Influenced by the SEO strategies embraced by Adobe and Canva, I began studying feature pages and the possibility of leveraging non-branded keywords to increase conversions.
A couple of months back, I started developing an SEO “swipe file” for SaaS and software application brands, ranking the very first page with non-branded keywords on their function pages.
At first, this was indicated to be a simple project. Drop a couple of examples, and use this in my work with customers and associates to reveal what is possible.
Then it ended up being extremely clear that many sites are not utilizing this strategy, so digging through hundreds of pages led to 30 winners.
In this post, we will explore why thinking about non-branded keywords for your landing pages is a rewarding technique, and bust a few SEO myths about developing an optimized page.
Leveraging Non-Branded Keywords On Landing Pages
Landing pages aren’t generally an area SEO pros are yelling about, since the material is viewed as thin and unable to rank due to low word count. Landing pages also don’t lend themselves to backlinks compared to other pieces of material.
Let’s rewind and clarify what I imply by landing page.
Viola Eva composed an excellent post for Ahrefs about landing page SEO, and specifies landing pages as “websites created to transform traffic into leads.”
This includes function, product, and service pages, along with competitor pages, utilize cases, or lead magnets.
While we can argue about the linguistics of all of it, the point is that option, market, and feature pages can be optimized for organic reach. In truth, they’re quite effective converters.
I dug into over a hundred feature pages to study what it takes to rank on the very first page, and the results are quite compelling.
Disclaimer: I work for Circulation SEO, which helped support this research study 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 search their products with branded queries.
Optimizing your feature page for non-branded keywords is an opportunity to drive organic traffic for those who are not brand devoted yet. This is a possibility to actually let your item includes shine.
Should all functions get a page? Most likely not.
I encourage developing one all-features page as a center and creating feature pages for strong contenders.
So how do we determine the ideal function pages?
We get our hands filthy in keyword research study and 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 feature while also picturing what one would search for if they remained in the marketplace for that product.
How is it utilized? What markets does it use to? What problem does it fix?
This is where you will compile a list of prospective keywords and use those to investigate whether the search intent, as portrayed in the SERPs, matches the website’s feature page.
Tips for determining pages and keywords:
- Functions like reports, SMS notices, or other standard functions are too vague as inquiries and will most likely never rank– unless there is a specific niche hook (i.e., industry, business size, etc)
- Get imaginative with keyword choices by utilizing action words like “discover influencers” or “plagiarism checker.” Individuals utilize these inquiries when they remain in a moment of need and potentially ready to transform.
- Prevent trademarking or branding anything in the keyword, especially if you are fairly new to SEO. Here are the leading non-branded keywords discovered in my research:
Screenshot from author, December 2022 Now, just seeing that other brands have function pages on the very first page doesn’t indicate your site will, too. Click through the pages, and attempt to understand the audience and markets they are targeting. It does not have to be tough. One of my preferred ways to do this is simply to ask my clients
about their item, noting particular expressions and the language they utilize, and likewise ask about how their clients are utilizing the product or particular feedback around that feature. Interviewing your client or target audience is the single finest method to link through a shared language
and perspective. SEO Tips For Optimized Function Pages These suggestions are based upon studying a limitless variety of function
pages, which resulted in a last list of 30 SaaS and software application feature pages with first-page rankings for non-branded keywords. There Is No Suggested Word Count Formerly, I discussed how some people may rule out a landing page as an SEO opportunity. One of the main reasons for this is that there is a
false belief that the page requires to have a great deal of text to rank. My research study shows that this is an entirely false
presumption. Screenshot from author, December 2022
The estimated word count of the 30 function pages examined is 170-2,600.
As you can see in the chart above, the highest 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 dominate overall keywords, their word count is reasonably low.
Screenshot from Ahrefs, December 2022 Breaking this down further, the chart above programs those sites with non-branded keywords ranking number one. As soon as 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 question effectively.
Backlinks Will Not Make Or Break Your Page
The bright side doesn’t stop with a lower word count.
This research also shows that referring domains is not a priority or not needed.
At the absolute lowest, one function 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. Interestingly, it does not show a strong relationship with the total variety of keywords on the page or word count. Develop A Totally Free Tool One thing that stood out the most to me while doing this research is that leveraging a feature
of your general item and
making it available as a complimentary tool is a fantastic strategy. This complimentary tool doesn’t need to have all the very same capabilities as your paid tool, however simply enough to be useful for people really to use, maybe even more than as soon as. Grammarly is a terrific example of this method. Its feature page for plagiarism features a totally free tool for scanning a document or text, and it’s the first thing you see
when you land on it. Screenshot from Grammarly.com, Dec 2022 This page does not stop there as it continues down to explain”why use a plagiarism checker?”and who its product is for, while ending with a call-to-action (CTA)to “examine your text now.”This is a common strategy used by other popular companies like Adobe or Canva. It works because visitors to your site are existing with an immediate solution without even having to
register. It creates a favorable user experience with your brand and begins the dance of reciprocity. Schema Assists Produce Abundant Outcomes Your function page is a landing page, so you want it to convert. You wish to attract eyes from the
really first minute search results page populate. Utilizing schema, or structured information, can assist your function page stand apart in SERPs by adding rich outcomes
. These rich outcomes can supply a visual evaluation score, carousel, rates, or other visual aspects. It costs nothing to carry out, yet offers you a robust SERP entry beyond a single blue link to assist you stand out from the competition. Pop-Ups Are Out– Chat Bots Are In Of the 30 sites examined, just one of them had a pop-up on the
page, while 16 had chatbots, and 14 had neither. I know I can’t be alone in commemorating the death of pop-ups. Not only are pop-ups an intrusive feature that many people do not take pleasure in, but they can also
contribute to a sensory overload for numerous people, so they are not available. Domain Score Is Very Important
Until It Isn’t Of the 30 function pages studied, the typical domain
rating is 82, ranging from 57 to 96. The chart below programs the amount of total keywords along with domain ranking. While the URLs with the most keywords tend to have greater domain ratings, it does not show
a really clear relationship in this chart. Screenshot from author, December 2022 It tells me that it does assist to have a strong domain
rating over 50, however does not mean that you require 96 to rank on the first page with a non-branded keyword. Non-Branded Keywords For The Rest Of Us Unfortunately, most business do not have brand acknowledgment. So, while widely known brands can drop a function page and rule out enhancing it for SEO, the rest people have to get innovative to generate more certified leads. We have determined prospective function pages for non-branded keyword optimization and dug into the research study to
see what it requires to strike primary. This is a solid framework to head out there and put this technique into action. I ‘d enjoy to hear everybody’s ideas on the subject, particularly if you successfully implemented this technique.
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