If you’re running a SaaS business, you know the struggle. You’ve built an amazing product, but getting people to find it feels like shouting into the void. Every month, you’re watching competitors pull ahead while you’re stuck wondering why your traffic isn’t growing.

Here’s the truth: most SaaS companies are doing SEO completely wrong. They’re treating it like a one-size-fits-all strategy instead of what it really is – a carefully crafted funnel that guides potential customers from “I have a problem” to “I need your solution.”

This comprehensive guide will change that. We’re going to walk through exactly how to build an SEO strategy that doesn’t just bring traffic – it brings the right traffic that converts into paying customers.

What Is SaaS SEO and Why It Matters

SaaS SEO is the practice of optimizing your software company’s website and content to rank higher in search results for keywords that your ideal customers are searching for. But here’s where it gets interesting – it’s not just about ranking for any keywords. It’s about ranking for the right keywords at the right time in your customer’s journey.

Think of it this way: when someone searches for “project management tips,” they’re in a very different mindset than someone searching for “Asana vs Monday.com.” The first person might not even know they need software yet. The second person is ready to make a decision. SaaS SEO is about capturing both of these people and guiding them through your funnel.

Why SEO Is a Growth Engine for SaaS Businesses

Here’s a stat that’ll grab your attention: companies that blog consistently get 97% more links to their website and 55% more website visitors. But for SaaS companies, the impact goes even deeper.

SEO works particularly well for SaaS because:

• Long sales cycles: People research software purchases extensively. They’re Googling problems, solutions, and comparisons for weeks or months before buying.
• High lifetime value: SaaS customers pay monthly or yearly, making the investment in ranking worthwhile.
• Scalable content: One piece of content can educate thousands of potential customers without additional cost.
• Trust building: Ranking high on Google builds credibility – people trust companies that appear at the top of search results.

I’ve seen SaaS companies grow from zero to millions in revenue primarily through SEO. It’s not magic – it’s systematic.

Organic vs. Paid Acquisition: Long-term Value of SEO

Don’t get me wrong – paid ads have their place. They’re great for quick wins and testing. But here’s the brutal truth about paid acquisition: the moment you stop paying, your traffic disappears.

SEO is different. It’s like planting a tree. You invest time and effort upfront, but then it keeps growing and producing fruit for years. A blog post you write today could be bringing in customers five years from now.

The numbers don’t lie: organic search drives 10 times more traffic than social media. And for SaaS companies, organic traffic typically converts better because people are actively searching for solutions rather than being interrupted by ads.

Plus, there’s a compound effect. Each piece of content you create builds on the last, creating a content ecosystem that dominates your niche.

How SEO Fits Into the SaaS Marketing Funnel

Here’s where most SaaS companies mess up their SEO. They create content randomly, hoping something sticks. But effective SaaS SEO is all about the funnel. Every piece of content should serve a specific purpose in moving prospects closer to a purchase.

Top of Funnel (TOFU): Build Awareness

At the top of the funnel, people don’t even know they have a problem – or they know they have a problem but don’t know there’s a solution. This is where you cast the widest net.

TOFU content focuses on:

• Educational content: “How to improve team productivity” or “Signs your project management process is broken”
• Industry trends: “The future of remote work” or “Why companies are moving away from spreadsheets”
• Problem-focused keywords: People searching for symptoms, not solutions

The goal isn’t to sell here – it’s to be helpful and build trust. You want people to think, “Wow, this company really knows their stuff.”

Middle of Funnel (MOFU): Educate and Nurture

Now people know they have a problem and they’re looking for solutions. They’re comparing different approaches and trying to figure out what’s right for them.

MOFU content includes:

• Solution-focused content: “Best project management software for small teams” or “How to choose the right CRM”
• Feature-focused content: “Why automation matters for customer support” or “The importance of real-time collaboration”
• Category comparisons: “CRM vs spreadsheet” or “In-house vs cloud-based solutions”

This is where you start introducing your product naturally. You’re not being pushy – you’re being helpful by showing how tools like yours solve real problems.

Bottom of Funnel (BOFU): Drive Signups and Sales

These people are ready to buy. They’re comparing specific products and looking for reasons to choose one over another. This is where you go for the close.

