Influenced by the SEO techniques 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 started developing an SEO “swipe file” for SaaS and software brands, ranking the first page with non-branded keywords on their feature pages.
At first, this was meant to be an easy project. Drop a few examples, and use this in my deal with clients and coworkers to reveal what is possible.
Then it became very clear that lots of sites are not utilizing this strategy, so digging through numerous pages resulted in 30 winners.
In this article, we will explore why thinking about non-branded keywords for your landing pages is a rewarding technique, and bust a couple of SEO misconceptions about building an enhanced page.
Leveraging Non-Branded Keywords On Landing Pages
Landing pages aren’t normally a location SEO pros are yelling about, because the material is viewed as thin and not able 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 mean by landing page.
Viola Eva wrote an excellent post for Ahrefs about landing page SEO, and specifies landing pages as “web pages created to transform traffic into leads.”
This consists of function, item, and option pages, in addition to 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 feature pages can be enhanced for organic reach. In reality, they’re quite powerful converters.
I went into over a hundred feature pages to study what it requires to rank on the very first page, and the outcomes are quite engaging.
Disclaimer: I work for Flow SEO, which assisted support this research through access to Ahrefs, and a few of the business included in the list are our clients.
Determining Opportunities For Non-Branded Function Pages
Sadly, we can’t be Salesforce or Oracle– which people know by name, and search their products with branded inquiries.
Enhancing your feature page for non-branded keywords is an opportunity to drive natural traffic for those who are not brand loyal yet. This is a chance to truly let your product features shine.
Should all functions receive a page? Most likely not.
I advise producing one all-features page as a center and producing function pages for strong contenders.
So how do we identify the ideal function pages?
We get our hands unclean in keyword research study 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 likewise picturing what one would look for if they were in the marketplace for that product.
How is it utilized? What markets does it use to? What issue does it fix?
This is where you will compile a list of possible keywords and utilize those to investigate 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 notices, or other standard functions are too vague as inquiries and will more than likely never rank– unless there is a specific niche hook (i.e., market, company size, and so on)
- Get innovative with keyword choices by utilizing action words like “find influencers” or “plagiarism checker.” Individuals utilize these questions when they remain in a moment of requirement and potentially all set to convert.
- Avoid trademarking or branding anything in the keyword, especially if you are relatively new to SEO. Here are the top non-branded keywords discovered in my research:
Screenshot from author, December 2022 Now, just seeing that other brand names have function pages on the first page doesn’t mean your site will, too. Click through the pages, and attempt to understand the audience and industries they are targeting. It doesn’t have to be challenging. Among my favorite methods to do this is simply to ask my customers
about their product, keeping in mind particular expressions and the language they use, and likewise inquire about how their clients are utilizing the item 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 on studying a limitless variety of function
pages, which resulted in a last list of 30 SaaS and software function pages with first-page rankings for non-branded keywords. There Is No Suggested Word Count Previously, I pointed out how some individuals may not consider a landing page as an SEO opportunity. Among the primary 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 shows that this is a totally false
assumption. Screenshot from author, December 2022
The estimated word count of the 30 feature pages analyzed is 170-2,600.
As you can see in the chart above, the highest word count is for ZenDesk’s feature page.
This page remains in the bottom half of the 30 regarding total keywords and referring domains.
While Grammarly and Adobe dominate 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 primary. Once 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 address somebody’s query effectively.
Backlinks Will Not Make Or Break Your Page
The bright side doesn’t stop with a lower word count.
This research likewise shows that referring domains is not a top priority or not required.
At the absolute most affordable, one function page had 3 referring domains, and the highest 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. Interestingly, it does not show a strong relationship with the total number of keywords on the page or word count. Develop A Free Tool One thing that stood apart the most to me while doing this research study is that leveraging a feature
of your general product and
making it offered as a totally free tool is an excellent strategy. This complimentary tool does not need to have all the exact same capabilities as your paid tool, but simply enough to be helpful for individuals actually to use, perhaps even more than when. Grammarly is a fantastic example of this technique. Its function page for plagiarism features a totally free tool for scanning a document or text, and it’s the 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 explain”why utilize a plagiarism checker?”and who its item is for, while ending with a call-to-action (CTA)to “examine your text now.”This is a typical strategy utilized by other well-known business like Adobe or Canva. It works due to the fact that visitors to your website are being presented with an immediate service without even needing to
sign up. It develops a favorable user experience with your brand name and starts the dance of reciprocity. Schema Assists Produce Rich Outcomes Your function page is a landing page, so you want it to transform. You wish to draw in eyes from the
extremely first moment search results occupy. Utilizing schema, or structured data, can help your feature page stick out in SERPs by adding abundant results
. These abundant outcomes can offer a visual review rating, carousel, rates, or other visual components. It costs nothing to execute, yet provides 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 sites analyzed, 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 invasive function that most people do not enjoy, but they can likewise
contribute to a sensory overload for lots of people, so they are not available. Domain Rating Is Important
Up Until It Isn’t Of the 30 feature pages studied, the typical domain
rating is 82, ranging from 57 to 96. The chart below programs the amount of total keywords together with domain ranking. While the URLs with the most keywords tend to have greater domain ratings, it does not reveal
an extremely 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, but doesn’t mean that you require 96 to rank on the first page with a non-branded keyword. Non-Branded Keywords For The Rest Of Us Sadly, the majority of business do not have brand acknowledgment. So, while popular brand names can drop a feature page and not consider enhancing it for SEO, the rest people have to get imaginative to bring in more competent leads. We have determined prospective feature pages for non-branded keyword optimization and dug into the research to
see what it requires to strike primary. This is a solid structure to go out there and put this strategy into action. I ‘d love to hear everybody’s ideas on the topic, specifically if you effectively implemented this technique.
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