The Tool Desk
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To increase website traffic while building a SaaS in public, combine useful, audience-focused website content with sound search basics, genuine participation in relevant communities, and measurement of what visitors do after they arrive. Treat public-building and launches as ways to earn attention and feedback—not as guaranteed traffic sources. The right channel depends on your buyers and the time your team can sustain.
Start with the people you want to reach
Define your intended buyer, the problem they are trying to solve, and the questions they ask before choosing topics or channels. Product knowledge and conversations with prospective or existing customers can reveal useful subjects: explain a problem, answer a practical question, or help someone make a decision related to your product’s work.
Google recommends creating content for people and a real audience, drawing on first-hand expertise and providing enough substance to help readers accomplish their goals. It cautions against publishing primarily to attract search visits. Use the language readers would use in prominent places such as a page title and heading, but do not assume that more pages or repeated keywords will produce traffic. Google’s people-first content guidance explains the standard to aim for.
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Good content can only appear in search if a search engine can access and process the page. Check the technical basics on public pages that matter to prospective customers:
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- Make sure pages are publicly accessible and are not unintentionally blocked by robots.txt or marked
noindex. - Give each important page a distinct, descriptive title and meta description that accurately represent its content.
- Provide a sitemap where appropriate so Google can discover URLs more efficiently.
These steps support discovery and help Google understand pages; they do not guarantee that a page will be crawled, indexed, shown, or ranked. Google’s SEO Starter Guide covers these fundamentals.
Turn product progress into useful public material
Building in public can mean sharing product decisions, progress, roadblocks, experiments, and lessons, then engaging with people who respond. Make each update useful to the audience you want to serve, rather than posting a stream of announcements that only other founders will find relevant.
- Explain the problem behind a product decision and what you learned while working through it.
- Share a genuine experiment or setback, including what changed as a result.
- Ask for input when a real decision is open, and respond to people who contribute.
A community guide suggests using a small number of channels for updates, recaps, and deeper reflections. Treat that as a planning option, not a proven ideal posting frequency. Product Hunt likewise describes makers sharing what they are building, discussing roadblocks, and asking about features and priorities as part of community participation. Its launch guidance is useful for understanding that community context.
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No channel is established as the best choice for every SaaS. Compare your options against the job you need the channel to do and the effort your team can keep up:
- Audience overlap: Are likely buyers present, or mainly other founders?
- Intent: Are visitors looking for a solution now, learning about a problem, or following a founder’s story?
- Durability: Will the material remain discoverable on your site or in search, or mostly disappear in a social feed?
- Feedback value: Can you have relevant conversations that improve your understanding of users or the product?
- Founder effort: Can your team maintain the quality of the work and respond consistently?
- Measurement: Can you track referral visits, sign-ups, and later customer actions?
Search, community participation, and launches serve different roles. A search-focused page may keep attracting visitors over time; a community update can prompt a timely conversation; a launch can create a concentrated discovery moment. Choose a mix that fits your audience and capacity rather than trying to be active everywhere.
Use a launch as a milestone, not the whole strategy
A launch can introduce your product to a community, but it is not a substitute for useful pages or sustained participation. Prepare a landing page that clearly explains what the product does and what a visitor can do next. Become familiar with the platform before launch, share through channels where you have genuinely participated, and be ready to answer comments.
Product Hunt advises makers not to ask directly for upvotes; ask for feedback or comments instead. It also says the best launch day is the day the maker is prepared, rather than prescribing a universally optimal calendar date. See Product Hunt’s launch guidance.
Measure search visits separately from visitor behavior
Use Google Search Console to understand how your site performs in Google Search, including impressions, clicks, and patterns across queries or pages. Use Google Analytics to examine sessions, landing pages, and what visitors do afterward, such as signing up. This separation helps answer two different questions: are people finding the site through search, and are visitors finding the page useful enough to take a next step?
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Do not expect the tools’ numbers to match exactly. Search Console counts search clicks and reports canonical URLs; Analytics measures sessions and activity on pages where its tagging is installed. Google describes the tools’ different roles and explains why their data can differ in its Search Console and Analytics comparison.
Review the trends in each tool directly. If search impressions or clicks change, investigate the pages and queries involved in Search Console. If visits arrive but sign-ups do not follow, examine landing pages and visitor actions in Analytics. A traffic increase by itself does not show whether you attracted the right people.
Interpret published results as examples, not forecasts
Google Search Central’s case-study collection reports that Saramin doubled organic Search traffic, increased new sign-ups by 93%, and raised conversion by 9%. It also reports that MX Player achieved over three times its Google organic traffic after using video structured data and other best practices. These are organization-specific reported results; the case-study dates and methods are not established in the collection, and they do not predict what a new SaaS will achieve. Google’s case-study collection provides the reported examples.
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