

When I say “SEO for SaaS” I mean the search-engine-visibility strategy — covering content, technical, link, and product layers — applied to software-as-a-service businesses. In simple terms, Grammarly, Slack, and Notion all rely on it to grow visibility and conversions.

What SEO for SaaS Really Means

For a SaaS company, SEO is more than “getting traffic.” It’s about attracting qualified trial signups, converting free users to paid, improving retention, and lowering customer acquisition cost (CAC). That means your strategy must focus on high-intent keywords and buyer-focused content — not just blog traffic.

Why & Who Needs SaaS SEO

🚀 Early-Stage SaaS (0–50 employees)

Often can’t afford big ad budgets, so organic search becomes a high-leverage growth channel that compounds over time.

📈 Growth-Stage SaaS (50–500 employees)

Need predictable pipeline and recurring revenue. Strong SEO can dramatically reduce CAC and deliver sustainable leads.

💼 Mature or Saturated SaaS Markets

Require differentiation. Combining niche content, technical SEO, ecosystem links, and integration visibility helps stand out in crowded markets.

SaaS SEO Stats & Trends

Key SaaS SEO Stats & Trends (2024–2025)

Understanding how search, AI, and user behavior are evolving helps shape smarter SaaS SEO strategies.

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Organic Search Still Dominates

According to Statista and others, organic search remains the largest source of new B2B leads in tech marketing — contributing roughly 40–60% of inbound opportunities.

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Google’s Content Quality Focus

Google’s 2024 spam-update efforts reportedly reduced low-quality and unoriginal content by ~45%, reinforcing the need for unique, expert-driven content in SaaS SEO.

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The Rise of AI-Powered Search

We’re entering an era of AI-powered search experiences — from voice search to generative answer engines (like Bing + ChatGPT). SaaS SEO must evolve beyond classic keyword tactics.

🌐 Why This Matters

If you run or market a SaaS product, these shifts mean your SEO strategy can’t just focus on Google rankings. You’ll need visibility across AI-driven answers, Bing, and conversational search — because what changed in 2024 defines how users discover software in 2025.

How to Choose the Right SEO Strategy for SaaS

Before diving into what changed, here’s your friend-to-friend checklist for evaluating the right SaaS SEO path or vendor.

🎯Business Alignment (CAC, MRR, Trial → Paid)

Does the SEO strategy link directly to trials or signups — not just rankings?
Are deliverables tied to real SaaS metrics (free-to-paid conversion, retention) rather than vanity metrics?

⚙️Content + Technical SEO Mix

Does it balance content addressing pain-points with technical health (speed, schema, structure)?
Accounts for SaaS-specific challenges like freemium funnels, integrations, and feature-heavy pages.

🌱Scalability & Sustainability

Is the strategy built for long-term compound growth or short-lived gains?
Uses ethical link-building and future-proof methods aligned with algorithm updates.

🤖Adaptation to Algorithm & AI Shifts

Considers 2024 spam updates, AI search, and generative ranking signals.
Monitors visibility across Google, Bing, and AI-powered search surfaces.

📈Integrations, Measurement & Transparency

Allows for pipeline attribution — track trial signups and MRR from SEO.
Provides clear reporting with KPIs aligned to SaaS growth.
Integrates SEO data into your product analytics or CRM.

💡 Pro Tip

For SaaS, the right SEO partner isn’t the one promising the fastest rankings — it’s the one tying every action to your customer journey, trial pipeline, and long-term retention.

🧾 Quick Checklist: Choosing the Right SaaS SEO Strategy

As you read the next sections, keep this checklist in mind — the changes in search mean some of these criteria have shifted.

Business Alignment

Will it drive quality leads or trials — not just traffic?

Content + Tech Balance

Is there strong product-/industry-specific content plus technical soundness?

Scalability

Are strategies robust for algorithm changes and long-term growth?

Future-Proofing

Does it incorporate emerging search surfaces (AI, Bing, generative)?

