Influenced by the SEO techniques welcomed by Adobe and Canva, I started studying feature pages and the possibility of leveraging non-branded keywords to increase conversions.
A couple of months ago, I started developing an SEO “swipe file” for SaaS and software brands, ranking the very first page with non-branded keywords on their function pages.
Initially, this was meant to be an easy project. Drop a couple of examples, and utilize this in my deal with customers and coworkers to reveal what is possible.
Then it became extremely clear that lots of websites are not using this strategy, so digging through hundreds of pages led to 30 winners.
In this post, we will check out why thinking about non-branded keywords for your landing pages is a successful strategy, 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 screaming about, because the material is viewed as thin and not able 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 suggest by landing page.
Viola Eva wrote an outstanding article for Ahrefs about landing page SEO, and specifies landing pages as “web pages designed to transform traffic into leads.”
This consists of function, product, and option pages, as well as competitor pages, use cases, or lead magnets.
While we can argue about the linguistics of all of it, the point is that option, market, and function pages can be enhanced for organic reach. In truth, they’re quite powerful converters.
I went into over a hundred feature pages to study what it requires to rank on the first page, and the outcomes are rather compelling.
Disclaimer: I work for Flow SEO, which assisted support this research study through access to Ahrefs, and a few of the business consisted of in the list are our clients.
Identifying Opportunities For Non-Branded Feature Pages
Unfortunately, we can’t be Salesforce or Oracle– which people understand by name, and browse their products with branded questions.
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 an opportunity to truly let your product features shine.
Should all functions get a page? Probably not.
I recommend creating one all-features page as a hub and creating feature pages for strong contenders.
So how do we recognize the ideal 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 feature while also envisioning what one would look for if they remained in the marketplace for that product.
How is it utilized? What markets does it use to? What problem does it solve?
This is where you will put together a list of prospective keywords and use those to investigate whether the search intent, as portrayed in the SERPs, matches the site’s function page.
Tips for identifying pages and keywords:
- Functions like reports, SMS alerts, or other standard features are too unclear as inquiries and will most likely never ever rank– unless there is a specific niche hook (i.e., industry, service size, etc)
- Get creative with keyword alternatives by utilizing action words like “find influencers” or “plagiarism checker.” Individuals utilize these queries when they remain in a moment of need and potentially ready to transform.
- Avoid trademarking or branding anything in the keyword, especially if you are relatively 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 first page doesn’t indicate your site will, too. Click through the pages, and attempt to comprehend the audience and markets they are targeting. It does not need to be hard. One of my favorite ways to do this is just to ask my clients
about their product, keeping in mind particular phrases and the language they utilize, and likewise inquire about how their clients are using the product or specific feedback around that feature. Interviewing your client or target audience is the single finest way to link through a shared language
and point of view. SEO Tips For Optimized Feature Pages These recommendations are based upon studying an endless variety of feature
pages, which resulted in a final list of 30 SaaS and software application feature pages with first-page rankings for non-branded keywords. There Is No Recommended Word Count Previously, I mentioned how some individuals might rule out a landing page as an SEO opportunity. One of the primary reasons for this is that there is a
incorrect belief that the page needs to have a lot of text to rank. My research study shows that this is an entirely incorrect
presumption. Screenshot from author, December 2022
The approximated word count of the 30 feature pages examined is 170-2,600.
As you can see in the chart above, the highest 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 dominate total keywords, their word count is reasonably low.
Screenshot from Ahrefs, December 2022 Breaking this down further, the chart above shows those websites with non-branded keywords ranking top. When again, word count does not substantially rank these pages, as word count varies from 170 to 970. Rather, this recommends those pages are content-specific and answer someone’s inquiry sufficiently.
Backlinks Won’t Make Or Break Your Page
Fortunately does not stop with a lower word count.
This research also reveals that referring domains is not a priority or not essential.
At the absolute least expensive, one feature page had 3 referring domains, and the greatest 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. Remarkably, it doesn’t show a strong relationship with the overall number of keywords on the page or word count. Create A Totally Free Tool Something that stood apart the most to me while doing this research study is that leveraging a function
of your total item and
making it readily available as a complimentary tool is a great strategy. This totally free tool does not have to have all the exact same capabilities as your paid tool, however just enough to be beneficial for people really to use, perhaps even more than as soon as. Grammarly is an excellent example of this strategy. Its feature page for plagiarism features a free tool for scanning a file or text, and it’s the very first thing you see
when you arrive at it. Screenshot from Grammarly.com, Dec 2022 This page doesn’t stop there as it continues down to describe”why utilize a plagiarism checker?”and who its item is for, while ending with a call-to-action (CTA)to “examine your text now.”This is a typical technique utilized by other well-known business like Adobe or Canva. It works because visitors to your website are being presented with an instant service without even having to
sign up. It creates a positive user experience with your brand name and begins the dance of reciprocity. Schema Helps Produce Abundant Outcomes Your function page is a landing page, so you want it to transform. You wish to attract eyes from the
extremely first moment search results occupy. Utilizing schema, or structured data, can assist your feature page stand apart in SERPs by adding rich outcomes
. These abundant outcomes can supply a visual evaluation rating, carousel, prices, or other visual components. It costs nothing to carry out, yet gives you a robust SERP entry beyond a single blue link to help you stand apart from the competitors. Pop-Ups Are Out– Chat Bots Remain In Of the 30 sites 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 celebrating the death of pop-ups. Not only are pop-ups an intrusive function that most people do not take pleasure in, however they can also
contribute to a sensory overload for many people, so they are not available. Domain Rating Is Essential
Until It Isn’t Of the 30 function pages studied, the average domain
ranking is 82, ranging from 57 to 96. The chart listed below shows the amount of total keywords along with domain ranking. While the URLs with the most keywords tend to have greater domain scores, it does not reveal
an extremely 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 doesn’t imply that you require 96 to rank on the very first page with a non-branded keyword. Non-Branded Keywords For The Rest Of Us Regretfully, many business do not have brand acknowledgment. So, while popular brands can drop a feature page and rule out enhancing it for SEO, the rest people have to get innovative to generate more competent leads. We have actually recognized potential feature pages for non-branded keyword optimization and dug into the research to
see what it takes to hit number one. This is a solid structure to head out there and put this technique into action. I ‘d like to hear everybody’s thoughts on the topic, particularly if you successfully implemented this method.
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