Motivated by the SEO techniques accepted by Adobe and Canva, I started studying function pages and the possibility of leveraging non-branded keywords to increase conversions.
A couple of months earlier, I began constructing an SEO “swipe file” for SaaS and software application brands, ranking the first page with non-branded keywords on their feature pages.
Initially, this was suggested to be an easy 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 really clear that numerous websites are not utilizing this strategy, so digging through hundreds of 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 lucrative strategy, and bust a few SEO myths about constructing an optimized 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 also 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 wrote an outstanding short article for Ahrefs about landing page SEO, and specifies landing pages as “websites designed to convert traffic into leads.”
This includes feature, item, and solution pages, as well as rival 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 organic reach. In reality, they’re quite powerful converters.
I dug into over a hundred function pages to study what it takes to rank on the very first page, and the results are quite compelling.
Disclaimer: I work for Flow SEO, which helped support this research study through access to Ahrefs, and a few of the companies consisted of in the list are our clients.
Identifying Opportunities For Non-Branded Feature Pages
Sadly, we can’t be Salesforce or Oracle– which individuals understand by name, and search their products with branded questions.
Optimizing your function page for non-branded keywords is a chance to drive natural traffic for those who are not brand name loyal yet. This is a possibility to actually let your product features shine.
Should all features get a page? Probably not.
I encourage producing one all-features page as a hub and producing feature pages for strong competitors.
So how do we recognize the best feature pages?
We get our hands filthy in keyword research and online 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 picturing what one would search for if they were in the market for that item.
How is it used? What industries does it apply to? What problem does it solve?
This is where you will compile a list of possible keywords and utilize those to investigate whether the search intent, as illustrated in the SERPs, matches the website’s function page.
Tips for determining pages and keywords:
- Functions like reports, SMS notices, or other basic features are too unclear as questions and will more than likely never ever rank– unless there is a specific niche hook (i.e., industry, business size, and so on)
- Get innovative with keyword choices by utilizing action words like “find influencers” or “plagiarism checker.” People use these inquiries when they remain in a moment of need and potentially all set to convert.
- Avoid trademarking or branding anything in the keyword, especially if you are reasonably brand-new to SEO. Here are the top non-branded keywords discovered in my research study:
Screenshot from author, December 2022 Now, just seeing that other brand names have function pages on the first page doesn’t indicate 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 ways to do this is simply to ask my clients
about their item, keeping in mind particular phrases and the language they use, and also ask about how their clients are utilizing the product or specific feedback around that feature. Interviewing your client or target audience is the single finest method to connect through a shared language
and perspective. SEO Tips For Optimized Feature Pages These suggestions are based upon studying an unlimited number of function
pages, which led to a last list of 30 SaaS and software application feature pages with first-page rankings for non-branded keywords. There Is No Recommended Word Count Formerly, I pointed out how some people may rule out a landing page as an SEO opportunity. Among the main 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 shows that this is a totally incorrect
assumption. Screenshot from author, December 2022
The approximated word count of the 30 feature pages taken a look at is 170-2,600.
As you can see in the chart above, the greatest word count is for ZenDesk’s feature page.
This page remains in the bottom half of the 30 relating to overall keywords and referring domains.
While Grammarly and Adobe control overall keywords, their word count is reasonably low.
Screenshot from Ahrefs, December 2022 Breaking this down further, the chart above programs those sites with non-branded keywords ranking primary. Once once again, word count does not substantially rank these pages, as word count ranges from 170 to 970. Rather, this suggests those pages are content-specific and address someone’s question properly.
Backlinks Won’t Make Or Break Your Page
The good news does not stop with a lower word count.
This research study also reveals that referring domains is not a concern or not needed.
At the absolute 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, but I included a line for referring
to the URL this time. Surprisingly, it does not reveal a strong relationship with the total number 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 function
of your total product and
making it offered as a complimentary tool is a great technique. This free tool doesn’t need to have all the exact same capabilities as your paid tool, but simply enough to be helpful for individuals actually to utilize, maybe even more than when. Grammarly is a terrific example of this method. Its feature page for plagiarism features a totally free tool for scanning a file or text, and it’s the first thing you see
when you land 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 product is for, while ending with a call-to-action (CTA)to “check your text now.”This is a typical technique used by other widely known business like Adobe or Canva. It works because visitors to your site are existing with an instant solution without even having to
register. It creates a favorable user experience with your brand and starts the dance of reciprocity. Schema Assists Produce Rich Outcomes Your function page is a landing page, so you desire it to transform. You want to draw in eyes from the
very first minute search results occupy. Making use of schema, or structured data, can help your function page stick out in SERPs by including rich outcomes
. These rich outcomes can supply a visual evaluation score, carousel, prices, or other visual components. It costs absolutely nothing to execute, yet gives you a robust SERP entry beyond a single blue link to assist you stick out from the competitors. Pop-Ups Are Out– Chat Bots Remain 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 function that the majority of people do not delight in, but they can likewise
add to a sensory overload for many individuals, so they are not available. Domain Rating Is Very Important
Up Until It Isn’t Of the 30 feature pages studied, the typical domain
rating is 82, varying from 57 to 96. The chart listed below programs the sum of overall keywords together with domain score. While the URLs with the most keywords tend to have greater domain rankings, it doesn’t reveal
a really clear relationship in this chart. Screenshot from author, December 2022 It tells me that it does assist to have a strong domain
rating over 50, however does not indicate 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, the majority of business do not have brand acknowledgment. So, while well-known brand names can drop a function page and rule out optimizing it for SEO, the rest people need to get innovative to bring in more qualified leads. We have identified prospective function pages for non-branded keyword optimization and dug into the research study to
see what it requires to hit primary. This is a strong structure to go out there and put this strategy into action. I ‘d like to hear everybody’s ideas on the subject, especially if you effectively implemented this method.
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