Influenced by the SEO methods embraced by Adobe and Canva, I began studying feature pages and the possibility of leveraging non-branded keywords to increase conversions.
A couple of months ago, I started building an SEO “swipe file” for SaaS and software brand names, ranking the very first page with non-branded keywords on their feature pages.
At first, this was implied to be an easy job. Drop a few examples, and utilize this in my work with clients and associates to reveal what is possible.
Then it ended up being really clear that many websites are not utilizing this strategy, so digging through hundreds of pages led to 30 winners.
In this article, we will check out why thinking about non-branded keywords for your landing pages is a successful strategy, and bust a couple of SEO misconceptions about constructing an enhanced page.
Leveraging Non-Branded Keywords On Landing Pages
Landing pages aren’t usually 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 don’t provide themselves to backlinks compared to other pieces of material.
Let’s rewind and clarify what I imply by landing page.
Viola Eva composed an outstanding post for Ahrefs about landing page SEO, and specifies landing pages as “web pages developed to transform traffic into leads.”
This consists of feature, item, and option pages, along with rival pages, utilize cases, or lead magnets.
While we can argue about the linguistics of all of it, the point is that service, market, and function pages can be enhanced for natural reach. In reality, they’re rather powerful converters.
I went into over a hundred feature pages to study what it requires to rank on the very first page, and the outcomes are rather compelling.
Disclaimer: I work for Flow SEO, which helped support this research through access to Ahrefs, and some of the business consisted of in the list are our customers.
Recognizing Opportunities For Non-Branded Function Pages
Sadly, we can’t be Salesforce or Oracle– which individuals understand by name, and browse their items with branded queries.
Optimizing your function page for non-branded keywords is a chance to drive natural traffic for those who are not brand name loyal yet. This is a chance to actually let your product includes shine.
Should all features receive a page? Most likely not.
I encourage producing one all-features page as a hub and developing function pages for strong contenders.
So how do we determine the best feature 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” workout. Make a list of all the words or phrases around that feature while also picturing what one would search for if they remained in the marketplace for that item.
How is it used? What industries does it apply to? What issue does it solve?
This is where you will compile a list of prospective keywords and use those to investigate whether the search intent, as depicted in the SERPs, matches the site’s function page.
Tips for identifying pages and keywords:
- Features like reports, SMS notices, or other basic functions are too unclear as queries and will more than likely never rank– unless there is a specific niche hook (i.e., industry, service size, and so on)
- Get innovative with keyword alternatives by utilizing action words like “discover influencers” or “plagiarism checker.” Individuals utilize these questions when they are in a minute of need and possibly all set to transform.
- 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, simply seeing that other brand names have feature pages on the very first page doesn’t suggest your website will, too. Click through the pages, and attempt to understand the audience and industries they are targeting. It doesn’t have to be challenging. One of my preferred ways to do this is simply to ask my customers
about their product, noting particular expressions and the language they use, and also inquire about how their clients are utilizing the product or specific feedback around that feature. Interviewing your customer or target market is the single finest method to link through a shared language
and viewpoint. SEO Tips For Optimized Function Pages These suggestions are based on 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 Recommended Word Count Formerly, I mentioned how some people may rule out a landing page as an SEO chance. One of the primary reasons for this is that there is a
incorrect belief that the page needs to have a great deal of text to rank. My research 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 function page.
This page is in the bottom half of the 30 concerning 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 shows those websites with non-branded keywords ranking primary. 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 someone’s inquiry adequately.
Backlinks Will Not Make Or Break Your Page
The bright side doesn’t stop with a lower word count.
This research study likewise reveals that referring domains is not a concern or not required.
At the outright most affordable, one feature page had 3 referring domains, and the greatest had 2,400.
Screenshot from author, December 2022 The above chart might look familiar, but I included a line for referring
to the URL this time. Surprisingly, it does not show a strong relationship with the total variety 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 is that leveraging a feature
of your general product and
making it offered as a complimentary tool is an excellent method. This complimentary tool doesn’t need to have all the very same abilities as your paid tool, but just enough to be beneficial for people in fact to use, maybe even more than once. Grammarly is a fantastic example of this strategy. Its function page for plagiarism includes a complimentary tool for scanning a document or text, and it’s the very 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 explain”why utilize 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 technique used by other widely known companies like Adobe or Canva. It works since visitors to your site are existing with an immediate service without even needing to
sign up. It creates a favorable user experience with your brand and starts the dance of reciprocity. Schema Helps Produce Abundant Outcomes Your feature page is a landing page, so you want it to transform. You wish to attract eyes from the
extremely first minute search results populate. Utilizing schema, or structured information, can help your function page stick out in SERPs by including rich outcomes
. These abundant results can offer a visual evaluation ranking, carousel, rates, or other visual elements. It costs absolutely nothing to carry out, yet gives you a robust SERP entry beyond a single blue link to assist you stand out from the competition. Pop-Ups Are Out– Chat Bots Are 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 only are pop-ups an invasive function that many people do not take pleasure in, however they can likewise
contribute to a sensory overload for lots of individuals, so they are not accessible. Domain Rating Is Necessary
Till It Isn’t Of the 30 feature pages studied, the typical domain
ranking is 82, varying from 57 to 96. The chart below shows the amount of overall keywords together with domain ranking. While the URLs with the most keywords tend to have higher domain rankings, it doesn’t show
an extremely clear relationship in this chart. Screenshot from author, December 2022 It tells me that it does help to have a strong domain
ranking over 50, but doesn’t mean that you require 96 to rank on the very first page with a non-branded keyword. Non-Branded Keywords For The Rest Of United States Unfortunately, many companies do not have brand recognition. So, while popular brand names can drop a feature page and rule out enhancing it for SEO, the rest people need to get imaginative to bring in more competent leads. We have recognized potential function pages for non-branded keyword optimization and dug into the research study to
see what it takes to hit top. This is a strong framework to go out there and put this technique into action. I ‘d like to hear everybody’s ideas on the topic, especially if you effectively executed this method.
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