Inspired by the SEO strategies welcomed by Adobe and Canva, I began studying function pages and the possibility of leveraging non-branded keywords to increase conversions.
A number of months ago, I began developing an SEO “swipe file” for SaaS and software application brand names, ranking the first page with non-branded keywords on their function pages.
Initially, this was implied to be an easy task. Drop a few examples, and utilize this in my work with customers and coworkers to show what is possible.
Then it ended up being very clear that lots of sites are not utilizing this technique, 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 successful strategy, and bust a few SEO misconceptions about developing an optimized page.
Leveraging Non-Branded Keywords On Landing Pages
Landing pages aren’t normally an area SEO pros are shouting about, since the content is viewed as thin and unable to rank due to low word count. Landing pages likewise do not lend themselves to backlinks compared to other pieces of content.
Let’s rewind and clarify what I suggest by landing page.
Viola Eva wrote an outstanding article for Ahrefs about landing page SEO, and specifies landing pages as “web pages designed to convert traffic into leads.”
This consists of feature, product, and service pages, in addition to competitor pages, utilize cases, or lead magnets.
While we can argue about the linguistics of everything, the point is that service, market, and function pages can be enhanced 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 rather compelling.
Disclaimer: I work for Circulation SEO, which assisted support this research study through access to Ahrefs, and a few of the companies consisted of in the list are our clients.
Determining Opportunities For Non-Branded Feature Pages
Sadly, we can’t be Salesforce or Oracle– which individuals understand by name, and search their items with branded questions.
Enhancing your function page for non-branded keywords is an opportunity to drive organic traffic for those who are not brand devoted yet. This is a chance to actually let your item features shine.
Should all features get a page? Most likely not.
I advise developing one all-features page as a hub and creating feature pages for strong contenders.
So how do we determine the right 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 expressions around that feature while also picturing what one would search for if they remained in the marketplace for that product.
How is it used? What industries does it use to? What issue does it fix?
This is where you will assemble a list of potential keywords and utilize those to examine whether the search intent, as portrayed in the SERPs, matches the website’s feature page.
Tips for recognizing pages and keywords:
- Functions like reports, SMS notices, or other basic functions are too vague as questions and will probably never ever rank– unless there is a niche hook (i.e., industry, organization size, etc)
- Get innovative with keyword options by utilizing action words like “discover influencers” or “plagiarism checker.” Individuals use these questions when they remain in a minute of need and possibly prepared to transform.
- Prevent trademarking or branding anything in the keyword, specifically if you are fairly 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 brands have function pages on the first page doesn’t indicate 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 challenging. Among my favorite ways to do this is simply to ask my clients
about their item, noting particular expressions and the language they use, and also ask about how their customers are using the product or particular feedback around that feature. Interviewing your client or target market is the single finest method to link through a shared language
and perspective. SEO Tips For Optimized Function Pages These recommendations are based on studying a limitless variety 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 Advised Word Count Previously, I mentioned how some individuals might rule out a landing page as an SEO opportunity. One of the main 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 reveals that this is an entirely incorrect
presumption. 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 remains 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 fairly low.
Screenshot from Ahrefs, December 2022 Breaking this down further, the chart above programs those sites with non-branded keywords ranking number one. As soon as once 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 respond to somebody’s inquiry adequately.
Backlinks Won’t Make Or Break Your Page
The bright side does not stop with a lower word count.
This research likewise reveals that referring domains is not a concern or not required.
At the outright lowest, 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. Remarkably, it doesn’t reveal a strong relationship with the total number of keywords on the page or word count. Produce A Complimentary Tool Something that stood apart the most to me while doing this research is that leveraging a function
of your overall product and
making it offered as a complimentary tool is a fantastic method. This complimentary tool does not need to have all the exact same capabilities as your paid tool, however just enough to be beneficial for individuals in fact to utilize, maybe even more than when. Grammarly is an excellent example of this technique. Its function page for plagiarism includes a complimentary tool for scanning a document 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 explain”why use a plagiarism checker?”and who its product is for, while ending with a call-to-action (CTA)to “inspect your text now.”This is a typical technique utilized by other widely known companies like Adobe or Canva. It works because visitors to your website are existing with an immediate option without even needing to
register. It produces a favorable user experience with your brand name and begins the dance of reciprocity. Schema Helps Produce Abundant Outcomes Your feature page is a landing page, so you desire it to transform. You wish to attract eyes from the
really first moment search results occupy. Making use of schema, or structured information, can help your function page stick out in SERPs by including abundant results
. These rich results can supply a visual review rating, carousel, rates, or other visual aspects. It costs absolutely nothing to carry out, yet offers you a robust SERP entry beyond a single blue link to help you stand out from the competition. Pop-Ups Are Out– Chat Bots Remain In Of the 30 sites taken a look at, only 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 invasive function that many people do not delight in, but they can also
contribute to a sensory overload for lots of people, so they are not available. Domain Ranking Is Necessary
Until It Isn’t Of the 30 function pages studied, the average domain
ranking is 82, ranging from 57 to 96. The chart below programs the amount of total keywords along with domain rating. While the URLs with the most keywords tend to have greater domain rankings, it does not show
a very clear relationship in this chart. Screenshot from author, December 2022 It tells me that it does help to have a strong domain
score over 50, however doesn’t indicate that you require 96 to rank on the first page with a non-branded keyword. Non-Branded Keywords For The Rest Of Us Sadly, most companies do not have brand recognition. So, while well-known brands can drop a feature page and rule out enhancing it for SEO, the rest of us have to get innovative to bring in more qualified leads. We have actually identified possible function pages for non-branded keyword optimization and dug into the research study to
see what it requires to hit primary. This is a solid structure to go out there and put this method into action. I ‘d enjoy to hear everyone’s ideas on the subject, especially if you effectively executed this technique.
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