Influenced by the SEO methods accepted by Adobe and Canva, I began studying function pages and the possibility of leveraging non-branded keywords to increase conversions.
A couple of months back, I started constructing an SEO “swipe file” for SaaS and software brand names, ranking the very first page with non-branded keywords on their feature pages.
Initially, this was suggested to be an easy job. Drop a few examples, and use this in my work with clients and associates to reveal what is possible.
Then it became really clear that numerous sites are not using this strategy, so digging through hundreds of pages led to 30 winners.
In this post, we will explore why thinking about non-branded keywords for your landing pages is a successful technique, and bust a couple of SEO myths about developing an enhanced page.
Leveraging Non-Branded Keywords On Landing Pages
Landing pages aren’t usually a location SEO pros are screaming about, because the content is viewed as thin and unable to rank due to low word count. Landing pages likewise don’t 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 article for Ahrefs about landing page SEO, and specifies landing pages as “websites created to transform traffic into leads.”
This includes feature, product, and option pages, along with rival pages, use cases, or lead magnets.
While we can argue about the linguistics of everything, the point is that service, market, and feature pages can be enhanced for organic reach. In truth, they’re rather powerful converters.
I dug into over a hundred function pages to study what it requires to rank on the first page, and the results are rather engaging.
Disclaimer: I work for Flow SEO, which helped support this research through access to Ahrefs, and a few of the business included in the list are our clients.
Recognizing Opportunities For Non-Branded Function Pages
Unfortunately, we can’t be Salesforce or Oracle– which individuals know by name, and search their products with branded inquiries.
Enhancing your function page for non-branded keywords is a chance to drive natural traffic for those who are not brand name faithful yet. This is a chance to actually let your item features shine.
Should all features get a page? Probably not.
I encourage creating one all-features page as a hub and developing function pages for strong contenders.
So how do we recognize the ideal function pages?
We get our hands unclean in keyword research and online 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 feature while also envisioning what one would look for if they remained in the marketplace for that product.
How is it used? What industries does it use to? What problem does it resolve?
This is where you will assemble a list of potential keywords and utilize those to examine whether the search intent, as illustrated in the SERPs, matches the site’s function page.
Tips for recognizing pages and keywords:
- Functions like reports, SMS notifications, or other basic functions are too unclear as questions and will probably never rank– unless there is a specific niche hook (i.e., industry, business size, etc)
- Get creative with keyword choices by utilizing action words like “find influencers” or “plagiarism checker.” Individuals use these queries when they remain in a moment of requirement and potentially ready to transform.
- Prevent trademarking or branding anything in the keyword, especially if you are reasonably brand-new to SEO. Here are the top non-branded keywords found in my research:
Screenshot from author, December 2022 Now, merely seeing that other brands have feature pages on the very first page does not indicate 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. Among my favorite methods to do this is merely to ask my clients
about their item, keeping in mind particular expressions and the language they use, and also ask about how their clients are utilizing the product or specific feedback around that function. Interviewing your customer or target audience is the single best method to connect through a shared language
and perspective. SEO Tips For Optimized Feature Pages These suggestions are based on studying an unlimited number 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 individuals might rule out a landing page as an SEO opportunity. One of the main reasons for this is that there is a
false belief that the page needs to have a lot of text to rank. My research study reveals that this is a completely 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 greatest 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 dominate overall keywords, their word count is relatively low.
Screenshot from Ahrefs, December 2022 Breaking this down even more, the chart above programs those sites with non-branded keywords ranking primary. Once again, word count does not substantially rank these pages, as word count varies from 170 to 970. Rather, this suggests those pages are content-specific and address somebody’s question adequately.
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 priority or not essential.
At the absolute most affordable, 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. Interestingly, it does not reveal a strong relationship with the total variety of keywords on the page or word count. Produce A Free Tool Something 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 free tool is a fantastic strategy. This totally free tool doesn’t have to have all the exact same capabilities as your paid tool, however simply enough to be helpful for individuals actually to utilize, perhaps even more than once. Grammarly is a great example of this technique. Its feature page for plagiarism features a complimentary tool for scanning a file or text, and it’s the very 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 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 common strategy used by other popular companies like Adobe or Canva. It works due to the fact that visitors to your website are being presented with an instant option without even having to
sign up. It creates a positive user experience with your brand 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 draw in eyes from the
really first minute search results page occupy. Utilizing schema, or structured data, can assist your feature page stand apart in SERPs by adding rich outcomes
. These abundant outcomes can provide a visual evaluation score, carousel, pricing, 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 stick out from the competition. Pop-Ups Are Out– Chat Bots Remain In Of the 30 sites 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 just 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 people, so they are not accessible. Domain Score 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 total keywords together with domain rating. While the URLs with the most keywords tend to have higher domain ratings, it doesn’t show
a really 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, however doesn’t imply 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, a lot of companies do not have brand recognition. So, while well-known brand names can drop a function page and not consider optimizing it for SEO, the rest people need to get creative to generate more certified leads. We have actually recognized prospective feature pages for non-branded keyword optimization and dug into the research to
see what it requires to hit number one. This is a strong structure to head out there and put this method into action. I ‘d like to hear everyone’s ideas on the subject, particularly if you successfully executed this technique.
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