BOFU content targets:

• Brand comparison keywords: “YourProduct vs Competitor” or “YourProduct alternative”
• Product-specific terms: “YourProduct pricing” or “YourProduct features”
• Buying intent keywords: “Best CRM for small business” or “Top project management tools 2025”

Here’s a pro tip: don’t just create comparison pages that obviously favor your product. Be honest about pros and cons. People can smell bias from a mile away, and honesty builds trust.

Post-Signup SEO: Retention, Expansion & Referrals

Most companies stop here, but smart SaaS companies use SEO for existing customers too. This is about reducing churn and increasing expansion revenue.

Post-signup SEO includes:

• Onboarding content: “How to get started with YourProduct” or “YourProduct setup guide”
• Advanced usage content: “Advanced YourProduct features” or “YourProduct power user tips”
• Integration guides: “How to connect YourProduct with Slack” or “YourProduct Zapier integrations”

When customers can easily find answers to their questions, they’re more likely to stick around and upgrade.

Step-by-Step SaaS SEO Strategy That Works in 2025

Alright, enough theory. Let’s get into the practical stuff. Here’s your step-by-step roadmap to SaaS SEO success.

Step 1: Define Your ICP and Map Their Buyer Journey

Before you write a single piece of content, you need to know exactly who you’re writing for. Your Ideal Customer Profile (ICP) isn’t just demographics – it’s about understanding their problems, goals, and how they think.

Here’s how to nail this:

• Interview your best customers: Ask them what they searched for before finding you. What were their pain points? What almost made them choose a competitor?
• Analyze your sales calls: What questions come up repeatedly? What objections do you hear?
• Study your competitors’ customers: Look at reviews, testimonials, and case studies. What problems are they solving?

Then map out their buyer journey. What’s the first sign they have a problem? What research do they do? What convinces them to buy? This becomes your content roadmap.

Step 2: Build a Keyword Strategy Around the Funnel

Now you’re going to reverse-engineer your customer’s search behavior. Start with your BOFU keywords (the ones closest to purchase) and work backward.

Here’s the process:

• Start with seed keywords: Your product name, competitor names, category terms like “CRM software” or “project management tool”
• Use keyword research tools: Ahrefs, SEMrush, or even Google’s Keyword Planner
• Analyze search intent: Look at the search results. Are people looking for information, comparisons, or ready to buy?
• Group keywords by funnel stage: Create separate lists for TOFU, MOFU, and BOFU keywords

Pro tip: Don’t just go for high-volume keywords. Sometimes a keyword with 100 searches per month converts better than one with 10,000 searches because the intent is clearer.

Step 3: Create a Scalable, Topic-Cluster Content Plan

Random blog posts won’t cut it. You need a systematic approach that builds topical authority. Think of it like creating a comprehensive resource library for your niche.

Here’s how to structure your content:

• Pillar pages: Comprehensive guides on broad topics (“Complete Guide to Project Management”)
• Cluster content: Specific articles that link back to your pillar page (“How to Create a Project Timeline” or “Project Management Templates”)
• Supporting content: FAQs, case studies, and tools that add depth

This approach helps you rank for both broad and specific keywords while showing Google you’re an authority on the topic.

Step 4: Set Up Technical SEO Foundations

You can have the best content in the world, but if your technical SEO is broken, you won’t rank. The good news is that most technical SEO for SaaS sites comes down to a few key things:

• Site speed: Your site needs to load in under 3 seconds. Use tools like GTmetrix or Google PageSpeed Insights to audit your speed.
• Mobile optimization: More than 50% of searches happen on mobile. Your site better look good on phones.
• SSL certificate: Google requires HTTPS. No exceptions.
• XML sitemap: Help search engines understand your site structure
• Clean URL structure: yoursite.com/blog/seo-guide is better than yoursite.com/p=123

Don’t overcomplicate this. Focus on the basics first.

Step 5: Optimize On-Page Elements for Each Funnel Stage

Every page on your site should be optimized for both search engines and humans. But the optimization strategy changes based on where people are in the funnel.

For TOFU content:

• Focus on search intent: Answer the question completely
• Use natural language: Write like a human, not a robot
• Include subtle CTAs: “Learn more about how YourProduct can help” rather than “Sign up now”

For BOFU content:

• Be comprehensive: Cover all aspects of the comparison or evaluation
• Use strong CTAs: “Start your free trial” or “Get a demo”
• Include social proof: Customer testimonials, case studies, review scores

Step 6: Build High-Quality, SaaS-Relevant Backlinks

Backlinks are still one of the strongest ranking factors. But for SaaS companies, it’s not about quantity – it’s about relevance and quality.

