Influenced by the SEO methods accepted by Adobe and Canva, I began studying feature pages and the possibility of leveraging non-branded keywords to increase conversions.
A couple of months earlier, I started developing an SEO “swipe file” for SaaS and software brand names, ranking the first page with non-branded keywords on their feature pages.
At first, this was meant to be a simple job. Drop a couple of examples, and use this in my deal with customers and colleagues to reveal what is possible.
Then it ended up being very clear that lots of sites are not using this strategy, so digging through hundreds of pages resulted in 30 winners.
In this short article, we will check out why considering non-branded keywords for your landing pages is a successful technique, and bust a couple of SEO misconceptions about developing an optimized page.
Leveraging Non-Branded Keywords On Landing Pages
Landing pages aren’t generally a location SEO pros are yelling about, since the content is seen as thin and not able to rank due to low word count. Landing pages likewise don’t lend themselves to backlinks compared to other pieces of material.
Let’s rewind and clarify what I suggest by landing page.
Viola Eva wrote an excellent short article for Ahrefs about landing page SEO, and defines landing pages as “websites designed to convert traffic into leads.”
This consists of feature, product, and option pages, along with competitor pages, use 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 powerful converters.
I went into over a hundred function pages to study what it requires to rank on the first page, and the results are quite engaging.
Disclaimer: I work for Flow SEO, which helped support this research study through access to Ahrefs, and a few of the companies consisted of in the list are our clients.
Identifying Opportunities For Non-Branded Function Pages
Regrettably, we can’t be Salesforce or Oracle– which individuals know by name, and browse their products with branded inquiries.
Enhancing your feature page for non-branded keywords is a chance to drive natural traffic for those who are not brand devoted yet. This is an opportunity to really let your item features shine.
Should all features receive a page? Most likely not.
I encourage producing one all-features page as a center and producing feature pages for strong contenders.
So how do we identify the right 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 expressions around that function while likewise envisioning what one would search for if they were in the marketplace for that product.
How is it utilized? What industries does it use to? What problem does it resolve?
This is where you will put together a list of prospective keywords and use those to investigate whether the search intent, as illustrated in the SERPs, matches the site’s feature page.
Tips for determining pages and keywords:
- Features like reports, SMS alerts, or other basic features are too unclear as questions and will more than likely never rank– unless there is a specific niche hook (i.e., market, service size, etc)
- Get creative with keyword options by utilizing action words like “discover influencers” or “plagiarism checker.” Individuals use these questions when they remain in a minute of requirement and potentially prepared to transform.
- Avoid trademarking or branding anything in the keyword, specifically if you are fairly brand-new to SEO. Here are the top non-branded keywords found in my research study:
Screenshot from author, December 2022 Now, just seeing that other brands have function pages on the first page doesn’t suggest your site will, too. Click through the pages, and attempt to comprehend the audience and markets they are targeting. It doesn’t need to be challenging. One of my favorite methods to do this is merely to ask my customers
about their item, noting specific expressions and the language they utilize, and likewise ask about how their customers are utilizing the item or particular feedback around that feature. Interviewing your client or target market is the single finest way to link through a shared language
and point of view. SEO Tips For Optimized Feature Pages These suggestions are based upon studying a limitless variety of function
pages, which led to a final list of 30 SaaS and software feature pages with first-page rankings for non-branded keywords. There Is No Suggested Word Count Previously, I mentioned how some people may rule out a landing page as an SEO chance. 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 study shows that this is a completely incorrect
presumption. Screenshot from author, December 2022
The approximated word count of the 30 feature 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 remains in the bottom half of the 30 concerning overall keywords and referring domains.
While Grammarly and Adobe control overall keywords, their word count is reasonably low.
Screenshot from Ahrefs, December 2022 Breaking this down even more, the chart above shows those sites with non-branded keywords ranking top. When again, word count does not significantly rank these pages, as word count varies from 170 to 970. Rather, this suggests those pages are content-specific and answer somebody’s question sufficiently.
Backlinks Will Not Make Or Break Your Page
The bright side doesn’t stop with a lower word count.
This research likewise reveals that referring domains is not a concern or not essential.
At the absolute lowest, one feature 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. Surprisingly, it does not show a strong relationship with the overall variety of keywords on the page or word count. Create A Complimentary Tool One thing that stood apart the most to me while doing this research study is that leveraging a feature
of your overall product and
making it readily available as a free tool is a great strategy. This totally free tool does not need to have all the exact same abilities as your paid tool, however simply enough to be useful for people really to use, perhaps even more than as soon as. Grammarly is a great example of this strategy. Its feature page for plagiarism features a 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 product is for, while ending with a call-to-action (CTA)to “check your text now.”This is a typical method utilized by other widely known companies like Adobe or Canva. It works because visitors to your website are being presented with an immediate option without even having to
sign up. It produces a favorable user experience with your brand name and starts the dance of reciprocity. Schema Helps Produce Abundant Outcomes Your function page is a landing page, so you desire it to convert. You want to draw in eyes from the
extremely first minute search results page populate. Utilizing schema, or structured data, can assist your function page stick out in SERPs by adding abundant results
. These rich outcomes can provide a visual review score, carousel, pricing, or other visual elements. It costs nothing to implement, yet gives you a robust SERP entry beyond a single blue link to help you stand apart from the competitors. Pop-Ups Are Out– Chat Bots Remain In Of the 30 websites taken a look at, only one of them had a pop-up on the
page, while 16 had chatbots, and 14 had neither. I know I can’t be alone in commemorating the death of pop-ups. Not only are pop-ups an invasive function that many people do not enjoy, however they can likewise
contribute to a sensory overload for lots of individuals, so they are not available. Domain Rating Is Important
Till It Isn’t Of the 30 feature pages studied, the average domain
ranking is 82, varying from 57 to 96. The chart below programs the amount of overall keywords together with domain score. While the URLs with the most keywords tend to have higher domain rankings, it does not 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
score over 50, however does not suggest that you need 96 to rank on the first page with a non-branded keyword. Non-Branded Keywords For The Rest Of United States Unfortunately, many business do not have brand acknowledgment. So, while well-known brands can drop a function page and rule out optimizing it for SEO, the rest of us need to get creative to bring in more qualified leads. We have identified possible feature pages for non-branded keyword optimization and dug into the research study to
see what it takes to hit primary. This is a strong framework to head out there and put this method into action. I ‘d love to hear everyone’s thoughts on the subject, particularly if you successfully executed this technique.
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