Influenced by the SEO methods accepted 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 developing an SEO “swipe file” for SaaS and software application brands, ranking the very first page with non-branded keywords on their feature pages.
At first, this was implied to be an easy task. Drop a couple of examples, and utilize this in my deal with clients and coworkers to reveal what is possible.
Then it ended up being really clear that many websites are not using 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 lucrative technique, and bust a few SEO misconceptions about developing an enhanced page.
Leveraging Non-Branded Keywords On Landing Pages
Landing pages aren’t usually an area SEO pros are shouting about, due to the fact that the content is seen as thin and not able to rank due to low word count. Landing pages likewise do not lend themselves to backlinks compared to other pieces of material.
Let’s rewind and clarify what I indicate by landing page.
Viola Eva wrote an excellent article for Ahrefs about landing page SEO, and specifies landing pages as “web pages designed to transform traffic into leads.”
This consists of feature, product, and solution pages, as well as rival 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 optimized for natural reach. In truth, they’re rather effective converters.
I went into over a hundred feature 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 assisted support this research through access to Ahrefs, and a few of the business consisted of in the list are our clients.
Recognizing Opportunities For Non-Branded Feature Pages
Unfortunately, we can’t be Salesforce or Oracle– which individuals understand by name, and browse their items with branded queries.
Optimizing your feature 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 item includes shine.
Should all functions get a page? Most likely not.
I recommend producing one all-features page as a hub and creating feature pages for strong contenders.
So how do we determine the right 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 phrases around that feature while likewise imagining what one would search for if they were in the market for that item.
How is it used? What industries does it apply to? What issue does it solve?
This is where you will put together a list of prospective keywords and use those to examine whether the search intent, as portrayed in the SERPs, matches the website’s function page.
Tips for determining pages and keywords:
- Features like reports, SMS notices, or other standard features are too vague as inquiries and will more than likely never ever rank– unless there is a specific niche hook (i.e., industry, organization size, etc)
- Get creative with keyword alternatives by using action words like “find influencers” or “plagiarism checker.” Individuals use these questions when they are in a moment of requirement and possibly prepared to convert.
- Avoid trademarking or branding anything in the keyword, especially if you are relatively new to SEO. Here are the leading non-branded keywords found in my research study:
Screenshot from author, December 2022 Now, simply seeing that other brands have function pages on the very first page doesn’t suggest your website will, too. Click through the pages, and try to comprehend the audience and markets they are targeting. It doesn’t need to be hard. Among my preferred ways to do this is merely to ask my clients
about their item, noting particular phrases and the language they use, and likewise ask about how their clients are utilizing the item or specific feedback around that function. Interviewing your customer or target market is the single finest method to link through a shared language
and viewpoint. SEO Tips For Optimized Feature Pages These suggestions are based upon studying an unlimited variety of feature
pages, which led to a final list of 30 SaaS and software 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 opportunity. One of the main reasons for this is that there is a
incorrect belief that the page requires to have a great deal of text to rank. My research study reveals that this is an entirely false
assumption. Screenshot from author, December 2022
The approximated word count of the 30 function 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 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 reasonably low.
Screenshot from Ahrefs, December 2022 Breaking this down even more, the chart above shows those websites with non-branded keywords ranking number one. Once once again, word count does not substantially rank these pages, as word count varies from 170 to 970. Rather, this recommends those pages are content-specific and answer someone’s inquiry effectively.
Backlinks Will Not Make Or Break Your Page
The bright side does not stop with a lower word count.
This research study likewise reveals that referring domains is not a top priority or not required.
At the absolute lowest, one feature page had 3 referring domains, and the highest 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 Totally Free Tool Something that stood apart the most to me while doing this research study is that leveraging a feature
of your general item and
making it offered as a totally free tool is a great strategy. This free tool does not need to have all the same abilities as your paid tool, however simply enough to be helpful for people really to utilize, perhaps even more than once. Grammarly is a great example of this method. Its feature page for plagiarism features a free tool for scanning a document or text, and it’s the very 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 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 method utilized by other well-known business like Adobe or Canva. It works since visitors to your website are being presented with an instant solution without even needing to
sign up. It creates a positive user experience with your brand name and begins the dance of reciprocity. Schema Helps Produce Rich Results Your feature page is a landing page, so you desire it to transform. You wish to draw in eyes from the
very first minute search engine result populate. Utilizing schema, or structured information, can help your feature page stand out in SERPs by adding abundant results
. These rich outcomes can supply a visual review rating, carousel, prices, 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 stand out from the competitors. Pop-Ups Are Out– Chat Bots Remain In Of the 30 websites 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 celebrating the death of pop-ups. Not only are pop-ups an invasive function that the majority of people do not delight in, however they can likewise
add to a sensory overload for many individuals, so they are not accessible. Domain Ranking Is Important
Till It Isn’t Of the 30 feature pages studied, the typical domain
rating is 82, ranging from 57 to 96. The chart listed below shows the sum of overall keywords along with domain rating. While the URLs with the most keywords tend to have greater domain rankings, it doesn’t show
an extremely clear relationship in this chart. Screenshot from author, December 2022 It tells me that it does help to have a strong domain
ranking over 50, but doesn’t indicate that you need 96 to rank on the very first page with a non-branded keyword. Non-Branded Keywords For The Rest Of Us Unfortunately, most companies do not have brand acknowledgment. So, while well-known brand names can drop a function page and rule out optimizing it for SEO, the rest people need to get imaginative to generate more qualified leads. We have actually identified potential function pages for non-branded keyword optimization and went into the research study to
see what it requires to strike top. This is a solid framework to head out there and put this technique into action. I ‘d like to hear everyone’s thoughts on the subject, particularly if you successfully implemented this strategy.
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