Influenced by the SEO strategies accepted 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 began developing an SEO “swipe file” for SaaS and software brands, ranking the first page with non-branded keywords on their feature pages.
At first, this was indicated to be a simple project. Drop a couple of examples, and use this in my work with customers and associates to show what is possible.
Then it became really clear that lots of websites are not utilizing this strategy, so digging through hundreds of pages resulted in 30 winners.
In this article, we will explore why considering non-branded keywords for your landing pages is a rewarding strategy, and bust a couple of SEO misconceptions about constructing an enhanced page.
Leveraging Non-Branded Keywords On Landing Pages
Landing pages aren’t normally a location SEO pros are yelling about, since the material is seen as thin and not able to rank due to low word count. Landing pages likewise 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 composed an outstanding article for Ahrefs about landing page SEO, and defines landing pages as “web pages developed to convert traffic into leads.”
This includes feature, item, and service pages, along with competitor pages, utilize cases, or lead magnets.
While we can argue about the linguistics of it all, the point is that service, market, and function pages can be enhanced for organic reach. In reality, they’re quite powerful converters.
I went 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.
Determining Opportunities For Non-Branded Feature Pages
Sadly, we can’t be Salesforce or Oracle– which individuals understand by name, and browse their items with branded inquiries.
Enhancing your feature page for non-branded keywords is a chance to drive organic traffic for those who are not brand name loyal yet. This is a possibility to actually let your product includes shine.
Should all functions get a page? Most likely not.
I recommend producing one all-features page as a hub and producing feature pages for strong competitors.
So how do we determine the right feature pages?
We get our hands dirty 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 search for if they remained in the marketplace for that item.
How is it utilized? What markets does it use to? What issue does it solve?
This is where you will assemble a list of prospective keywords and utilize those to investigate whether the search intent, as portrayed in the SERPs, matches the website’s function page.
Tips for determining pages and keywords:
- Functions like reports, SMS notifications, or other standard functions are too vague as queries and will most likely never ever rank– unless there is a specific niche hook (i.e., industry, organization size, etc)
- Get innovative with keyword options by utilizing action words like “discover influencers” or “plagiarism checker.” Individuals utilize these questions when they remain in a minute of need and possibly ready to convert.
- Prevent trademarking or branding anything in the keyword, specifically if you are reasonably brand-new to SEO. Here are the top non-branded keywords discovered in my research:
Screenshot from author, December 2022 Now, merely seeing that other brands have function pages on the first page does not imply your site will, too. Click through the pages, and try to comprehend the audience and industries they are targeting. It doesn’t have to be tough. Among my favorite ways to do this is just to ask my customers
about their product, keeping in mind specific phrases and the language they utilize, and likewise ask about how their clients are using the item or particular feedback around that function. Interviewing your customer or target market is the single best way to link through a shared language
and point of view. SEO Tips For Optimized Feature Pages These suggestions are based on studying a limitless variety of function
pages, which led to a final list of 30 SaaS and software application function pages with first-page rankings for non-branded keywords. There Is No Suggested Word Count Formerly, I discussed how some individuals may not consider a landing page as an SEO opportunity. Among the primary reasons for this is that there is a
false belief that the page needs to have a great deal of text to rank. My research shows that this is a completely false
assumption. Screenshot from author, December 2022
The estimated word count of the 30 feature pages analyzed is 170-2,600.
As you can see in the chart above, the greatest word count is for ZenDesk’s feature page.
This page is in the bottom half of the 30 relating to 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 sites with non-branded keywords ranking primary. As soon as again, word count does not significantly rank these pages, as word count ranges from 170 to 970. Rather, this recommends those pages are content-specific and address someone’s query adequately.
Backlinks Will Not Make Or Break Your Page
The bright side does not stop with a lower word count.
This research study also shows that referring domains is not a concern or not essential.
At the outright lowest, one function 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 doesn’t show a strong relationship with the overall number of keywords on the page or word count. Create A Complimentary Tool One thing that stood out 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 free tool is a great technique. This totally free tool does not have to have all the very same abilities as your paid tool, however simply enough to be useful for people actually to utilize, maybe even more than as soon as. Grammarly is a terrific example of this method. Its function page for plagiarism features a free tool for scanning a document or text, and it’s the 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 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 typical method utilized by other well-known business like Adobe or Canva. It works due to the fact that visitors to your site are existing with an instant solution without even having to
sign up. It creates a favorable user experience with your brand name and begins the dance of reciprocity. Schema Helps Produce Rich Outcomes Your function page is a landing page, so you want it to convert. You wish to draw in eyes from the
extremely first moment search engine result populate. Utilizing schema, or structured information, can assist your function page stand apart in SERPs by including abundant outcomes
. These abundant outcomes can offer a visual evaluation ranking, carousel, pricing, or other visual elements. It costs nothing to implement, 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 Remain In Of the 30 websites examined, just 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 just are pop-ups an intrusive function that most people do not enjoy, but they can also
contribute to a sensory overload for numerous people, so they are not accessible. Domain Score Is Necessary
Until It Isn’t Of the 30 function pages studied, the average domain
rating is 82, varying from 57 to 96. The chart below programs the sum of overall keywords together with domain score. While the URLs with the most keywords tend to have higher domain scores, it doesn’t show
a really clear relationship in this chart. Screenshot from author, December 2022 It tells me that it does assist to have a strong domain
ranking over 50, however doesn’t suggest 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, a lot of 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 have to get innovative to generate more qualified leads. We have identified potential feature pages for non-branded keyword optimization and dug into the research to
see what it requires to strike primary. This is a strong framework to head out there and put this strategy into action. I ‘d enjoy to hear everyone’s thoughts on the topic, especially if you effectively implemented this strategy.
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