Motivated 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 couple 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 feature pages.
At first, this was meant to be an easy job. Drop a few examples, and use this in my work with customers and colleagues to show what is possible.
Then it ended up being extremely clear that numerous websites are not using this method, so digging through hundreds of pages led to 30 winners.
In this short article, we will explore why considering non-branded keywords for your landing pages is a successful method, and bust a few 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, because the material is viewed as thin and not able to rank due to low word count. Landing pages also don’t lend themselves to backlinks compared to other pieces of content.
Let’s rewind and clarify what I suggest by landing page.
Viola Eva wrote an outstanding article for Ahrefs about landing page SEO, and specifies landing pages as “web pages created to transform traffic into leads.”
This consists of feature, 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 service, market, and feature pages can be enhanced for organic reach. In fact, they’re rather effective converters.
I dug into over a hundred feature pages to study what it takes to rank on the very first page, and the results are quite engaging.
Disclaimer: I work for Flow SEO, which helped support this research through access to Ahrefs, and a few of the business consisted of in the list are our customers.
Determining Opportunities For Non-Branded Function Pages
Sadly, we can’t be Salesforce or Oracle– which individuals understand by name, and browse their items with branded questions.
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 really let your item features shine.
Should all functions get a page? Probably not.
I encourage developing one all-features page as a center and creating feature pages for strong contenders.
So how do we recognize the ideal feature pages?
We get our hands filthy in keyword research study and 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 picturing what one would search for if they were in the marketplace for that item.
How is it utilized? What industries does it use to? What issue does it fix?
This is where you will assemble a list of possible keywords and use those to investigate whether the search intent, as depicted in the SERPs, matches the website’s feature page.
Tips for identifying pages and keywords:
- Functions like reports, SMS notifications, or other standard functions are too vague as queries and will most likely never ever rank– unless there is a specific niche hook (i.e., industry, business size, etc)
- Get innovative with keyword alternatives by utilizing action words like “discover influencers” or “plagiarism checker.” People use these queries when they remain in a moment of need and potentially prepared to convert.
- Prevent trademarking or branding anything in the keyword, especially if you are reasonably brand-new to SEO. Here are the top non-branded keywords discovered in my research:
Screenshot from author, December 2022 Now, merely seeing that other brand names have feature pages on the very first page does not suggest your website will, too. Click through the pages, and try to understand the audience and industries they are targeting. It does not need to be hard. Among my favorite ways to do this is merely to ask my customers
about their item, keeping in mind particular phrases and the language they utilize, and also ask about how their customers are using the product or particular feedback around that function. Interviewing your client or target market is the single best way to link through a shared language
and point of view. SEO Tips For Optimized Function Pages These recommendations are based on studying an endless number of feature
pages, which resulted in a last list of 30 SaaS and software feature pages with first-page rankings for non-branded keywords. There Is No Suggested Word Count Previously, I mentioned how some people may rule out a landing page as an SEO chance. Among 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 shows that this is an entirely false
presumption. Screenshot from author, December 2022
The approximated word count of the 30 function 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 function page.
This page remains in the bottom half of the 30 concerning 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 further, the chart above programs those websites with non-branded keywords ranking primary. When 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 answer somebody’s question adequately.
Backlinks Won’t Make Or Break Your Page
Fortunately does not stop with a lower word count.
This research study likewise reveals that referring domains is not a priority or not necessary.
At the outright least expensive, one function page had 3 referring domains, and the highest had 2,400.
Screenshot from author, December 2022 The above chart might look familiar, however I consisted of a line for referring
to the URL this time. Interestingly, it doesn’t reveal a strong relationship with the overall variety of keywords on the page or word count. Create A Complimentary Tool Something that stood apart the most to me while doing this research study is that leveraging a function
of your total product and
making it offered as a complimentary tool is a great method. This totally free tool does not have to have all the very same abilities as your paid tool, however just enough to be helpful for people in fact to use, perhaps even more than when. Grammarly is a fantastic example of this strategy. Its function page for plagiarism includes a complimentary tool for scanning a file or text, and it’s the very first thing you see
when you arrive on it. Screenshot from Grammarly.com, Dec 2022 This page does not 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 typical strategy utilized by other widely known companies like Adobe or Canva. It works due to the fact that visitors to your site are being presented with an immediate service without even needing to
register. It produces a favorable user experience with your brand name and begins the dance of reciprocity. Schema Helps Produce Abundant Outcomes Your function page is a landing page, so you desire it to convert. You wish to draw in eyes from the
really first minute search results populate. Using schema, or structured data, can assist your feature page stand out in SERPs by adding abundant results
. These abundant outcomes can supply a visual review rating, carousel, rates, or other visual components. It costs absolutely nothing to carry out, 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 Remain 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 understand 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 delight in, but they can likewise
contribute to a sensory overload for lots of people, so they are not accessible. Domain Rating Is Important
Up Until It Isn’t Of the 30 function pages studied, the typical domain
rating is 82, ranging from 57 to 96. The chart listed below shows the sum of overall keywords together with domain rating. While the URLs with the most keywords tend to have higher domain scores, it doesn’t reveal
a very clear relationship in this chart. Screenshot from author, December 2022 It tells me that it does help to have a strong domain
rating over 50, however 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 Sadly, the majority of companies do not have brand name acknowledgment. So, while widely known brands can drop a function page and not consider enhancing it for SEO, the rest of us need to get imaginative to generate more competent leads. We have actually identified potential function pages for non-branded keyword optimization and went into the research study to
see what it takes to strike primary. This is a solid framework to head out there and put this technique into action. I ‘d enjoy to hear everyone’s ideas on the topic, especially if you successfully executed this method.
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