Measurement

Are we tracking signups, retention, CAC impact — not just “rankings”?

🔍 My Research & Ranking Process

Since I wanted to bring a credible, first-hand view, here’s how I approached it:

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Shortlisting

I reviewed major algorithm-update announcements (Google and Bing) for 2024 and identified all relevant “spam” and “core” updates.

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Industry Feedback

I manually reviewed forums like Reddit /r/SEO, SEO blogs, and webmaster threads to see how SaaS sites reported impact. For example, one Reddit thread showed a SaaS site losing nearly all impressions after the December 2024 spam update.

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Comparative Analysis

I compared how Google vs Bing differ in their signals and how SaaS SEO tactics must adapt — using insights from Search Engine Land, Google Blogs, and Bing Webmaster Tools updates.

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SaaS-Specific Implications

I filtered the general SEO changes to what they mean for SaaS: freemium funnels, integration-driven keywords, and competitive feature-based queries.

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Disclosure

This work is entirely independent — no sponsorships, no vendor bias. My goal is to help you build a defensible SaaS SEO strategy based on data, not hype.

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Ranking Logic

The “ranking” here isn’t about tools — it’s about strategic impact. I weighed impact on SaaS SEO, changes from 2024 updates, and actionability for marketers.

🚀 Top 3 Best Strategies (Not Tools) for SaaS SEO After 2024

Before diving into Google vs Bing, here are three key strategic shifts every SaaS marketer should understand post-2024 updates.

Strategy A

Build Original, In-Depth Product & Industry Content

Why it matters: Google’s March 2024 spam update targeted “scaled content abuse” and “site reputation abuse.”

For SaaS brands, that means focus on authentic, product-driven insights — not mass-produced templates or keyword-stuffed doorway pages. Create deep, expert-level articles (not just “10 Ways to Increase Trial Signups”) that show real domain knowledge. Case in point: One SaaS site that generated millions of thin pages was hit hard in December 2024. (gsqi.com)

Strategy B

Prioritise Technical Health, UX & LLM/AI Citations

Why it matters: Google aimed to cut unoriginal content by ~45%, while Bing introduced Copilot, performance reports, and dropped “cache” links.

For SaaS sites: ensure fast loading speed, structured data (SaaS-product & FAQ schema), and mobile-first design. Start optimising for Answer Engine Optimisation (AEO) — so your product is cited in AI answer boxes and LLM summaries.

Strategy C

Diversify to Bing & Generative Search Surfaces

Why it matters: Bing is now critical with its IndexNow protocol and new analytics in Bing Webmaster Tools.

For SaaS, don’t rely solely on Google. Enterprise users often search via Bing, and its integration with ChatGPT and AI experiences means your visibility there matters. Use Bing Webmaster Tools, submit sitemaps, and monitor performance to hedge your search exposure.

🔍 Google vs Bing SEO — 2024 Summary & SaaS Implications

A quick reference comparing the major 2024 SEO updates across both search platforms — and what they mean for SaaS marketers.

Platform	Key 2024 Update(s)	SaaS Implication	Checklist
Google	March, June & Dec 2024 Spam/Core Updates — new spam policies: Scaled content abuse Expired domain abuse Site reputation abuse	Higher penalty risk for thin or spammy content Need deeper product-/industry-specific content E-E-A-T signals more critical than ever	Audit content for duplication or thin pages Remove doorway pages or spammy posts Show real product expertise Track trial conversions — not just traffic
Bing	Removed cache link; enhanced Webmaster Tools (clicks, impressions, Copilot); emphasised IndexNow protocol	Opportunity to diversify beyond Google Faster indexing for new SaaS feature pages Access to less-saturated keyword niches	Submit to Bing Webmaster Tools Use IndexNow for fast indexing Optimise structured data (Schema, FAQ) Monitor Bing traffic separately

💡 Final Thoughts / Summary

If you’re a SaaS marketer, the takeaway is clear — the rule-book changed in 2024. Google’s spam updates penalised mass, low-value content and rewarded expertise, depth, and trust. That means the winning approach isn’t about volume — it’s about quality, authority, and strategic depth.

