Motivated 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 number of months back, I began developing an SEO “swipe file” for SaaS and software application brand names, ranking the first page with non-branded keywords on their feature pages.
At first, this was suggested to be a simple job. Drop a couple of examples, and use this in my deal with clients and coworkers to show what is possible.
Then it ended up being really clear that numerous websites are not utilizing this technique, so digging through hundreds of pages resulted in 30 winners.
In this short article, we will explore why considering non-branded keywords for your landing pages is a rewarding strategy, and bust a few SEO myths about developing an enhanced page.
Leveraging Non-Branded Keywords On Landing Pages
Landing pages aren’t usually a location SEO pros are yelling about, due to the fact that the material is viewed as thin and unable 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 suggest by landing page.
Viola Eva composed an exceptional article for Ahrefs about landing page SEO, and specifies landing pages as “websites created to transform traffic into leads.”
This consists of function, product, and option pages, in addition to competitor pages, utilize cases, or lead magnets.
While we can argue about the linguistics of it all, the point is that service, industry, and feature pages can be enhanced for natural reach. In truth, they’re rather powerful converters.
I went into over a hundred function pages to study what it requires to rank on the first page, and the outcomes are rather engaging.
Disclaimer: I work for Circulation SEO, which assisted support this research through access to Ahrefs, and a few of the business consisted of in the list are our clients.
Determining Opportunities For Non-Branded Function Pages
Sadly, we can’t be Salesforce or Oracle– which people understand by name, and search 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 name loyal yet. This is an opportunity to actually let your product features shine.
Should all functions get a page? Most likely not.
I recommend developing one all-features page as a hub and developing feature pages for strong competitors.
So how do we determine the right function pages?
We get our hands filthy 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 envisioning what one would look for if they were in the marketplace for that item.
How is it used? What markets does it apply to? What issue does it solve?
This is where you will compile a list of prospective keywords and utilize those to examine whether the search intent, as portrayed in the SERPs, matches the site’s feature page.
Tips for determining pages and keywords:
- Functions like reports, SMS alerts, or other basic features are too vague as queries and will more than likely never ever rank– unless there is a specific niche hook (i.e., industry, company size, and so on)
- Get imaginative with keyword options by utilizing action words like “find influencers” or “plagiarism checker.” Individuals use these questions when they remain in a moment of need and possibly all set to convert.
- Avoid trademarking or branding anything in the keyword, particularly if you are reasonably new to SEO. Here are the leading non-branded keywords found in my research study:
Screenshot from author, December 2022 Now, just seeing that other brand names have feature pages on the very first page doesn’t mean your site will, too. Click through the pages, and attempt to understand the audience and markets they are targeting. It does not need to be challenging. One of my favorite ways to do this is merely to ask my clients
about their item, keeping in mind specific expressions and the language they utilize, and also inquire about how their clients are using the product or particular feedback around that function. Interviewing your customer or target market is the single best method to link through a shared language
and point of view. SEO Tips For Optimized Function Pages These suggestions are based on studying an unlimited number of feature
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 Previously, I pointed out how some individuals might rule out a landing page as an SEO chance. Among the primary reasons for this is that there is a
incorrect belief that the page needs to have a lot of text to rank. My research study shows that this is an entirely false
presumption. Screenshot from author, December 2022
The approximated word count of the 30 feature pages taken a look at is 170-2,600.
As you can see in the chart above, the greatest word count is for ZenDesk’s feature page.
This page is in the bottom half of the 30 regarding total keywords and referring domains.
While Grammarly and Adobe dominate overall keywords, their word count is fairly low.
Screenshot from Ahrefs, December 2022 Breaking this down further, the chart above programs those sites with non-branded keywords ranking top. Once 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 inquiry adequately.
Backlinks Will Not Make Or Break Your Page
Fortunately doesn’t stop with a lower word count.
This research likewise reveals that referring domains is not a priority or not necessary.
At the absolute 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, however I included a line for referring
to the URL this time. Interestingly, it does not show a strong relationship with the overall number of keywords on the page or word count. Create A Free Tool Something that stood apart the most to me while doing this research is that leveraging a function
of your general item and
making it available as a complimentary tool is a fantastic technique. This complimentary tool does not have to have all the same capabilities as your paid tool, however simply enough to be helpful for individuals actually to utilize, maybe even more than as soon as. Grammarly is a fantastic example of this strategy. Its feature page for plagiarism features a complimentary tool for scanning a document or text, and it’s the very first thing you see
when you arrive at it. Screenshot from Grammarly.com, Dec 2022 This page doesn’t stop there as it continues down to discuss”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 common strategy utilized by other well-known companies like Adobe or Canva. It works due to the fact that visitors to your website are being presented with an instant solution without even having to
sign up. It develops a positive 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 desire it to transform. You want to draw in eyes from the
very first moment search results page occupy. Using schema, or structured data, can assist your function page stand apart in SERPs by including rich outcomes
. These rich outcomes can supply a visual review score, carousel, rates, or other visual components. It costs nothing to implement, yet gives you a robust SERP entry beyond a single blue link to help you stick out from the competitors. Pop-Ups Are Out– Chat Bots Are In Of the 30 websites analyzed, only 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 just are pop-ups an intrusive feature that the majority of people do not take pleasure in, but they can also
contribute to a sensory overload for lots of individuals, so they are not available. Domain Ranking Is Important
Until It Isn’t Of the 30 function pages studied, the typical domain
ranking is 82, varying from 57 to 96. The chart listed below programs the sum of overall keywords along with domain ranking. While the URLs with the most keywords tend to have greater domain ratings, it doesn’t reveal
a very clear relationship in this chart. Screenshot from author, December 2022 It informs me that it does assist to have a strong domain
score over 50, but does not imply that you require 96 to rank on the very first page with a non-branded keyword. Non-Branded Keywords For The Rest Of Us Regretfully, a lot of business do not have brand name recognition. So, while popular brands can drop a feature page and rule out enhancing it for SEO, the rest people have to get innovative to bring in more competent leads. We have determined possible function pages for non-branded keyword optimization and went into the research to
see what it takes to hit top. This is a strong framework to head out there and put this method into action. I ‘d like to hear everybody’s thoughts on the topic, particularly if you effectively executed this technique.
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