The best backlinks for SaaS come from:

• Industry publications: Get quoted in articles about your industry
• Integration partners: Many SaaS tools have partner directories
• Customer success stories: When customers write about their success, they often link back
• Thought leadership: Speaking at conferences, writing guest posts, appearing on podcasts

Remember: one high-quality, relevant backlink is worth more than 100 low-quality ones.

Step 7: Measure Results and Iterate Fast

SEO isn’t a set-it-and-forget-it strategy. You need to constantly measure, learn, and improve.

Key metrics to track:

• Organic traffic growth: But not just overall traffic – traffic to different funnel stages
• Keyword rankings: Are you moving up for your target keywords?
• Conversion rates: Which content drives the most signups?
• Content performance: Which topics resonate with your audience?

Set up monthly reviews to analyze what’s working and what isn’t. Then double down on what works and fix what doesn’t.

SaaS Keyword Research Made Simple

Keyword research for SaaS is different from other industries. You’re not just looking for high-volume keywords – you’re looking for keywords that indicate buying intent and align with your customer journey.

How SaaS Keywords Are Different

SaaS keywords have some unique characteristics:

• Long sales cycles: People research for weeks or months, so you need to capture them at every stage
• Technical audience: Your buyers often understand technical terms and want detailed information
• Comparison-heavy: People extensively compare options before buying
• Problem-solution fit: People search for problems first, solutions second

This means your keyword strategy needs to be more sophisticated than “get more traffic.” You need to think about search intent and buyer psychology.

Funnel-Based Keyword Mapping

Here’s how to organize your keywords by funnel stage:

TOFU Keywords:

• Problem-focused: “team communication issues,” “project delays,” “data scattered across tools”
• How-to queries: “how to improve team productivity,” “how to manage remote teams”
• Industry trends: “future of work,” “remote work statistics”

MOFU Keywords:

• Solution categories: “project management software,” “team collaboration tools”
• Feature-focused: “real-time collaboration,” “project tracking software”
• Best-of lists: “best CRM for small business,” “top project management tools”

BOFU Keywords:

• Brand comparisons: “Slack vs Microsoft Teams,” “Asana vs Monday”
• Product-specific: “YourProduct pricing,” “YourProduct features”
• Alternatives: “Competitor alternative,” “Competitor vs YourProduct”

Using Modern Tools (SurferSEO, Clearscope, Ahrefs, ChatGPT)

The keyword research game has evolved. You’re not just looking for keywords anymore – you’re looking for topics and understanding search intent.

Here’s my recommended tool stack:

• Ahrefs: For finding keywords, analyzing competitors, and tracking rankings
• SurferSEO: For understanding what content ranks and optimizing your pages
• Clearscope: For content optimization and ensuring you cover all relevant subtopics
• ChatGPT: For understanding search intent and brainstorming content angles

Pro tip: Use ChatGPT to understand the psychology behind keywords. Ask it: “What is someone really looking for when they search for keyword?” The answers will give you content ideas.

Targeting Comparison, Integrations, and Alternative Keywords

These are some of the highest-converting keywords for SaaS companies, but they’re also the most competitive. Here’s how to approach them:

Comparison Keywords:

• Be honest about pros and cons
• Include real user reviews and testimonials
• Focus on use cases where your product is clearly better
• Use comparison tables and visual elements

Integration Keywords:

• Create detailed how-to guides for popular integrations
• Include screenshots and step-by-step instructions
• Highlight the benefits of the integration
• Keep content updated as tools change

Alternative Keywords:

• Understand why people are looking for alternatives
• Address common pain points with the incumbent
• Show how your product solves those specific problems
• Include migration guides if relevant

On-Page SEO for SaaS: Optimizing Content That Converts

On-page SEO for SaaS isn’t just about ranking – it’s about ranking AND converting. You need to optimize for both search engines and humans who are ready to buy software.

Crafting Titles, Meta Descriptions, and URLs That Rank

Your title tag is your first impression in search results. For SaaS, you want titles that are both SEO-friendly and conversion-focused.

