Inspired by the SEO techniques embraced by Adobe and Canva, I began studying feature pages and the possibility of leveraging non-branded keywords to increase conversions.
A number of months earlier, I began constructing an SEO “swipe file” for SaaS and software brand names, ranking the very first page with non-branded keywords on their function pages.
At first, this was implied to be a simple project. Drop a few examples, and utilize this in my work with customers and coworkers to reveal what is possible.
Then it became extremely clear that many websites are not using this method, so digging through numerous pages resulted in 30 winners.
In this post, we will check out why thinking about non-branded keywords for your landing pages is a lucrative technique, and bust a couple of SEO myths about constructing an optimized page.
Leveraging Non-Branded Keywords On Landing Pages
Landing pages aren’t normally a location SEO pros are shouting about, because the content is viewed as thin and not able to rank due to low word count. Landing pages also do not lend 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 article for Ahrefs about landing page SEO, and specifies landing pages as “web pages developed to convert 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 everything, the point is that service, industry, and function pages can be optimized for natural reach. In fact, they’re rather effective converters.
I dug into over a hundred feature pages to study what it requires to rank on the first page, and the outcomes are quite engaging.
Disclaimer: I work for Circulation SEO, which assisted support this research study through access to Ahrefs, and some of the companies consisted of in the list are our clients.
Recognizing Opportunities For Non-Branded Function Pages
Unfortunately, we can’t be Salesforce or Oracle– which people know by name, and browse their items with branded inquiries.
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 an opportunity to really let your item includes shine.
Should all features receive a page? Most likely not.
I encourage creating one all-features page as a hub and developing feature pages for strong competitors.
So how do we identify the right feature pages?
We get our hands dirty 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 expressions around that feature while also imagining what one would look for if they remained in the marketplace for that product.
How is it utilized? What markets does it apply to? What issue does it resolve?
This is where you will assemble a list of possible keywords and use those to investigate whether the search intent, as illustrated 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 inquiries and will most likely never ever rank– unless there is a niche hook (i.e., industry, service size, etc)
- Get creative with keyword alternatives by using action words like “find influencers” or “plagiarism checker.” People use these queries when they are in a minute of need and possibly all set to transform.
- Avoid trademarking or branding anything in the keyword, specifically if you are reasonably brand-new to SEO. Here are the top non-branded keywords found in my research study:
Screenshot from author, December 2022 Now, simply seeing that other brands have feature pages on the first page doesn’t suggest your website will, too. Click through the pages, and try to understand the audience and markets they are targeting. It doesn’t have to be hard. One of my favorite methods to do this is just to ask my customers
about their product, keeping in mind specific phrases and the language they use, and also ask about how their clients are utilizing the product or particular feedback around that feature. Interviewing your customer or target audience is the single finest way to connect through a shared language
and perspective. SEO Tips For Optimized Function Pages These recommendations are based upon studying a limitless variety of function
pages, which led to a last list of 30 SaaS and software feature pages with first-page rankings for non-branded keywords. There Is No Suggested Word Count Previously, I pointed out how some people might rule out a landing page as an SEO opportunity. Among the primary reasons 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 an entirely false
assumption. Screenshot from author, December 2022
The approximated word count of the 30 feature pages analyzed is 170-2,600.
As you can see in the chart above, the highest word count is for ZenDesk’s feature page.
This page is 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 relatively low.
Screenshot from Ahrefs, December 2022 Breaking this down further, the chart above shows those sites with non-branded keywords ranking number one. When 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 answer somebody’s inquiry effectively.
Backlinks Will Not Make Or Break Your Page
The good news doesn’t stop with a lower word count.
This research study also reveals that referring domains is not a concern 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 may look familiar, however I included a line for referring
to the URL this time. Interestingly, it doesn’t reveal a strong relationship with the overall variety of keywords on the page or word count. Create A Free Tool Something that stood apart the most to me while doing this research study is that leveraging a feature
of your total product and
making it offered as a complimentary tool is a great strategy. This totally free tool doesn’t need to have all the same capabilities as your paid tool, but just enough to be helpful for individuals in fact to utilize, perhaps even more than when. Grammarly is a great example of this technique. Its feature page for plagiarism includes 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 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 “inspect your text now.”This is a typical method utilized by other widely known business like Adobe or Canva. It works since visitors to your site are being presented with an immediate service without even needing to
register. It develops a favorable user experience with your brand name and begins the dance of reciprocity. Schema Assists Produce Abundant Outcomes Your function page is a landing page, so you desire it to transform. You want to attract eyes from the
really first moment search results occupy. Utilizing schema, or structured information, can help your feature page stick out in SERPs by adding rich outcomes
. These abundant results can offer a visual evaluation rating, carousel, pricing, or other visual aspects. It costs absolutely nothing to carry out, yet provides you a robust SERP entry beyond a single blue link to help you stand apart from the competition. Pop-Ups Are Out– Chat Bots Remain In Of the 30 sites examined, only 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 function that many people do not take pleasure in, but they can likewise
contribute to a sensory overload for many individuals, so they are not accessible. Domain Ranking Is Necessary
Until It Isn’t Of the 30 function pages studied, the typical domain
ranking is 82, varying from 57 to 96. The chart below shows the sum of total keywords together with domain ranking. While the URLs with the most keywords tend to have higher domain rankings, it doesn’t show
a very clear relationship in this chart. Screenshot from author, December 2022 It informs me that it does assist to have a strong domain
ranking over 50, but doesn’t suggest that you require 96 to rank on the very first page with a non-branded keyword. Non-Branded Keywords For The Rest Of United States Regretfully, many business do not have brand acknowledgment. So, while well-known brands can drop a function page and rule out enhancing it for SEO, the rest of us have to get imaginative to generate more certified leads. We have actually recognized potential feature pages for non-branded keyword optimization and dug into the research to
see what it requires to hit number one. This is a strong framework to go out there and put this method into action. I ‘d enjoy to hear everyone’s ideas on the topic, especially if you effectively executed this technique.
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