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

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Motivated by the SEO strategies accepted by Adobe and Canva, I started studying feature 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.

At first, this was indicated to be an easy project. Drop a couple of examples, and utilize this in my work with customers and associates to show what is possible.

Then it became extremely clear that lots of sites are not using this strategy, so digging through hundreds of pages resulted in 30 winners.

In this post, we will explore why thinking about non-branded keywords for your landing pages is a lucrative technique, and bust a few SEO misconceptions about building an optimized page.

Leveraging Non-Branded Keywords On Landing Pages

Landing pages aren’t generally a location SEO pros are screaming about, since the material 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 content.

Let’s rewind and clarify what I suggest by landing page.

Viola Eva wrote an excellent short article for Ahrefs about landing page SEO, and defines landing pages as “websites developed to convert traffic into leads.”

This includes function, product, and solution pages, in addition to 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 organic reach. In fact, they’re rather effective converters.

I dug into over a hundred function pages to study what it takes to rank on the first page, and the results are quite compelling.

Disclaimer: I work for Flow SEO, which helped support this research study through access to Ahrefs, and some of the companies consisted of in the list are our clients.

Determining Opportunities For Non-Branded Feature Pages

Sadly, we can’t be Salesforce or Oracle– which individuals understand by name, and search their products with branded questions.

Optimizing your feature page for non-branded keywords is an opportunity to drive natural traffic for those who are not brand name faithful yet. This is an opportunity to really let your product features shine.

Should all features get a page? Probably not.

I encourage producing one all-features page as a hub and producing function pages for strong contenders.

So how do we determine the ideal function pages?

We get our hands dirty in keyword research and online search engine results pages (SERPs).

This is a “put yourself in their shoes” workout. Make a list of all the words or expressions around that function while likewise envisioning what one would look for if they remained in the marketplace for that product.

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 utilize those to investigate whether the search intent, as illustrated in the SERPs, matches the site’s feature page.

Tips for recognizing pages and keywords:

  • Features like reports, SMS notifications, or other basic functions are too unclear as inquiries and will most likely never rank– unless there is a niche hook (i.e., market, service size, and so on)
  • Get creative with keyword choices by utilizing action words like “discover influencers” or “plagiarism checker.” Individuals utilize these queries when they remain in a moment of need and potentially ready to convert.
  • Avoid trademarking or branding anything in the keyword, specifically if you are relatively new to SEO. Here are the top non-branded keywords discovered in my research:

Screenshot from Ahrefs, December 2022 Now, simply seeing that other brand names have function pages on the very first page does not indicate your site will, too. Click through the pages, and attempt to understand the audience and markets they are targeting. It doesn’t have to be challenging. One of my preferred methods to do this is merely to ask my clients

about their product, noting particular phrases and the language they use, and likewise ask about how their clients are using the item or specific 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 on studying an endless variety of function

pages, which resulted in a final list of 30 SaaS and software application feature pages with first-page rankings for non-branded keywords. There Is No Recommended Word Count Formerly, I mentioned how some individuals might rule out a landing page as an SEO chance. One of the main reasons for this is that there is a

incorrect belief that the page requires to have a lot of text to rank. My research study shows that this is a totally false

presumption. Screenshot from Ahrefs, December 2022

The estimated word count of the 30 feature pages taken a look at is 170-2,600.

As you can see in the chart above, the greatest word count is for ZenDesk’s feature page.

This page remains in the bottom half of the 30 concerning overall keywords and referring domains.

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

Screenshot from Ahrefs, December 2022 Breaking this down even more, the chart above shows those websites with non-branded keywords ranking number one. As soon as 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 question sufficiently.

Backlinks Will Not Make Or Break Your Page

The bright side does not stop with a lower word count.

This research also shows that referring domains is not a concern or not needed.

At the absolute lowest, one function page had 3 referring domains, and the highest had 2,400.

Screenshot from Ahrefs, December 2022 The above chart may look familiar, however I consisted of a line for referring

domains

to the URL this time. Remarkably, it does not show a strong relationship with the total number of keywords on the page or word count. Create A Complimentary Tool One thing 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 free tool is an excellent strategy. This totally free tool doesn’t have to have all the exact same capabilities as your paid tool, however just enough to be useful for individuals in fact to utilize, maybe even more than when. Grammarly is a great example of this method. Its function page for plagiarism features a complimentary tool for scanning a document or text, and it’s the very first thing you see

when you arrive on it. Screenshot from Grammarly.com, Dec 2022 This page doesn’t stop there as it continues down to describe”why use a plagiarism checker?”and who its product is for, while ending with a call-to-action (CTA)to “check your text now.”This is a typical technique used by other popular business like Adobe or Canva. It works due to the fact that visitors to your website are existing with an immediate service without even needing to

register. It produces a positive user experience with your brand and starts the dance of reciprocity. Schema Assists Produce Rich Results Your function page is a landing page, so you desire it to transform. You wish to draw in eyes from the

extremely first moment search results populate. Making use of schema, or structured information, can assist your feature page stand apart in SERPs by adding rich results

. These abundant results can offer a visual evaluation rating, carousel, rates, or other visual components. It costs nothing to carry out, yet offers you a robust SERP entry beyond a single blue link to assist you stick out from the competition. Pop-Ups Are Out– Chat Bots Are In Of the 30 websites 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 celebrating the death of pop-ups. Not only are pop-ups an intrusive function that most people do not enjoy, but they can also

contribute to a sensory overload for numerous people, so they are not available. Domain Score Is Very Important

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

ranking is 82, ranging from 57 to 96. The chart below programs the sum of overall keywords together with domain ranking. While the URLs with the most keywords tend to have greater domain rankings, it does not reveal

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

ranking over 50, but doesn’t imply that you require 96 to rank on the first page with a non-branded keyword. Non-Branded Keywords For The Rest Of Us Sadly, the majority of business do not have brand name acknowledgment. So, while well-known brands can drop a function page and rule out optimizing it for SEO, the rest people need to get creative to bring in more certified leads. We have determined possible function pages for non-branded keyword optimization and dug into the research study to

see what it requires to strike number one. This is a strong structure to head out there and put this technique into action. I ‘d love to hear everybody’s thoughts on the topic, specifically if you effectively executed this technique.

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