Inspired by the SEO methods welcomed by Adobe and Canva, I started studying feature pages and the possibility of leveraging non-branded keywords to increase conversions.
A number of months back, I began constructing 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 implied to be an easy project. Drop a couple of examples, and utilize this in my work with customers and coworkers to show what is possible.
Then it ended up being extremely clear that many websites are not utilizing this strategy, so digging through numerous pages led to 30 winners.
In this article, we will check out why considering non-branded keywords for your landing pages is a rewarding technique, and bust a few SEO myths about constructing an optimized page.
Leveraging Non-Branded Keywords On Landing Pages
Landing pages aren’t generally an area SEO pros are screaming about, due to the fact that the material is seen as thin and not able to rank due to low word count. Landing pages also do not lend themselves to backlinks compared to other pieces of content.
Let’s rewind and clarify what I imply by landing page.
Viola Eva composed an excellent short article for Ahrefs about landing page SEO, and defines landing pages as “websites created to convert traffic into leads.”
This consists of function, item, and solution pages, as well as competitor pages, use cases, or lead magnets.
While we can argue about the linguistics of all of it, the point is that option, industry, and function pages can be optimized for organic reach. In fact, they’re quite powerful converters.
I dug into over a hundred feature pages to study what it takes to rank on the very first page, and the outcomes are rather compelling.
Disclaimer: I work for Circulation SEO, which assisted support this research through access to Ahrefs, and a few of the business included in the list are our customers.
Determining Opportunities For Non-Branded Function Pages
Regrettably, we can’t be Salesforce or Oracle– which individuals understand by name, and browse their items with branded questions.
Optimizing your feature page for non-branded keywords is a chance to drive organic traffic for those who are not brand name faithful yet. This is a chance to truly let your item includes shine.
Should all features get a page? Most likely not.
I recommend creating one all-features page as a hub and creating feature pages for strong competitors.
So how do we recognize the ideal feature pages?
We get our hands dirty 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 phrases around that function 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 use to? What issue does it fix?
This is where you will put together a list of possible keywords and use those to examine whether the search intent, as illustrated in the SERPs, matches the site’s feature page.
Tips for recognizing pages and keywords:
- Functions like reports, SMS notices, or other basic features are too vague as inquiries and will probably never rank– unless there is a specific niche hook (i.e., market, company size, etc)
- Get innovative with keyword alternatives by utilizing action words like “find influencers” or “plagiarism checker.” Individuals use these queries when they remain in a minute of need and possibly ready to transform.
- Avoid trademarking or branding anything in the keyword, particularly if you are relatively new to SEO. Here are the leading non-branded keywords discovered in my research study:
Screenshot from author, December 2022 Now, simply seeing that other brands have feature pages on the very first page doesn’t suggest your website will, too. Click through the pages, and try to understand the audience and industries they are targeting. It doesn’t have to be difficult. One of my preferred methods to do this is just to ask my clients
about their product, noting particular expressions and the language they use, and also inquire about how their clients are using the product or particular feedback around that function. Interviewing your client or target audience is the single finest way to connect through a shared language
and viewpoint. SEO Tips For Optimized Feature Pages These suggestions are based upon studying an unlimited number of function
pages, which resulted in 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 discussed how some people might not consider a landing page as an SEO opportunity. One of the main factors for this is that there is a
incorrect belief that the page requires to have a great deal of text to rank. My research study reveals that this is a totally false
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 greatest word count is for ZenDesk’s function page.
This page remains in the bottom half of the 30 regarding total keywords and referring domains.
While Grammarly and Adobe control total keywords, their word count is reasonably low.
Screenshot from Ahrefs, December 2022 Breaking this down further, the chart above shows those websites with non-branded keywords ranking number one. Once once again, word count does not substantially rank these pages, as word count varies from 170 to 970. Rather, this recommends those pages are content-specific and answer someone’s question sufficiently.
Backlinks Won’t Make Or Break Your Page
Fortunately doesn’t stop with a lower word count.
This research study also reveals that referring domains is not a top priority or not required.
At the outright most affordable, one function page had 3 referring domains, and the highest 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. Interestingly, it does not reveal a strong relationship with the total number of keywords on the page or word count. Produce A Complimentary Tool One thing that stood out the most to me while doing this research study is that leveraging a function
of your general item and
making it readily available as a complimentary tool is a terrific strategy. This complimentary tool doesn’t have to have all the exact same capabilities as your paid tool, but just enough to be beneficial for people in fact to utilize, maybe even more than as soon as. Grammarly is a fantastic example of this method. Its feature page for plagiarism features a complimentary tool for scanning a file 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 describe”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 technique utilized by other widely known business like Adobe or Canva. It works because visitors to your site are existing with an instant solution without even needing to
sign up. It produces a positive user experience with your brand name and begins 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 attract eyes from the
very first moment search results page populate. Making use of schema, or structured information, can help your feature page stick out in SERPs by including rich outcomes
. These rich results can provide a visual review ranking, carousel, prices, 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 stick 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 commemorating the death of pop-ups. Not just are pop-ups an intrusive function that the majority of people do not take pleasure in, however they can also
add to a sensory overload for lots of people, so they are not available. Domain Score Is Necessary
Till It Isn’t Of the 30 function pages studied, the typical domain
score is 82, varying from 57 to 96. The chart listed below programs the amount of overall keywords along with domain rating. While the URLs with the most keywords tend to have greater domain scores, 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 imply that you require 96 to rank on the first page with a non-branded keyword. Non-Branded Keywords For The Rest Of Us Unfortunately, most companies do not have brand name recognition. So, while well-known brand names can drop a function page and not consider optimizing it for SEO, the rest of us need to get innovative to bring in more competent leads. We have actually determined possible feature pages for non-branded keyword optimization and dug into the research to
see what it takes to hit primary. This is a solid structure to head out there and put this strategy into action. I ‘d enjoy to hear everyone’s thoughts on the topic, specifically if you successfully implemented this strategy.
More resources: Included Image: amgun/Best SMM Panel