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 number of months back, I began constructing an SEO “swipe file” for SaaS and software brand names, ranking the first page with non-branded keywords on their function pages.
Initially, this was meant to be a simple task. Drop a few examples, and use this in my deal with clients and colleagues to reveal what is possible.
Then it became really clear that many websites are not using this technique, so digging through numerous pages resulted in 30 winners.
In this short article, we will check out why thinking about non-branded keywords for your landing pages is a profitable strategy, and bust a couple of SEO myths about building an enhanced page.
Leveraging Non-Branded Keywords On Landing Pages
Landing pages aren’t usually an area SEO pros are shouting about, because the material is viewed as thin and unable to rank due to low word count. Landing pages likewise do not 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 excellent post for Ahrefs about landing page SEO, and specifies landing pages as “websites created to convert traffic into leads.”
This consists of feature, item, and option pages, along with 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 optimized for natural reach. In fact, 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 outcomes are rather compelling.
Disclaimer: I work for Flow SEO, which helped support this research through access to Ahrefs, and a few of the companies consisted of in the list are our clients.
Recognizing Opportunities For Non-Branded Function Pages
Regrettably, we can’t be Salesforce or Oracle– which people know by name, and search their products with branded queries.
Optimizing your function page for non-branded keywords is a chance to drive natural traffic for those who are not brand name devoted yet. This is a possibility to actually let your item includes shine.
Should all functions get a page? Probably not.
I recommend creating one all-features page as a center and creating function pages for strong contenders.
So how do we determine the ideal function pages?
We get our hands filthy in keyword research and online search engine results pages (SERPs).
This is a “put yourself in their shoes” exercise. 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 item.
How is it utilized? What markets does it apply to? What problem does it solve?
This is where you will assemble a list of prospective keywords and utilize those to investigate whether the search intent, as illustrated in the SERPs, matches the site’s feature page.
Tips for identifying pages and keywords:
- Features like reports, SMS alerts, or other basic features are too unclear as questions and will most likely never rank– unless there is a niche hook (i.e., market, business size, and so on)
- Get innovative with keyword options by utilizing action words like “find influencers” or “plagiarism checker.” People utilize these queries when they remain in a moment of requirement and potentially ready to convert.
- Avoid trademarking or branding anything in the keyword, especially if you are relatively brand-new to SEO. Here are the top non-branded keywords found in my research study:
Screenshot from author, December 2022 Now, merely seeing that other brand names have feature pages on the first page does not indicate your website will, too. Click through the pages, and try to comprehend the audience and markets they are targeting. It does not have to be challenging. One of my favorite ways to do this is merely to ask my customers
about their item, noting particular phrases and the language they use, and also inquire about how their clients are using the product or particular feedback around that feature. Interviewing your client or target market is the single finest method to connect through a shared language
and viewpoint. SEO Tips For Optimized Feature Pages These recommendations are based upon studying a limitless number of feature
pages, which resulted in a final list of 30 SaaS and software 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 chance. Among the primary factors for this is that there is a
false belief that the page needs to have a great deal of text to rank. My research study reveals 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 greatest word count is for ZenDesk’s function page.
This page remains in the bottom half of the 30 regarding total keywords and referring domains.
While Grammarly and Adobe dominate total keywords, their word count is fairly low.
Screenshot from Ahrefs, December 2022 Breaking this down even more, the chart above shows those sites with non-branded keywords ranking number one. As soon as 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 inquiry sufficiently.
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 concern or not essential.
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, but I included a line for referring
to the URL this time. Remarkably, it does not show a strong relationship with the total number of keywords on the page or word count. Develop A 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 readily available as a complimentary tool is an excellent strategy. This free tool does not need to have all the exact same capabilities as your paid tool, but simply enough to be beneficial for people really to utilize, perhaps even more than once. Grammarly is a terrific example of this method. Its feature page for plagiarism features a complimentary tool for scanning a document or text, and it’s the very first thing you see
when you arrive 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 item is for, while ending with a call-to-action (CTA)to “check your text now.”This is a typical strategy used by other popular business like Adobe or Canva. It works because visitors to your website are existing with an immediate solution without even having to
sign up. It develops a positive user experience with your brand and begins the dance of reciprocity. Schema Assists Produce Rich Outcomes Your function page is a landing page, so you desire it to transform. You wish to attract eyes from the
very first minute search results populate. Utilizing schema, or structured information, can help your function page stick out in SERPs by including rich outcomes
. These rich results can supply a visual review rating, carousel, prices, or other visual aspects. It costs nothing to implement, 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 sites analyzed, 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 just are pop-ups an intrusive feature that many people do not take pleasure in, however they can also
add to a sensory overload for many people, so they are not available. Domain Ranking Is Necessary
Till It Isn’t Of the 30 feature pages studied, the typical domain
score is 82, varying from 57 to 96. The chart listed below programs the amount of total keywords together with domain score. While the URLs with the most keywords tend to have greater domain rankings, it does not 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 indicate that you need 96 to rank on the very first page with a non-branded keyword. Non-Branded Keywords For The Rest Of Us Sadly, the majority of business do not have brand name recognition. So, while well-known brands can drop a feature page and rule out enhancing it for SEO, the rest people need to get innovative to bring in more competent leads. We have identified prospective feature pages for non-branded keyword optimization and dug into the research to
see what it takes to strike top. This is a solid framework to go out there and put this method into action. I ‘d enjoy to hear everybody’s thoughts on the topic, particularly if you effectively executed this technique.
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