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Align SEO with business metrics — focus on trials, conversions, and retention, not vanity traffic.

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Content strategy: move beyond generic templates. Invest in unique, product-driven insights, case studies, and original voices.

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Technical & UX: ensure fast loading, mobile-first design, SaaS schema, and optimised feature/integration pages.

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Diversify search surfaces: don’t rely on Google alone — optimise for Bing, IndexNow, and AI answer engines.

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Monitor segmentation: if Google traffic dips, analyse Bing and other sources. Refresh thin content and rebuild authority.

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Build future-proof: avoid scaled content, doorway pages, and expired domain scraping — these are now high-risk tactics.

This isn’t a one-size-fits-all checklist. Some SaaS brands win through long-tail keywords; others through brand authority. But after the 2024 updates, every SaaS marketer must re-evaluate their SEO fundamentals — balancing depth, expertise, and adaptability for the AI-driven search era.

❓ Frequently Asked Questions (FAQs)

Look for sudden large drops in impressions or keywords in Google Search Console around rollout windows (March, June, December 2024). Check if your site has many low-value or templated pages (doorways) or scraped content. Review “Manual actions” in Search Console. If Bing traffic remains stable while Google drops, that’s a sign of a Google-specific impact.

The fundamentals — good content, technical health, links, UX — remain the same. Bing offers lower volume but less competition, faster indexing via IndexNow, and better ROI for secondary keywords. Treat Bing as a growth channel, not a clone of Google. Use Bing Webmaster Tools to monitor.

It depends on depth and uniqueness. If those pages are shallow, duplicated, or keyword-stuffed, you’re at risk. The 2024 updates flagged “scaled content abuse” and “expired domain abuse.” Audit your pages for originality and genuine user value.

There’s no fixed timeline — recovery can take 6–12 months, especially if site authority was damaged. Focus on rebuilding with high-quality content, fixing technical issues, improving engagement metrics, and earning trusted backlinks.

Use structured data (FAQ schema, feature schema). Target questions users ask (e.g., “Which SaaS integrates with X?”). Create content that’s both rankable and citable by AI systems like ChatGPT or Gemini. Monitor mentions and citations over time.

Both matter, but quality content now outweighs quantity. Prioritise depth, authority, and genuine usefulness. Build links through partnerships, integrations, and industry collaborations — not link schemes or mass directories.

Yes, thresholds are higher. New SaaS sites must focus on differentiation and authority. Start with niche content, buyer-intent keywords, and integrated growth (SEO + product + social proof). Smart strategy can still outperform bigger competitors.

Not exclusively, but it’s a valuable channel. Use 10–30% of SEO resources to grow Bing visibility for diversification. Many SaaS buyers use multiple engines — presence on Bing can give you competitive reach.

Conduct a full audit: content (thin/duplicate pages), technical (speed, mobile, schema), links (quality and sources), and traffic (GSC + Bing Tools). Ask: “Does this page offer unique value or could an AI engine cite it?” Fix or remove weak content, then track recovery trends.

Organic trial signups or demo requests
Conversion rate from organic to paid
Impact on MRR from SEO-sourced users
Organic churn/retention improvements
Bing + Google traffic share diversification
Mentions/citations in AI-generated answers

Khadin Akbar

I am a AI SEO & Marketing Automation Consultant and Udemy instructor with 300,000+ students on Udemy. I am founder @ SaasPedia where we help Startups with AI SEO & Marketing Automation.

I help Saas Founders, Entrepreneurs and Agencies in Branding, PR & SEO to Grow Traffic, Sales & MMR with AI

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Google vs Bing SEO for SaaS: What Changed After the 2024 Spam Updates

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Google vs Bing SEO for SaaS: What Changed After the 2024 Spam Updates

October 20, 2025 No Comments

What SEO for SaaS Really Means