Motivated by the SEO methods accepted by Adobe and Canva, I began studying function pages and the possibility of leveraging non-branded keywords to increase conversions.
A couple of months ago, I began developing an SEO “swipe file” for SaaS and software brands, ranking the very first page with non-branded keywords on their feature pages.
At first, this was suggested to be a simple project. Drop a couple of examples, and use this in my work with customers and coworkers to show what is possible.
Then it ended up being very clear that numerous websites are not using this method, so digging through hundreds of pages led to 30 winners.
In this short article, we will check out why considering non-branded keywords for your landing pages is a lucrative method, and bust a few SEO myths about building an optimized page.
Leveraging Non-Branded Keywords On Landing Pages
Landing pages aren’t generally an area SEO pros are yelling about, due to the fact that the content is seen as thin and unable to rank due to low word count. Landing pages likewise do not provide themselves to backlinks compared to other pieces of material.
Let’s rewind and clarify what I indicate by landing page.
Viola Eva composed an excellent article for Ahrefs about landing page SEO, and defines landing pages as “websites designed to transform traffic into leads.”
This includes feature, product, and option pages, in addition to competitor 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 natural reach. In truth, they’re quite effective converters.
I went into over a hundred function pages to study what it takes to rank on the first page, and the results are quite engaging.
Disclaimer: I work for Circulation SEO, which assisted support this research through access to Ahrefs, and some of the companies consisted of in the list are our clients.
Determining Opportunities For Non-Branded Function Pages
Sadly, we can’t be Salesforce or Oracle– which people understand by name, and search their products with branded queries.
Optimizing your feature page for non-branded keywords is a chance to drive natural traffic for those who are not brand devoted yet. This is a possibility to truly let your product includes shine.
Should all functions get a page? Most likely not.
I advise developing one all-features page as a hub and producing feature pages for strong competitors.
So how do we recognize the right feature pages?
We get our hands unclean in keyword research and search engine results pages (SERPs).
This is a “put yourself in their shoes” workout. Make a list of all the words or phrases around that feature while also imagining what one would search for if they remained in the marketplace for that item.
How is it used? What industries does it apply to? What issue does it fix?
This is where you will put together a list of potential keywords and utilize those to investigate whether the search intent, as depicted in the SERPs, matches the site’s feature page.
Tips for recognizing pages and keywords:
- Features like reports, SMS notices, or other standard features are too unclear as questions and will most likely never rank– unless there is a niche hook (i.e., industry, organization size, etc)
- Get creative with keyword choices by using action words like “find influencers” or “plagiarism checker.” Individuals use these questions when they remain in a moment of requirement and possibly all set to convert.
- Prevent 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 study:
Screenshot from author, December 2022 Now, simply seeing that other brands 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 industries they are targeting. It does not need to be challenging. Among my favorite ways to do this is merely to ask my clients
about their item, noting specific phrases and the language they utilize, and likewise inquire about how their clients are using the product or particular feedback around that function. Interviewing your client or target market is the single best method to link through a shared language
and point of view. SEO Tips For Optimized Feature Pages These suggestions are based upon studying an endless number of feature
pages, which resulted in 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 Formerly, I mentioned how some individuals may not consider a landing page as an SEO chance. One of the primary reasons for this is that there is a
incorrect belief that the page requires to have a lot of text to rank. My research shows that this is a completely incorrect
assumption. Screenshot from author, December 2022
The approximated word count of the 30 function pages analyzed 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 concerning total keywords and referring domains.
While Grammarly and Adobe control overall keywords, their word count is fairly low.
Screenshot from Ahrefs, December 2022 Breaking this down even more, the chart above programs those sites with non-branded keywords ranking top. As soon as again, word count does not considerably rank these pages, as word count ranges from 170 to 970. Rather, this recommends those pages are content-specific and answer somebody’s query properly.
Backlinks Will Not 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 needed.
At the absolute lowest, one function page had 3 referring domains, and the highest 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. Remarkably, it does not show a strong relationship with the overall number of keywords on the page or word count. Develop A Free Tool Something that stuck out the most to me while doing this research study is that leveraging a feature
of your general product and
making it offered as a free tool is an excellent technique. This complimentary tool doesn’t have to have all the same capabilities as your paid tool, but simply enough to be useful for people in fact to use, perhaps even more than as soon as. Grammarly is a great example of this method. Its feature page for plagiarism includes a free tool for scanning a document or text, and it’s the first thing you see
when you arrive at it. Screenshot from Grammarly.com, Dec 2022 This page does not 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 “check your text now.”This is a common technique used by other popular companies like Adobe or Canva. It works because visitors to your site are existing with an instant option without even needing to
register. It develops a favorable user experience with your brand name and begins the dance of reciprocity. Schema Helps Produce Rich Results Your feature page is a landing page, so you desire it to transform. You wish to draw in eyes from the
really first moment search results occupy. Utilizing schema, or structured information, can help your feature page stand apart in SERPs by including abundant results
. These abundant results can offer a visual review rating, 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 help you stick out from the competitors. Pop-Ups Are Out– Chat Bots Remain 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 the majority of people do not take pleasure in, however they can likewise
contribute to a sensory overload for lots of individuals, so they are not available. Domain Rating Is Necessary
Up Until It Isn’t Of the 30 function pages studied, the typical domain
rating is 82, ranging from 57 to 96. The chart listed below shows the sum of total keywords along with domain rating. While the URLs with the most keywords tend to have higher domain ratings, it doesn’t reveal
a very 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 imply 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 business do not have brand acknowledgment. So, while popular brands can drop a feature page and not consider enhancing it for SEO, the rest people have to get imaginative to generate more certified leads. We have actually determined possible feature pages for non-branded keyword optimization and went into the research study to
see what it requires to hit number one. This is a solid structure to go out there and put this technique into action. I ‘d love to hear everyone’s thoughts on the subject, specifically if you successfully executed this method.
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