Inspired by the SEO methods welcomed by Adobe and Canva, I started studying feature 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 brands, ranking the first page with non-branded keywords on their function pages.
Initially, this was meant to be an easy task. Drop a couple of examples, and utilize this in my deal with customers and colleagues to reveal what is possible.
Then it became very clear that many websites are not using this strategy, so digging through hundreds of pages resulted in 30 winners.
In this short article, we will explore why thinking about non-branded keywords for your landing pages is a successful technique, and bust a few SEO myths about developing an enhanced page.
Leveraging Non-Branded Keywords On Landing Pages
Landing pages aren’t typically an area SEO pros are yelling about, since the material is viewed as thin and unable to rank due to low word count. Landing pages also do not lend 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 short article for Ahrefs about landing page SEO, and defines landing pages as “web pages designed to convert traffic into leads.”
This consists of feature, product, and solution pages, in addition to competitor pages, utilize cases, or lead magnets.
While we can argue about the linguistics of it all, the point is that solution, industry, and feature pages can be optimized for organic reach. In fact, they’re quite powerful converters.
I went into over a hundred feature pages to study what it requires to rank on the very first page, and the outcomes are rather compelling.
Disclaimer: I work for Circulation SEO, which assisted support this research through access to Ahrefs, and a few of the business included in the list are our clients.
Identifying Opportunities For Non-Branded Function Pages
Regrettably, we can’t be Salesforce or Oracle– which people understand by name, and search their items with branded questions.
Optimizing your function page for non-branded keywords is an opportunity to drive organic traffic for those who are not brand faithful yet. This is an opportunity to actually let your product includes shine.
Should all features receive a page? Most likely not.
I advise creating one all-features page as a hub and developing feature pages for strong contenders.
So how do we determine the best feature pages?
We get our hands dirty 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 imagining what one would look for if they were in the market for that item.
How is it used? What industries does it apply to? What issue does it fix?
This is where you will assemble a list of prospective keywords and use those to examine whether the search intent, as illustrated in the SERPs, matches the site’s feature page.
Tips for identifying pages and keywords:
- Functions like reports, SMS notifications, or other standard features are too vague as inquiries and will most likely never ever rank– unless there is a niche hook (i.e., market, service size, and so on)
- Get imaginative with keyword choices by using action words like “discover influencers” or “plagiarism checker.” Individuals use these questions when they are in a minute of need and possibly all set to convert.
- Prevent trademarking or branding anything in the keyword, specifically if you are relatively brand-new to SEO. Here are the leading non-branded keywords found in my research study:
Screenshot from author, December 2022 Now, just seeing that other brand names have feature pages on the first page does not imply your website will, too. Click through the pages, and attempt to understand the audience and markets they are targeting. It does not need to be hard. Among my preferred methods to do this is merely to ask my clients
about their product, noting particular phrases and the language they utilize, and likewise ask about how their clients are using the product or particular feedback around that function. Interviewing your customer or target audience is the single best method to link through a shared language
and point of view. SEO Tips For Optimized Feature Pages These recommendations are based on studying a limitless variety of function
pages, which led to a final list of 30 SaaS and software function pages with first-page rankings for non-branded keywords. There Is No Advised Word Count Formerly, I pointed out how some people may rule out a landing page as an SEO opportunity. Among the primary factors for this is that there is a
false belief that the page requires to have a great deal of text to rank. My research shows that this is a totally incorrect
presumption. Screenshot from author, December 2022
The approximated word count of the 30 function 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 remains in the bottom half of the 30 regarding overall keywords and referring domains.
While Grammarly and Adobe control total keywords, their word count is fairly low.
Screenshot from Ahrefs, December 2022 Breaking this down even more, the chart above shows those websites with non-branded keywords ranking number one. As soon as again, word count does not considerably rank these pages, as word count varies from 170 to 970. Rather, this recommends those pages are content-specific and answer somebody’s inquiry effectively.
Backlinks Won’t Make Or Break Your Page
The bright side doesn’t stop with a lower word count.
This research also reveals that referring domains is not a concern or not needed.
At the outright most affordable, 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 show a strong relationship with the overall number of keywords on the page or word count. Create A Totally Free Tool One thing that stuck out the most to me while doing this research is that leveraging a function
of your total product and
making it readily available as a totally free tool is a great technique. This complimentary tool doesn’t have to have all the very same abilities as your paid tool, however simply enough to be beneficial for individuals in fact to use, perhaps even more than as soon as. Grammarly is a terrific 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 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 “examine your text now.”This is a common method used by other widely known companies like Adobe or Canva. It works since visitors to your site are being presented with an immediate option without even needing to
sign up. It creates a positive user experience with your brand and starts the dance of reciprocity. Schema Helps Produce Rich Outcomes Your function page is a landing page, so you desire it to convert. You want to draw in eyes from the
very first moment search results occupy. Utilizing schema, or structured information, can assist your feature page stand apart in SERPs by including abundant outcomes
. These rich outcomes can provide a visual evaluation rating, carousel, prices, or other visual aspects. It costs nothing to carry out, yet offers you a robust SERP entry beyond a single blue link to assist you stick out from the competitors. Pop-Ups Are Out– Chat Bots Are In Of the 30 websites taken a look at, 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 celebrating the death of pop-ups. Not just are pop-ups an invasive feature that many people do not delight in, however they can likewise
contribute to a sensory overload for lots of individuals, so they are not available. Domain Ranking Is Essential
Up Until It Isn’t Of the 30 feature pages studied, the average domain
score is 82, varying from 57 to 96. The chart below programs the sum of overall keywords along with domain rating. While the URLs with the most keywords tend to have higher domain ratings, it doesn’t show
an extremely 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, however 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 Us Regretfully, many business do not have brand name recognition. So, while popular brands can drop a feature page and not consider enhancing it for SEO, the rest people need to get creative to generate more competent leads. We have determined potential function pages for non-branded keyword optimization and went into the research study to
see what it requires to strike top. This is a solid structure to head out there and put this method into action. I ‘d like to hear everyone’s ideas on the subject, particularly if you successfully implemented this technique.
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