Influenced by the SEO techniques embraced by Adobe and Canva, I began studying function pages and the possibility of leveraging non-branded keywords to increase conversions.
A number of months back, I started building an SEO “swipe file” for SaaS and software brand names, ranking the first page with non-branded keywords on their function pages.
At first, this was meant to be an easy task. Drop a few examples, and utilize this in my deal with customers and coworkers to reveal what is possible.
Then it became very clear that many sites are not using this strategy, so digging through hundreds of pages resulted in 30 winners.
In this short article, we will explore why considering non-branded keywords for your landing pages is a lucrative strategy, and bust a couple of SEO myths about building an enhanced page.
Leveraging Non-Branded Keywords On Landing Pages
Landing pages aren’t typically an area SEO pros are yelling about, because the material is seen as thin and not able to rank due to low word count. Landing pages also do not provide themselves to backlinks compared to other pieces of material.
Let’s rewind and clarify what I suggest by landing page.
Viola Eva wrote an exceptional article for Ahrefs about landing page SEO, and defines landing pages as “web pages created to convert traffic into leads.”
This consists of function, product, and solution pages, along with rival pages, utilize cases, or lead magnets.
While we can argue about the linguistics of everything, the point is that service, industry, and function pages can be optimized for organic reach. In truth, they’re quite powerful converters.
I dug into over a hundred feature pages to study what it takes to rank on the very first page, and the outcomes are rather engaging.
Disclaimer: I work for Flow SEO, which helped support this research study through access to Ahrefs, and a few of the business consisted of in the list are our customers.
Determining Opportunities For Non-Branded Function Pages
Sadly, we can’t be Salesforce or Oracle– which people know by name, and search their products with branded inquiries.
Enhancing your function 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 truly let your item includes shine.
Should all features receive a page? Probably not.
I encourage developing one all-features page as a center and producing feature pages for strong competitors.
So how do we determine the right feature pages?
We get our hands dirty in keyword research study and search engine results pages (SERPs).
This is a “put yourself in their shoes” workout. Make a list of all the words or expressions around that function while likewise envisioning what one would look for if they were in the market for that product.
How is it utilized? What industries does it use to? What issue does it solve?
This is where you will compile a list of prospective keywords and use those to examine whether the search intent, as depicted in the SERPs, matches the website’s function page.
Tips for determining pages and keywords:
- Features like reports, SMS notifications, or other basic functions are too unclear as questions and will probably never rank– unless there is a niche hook (i.e., industry, organization size, etc)
- Get imaginative with keyword alternatives by utilizing action words like “discover influencers” or “plagiarism checker.” Individuals use these queries when they are in a minute of requirement and possibly all set to transform.
- Prevent trademarking or branding anything in the keyword, specifically if you are fairly brand-new to SEO. Here are the top non-branded keywords found in my research:
Screenshot from author, December 2022 Now, merely seeing that other brand names have function pages on the very first page does not imply your website will, too. Click through the pages, and attempt to comprehend the audience and markets they are targeting. It doesn’t need to be difficult. Among my preferred methods to do this is merely to ask my clients
about their product, noting specific phrases and the language they use, and likewise ask about how their clients are using the product or specific feedback around that feature. Interviewing your client or target market is the single best method to connect through a shared language
and viewpoint. SEO Tips For Optimized Feature Pages These suggestions are based upon studying an unlimited variety of feature
pages, which led to a final list of 30 SaaS and software application function pages with first-page rankings for non-branded keywords. There Is No Advised Word Count Previously, I pointed out how some people might not consider a landing page as an SEO opportunity. One of the main factors for this is that there is a
incorrect belief that the page needs to have a great deal of text to rank. My research study reveals that this is a completely false
assumption. 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 greatest word count is for ZenDesk’s function page.
This page is in the bottom half of the 30 regarding overall keywords and referring domains.
While Grammarly and Adobe control overall keywords, their word count is reasonably low.
Screenshot from Ahrefs, December 2022 Breaking this down even more, the chart above shows those websites with non-branded keywords ranking top. Once again, word count does not substantially rank these pages, as word count ranges from 170 to 970. Rather, this recommends those pages are content-specific and respond to someone’s query effectively.
Backlinks Won’t Make Or Break Your Page
Fortunately doesn’t stop with a lower word count.
This research likewise reveals that referring domains is not a priority or not required.
At the absolute most affordable, one feature page had 3 referring domains, and the highest had 2,400.
Screenshot from author, December 2022 The above chart may look familiar, however 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 Complimentary Tool Something that stuck out the most to me while doing this research is that leveraging a function
of your general product and
making it readily available as a totally free tool is a great strategy. This free tool doesn’t have to have all the exact same capabilities as your paid tool, but just enough to be helpful for individuals in fact to use, maybe even more than as soon as. Grammarly is a terrific example of this method. Its feature page for plagiarism features a free tool for scanning a document or text, and it’s the very 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 utilize 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 typical strategy utilized by other widely known companies like Adobe or Canva. It works due to the fact that visitors to your site are being presented with an instant option without even needing to
sign up. It develops a positive user experience with your brand name and begins the dance of reciprocity. Schema Assists Produce Rich Results Your feature page is a landing page, so you want it to transform. You want to draw in eyes from the
extremely first moment search results populate. Utilizing schema, or structured data, can assist your function page stand out in SERPs by including rich outcomes
. These abundant outcomes can supply a visual review rating, carousel, prices, 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 out from the competition. Pop-Ups Are Out– Chat Bots Remain In Of the 30 websites 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 only are pop-ups an intrusive feature that most people do not enjoy, but they can likewise
contribute to a sensory overload for many individuals, so they are not accessible. Domain Ranking Is Important
Till It Isn’t Of the 30 feature pages studied, the typical domain
ranking is 82, varying from 57 to 96. The chart below programs the amount of overall keywords together with domain score. While the URLs with the most keywords tend to have higher domain scores, it doesn’t reveal
a really clear relationship in this chart. Screenshot from author, December 2022 It tells me that it does help to have a strong domain
ranking over 50, but does not suggest that you need 96 to rank on the first page with a non-branded keyword. Non-Branded Keywords For The Rest Of United States Sadly, the majority of business do not have brand acknowledgment. So, while widely known brand names can drop a function page and not consider optimizing it for SEO, the rest people need to get creative to bring in more competent leads. We have actually identified potential feature pages for non-branded keyword optimization and went into the research study to
see what it requires to strike primary. This is a solid framework to go out there and put this technique into action. I ‘d enjoy to hear everyone’s ideas on the subject, especially if you effectively executed this method.
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