Motivated by the SEO methods embraced 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 began building an SEO “swipe file” for SaaS and software application brands, ranking the first page with non-branded keywords on their feature pages.
Initially, this was implied to be an easy task. Drop a few examples, and utilize this in my deal with customers and associates to show what is possible.
Then it ended up being extremely 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 thinking about non-branded keywords for your landing pages is a lucrative strategy, and bust a couple of SEO myths about building an optimized page.
Leveraging Non-Branded Keywords On Landing Pages
Landing pages aren’t usually a location SEO pros are yelling about, since the material is seen 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 content.
Let’s rewind and clarify what I suggest by landing page.
Viola Eva wrote an excellent post for Ahrefs about landing page SEO, and defines landing pages as “websites created to convert traffic into leads.”
This includes function, item, and option pages, along with competitor pages, utilize cases, or lead magnets.
While we can argue about the linguistics of everything, the point is that solution, industry, and function pages can be optimized for natural reach. In fact, they’re quite effective converters.
I went into over a hundred function pages to study what it requires to rank on the very first page, and the results are quite engaging.
Disclaimer: I work for Flow SEO, which helped support this research study through access to Ahrefs, and a few of the business included in the list are our customers.
Identifying Opportunities For Non-Branded Function Pages
Regrettably, we can’t be Salesforce or Oracle– which people understand by name, and browse their products with branded questions.
Enhancing your feature page for non-branded keywords is a chance to drive natural traffic for those who are not brand name devoted yet. This is an opportunity to truly let your item features shine.
Should all functions get a page? Most likely not.
I advise producing one all-features page as a center and producing feature pages for strong competitors.
So how do we recognize the right function pages?
We get our hands dirty 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 feature while also envisioning what one would look for if they were in the marketplace for that product.
How is it used? What markets does it apply to? What problem does it fix?
This is where you will put together a list of possible keywords and use those to investigate whether the search intent, as illustrated in the SERPs, matches the website’s feature page.
Tips for determining pages and keywords:
- Functions like reports, SMS notifications, or other basic features are too vague as questions and will probably never rank– unless there is a specific niche hook (i.e., market, business size, and so on)
- Get innovative with keyword choices by using action words like “discover influencers” or “plagiarism checker.” People use these inquiries when they remain in a minute of need and possibly all set to transform.
- Prevent trademarking or branding anything in the keyword, specifically if you are relatively new to SEO. Here are the leading non-branded keywords found in my research:
Screenshot from author, December 2022 Now, simply seeing that other brands have function pages on the very first page doesn’t mean your site will, too. Click through the pages, and try to comprehend the audience and industries they are targeting. It doesn’t have to be tough. Among my preferred methods to do this is simply to ask my clients
about their product, keeping in mind particular expressions and the language they utilize, and also ask about how their customers are utilizing the item or particular feedback around that function. Interviewing your client or target audience is the single finest method to connect through a shared language
and point of view. SEO Tips For Optimized Feature Pages These suggestions are based on studying an unlimited variety of feature
pages, which led to a final list of 30 SaaS and software application feature pages with first-page rankings for non-branded keywords. There Is No Advised Word Count Formerly, I discussed how some people might rule out a landing page as an SEO chance. Among the main factors for this is that there is a
incorrect belief that the page requires to have a great deal of text to rank. My research reveals that this is an entirely incorrect
presumption. Screenshot from author, December 2022
The estimated word count of the 30 feature 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 regarding 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 number one. As soon as once again, word count does not significantly rank these pages, as word count ranges from 170 to 970. Rather, this suggests those pages are content-specific and address somebody’s query effectively.
Backlinks Won’t Make Or Break Your Page
The good news does not stop with a lower word count.
This research study likewise shows that referring domains is not a top priority or not necessary.
At the absolute least expensive, one feature page had 3 referring domains, and the highest had 2,400.
Screenshot from author, December 2022 The above chart might look familiar, but I consisted of a line for referring
to the URL this time. Remarkably, it does not reveal a strong relationship with the overall number of keywords on the page or word count. Develop A Complimentary Tool One thing that stood out the most to me while doing this research is that leveraging a feature
of your total item and
making it readily available as a free tool is a fantastic strategy. This free tool doesn’t need to have all the exact same capabilities as your paid tool, however just enough to be useful for individuals in fact to use, maybe even more than once. Grammarly is an excellent example of this method. Its function page for plagiarism features a complimentary 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 discuss”why use a plagiarism checker?”and who its item is for, while ending with a call-to-action (CTA)to “inspect your text now.”This is a typical strategy utilized by other widely known business like Adobe or Canva. It works because visitors to your site are existing with an immediate option without even needing to
register. It develops 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 want to attract eyes from the
really first minute search results populate. Using schema, or structured information, can assist your function page stick out in SERPs by including rich outcomes
. These rich outcomes can provide a visual review score, carousel, prices, or other visual elements. It costs absolutely nothing to implement, yet offers you a robust SERP entry beyond a single blue link to help you stand out from the competition. Pop-Ups Are Out– Chat Bots Are In Of the 30 sites examined, 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 intrusive function that many people do not enjoy, however they can also
contribute to a sensory overload for lots of people, so they are not accessible. Domain Rating 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 listed below shows the amount of overall keywords together with domain ranking. While the URLs with the most keywords tend to have greater domain scores, 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
rating over 50, but doesn’t indicate that you require 96 to rank on the first page with a non-branded keyword. Non-Branded Keywords For The Rest Of United States Regretfully, a lot of business do not have brand name recognition. So, while popular brands can drop a feature page and not consider optimizing it for SEO, the rest of us have to get innovative to bring in more certified leads. We have recognized possible feature pages for non-branded keyword optimization and went into the research study to
see what it requires to hit number one. This is a solid structure to head out there and put this technique into action. I ‘d enjoy to hear everybody’s ideas on the subject, specifically if you successfully executed this method.
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