Motivated by the SEO techniques accepted by Adobe and Canva, I started studying function pages and the possibility of leveraging non-branded keywords to increase conversions.
A number of months ago, I began developing an SEO “swipe file” for SaaS and software brand names, ranking the very first page with non-branded keywords on their feature pages.
Initially, this was indicated to be a simple task. Drop a few examples, and utilize this in my deal with clients and colleagues to show what is possible.
Then it became extremely clear that many sites are not utilizing this technique, so digging through hundreds of pages led to 30 winners.
In this post, we will explore why considering non-branded keywords for your landing pages is a lucrative method, and bust a couple of SEO misconceptions about developing an optimized page.
Leveraging Non-Branded Keywords On Landing Pages
Landing pages aren’t typically an area SEO pros are yelling about, since the content is viewed as thin and unable to rank due to low word count. Landing pages also don’t provide themselves to backlinks compared to other pieces of content.
Let’s rewind and clarify what I imply by landing page.
Viola Eva composed an exceptional post for Ahrefs about landing page SEO, and defines landing pages as “web pages created to convert traffic into leads.”
This consists of feature, product, and service pages, as well as rival pages, utilize cases, or lead magnets.
While we can argue about the linguistics of everything, the point is that option, industry, and feature pages can be optimized for organic reach. In truth, they’re quite powerful converters.
I dug into over a hundred function pages to study what it requires to rank on the first page, and the results are rather compelling.
Disclaimer: I work for Flow SEO, which helped support this research through access to Ahrefs, and some of the companies consisted of in the list are our customers.
Recognizing Opportunities For Non-Branded Feature Pages
Sadly, we can’t be Salesforce or Oracle– which individuals know by name, and browse their products with branded questions.
Optimizing your feature page for non-branded keywords is an opportunity to drive natural traffic for those who are not brand name loyal yet. This is a chance to really let your item includes shine.
Should all features get a page? Most likely not.
I advise developing one all-features page as a center and producing feature pages for strong contenders.
So how do we determine the ideal function pages?
We get our hands filthy in keyword research and online search engine results pages (SERPs).
This is a “put yourself in their shoes” exercise. Make a list of all the words or expressions around that function while likewise picturing what one would search for if they remained in the marketplace for that item.
How is it used? What markets does it apply to? What issue does it fix?
This is where you will compile a list of potential keywords and use those to investigate whether the search intent, as portrayed in the SERPs, matches the site’s function page.
Tips for determining pages and keywords:
- Functions like reports, SMS alerts, or other basic features are too vague as queries and will probably never rank– unless there is a specific niche hook (i.e., market, business size, etc)
- Get imaginative with keyword choices by using action words like “find influencers” or “plagiarism checker.” Individuals utilize these queries when they remain in a moment of requirement and possibly ready to transform.
- Prevent trademarking or branding anything in the keyword, particularly if you are fairly brand-new to SEO. Here are the leading non-branded keywords discovered in my research:
Screenshot from author, December 2022 Now, merely seeing that other brands have function pages on the very first page doesn’t mean your site will, too. Click through the pages, and attempt to understand the audience and industries they are targeting. It doesn’t have to be difficult. Among my favorite ways to do this is merely to ask my clients
about their product, keeping in mind particular phrases and the language they utilize, and likewise inquire about how their clients are using the product or specific feedback around that function. Interviewing your customer or target audience is the single best way to link through a shared language
and point of view. SEO Tips For Optimized Function Pages These suggestions are based upon studying a limitless number of function
pages, which led to a last list of 30 SaaS and software application function pages with first-page rankings for non-branded keywords. There Is No Advised Word Count Formerly, I discussed how some individuals might rule out a landing page as an SEO opportunity. Among the primary factors for this is that there is a
false belief that the page requires to have a lot of text to rank. My research shows that this is a completely false
presumption. Screenshot from author, December 2022
The estimated word count of the 30 feature pages taken a look at is 170-2,600.
As you can see in the chart above, the highest word count is for ZenDesk’s function page.
This page remains in the bottom half of the 30 relating to total keywords and referring domains.
While Grammarly and Adobe dominate overall keywords, their word count is reasonably low.
Screenshot from Ahrefs, December 2022 Breaking this down even more, the chart above programs those websites with non-branded keywords ranking number one. As soon as again, word count does not substantially rank these pages, as word count varies from 170 to 970. Rather, this suggests those pages are content-specific and answer someone’s question effectively.
Backlinks Won’t Make Or Break Your Page
The bright side does not stop with a lower word count.
This research likewise reveals that referring domains is not a priority or not required.
At the absolute lowest, one feature page had 3 referring domains, and the greatest had 2,400.
Screenshot from author, December 2022 The above chart might look familiar, but I included a line for referring
to the URL this time. Surprisingly, it doesn’t reveal a strong relationship with the total variety of keywords on the page or word count. Produce A Totally Free Tool Something that stood out the most to me while doing this research is that leveraging a function
of your overall product and
making it readily available as a free tool is a terrific strategy. This complimentary tool does not have to have all the very same capabilities as your paid tool, but simply enough to be beneficial for individuals actually to use, maybe even more than once. Grammarly is a fantastic example of this strategy. Its feature page for plagiarism includes a totally free tool for scanning a file or text, and it’s the first thing you see
when you arrive on it. Screenshot from Grammarly.com, Dec 2022 This page doesn’t stop there as it continues down to explain”why utilize a plagiarism checker?”and who its product is for, while ending with a call-to-action (CTA)to “inspect your text now.”This is a typical strategy used by other well-known business like Adobe or Canva. It works because visitors to your site are existing with an immediate solution without even needing to
sign up. It creates a favorable user experience with your brand name and begins the dance of reciprocity. Schema Assists Produce Rich Outcomes Your feature page is a landing page, so you want it to convert. You want to draw in eyes from the
very first minute search engine result populate. Making use of schema, or structured information, can help your feature page stick out in SERPs by adding abundant outcomes
. These rich results can offer a visual evaluation ranking, carousel, prices, or other visual aspects. It costs absolutely nothing to execute, yet provides you a robust SERP entry beyond a single blue link to assist you stand out from the competition. Pop-Ups Are Out– Chat Bots Remain In Of the 30 sites analyzed, only one of them had a pop-up on the
page, while 16 had chatbots, and 14 had neither. I understand I can’t be alone in commemorating the death of pop-ups. Not just are pop-ups an intrusive feature that most people do not delight in, but they can likewise
add to a sensory overload for lots of individuals, so they are not available. Domain Ranking Is Essential
Up Until It Isn’t Of the 30 function pages studied, the typical domain
ranking is 82, ranging from 57 to 96. The chart below shows the amount of total keywords together with domain rating. While the URLs with the most keywords tend to have higher domain scores, it doesn’t show
an extremely clear relationship in this chart. Screenshot from author, December 2022 It informs me that it does help to have a strong domain
rating over 50, but does not indicate that you require 96 to rank on the very first page with a non-branded keyword. Non-Branded Keywords For The Rest Of Us Regretfully, many business do not have brand recognition. So, while popular brands can drop a function page and rule out enhancing it for SEO, the rest people have to get innovative to generate more competent leads. We have actually identified prospective feature pages for non-branded keyword optimization and went into the research study to
see what it takes to strike top. This is a strong structure to head out there and put this technique into action. I ‘d like to hear everyone’s thoughts on the subject, especially if you effectively implemented this technique.
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