Title Tag Best Practices:

• Include your target keyword near the beginning
• Add power words like “Ultimate,” “Complete,” “Best”
• Include numbers when relevant (“7 Best CRM Tools”)
• Keep it under 60 characters
• Make it compelling – would you click on it?

Meta Description Tips:

• Think of it as ad copy – you’re selling the click
• Include your target keyword naturally
• Add a clear benefit or value proposition
• Include a call-to-action when appropriate
• Keep it under 160 characters

URL Structure:

• Keep URLs short and descriptive
• Include your target keyword
• Use hyphens, not underscores
• Avoid unnecessary parameters

How to Write User-Focused, AI-Assisted Content

AI tools like ChatGPT can help with content creation, but they shouldn’t replace human insight. Here’s how to use AI effectively:

• Research assistance: Use AI to understand search intent and brainstorm content angles
• Outline creation: Generate comprehensive outlines that you can then flesh out with your expertise
• First drafts: Use AI for initial drafts, then heavily edit to add your unique perspective
• Optimization: Use AI to suggest improvements and ensure you haven’t missed important points

Remember: your expertise and unique insights are what make content valuable. AI is just a tool to help you create more efficiently.

Schema Markup for SaaS Pages (Reviews, FAQs, Software Apps)

Schema markup is code that helps search engines understand your content better. For SaaS companies, certain types of schema can really boost your visibility:

• Software Application Schema: For your product pages
• Review Schema: To show star ratings in search results
• FAQ Schema: To appear in featured snippets
• Organization Schema: For your company information

The beauty of schema is that it can make your search results stand out with rich snippets, increasing click-through rates.

Optimizing Landing Pages and Feature Pages for SEO

Your product pages need to rank too. Here’s how to optimize them without compromising conversion:

• Include keyword-rich content: Add detailed descriptions, use cases, and benefits
• Add customer testimonials: These provide fresh content and social proof
• Create comparison sections: Show how your features stack up against competitors
• Include FAQs: Address common questions and concerns
• Add integration information: List and describe key integrations

Technical SEO Best Practices for SaaS Sites

SaaS sites often have unique technical challenges. You’re dealing with dynamic content, user-generated content, and complex application structures. Here’s how to handle the technical side.

Fast Site Speed and Core Web Vitals

Site speed isn’t just a ranking factor – it’s a conversion factor. Studies show that a 1-second delay in page load time can reduce conversions by 7%.

Focus on these Core Web Vitals:

• Largest Contentful Paint (LCP): Should be under 2.5 seconds
• First Input Delay (FID): Should be under 100 milliseconds
• Cumulative Layout Shift (CLS): Should be under 0.1

Common fixes for SaaS sites:

• Optimize images and use modern formats like WebP
• Minimize JavaScript and CSS
• Use a Content Delivery Network (CDN)
• Enable browser caching
• Choose fast hosting

JavaScript SEO and Rendering Best Practices

Many SaaS sites rely heavily on JavaScript, which can create SEO challenges. Search engines are getting better at rendering JavaScript, but you still need to be careful.

Best practices:

• Server-side rendering (SSR): For critical pages, render content on the server
• Pre-rendering: Generate static HTML versions of your pages
• Progressive enhancement: Ensure core content works without JavaScript
• Test rendering: Use Google Search Console’s URL Inspection tool

Log File Analysis to Improve Crawl Efficiency

Log file analysis tells you exactly how search engines are crawling your site. This is especially important for large SaaS sites with thousands of pages.

What to look for:

• Crawl frequency: How often are search engines visiting your pages?
• Status codes: Are there lots of 404s or 500 errors?
• Crawl budget waste: Are search engines crawling unimportant pages?
• Orphaned pages: Important pages that aren’t being crawled

Structured Data and Indexing for Dynamic Pages

SaaS sites often have dynamic content that changes based on user behavior or data. This can create indexing challenges.

Solutions:

• Canonical tags: Prevent duplicate content issues
• Noindex tags: Keep low-value pages out of search results
• XML sitemaps: Help search engines find all your important pages
• Structured data: Help search engines understand your content

How to Build Powerful Backlinks to Your SaaS Blog

Link building for SaaS is different from other industries. You’re not just trying to get any links – you want links that bring relevant traffic and establish authority in your niche.

