Influenced by the SEO methods welcomed by Adobe and Canva, I started studying function pages and the possibility of leveraging non-branded keywords to increase conversions.
A number of months earlier, I began developing an SEO “swipe file” for SaaS and software application brand names, ranking the very first page with non-branded keywords on their function pages.
At first, this was implied to be an easy job. Drop a few examples, and use this in my deal with clients and colleagues to show what is possible.
Then it became very clear that numerous sites are not utilizing this method, 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 rewarding method, and bust a couple of SEO misconceptions about building an optimized page.
Leveraging Non-Branded Keywords On Landing Pages
Landing pages aren’t usually an area SEO pros are yelling about, since the material 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 mean by landing page.
Viola Eva composed an exceptional post for Ahrefs about landing page SEO, and specifies landing pages as “web pages designed to transform traffic into leads.”
This includes function, item, and solution pages, as well as competitor pages, utilize cases, or lead magnets.
While we can argue about the linguistics of all of it, the point is that solution, industry, and feature pages can be enhanced for organic reach. In reality, they’re rather effective 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 through access to Ahrefs, and a few of the companies consisted of in the list are our clients.
Recognizing Opportunities For Non-Branded Function Pages
Unfortunately, we can’t be Salesforce or Oracle– which people understand by name, and search their products with branded questions.
Optimizing your function page for non-branded keywords is a chance to drive natural traffic for those who are not brand name loyal yet. This is a chance to truly let your item features shine.
Should all functions receive a page? Probably not.
I encourage developing one all-features page as a hub and creating feature pages for strong competitors.
So how do we recognize the best feature pages?
We get our hands filthy 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 also imagining what one would look for if they remained 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 put together a list of possible keywords and utilize those to examine whether the search intent, as portrayed in the SERPs, matches the site’s function page.
Tips for identifying pages and keywords:
- Features like reports, SMS notices, or other basic functions are too vague as queries and will more than likely never rank– unless there is a specific niche hook (i.e., market, service size, etc)
- Get innovative with keyword options by utilizing action words like “find influencers” or “plagiarism checker.” People utilize these questions when they remain in a moment of need and possibly all set to transform.
- Prevent trademarking or branding anything in the keyword, specifically if you are reasonably brand-new to SEO. Here are the top non-branded keywords discovered in my research study:
Screenshot from author, December 2022 Now, simply seeing that other brand names have function pages on the very first page does not mean your site will, too. Click through the pages, and try to understand the audience and markets they are targeting. It doesn’t need to be difficult. One of my preferred methods to do this is simply to ask my customers
about their item, noting specific expressions and the language they use, and likewise inquire about how their customers are using the item or specific feedback around that function. Interviewing your customer or target audience is the single best method to link through a shared language
and perspective. SEO Tips For Optimized Function Pages These recommendations are based on studying a limitless 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 mentioned how some people might rule out a landing page as an SEO opportunity. One of the primary factors 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 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 highest 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 control overall keywords, their word count is reasonably low.
Screenshot from Ahrefs, December 2022 Breaking this down even more, the chart above programs those sites with non-branded keywords ranking number one. As soon as again, word count does not considerably rank these pages, as word count varies from 170 to 970. Rather, this suggests those pages are content-specific and respond to somebody’s inquiry adequately.
Backlinks Won’t Make Or Break Your Page
The good news does not stop with a lower word count.
This research study likewise reveals that referring domains is not a top priority or not essential.
At the absolute least expensive, 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 doesn’t show a strong relationship with the overall 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 feature
of your total product and
making it readily available as a free tool is an excellent method. This complimentary tool doesn’t need to have all the very same abilities as your paid tool, however just enough to be useful for people in fact to utilize, perhaps even more than once. Grammarly is an excellent example of this method. Its feature page for plagiarism includes a free tool for scanning a document or text, and it’s the 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 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 technique utilized by other well-known companies like Adobe or Canva. It works because visitors to your website are being presented with an instant service without even needing to
register. It develops a favorable user experience with your brand name and begins the dance of reciprocity. Schema Assists Produce Abundant Outcomes Your feature page is a landing page, so you want it to transform. You want to attract eyes from the
extremely first minute search results page occupy. Using schema, or structured information, can help your function page stand out in SERPs by adding rich outcomes
. These abundant outcomes can provide a visual review score, carousel, prices, or other visual components. It costs absolutely nothing to execute, yet provides you a robust SERP entry beyond a single blue link to assist you stick out from the competitors. Pop-Ups Are Out– Chat Bots Are In Of the 30 sites taken a look at, just 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 intrusive feature that most people do not delight in, but they can likewise
contribute to a sensory overload for many individuals, so they are not accessible. Domain Ranking Is Necessary
Until It Isn’t Of the 30 feature pages studied, the typical domain
score is 82, varying from 57 to 96. The chart below shows the amount of overall keywords in addition to domain ranking. While the URLs with the most keywords tend to have higher domain scores, it doesn’t 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 indicate 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, many companies do not have brand acknowledgment. So, while popular brand names can drop a function page and rule out optimizing it for SEO, the rest people have to get creative to generate more competent leads. We have actually determined prospective feature pages for non-branded keyword optimization and went into the research to
see what it requires to hit top. This is a strong structure to go out there and put this strategy into action. I ‘d enjoy to hear everyone’s thoughts on the subject, specifically if you successfully implemented this method.
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