Motivated by the SEO methods accepted 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 developing an SEO “swipe file” for SaaS and software application brands, ranking the very first page with non-branded keywords on their feature pages.
Initially, this was indicated to be a simple project. Drop a few examples, and utilize this in my deal with customers and colleagues to reveal what is possible.
Then it ended up being very clear that many websites are not using this technique, so digging through numerous pages resulted in 30 winners.
In this short article, we will check out why considering non-branded keywords for your landing pages is a rewarding strategy, and bust a couple of SEO myths about constructing an enhanced page.
Leveraging Non-Branded Keywords On Landing Pages
Landing pages aren’t usually a location SEO pros are shouting about, because the material is viewed as thin and not able to rank due to low word count. Landing pages likewise do not provide themselves to backlinks compared to other pieces of material.
Let’s rewind and clarify what I indicate by landing page.
Viola Eva wrote an excellent article for Ahrefs about landing page SEO, and specifies landing pages as “websites designed to transform traffic into leads.”
This includes function, item, and solution pages, as well as rival pages, use cases, or lead magnets.
While we can argue about the linguistics of everything, the point is that solution, industry, and function pages can be enhanced for natural reach. In fact, they’re quite powerful converters.
I went into over a hundred feature pages to study what it requires to rank on the first page, and the results are rather compelling.
Disclaimer: I work for Flow SEO, which helped support this research study through access to Ahrefs, and a few of the business included in the list are our customers.
Identifying Opportunities For Non-Branded Function Pages
Unfortunately, we can’t be Salesforce or Oracle– which people know by name, and browse their items with branded queries.
Optimizing your function page for non-branded keywords is an opportunity to drive natural traffic for those who are not brand devoted yet. This is a chance to really let your product includes shine.
Should all functions receive a page? Probably not.
I advise developing one all-features page as a center and producing function pages for strong competitors.
So how do we determine 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 feature while also imagining what one would look for if they remained in the marketplace for that product.
How is it utilized? What industries does it apply to? What issue does it solve?
This is where you will put together a list of potential keywords and utilize those to investigate whether the search intent, as depicted in the SERPs, matches the website’s feature page.
Tips for identifying pages and keywords:
- Features like reports, SMS notices, or other basic functions are too vague as questions and will most likely never rank– unless there is a specific niche hook (i.e., market, organization size, etc)
- Get innovative with keyword options by using action words like “find influencers” or “plagiarism checker.” Individuals utilize these inquiries when they are in a moment of requirement and possibly all set to convert.
- Avoid trademarking or branding anything in the keyword, specifically 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, just seeing that other brands have function pages on the first page does not indicate your website will, too. Click through the pages, and attempt to comprehend the audience and markets they are targeting. It doesn’t need to be hard. One of my favorite ways to do this is simply to ask my clients
about their item, keeping in mind particular expressions and the language they utilize, and likewise ask about how their customers are using the item or particular feedback around that feature. Interviewing your client or target audience is the single best way to connect 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 resulted in a final list of 30 SaaS and software function pages with first-page rankings for non-branded keywords. There Is No Advised Word Count Formerly, I pointed out how some individuals might rule out a landing page as an SEO opportunity. Among the main factors for this is that there is a
incorrect belief that the page needs to have a lot of text to rank. My research study reveals that this is an entirely 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 function page.
This page remains in the bottom half of the 30 relating to 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 even more, the chart above programs those websites with non-branded keywords ranking top. Once 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 somebody’s question sufficiently.
Backlinks Won’t Make Or Break Your Page
Fortunately does not stop with a lower word count.
This research likewise shows that referring domains is not a priority or not essential.
At the outright most affordable, one function 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. Remarkably, it doesn’t reveal a strong relationship with the total variety of keywords on the page or word count. Produce A Complimentary Tool One thing that stuck out the most to me while doing this research study is that leveraging a function
of your general product and
making it offered as a free tool is an excellent strategy. This free tool doesn’t have to have all the exact same abilities as your paid tool, however simply enough to be useful for people actually to use, perhaps even more than as soon as. Grammarly is an excellent example of this method. Its function page for plagiarism includes a totally free tool for scanning a document or text, and it’s the very first thing you see
when you land on 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 item is for, while ending with a call-to-action (CTA)to “check your text now.”This is a common method used by other well-known business like Adobe or Canva. It works since visitors to your website are existing with an instant solution without even having to
sign up. It develops a favorable user experience with your brand and starts the dance of reciprocity. Schema Helps Produce Rich Outcomes Your feature page is a landing page, so you desire it to transform. You wish to attract eyes from the
extremely first moment search results occupy. Utilizing schema, or structured information, can help your feature page stand out in SERPs by including abundant results
. These rich outcomes can offer a visual review score, carousel, prices, or other visual elements. It costs nothing to execute, yet gives you a robust SERP entry beyond a single blue link to help you stand apart from the competition. Pop-Ups Are Out– Chat Bots Remain In Of the 30 websites examined, 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 feature that the majority of people do not take pleasure in, but they can likewise
contribute to a sensory overload for many individuals, so they are not accessible. Domain Rating Is Important
Till It Isn’t Of the 30 function pages studied, the typical domain
ranking is 82, ranging from 57 to 96. The chart listed below shows the amount of total keywords along with domain rating. While the URLs with the most keywords tend to have greater domain scores, it doesn’t 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, but doesn’t mean that you need 96 to rank on the first page with a non-branded keyword. Non-Branded Keywords For The Rest Of United States Sadly, most business do not have brand name recognition. So, while popular brand names can drop a feature page and rule out optimizing it for SEO, the rest of us have to get creative to bring in more certified leads. We have actually identified potential feature pages for non-branded keyword optimization and dug into the research study to
see what it takes to strike number one. This is a solid structure to head out there and put this strategy into action. I ‘d love to hear everyone’s ideas on the topic, particularly if you effectively implemented this strategy.
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