Motivated by the SEO techniques 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 started building an SEO “swipe file” for SaaS and software application brand names, ranking the first page with non-branded keywords on their feature pages.
Initially, this was suggested to be a simple job. Drop a few examples, and use this in my work with clients and colleagues to reveal what is possible.
Then it became really clear that many sites are not using this method, so digging through numerous pages led to 30 winners.
In this post, we will check out why thinking about non-branded keywords for your landing pages is a successful strategy, and bust a couple of SEO myths about developing an enhanced page.
Leveraging Non-Branded Keywords On Landing Pages
Landing pages aren’t normally a location SEO pros are screaming about, because the content 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 content.
Let’s rewind and clarify what I suggest by landing page.
Viola Eva composed an excellent article for Ahrefs about landing page SEO, and specifies landing pages as “web pages designed to convert traffic into leads.”
This includes feature, product, and solution pages, as well as competitor pages, utilize cases, or lead magnets.
While we can argue about the linguistics of all of it, the point is that solution, market, and function pages can be optimized for natural reach. In truth, they’re quite effective 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 engaging.
Disclaimer: I work for Circulation SEO, which helped support this research study through access to Ahrefs, and some of the companies included 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 browse their products with branded queries.
Enhancing your feature page for non-branded keywords is an opportunity to drive natural traffic for those who are not brand faithful yet. This is a chance to really let your product features shine.
Should all features get a page? Most likely not.
I advise developing one all-features page as a center and developing function pages for strong contenders.
So how do we recognize the ideal function pages?
We get our hands unclean in keyword research and 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 likewise imagining what one would look for if they were in the market for that product.
How is it used? What markets does it apply to? What problem does it solve?
This is where you will put together a list of potential keywords and use those to examine whether the search intent, as illustrated in the SERPs, matches the website’s feature page.
Tips for recognizing pages and keywords:
- Functions like reports, SMS notifications, or other standard functions are too vague as queries and will more than likely never ever rank– unless there is a niche hook (i.e., industry, company size, and so on)
- Get imaginative with keyword options by using action words like “find influencers” or “plagiarism checker.” Individuals use these inquiries when they are in a minute of requirement and possibly prepared to transform.
- Avoid trademarking or branding anything in the keyword, specifically if you are relatively new to SEO. Here are the leading non-branded keywords found in my research study:
Screenshot from author, December 2022 Now, simply seeing that other brands have function pages on the first page doesn’t imply your site will, too. Click through the pages, and try to comprehend the audience and markets they are targeting. It doesn’t have to be hard. One of my preferred ways to do this is just to ask my customers
about their item, noting particular expressions and the language they utilize, and likewise ask about how their clients are utilizing the product or specific feedback around that feature. Interviewing your client or target audience is the single best way to link through a shared language
and point of view. SEO Tips For Optimized Feature Pages These recommendations are based upon studying an endless number of function
pages, which led to a last list of 30 SaaS and software feature pages with first-page rankings for non-branded keywords. There Is No Suggested Word Count Formerly, I mentioned how some individuals might not consider a landing page as an SEO opportunity. Among the main 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 an entirely incorrect
assumption. Screenshot from author, December 2022
The approximated word count of the 30 function pages taken a look at is 170-2,600.
As you can see in the chart above, the highest word count is for ZenDesk’s function page.
This page is in the bottom half of the 30 relating to total keywords and referring domains.
While Grammarly and Adobe control overall keywords, their word count is relatively low.
Screenshot from Ahrefs, December 2022 Breaking this down even more, the chart above programs those sites with non-branded keywords ranking number one. Once 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 answer someone’s inquiry adequately.
Backlinks Won’t Make Or Break Your Page
Fortunately doesn’t stop with a lower word count.
This research study also shows that referring domains is not a top priority or not essential.
At the outright least expensive, one function page had 3 referring domains, and the highest had 2,400.
Screenshot from author, December 2022 The above chart might look familiar, however I consisted of a line for referring
to the URL this time. Remarkably, it doesn’t reveal 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 study is that leveraging a function
of your total item and
making it offered as a totally free tool is an excellent technique. This totally free tool does not need to have all the exact same capabilities as your paid tool, but simply enough to be useful for individuals really to use, perhaps even more than as soon as. Grammarly is an excellent example of this technique. Its function page for plagiarism includes a totally free tool for scanning a file or text, and it’s the 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 use 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 common strategy utilized by other popular companies like Adobe or Canva. It works since visitors to your site are being presented with an instant option without even needing to
sign up. It creates a favorable user experience with your brand name and starts the dance of reciprocity. Schema Assists 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 minute search engine result occupy. Utilizing schema, or structured data, can assist your function page stand apart in SERPs by adding rich outcomes
. These abundant results can offer a visual review score, carousel, prices, or other visual elements. It costs absolutely nothing to implement, yet provides you a robust SERP entry beyond a single blue link to help you stand apart from the competition. Pop-Ups Are Out– Chat Bots Remain In Of the 30 websites analyzed, 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 commemorating the death of pop-ups. Not only are pop-ups an invasive feature that the majority of people do not enjoy, however they can likewise
add to a sensory overload for lots of people, so they are not available. Domain Rating Is Very Important
Till It Isn’t Of the 30 function pages studied, the average domain
ranking is 82, varying from 57 to 96. The chart listed below shows the amount of overall keywords in addition to domain ranking. While the URLs with the most keywords tend to have higher domain rankings, it does not show
a very 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, but 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, many companies do not have brand acknowledgment. So, while widely known brands can drop a feature page and not consider enhancing it for SEO, the rest of us have to get innovative to bring in more qualified leads. We have identified prospective feature pages for non-branded keyword optimization and dug into the research to
see what it requires to strike number one. This is a solid framework to go out there and put this method into action. I ‘d love to hear everyone’s thoughts on the topic, specifically if you effectively executed this method.
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