Inspired by the SEO methods embraced by Adobe and Canva, I started studying function pages and the possibility of leveraging non-branded keywords to increase conversions.
A couple of months back, I began developing 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 an easy project. Drop a few examples, and utilize this in my work with clients and colleagues to show what is possible.
Then it became extremely clear that many sites are not utilizing this technique, so digging through numerous pages led to 30 winners.
In this article, we will explore why considering non-branded keywords for your landing pages is a successful technique, and bust a few SEO misconceptions about constructing an enhanced page.
Leveraging Non-Branded Keywords On Landing Pages
Landing pages aren’t generally an area SEO pros are screaming about, because the material is seen as thin and not able to rank due to low word count. Landing pages also don’t provide themselves to backlinks compared to other pieces of content.
Let’s rewind and clarify what I mean by landing page.
Viola Eva composed an outstanding post for Ahrefs about landing page SEO, and specifies landing pages as “web pages created to transform 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 everything, the point is that option, industry, and function pages can be optimized for natural reach. In fact, they’re rather powerful converters.
I dug into over a hundred function pages to study what it requires to rank on the first page, and the outcomes are quite compelling.
Disclaimer: I work for Circulation SEO, which helped support this research study through access to Ahrefs, and a few of the business included in the list are our customers.
Recognizing Opportunities For Non-Branded Function Pages
Unfortunately, we can’t be Salesforce or Oracle– which individuals know by name, and browse their products with branded queries.
Optimizing your feature page for non-branded keywords is a chance to drive organic traffic for those who are not brand name devoted yet. This is a chance to actually let your item includes shine.
Should all features receive a page? Most likely not.
I advise creating one all-features page as a center and producing feature pages for strong contenders.
So how do we recognize the right feature pages?
We get our hands unclean 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 function while also imagining what one would look for if they were in the marketplace for that item.
How is it utilized? What markets does it apply to? What issue does it solve?
This is where you will assemble a list of potential keywords and use those to investigate whether the search intent, as portrayed in the SERPs, matches the website’s function page.
Tips for identifying pages and keywords:
- Features like reports, SMS notices, or other basic functions are too vague as inquiries and will more than likely never ever rank– unless there is a niche hook (i.e., market, company size, and so on)
- Get innovative with keyword alternatives by using action words like “find influencers” or “plagiarism checker.” Individuals utilize these questions when they are in a minute of requirement and possibly ready to transform.
- Prevent trademarking or branding anything in the keyword, particularly if you are reasonably brand-new to SEO. Here are the leading non-branded keywords found in my research:
Screenshot from author, December 2022 Now, just seeing that other brands have feature pages on the first page does not suggest your site will, too. Click through the pages, and try to understand the audience and markets they are targeting. It does not have to be tough. Among my preferred ways to do this is just to ask my clients
about their item, noting 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 market is the single finest method to connect through a shared language
and viewpoint. SEO Tips For Optimized Feature Pages These suggestions are based upon studying a limitless number of feature
pages, which resulted in a final list of 30 SaaS and software function 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 chance. Among the main reasons for this is that there is a
false belief that the page needs to have a lot of text to rank. My research study reveals that this is a totally incorrect
presumption. Screenshot from author, December 2022
The estimated word count of the 30 function 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 concerning 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 even more, the chart above shows those websites with non-branded keywords ranking primary. As soon as once again, word count does not substantially rank these pages, as word count varies from 170 to 970. Rather, this suggests those pages are content-specific and respond to somebody’s query properly.
Backlinks Won’t Make Or Break Your Page
Fortunately does not stop with a lower word count.
This research also shows that referring domains is not a concern or not necessary.
At the outright 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. Surprisingly, it does not reveal a strong relationship with the total variety of keywords on the page or word count. Produce A Free Tool One thing that stood apart the most to me while doing this research is that leveraging a function
of your total item and
making it available as a complimentary tool is an excellent technique. This free tool doesn’t have to have all the very same abilities as your paid tool, however simply enough to be useful for people really to use, perhaps even more than when. Grammarly is a fantastic example of this method. Its function page for plagiarism features a complimentary tool for scanning a document or text, and it’s the 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 utilize a plagiarism checker?”and who its item is for, while ending with a call-to-action (CTA)to “inspect your text now.”This is a common method used by other widely known business like Adobe or Canva. It works because visitors to your site are existing with an immediate option without even having to
sign up. It creates a favorable user experience with your brand name and starts the dance of reciprocity. Schema Helps Produce Rich Results Your feature page is a landing page, so you want it to convert. You want to attract eyes from the
really first minute search engine result populate. Utilizing schema, or structured data, can help your feature page stick out in SERPs by including abundant outcomes
. These rich outcomes can offer a visual evaluation ranking, carousel, prices, or other visual elements. It costs nothing to implement, yet offers you a robust SERP entry beyond a single blue link to assist you stand apart from the competition. 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 commemorating the death of pop-ups. Not just are pop-ups an invasive function that the majority of people do not delight in, however they can likewise
add to a sensory overload for lots of individuals, so they are not available. Domain Rating Is Important
Up Until It Isn’t Of the 30 function pages studied, the typical domain
score is 82, ranging from 57 to 96. The chart below shows the amount of total keywords together with domain rating. While the URLs with the most keywords tend to have greater domain scores, it doesn’t show
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, however does not suggest that you need 96 to rank on the first page with a non-branded keyword. Non-Branded Keywords For The Rest Of United States Sadly, a lot of companies do not have brand acknowledgment. So, while widely known brand names can drop a function page and not consider enhancing it for SEO, the rest of us need to get innovative to bring in more qualified leads. We have determined potential function pages for non-branded keyword optimization and dug into the research to
see what it takes to hit number one. This is a strong structure to go out there and put this method into action. I ‘d like to hear everybody’s thoughts on the topic, particularly if you successfully implemented this method.
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