Feature Page SEO For SaaS: Non-Branded Keywords For Organic Traffic

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Inspired by the SEO techniques welcomed by Adobe and Canva, I began studying function pages and the possibility of leveraging non-branded keywords to increase conversions.

A couple of months earlier, I began building an SEO “swipe file” for SaaS and software application brands, ranking the first page with non-branded keywords on their function pages.

At first, this was suggested to be an easy job. Drop a couple of examples, and utilize this in my deal with clients and associates to reveal what is possible.

Then it ended up being very clear that lots of websites are not utilizing 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 rewarding strategy, and bust a couple of SEO misconceptions about developing an optimized page.

Leveraging Non-Branded Keywords On Landing Pages

Landing pages aren’t usually a location SEO pros are shouting about, because the content is viewed 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 mean by landing page.

Viola Eva composed an outstanding short 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 option pages, in addition to competitor pages, use cases, or lead magnets.

While we can argue about the linguistics of it all, the point is that service, industry, and function pages can be enhanced for natural reach. In reality, they’re quite powerful 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 rather engaging.

Disclaimer: I work for Flow SEO, which helped support this research through access to Ahrefs, and some of the business included in the list are our customers.

Recognizing Opportunities For Non-Branded Function Pages

Regrettably, we can’t be Salesforce or Oracle– which individuals know by name, and search their items with branded inquiries.

Optimizing your feature page for non-branded keywords is a chance to drive organic traffic for those who are not brand name loyal yet. This is a chance to actually let your product features shine.

Should all features get a page? Probably not.

I advise producing one all-features page as a center and creating feature pages for strong contenders.

So how do we recognize the best feature pages?

We get our hands filthy in keyword research and online 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 also picturing what one would look for if they were in the market for that product.

How is it used? What industries does it use to? What issue does it fix?

This is where you will compile a list of potential keywords and use those to investigate whether the search intent, as portrayed in the SERPs, matches the website’s feature page.

Tips for identifying pages and keywords:

  • Features like reports, SMS notices, or other standard features are too vague as inquiries and will most likely never rank– unless there is a specific niche hook (i.e., industry, service size, etc)
  • Get innovative with keyword choices by utilizing action words like “find influencers” or “plagiarism checker.” People use these questions when they remain in a moment of requirement and potentially prepared to transform.
  • Avoid trademarking or branding anything in the keyword, especially if you are fairly new to SEO. Here are the leading non-branded keywords discovered in my research:

Screenshot from author, December 2022 Now, merely seeing that other brands have function pages on the first page doesn’t mean your site will, too. Click through the pages, and attempt to comprehend the audience and industries they are targeting. It does not need to be tough. Among my favorite methods to do this is merely to ask my customers

about their product, noting particular phrases and the language they use, and also inquire about how their clients are using the product or particular feedback around that feature. Interviewing your customer or target market is the single best way to connect through a shared language

and point of view. SEO Tips For Optimized Feature Pages These suggestions are based upon studying an endless variety of feature

pages, which led to a last list of 30 SaaS and software function pages with first-page rankings for non-branded keywords. There Is No Suggested Word Count Formerly, I discussed how some individuals may not consider a landing page as an SEO opportunity. One of the primary factors for this is that there is a

incorrect belief that the page needs 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 estimated 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 remains in the bottom half of the 30 concerning total keywords and referring domains.

While Grammarly and Adobe control overall keywords, their word count is relatively low.

Screenshot from Ahrefs, December 2022 Breaking this down further, the chart above shows those websites with non-branded keywords ranking number one. Once once again, word count does not significantly rank these pages, as word count ranges from 170 to 970. Rather, this recommends those pages are content-specific and answer somebody’s inquiry properly.

Backlinks Won’t Make Or Break Your Page

Fortunately doesn’t stop with a lower word count.

This research also shows that referring domains is not a top priority or not essential.

At the outright lowest, one feature 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. Remarkably, it does not show a strong relationship with the overall number of keywords on the page or word count. Create A Free Tool One thing that stuck out the most to me while doing this research is that leveraging a function

of your total item and

making it readily available as a totally free tool is a great technique. This totally free tool does not need to have all the same abilities as your paid tool, however simply enough to be useful for individuals actually to use, perhaps even more than once. Grammarly is a terrific example of this method. Its function page for plagiarism includes a complimentary tool for scanning a document or text, and it’s the first thing you see

when you land on 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 method utilized by other well-known business like Adobe or Canva. It works due to the fact that visitors to your site are existing with an instant option without even needing to

register. It develops a favorable user experience with your brand and begins the dance of reciprocity. Schema Helps Produce Rich Outcomes Your function page is a landing page, so you want it to transform. You want to draw in eyes from the

extremely first moment search results populate. Utilizing schema, or structured information, can assist your function page stick out in SERPs by adding rich outcomes

. These abundant outcomes can provide a visual evaluation score, carousel, pricing, or other visual aspects. It costs absolutely nothing to carry out, yet offers you a robust SERP entry beyond a single blue link to assist you stand out from the competition. Pop-Ups Are Out– Chat Bots Are In Of the 30 sites taken a look at, only 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 just are pop-ups an invasive feature that the majority of people do not take pleasure in, but they can also

contribute to a sensory overload for lots of people, so they are not accessible. Domain Score Is Necessary

Until It Isn’t Of the 30 feature pages studied, the typical domain

ranking is 82, varying from 57 to 96. The chart below shows the sum of overall keywords in addition to domain ranking. While the URLs with the most keywords tend to have higher domain rankings, it does not show

a very clear relationship in this chart. Screenshot from author, December 2022 It informs me that it does assist to have a strong domain

score over 50, but does not indicate that you require 96 to rank on the very first page with a non-branded keyword. Non-Branded Keywords For The Rest Of Us Unfortunately, the majority of business do not have brand name acknowledgment. So, while popular brands can drop a feature page and not consider optimizing it for SEO, the rest people need to get imaginative to bring in more certified leads. We have actually determined potential function pages for non-branded keyword optimization and dug into the research to

see what it requires to strike top. This is a strong structure to go out there and put this method into action. I ‘d love to hear everybody’s ideas on the topic, particularly if you successfully implemented this technique.

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