Inspired by the SEO methods accepted by Adobe and Canva, I started studying function pages and the possibility of leveraging non-branded keywords to increase conversions.
A couple of months ago, I started constructing an SEO “swipe file” for SaaS and software application brands, ranking the very first page with non-branded keywords on their feature pages.
Initially, this was meant to be an easy task. Drop a few examples, and utilize this in my work with clients and colleagues to show what is possible.
Then it became really clear that numerous sites are not using this technique, so digging through hundreds of pages led to 30 winners.
In this short article, we will explore why considering non-branded keywords for your landing pages is a profitable technique, and bust a few SEO myths about developing an optimized page.
Leveraging Non-Branded Keywords On Landing Pages
Landing pages aren’t typically a location SEO pros are screaming about, due to the fact that the material is viewed as thin and unable to rank due to low word count. Landing pages likewise don’t provide themselves to backlinks compared to other pieces of material.
Let’s rewind and clarify what I mean by landing page.
Viola Eva wrote an excellent post for Ahrefs about landing page SEO, and defines landing pages as “web pages created to transform traffic into leads.”
This includes feature, item, and service pages, as well as rival pages, use cases, or lead magnets.
While we can argue about the linguistics of it all, the point is that solution, market, and function pages can be enhanced for organic reach. In reality, they’re rather effective converters.
I dug into over a hundred feature pages to study what it requires to rank on the very first page, and the results are rather engaging.
Disclaimer: I work for Flow SEO, which assisted support this research through access to Ahrefs, and some of the companies consisted of in the list are our clients.
Identifying Opportunities For Non-Branded Function Pages
Unfortunately, we can’t be Salesforce or Oracle– which individuals understand by name, and search their items with branded questions.
Enhancing your function page for non-branded keywords is an opportunity to drive natural traffic for those who are not brand devoted yet. This is a chance to actually let your product features shine.
Should all features get a page? Probably not.
I recommend creating one all-features page as a hub and developing function pages for strong competitors.
So how do we identify the best feature pages?
We get our hands filthy in keyword research study and online search engine results pages (SERPs).
This is a “put yourself in their shoes” exercise. Make a list of all the words or phrases around that function while also envisioning what one would search for if they were in the market for that item.
How is it used? What industries does it apply to? What problem does it resolve?
This is where you will compile a list of possible keywords and use those to examine whether the search intent, as portrayed in the SERPs, matches the site’s feature page.
Tips for recognizing pages and keywords:
- Functions like reports, SMS notifications, or other basic functions are too vague as queries and will more than likely never ever rank– unless there is a specific niche hook (i.e., market, organization size, and so on)
- Get creative with keyword options by using action words like “find influencers” or “plagiarism checker.” People utilize these questions when they remain in a moment of requirement and possibly all set to transform.
- Avoid trademarking or branding anything in the keyword, especially 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 brand names have feature pages on the very first page does not indicate your site will, too. Click through the pages, and try to understand the audience and industries they are targeting. It does not need to be difficult. Among my preferred methods to do this is just to ask my clients
about their item, keeping in mind particular phrases and the language they utilize, and also ask about how their clients are using the item or specific feedback around that function. Interviewing your customer or target market is the single finest way to link through a shared language
and viewpoint. SEO Tips For Optimized Function Pages These recommendations are based on studying an endless number of feature
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 Suggested Word Count Formerly, I mentioned how some individuals may not consider a landing page as an SEO chance. One of the primary factors for this is that there is a
false belief that the page requires to have a great deal of text to rank. My research reveals that this is a totally incorrect
presumption. Screenshot from author, December 2022
The approximated word count of the 30 feature pages taken a look at is 170-2,600.
As you can see in the chart above, the greatest word count is for ZenDesk’s feature page.
This page remains in the bottom half of the 30 relating to overall keywords and referring domains.
While Grammarly and Adobe control total keywords, their word count is relatively low.
Screenshot from Ahrefs, December 2022 Breaking this down further, the chart above shows those sites with non-branded keywords ranking top. As soon as once again, word count does not significantly rank these pages, as word count ranges from 170 to 970. Rather, this suggests those pages are content-specific and address somebody’s query properly.
Backlinks Won’t Make Or Break Your Page
The bright side does not stop with a lower word count.
This research likewise shows that referring domains is not a concern or not necessary.
At the outright 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 consisted of a line for referring
to the URL this time. Surprisingly, it does not reveal a strong relationship with the total number of keywords on the page or word count. Create A Totally Free Tool One thing that stood apart the most to me while doing this research study is that leveraging a feature
of your total item and
making it offered as a complimentary tool is an excellent strategy. This totally free tool doesn’t need to have all the exact same capabilities as your paid tool, but just enough to be useful for individuals in fact to use, perhaps even more than when. Grammarly is a fantastic example of this strategy. Its feature page for plagiarism features a totally free tool for scanning a file or text, and it’s the first thing you see
when you land on it. Screenshot from Grammarly.com, Dec 2022 This page doesn’t stop there as it continues down to discuss”why use 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 common technique used by other widely known companies like Adobe or Canva. It works due to the fact that visitors to your site are existing with an immediate solution without even needing to
register. It develops a positive user experience with your brand name and starts the dance of reciprocity. Schema Assists Produce Abundant Results Your feature page is a landing page, so you desire it to convert. You want to attract eyes from the
very first moment search engine result occupy. Making use of schema, or structured information, can help your function page stand out in SERPs by adding rich results
. These rich outcomes can offer a visual review ranking, carousel, pricing, or other visual aspects. It costs nothing to execute, yet provides you a robust SERP entry beyond a single blue link to help you stand apart from the competitors. Pop-Ups Are Out– Chat Bots Are In Of the 30 websites examined, just 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 only are pop-ups an invasive feature that most people do not delight in, however they can likewise
add to a sensory overload for many people, so they are not available. Domain Rating Is Necessary
Until It Isn’t Of the 30 feature pages studied, the typical domain
ranking is 82, varying from 57 to 96. The chart below shows the amount of overall keywords along with domain score. While the URLs with the most keywords tend to have greater domain rankings, it does not show
an extremely clear relationship in this chart. Screenshot from author, December 2022 It tells me that it does assist to have a strong domain
score over 50, but does not suggest that you require 96 to rank on the first page with a non-branded keyword. Non-Branded Keywords For The Rest Of United States Unfortunately, the majority of companies do not have brand name acknowledgment. So, while well-known brands can drop a feature page and rule out enhancing it for SEO, the rest of us have to get creative to bring in more competent leads. We have actually identified potential function pages for non-branded keyword optimization and dug into the research to
see what it takes to hit number one. This is a strong structure to head out there and put this technique into action. I ‘d enjoy to hear everybody’s thoughts on the topic, particularly if you successfully executed this method.
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