Inspired by the SEO techniques embraced 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 started developing an SEO “swipe file” for SaaS and software brands, ranking the first page with non-branded keywords on their feature pages.
Initially, this was meant to be a simple project. Drop a few examples, and use this in my deal with customers and coworkers to reveal what is possible.
Then it ended up being really clear that many sites are not using this strategy, so digging through numerous pages led to 30 winners.
In this post, we will explore why considering non-branded keywords for your landing pages is a rewarding method, and bust a couple of SEO misconceptions about developing an optimized page.
Leveraging Non-Branded Keywords On Landing Pages
Landing pages aren’t typically a location SEO pros are yelling about, since the material is viewed as thin and not able to rank due to low word count. Landing pages also don’t lend themselves to backlinks compared to other pieces of material.
Let’s rewind and clarify what I mean by landing page.
Viola Eva wrote an exceptional article for Ahrefs about landing page SEO, and defines landing pages as “websites created to transform traffic into leads.”
This consists of feature, item, and service pages, as well as competitor pages, utilize 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 quite effective converters.
I dug into over a hundred function pages to study what it takes to rank on the very 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 companies consisted of in the list are our customers.
Recognizing Opportunities For Non-Branded Feature Pages
Regrettably, we can’t be Salesforce or Oracle– which people understand by name, and search their items with branded queries.
Enhancing your feature page for non-branded keywords is a chance to drive natural traffic for those who are not brand name faithful yet. This is a possibility to really let your item features shine.
Should all features get a page? Probably not.
I encourage producing one all-features page as a hub and creating feature pages for strong competitors.
So how do we determine the ideal function pages?
We get our hands dirty in keyword research study and online 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 function while also envisioning what one would search for if they were in the market for that item.
How is it used? What markets does it apply to? What problem does it resolve?
This is where you will compile a list of possible keywords and use those to examine whether the search intent, as portrayed in the SERPs, matches the site’s function page.
Tips for recognizing pages and keywords:
- Functions like reports, SMS notices, or other standard functions are too vague as queries and will more than likely never rank– unless there is a specific niche hook (i.e., industry, business size, and so on)
- Get imaginative with keyword choices by using action words like “discover influencers” or “plagiarism checker.” Individuals utilize these inquiries when they are in a moment of need and possibly ready to convert.
- Avoid trademarking or branding anything in the keyword, specifically if you are relatively new to SEO. Here are the top non-branded keywords discovered in my research study:
Screenshot from author, December 2022 Now, merely seeing that other brands have feature pages on the first page doesn’t imply your site will, too. Click through the pages, and attempt to understand the audience and markets they are targeting. It doesn’t need to be hard. One of my preferred methods to do this is just to ask my clients
about their product, keeping in mind specific phrases and the language they use, and likewise ask about how their customers are using the product or particular feedback around that function. Interviewing your client or target market is the single best method to link through a shared language
and viewpoint. SEO Tips For Optimized Function Pages These recommendations are based upon studying an unlimited variety of function
pages, which led to a last list of 30 SaaS and software application function pages with first-page rankings for non-branded keywords. There Is No Advised Word Count Previously, I mentioned how some people might rule out a landing page as an SEO opportunity. One of the primary reasons for this is that there is a
false belief that the page requires to have a lot of text to rank. My research study shows that this is a totally incorrect
assumption. Screenshot from author, December 2022
The estimated word count of the 30 function pages examined is 170-2,600.
As you can see in the chart above, the highest word count is for ZenDesk’s feature page.
This page remains in the bottom half of the 30 concerning overall keywords and referring domains.
While Grammarly and Adobe dominate overall keywords, their word count is fairly low.
Screenshot from Ahrefs, December 2022 Breaking this down further, the chart above shows those sites with non-branded keywords ranking top. When once again, word count does not significantly rank these pages, as word count varies from 170 to 970. Rather, this recommends those pages are content-specific and address someone’s inquiry adequately.
Backlinks Won’t Make Or Break Your Page
The good news doesn’t stop with a lower word count.
This research likewise shows that referring domains is not a priority or not required.
At the outright least expensive, 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 consisted of a line for referring
to the URL this time. Remarkably, it does not reveal a strong relationship with the overall variety of keywords on the page or word count. Produce A Complimentary Tool One thing that stood apart the most to me while doing this research is that leveraging a feature
of your general product and
making it readily available as a totally free tool is a great strategy. This complimentary tool doesn’t need to have all the same abilities as your paid tool, however simply enough to be helpful for individuals actually to use, maybe even more than once. 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 at it. Screenshot from Grammarly.com, Dec 2022 This page does not 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 widely known business like Adobe or Canva. It works since visitors to your website are being presented with an instant option without even needing to
register. It creates a positive 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 want it to convert. You want to attract eyes from the
very first minute search engine result occupy. Using schema, or structured data, can help your function page stand out in SERPs by including abundant results
. These abundant outcomes can supply a visual review rating, carousel, pricing, or other visual components. It costs 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 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 understand I can’t be alone in celebrating the death of pop-ups. Not only are pop-ups an intrusive function that the majority of people do not enjoy, but they can also
add to a sensory overload for many individuals, so they are not available. Domain Score Is Necessary
Until It Isn’t Of the 30 function pages studied, the average domain
score is 82, varying from 57 to 96. The chart below programs the amount of overall keywords along with domain score. While the URLs with the most keywords tend to have greater domain rankings, it doesn’t show
a very clear relationship in this chart. Screenshot from author, December 2022 It informs me that it does assist to have a strong domain
ranking over 50, however does not imply that you need 96 to rank on the first page with a non-branded keyword. Non-Branded Keywords For The Rest Of United States Regretfully, the majority 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 have to get imaginative to bring in more competent leads. We have actually recognized possible function pages for non-branded keyword optimization and went into the research study to
see what it takes to strike primary. This is a solid structure to head out there and put this technique into action. I ‘d love to hear everyone’s ideas on the topic, specifically if you successfully executed this strategy.
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