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 couple of months ago, I began building an SEO “swipe file” for SaaS and software brands, ranking the very first page with non-branded keywords on their function pages.
Initially, this was meant to be an easy job. Drop a couple of examples, and use this in my deal with customers and associates to reveal what is possible.
Then it ended up being very clear that lots of sites are not utilizing this technique, so digging through numerous pages led to 30 winners.
In this short article, we will check out why considering non-branded keywords for your landing pages is a profitable technique, and bust a few SEO misconceptions about constructing an enhanced page.
Leveraging Non-Branded Keywords On Landing Pages
Landing pages aren’t normally a location 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 also do not lend themselves to backlinks compared to other pieces of content.
Let’s rewind and clarify what I indicate by landing page.
Viola Eva wrote an outstanding article for Ahrefs about landing page SEO, and specifies landing pages as “websites created to convert traffic into leads.”
This includes function, product, and option pages, in addition to rival pages, use cases, or lead magnets.
While we can argue about the linguistics of all of it, the point is that solution, market, and feature pages can be enhanced for natural reach. In truth, they’re quite effective converters.
I went into over a hundred feature pages to study what it takes to rank on the very first page, and the outcomes are rather compelling.
Disclaimer: I work for Flow SEO, which assisted support this research through access to Ahrefs, and some of the companies consisted of in the list are our customers.
Determining 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.
Enhancing your function page for non-branded keywords is an opportunity to drive natural traffic for those who are not brand devoted yet. This is an opportunity to actually let your item features shine.
Should all functions get a page? Most likely not.
I encourage producing one all-features page as a center and creating function pages for strong competitors.
So how do we identify the ideal feature pages?
We get our hands unclean 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 function while likewise picturing what one would look for if they remained in the marketplace for that product.
How is it utilized? 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 investigate whether the search intent, as portrayed in the SERPs, matches the website’s feature page.
Tips for recognizing pages and keywords:
- Features like reports, SMS notifications, or other basic functions are too vague as queries and will probably never ever rank– unless there is a niche hook (i.e., market, organization size, and so on)
- Get innovative with keyword alternatives by using action words like “find influencers” or “plagiarism checker.” Individuals utilize these inquiries when they are in a minute of requirement and possibly prepared to transform.
- Avoid trademarking or branding anything in the keyword, specifically if you are fairly brand-new to SEO. Here are the top non-branded keywords found in my research:
Screenshot from author, December 2022 Now, merely seeing that other brand names have feature pages on the first page doesn’t mean your website will, too. Click through the pages, and attempt to understand the audience and industries they are targeting. It doesn’t have to be hard. One of my preferred ways to do this is simply to ask my customers
about their item, keeping in mind specific phrases and the language they utilize, and also inquire about how their clients are using the item or specific feedback around that function. Interviewing your customer or target market is the single finest method to connect through a shared language
and perspective. SEO Tips For Optimized Function Pages These recommendations are based on studying an unlimited number of function
pages, which resulted in a last 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 pointed out how some individuals might 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 requires to have a lot of text to rank. My research study 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 highest word count is for ZenDesk’s feature page.
This page is in the bottom half of the 30 relating to 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 further, the chart above shows those websites with non-branded keywords ranking top. When 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 answer someone’s query effectively.
Backlinks Won’t Make Or Break Your Page
The bright side does not stop with a lower word count.
This research study also reveals that referring domains is not a top priority or not essential.
At the absolute most affordable, 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 included a line for referring
to the URL this time. Interestingly, it does not reveal a strong relationship with the overall variety of keywords on the page or word count. Develop A Complimentary Tool Something that stood out the most to me while doing this research study is that leveraging a function
of your general product and
making it available as a complimentary tool is an excellent technique. This complimentary tool doesn’t have to have all the exact same abilities as your paid tool, however simply enough to be useful for individuals really to use, maybe even more than once. Grammarly is an excellent example of this method. Its feature 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 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 “inspect your text now.”This is a typical strategy used by other popular companies like Adobe or Canva. It works because visitors to your website are being presented with an immediate service without even having to
register. It creates a favorable user experience with your brand and begins the dance of reciprocity. Schema Helps Produce Rich Results Your function page is a landing page, so you want it to transform. You wish to attract eyes from the
really first moment search engine result occupy. Making use of schema, or structured information, can assist your function page stand out in SERPs by adding rich results
. These abundant results can provide a visual review rating, carousel, rates, or other visual elements. It costs nothing to implement, 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 websites 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 feature that many people do not take pleasure in, however they can likewise
add to a sensory overload for lots of individuals, so they are not accessible. Domain Score Is Essential
Till It Isn’t Of the 30 function pages studied, the typical domain
rating is 82, ranging from 57 to 96. The chart listed below programs the sum of total keywords together with domain ranking. While the URLs with the most keywords tend to have higher domain scores, 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 imply that you need 96 to rank on the first page with a non-branded keyword. Non-Branded Keywords For The Rest Of Us Sadly, a lot of companies do not have brand recognition. So, while widely known brand names can drop a feature page and rule out enhancing it for SEO, the rest of us have to get imaginative to bring in more qualified leads. We have determined prospective function pages for non-branded keyword optimization and dug into the research study to
see what it takes to strike top. This is a solid framework to go out there and put this technique into action. I ‘d like to hear everyone’s ideas on the subject, specifically if you successfully executed this method.
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