Link Building Tactics That Work for SaaS

Here are the most effective link building strategies specifically for SaaS companies:

• Use Product Integrations to Get BacklinksMost SaaS tools integrate with other tools. This is a goldmine for link building. Reach out to your integration partners and ask to be listed in their integration directory. Create detailed integration guides that other companies will want to link to.
• Create Comparison Pages (vs. Competitors)Comparison pages naturally attract links because they’re useful resources. Create honest, comprehensive comparisons that help people make decisions. Even your competitors might link to them if they’re fair and helpful.
• Find Niche Directories and Review SitesThere are tons of software directories and review sites in every niche. Sites like G2, Capterra, and Software Advice are obvious ones, but also look for niche-specific directories in your industry.
• Leverage Existing Customers or AffiliatesYour customers are your best advocates. Encourage them to write case studies, reviews, and testimonials that link back to your site. Create an affiliate program that incentivizes people to promote your product.
• Pitch Thought Leadership to PR and PodcastsPosition your founders and team members as industry experts. Pitch them to podcasts, industry publications, and conferences. Every interview or article is a potential link back to your site.

Mastering Modern SERP Features for SaaS

Search results aren’t just 10 blue links anymore. There are featured snippets, People Also Ask boxes, image results, and more. For SaaS companies, winning these features can dramatically increase visibility.

How to Win Featured Snippets and People Also Ask

Featured snippets are the holy grail of SEO – they put you at the top of search results even if you’re not ranking number 1 organically.

To win featured snippets:

• Answer questions directly: Start paragraphs with clear, concise answers
• Use proper formatting: Lists, tables, and step-by-step instructions work well
• Target question keywords: “How to,” “What is,” “Why does,” etc.
• Keep answers concise: 40-60 words for paragraph snippets

For People Also Ask boxes, create comprehensive FAQ sections that address related questions around your main topic.

SaaS SEO Tips for Video, Images, and FAQs

Don’t ignore multimedia content. Videos and images can drive significant traffic for SaaS companies.

Video SEO:

• Create product demos and tutorials
• Optimize video titles with target keywords
• Add detailed descriptions and transcripts
• Use custom thumbnails

Image SEO:

• Use descriptive file names
• Add alt text with relevant keywords
• Create infographics and visual guides
• Optimize image size for fast loading

Improving Click-Through Rates with Rich Snippets

Rich snippets make your search results more attractive and informative. For SaaS companies, focus on:

• Review stars: Show your product ratings in search results
• FAQ markup: Display common questions and answers
• Breadcrumb navigation: Help users understand your site structure
• Product information: Show pricing, features, and availability

How EEAT Impacts SaaS SEO Success

Google’s EEAT (Experience, Expertise, Authoritativeness, Trustworthiness) guidelines are especially important for SaaS companies. You’re asking people to trust you with their business data and processes.

What Is EEAT and Why It Matters in SaaS

EEAT is Google’s way of evaluating content quality. For SaaS companies, it’s crucial because:

• High-stakes decisions: Choosing software affects entire businesses
• Trust is essential: Companies need to trust you with their data
• Expertise matters: Software buyers want advice from people who know what they’re talking about
• Authority builds credibility: Recognized experts get more trust and links

Ways to Showcase Expertise and Trust

Here’s how to build EEAT for your SaaS site:

• Create detailed author bios: Show your team’s credentials and experience
• Display security certifications: SOC 2, ISO 27001, GDPR compliance
• Show customer testimonials: Real reviews from real companies
• Publish case studies: Detailed examples of customer success
• Get media coverage: Press mentions and industry recognition
• Create original research: Industry reports and surveys

Adding Author Bios, Reviews, and Case Studies

These elements directly impact your EEAT score:

Author Bios:

• Include relevant experience and credentials
• Link to LinkedIn profiles and other publications
• Show industry recognition and awards
• Update regularly as people gain experience

Customer Reviews:

• Encourage reviews on multiple platforms
• Respond to all reviews, positive and negative
• Showcase reviews prominently on your site
• Use review schema markup

Case Studies:

• Include specific metrics and results
• Get customer permission to use their name
• Show before and after scenarios
• Include quotes from actual users

Content Velocity and Topical Authority: Scaling Smartly

Building topical authority is about becoming the go-to resource in your niche. But it’s not just about publishing lots of content – it’s about publishing the right content consistently.

Why Content Quantity + Quality = Ranking Power

Google rewards sites that comprehensively cover topics. If you only have 10 articles about project management, you’re not going to outrank a site with 100 high-quality articles on the same topic.

But here’s the key: it’s not just about quantity. You need:

• Comprehensive coverage: Address every aspect of your topic
• Consistent quality: Every piece should be genuinely helpful
• Regular publishing: Fresh content signals an active, current site
• Interlinking: Connect related content to show topic relationships

How to Plan a 3-Month Topical Authority Sprint

Here’s a practical approach to building topical authority quickly:

Month 1: Foundation

• Create 1-2 comprehensive pillar pages
• Write 8-10 supporting articles
• Focus on TOFU and MOFU content

Month 2: Expansion

• Add 10-12 more supporting articles
• Start creating BOFU content
• Begin building internal links between articles

Month 3: Optimization

• Publish 8-10 final articles to fill gaps
• Optimize internal linking structure
• Update and improve existing content

This gives you 30+ pieces of content that comprehensively cover your topic.

Revisiting and Updating Old Content with AI

Don’t let your content go stale. Regular updates signal freshness to Google and provide value to readers.

Use AI to help with updates:

• Content audits: Identify what needs updating
• Fact checking: Verify statistics and information
• Expanding sections: Add new information and perspectives
• Improving readability: Make content clearer and more engaging

Advanced SaaS SEO Tactics for Established Brands

Once you’ve mastered the basics, there are advanced tactics that can give established SaaS companies a competitive edge.

SEO & Product-Led Growth: Content from Product Insights

Your product data is a goldmine for content ideas. Look at:

• User behavior: What features do people use most? What do they struggle with?
• Support tickets: What questions come up repeatedly?
• Feature requests: What are users asking for?
• Usage patterns: How do successful customers use your product differently?

Turn these insights into content that attracts similar users.

Using First-Party Data for Unique Content & Positioning

Your customer data gives you unique insights that competitors can’t replicate:

• Industry benchmarks: “Average email open rates by industry” based on your user data
• Trend analysis: “How remote work changed project management” based on usage patterns
• Best practices: “What top-performing teams do differently” based on customer success data

This type of content is naturally link-worthy and positions you as an authority.

Combining SEO with Paid, Email, and Community Channels

SEO doesn’t exist in a vacuum. The best results come from integrating it with other channels:

• Paid ads: Use PPC data to identify high-converting keywords for SEO
• Email marketing: Promote your content to email subscribers for initial engagement
• Community: Share content in relevant communities and forums
• Social media: Amplify your content for broader reach

SaaS SEO Audit: DIY Checklist

Regular SEO audits help you identify issues before they become problems. Here’s a practical checklist you can use.

Free Audit Tools to Use (Sitebulb, Screaming Frog, Ahrefs)

You don’t need expensive tools to audit your site. Here are some free options:

• Screaming Frog: Free for up to 500 URLs, great for technical issues
• Google Search Console: Free insights directly from Google
• Google Analytics: Track organic traffic and user behavior
• PageSpeed Insights: Check site speed and Core Web Vitals
• Ahrefs Webmaster Tools: Free version with valuable insights

Checklist: Crawlability, Speed, Indexation, Ranking Pages

Technical Issues:

• Site loading speed (under 3 seconds)
• Mobile responsiveness
• SSL certificate installed
• XML sitemap submitted
• Robots.txt file properly configured
• No broken links or 404 errors
• Clean URL structure

Content Issues:

• Duplicate content problems
• Missing or duplicate title tags
• Missing or duplicate meta descriptions
• Proper heading structure (H1, H2, H3)
• Image alt text optimization
• Internal linking structure

Performance Issues:

• Pages ranking for target keywords
• Organic traffic trends
• Click-through rates from search results
• Conversion rates from organic traffic
• Bounce rates and time on pages

Final Thoughts

This guide gives you everything you need to build a successful SaaS SEO strategy. But knowledge without action is worthless.

Pick one thing from this guide and implement it today. Whether it’s researching keywords, auditing your site speed, or writing your first blog post, the important thing is to start.

Your future customers are searching for solutions right now. With the right SEO strategy, you can be there when they need you most.

Remember: SEO isn’t about gaming the system – it’s about creating genuinely helpful content that solves real problems. Do that consistently, and the rankings will follow.