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 function pages and the possibility of leveraging non-branded keywords to increase conversions.

A couple of months earlier, I started constructing an SEO “swipe file” for SaaS and software brand names, ranking the first page with non-branded keywords on their function pages.

At first, this was implied to be a simple job. Drop a couple of examples, and use this in my work with clients and coworkers to show what is possible.

Then it ended up being extremely clear that lots of websites are not utilizing this technique, so digging through numerous pages resulted in 30 winners.

In this short article, we will check out why thinking about non-branded keywords for your landing pages is a profitable strategy, and bust a few SEO misconceptions about developing an optimized page.

Leveraging Non-Branded Keywords On Landing Pages

Landing pages aren’t typically an area SEO pros are yelling about, because the material is seen as thin and not able 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 imply by landing page.

Viola Eva composed an excellent post for Ahrefs about landing page SEO, and defines landing pages as “web pages created to convert traffic into leads.”

This consists of feature, item, and solution pages, along with rival pages, use cases, or lead magnets.

While we can argue about the linguistics of everything, the point is that service, market, and function pages can be optimized for organic reach. In reality, they’re quite powerful converters.

I went into over a hundred feature 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 through access to Ahrefs, and some of the business included in the list are our clients.

Recognizing Opportunities For Non-Branded Function Pages

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

Optimizing your function page for non-branded keywords is a chance to drive organic traffic for those who are not brand name faithful yet. This is a possibility to truly let your item features shine.

Should all functions get a page? Most likely not.

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

So how do we identify the right function pages?

We get our hands filthy in keyword research study and online 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 likewise imagining what one would look for if they remained in the market for that product.

How is it utilized? What markets does it use to? What problem does it resolve?

This is where you will compile a list of possible keywords and utilize those to examine whether the search intent, as illustrated in the SERPs, matches the website’s function page.

Tips for recognizing pages and keywords:

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

Screenshot from author, December 2022 Now, simply seeing that other brands have function pages on the first page does not suggest your website will, too. Click through the pages, and attempt to understand the audience and markets they are targeting. It does not have to be tough. Among my preferred ways to do this is merely to ask my customers

about their product, noting specific phrases and the language they use, and likewise inquire about how their customers are utilizing the product or specific feedback around that feature. Interviewing your customer or target market is the single finest method to link through a shared language

and perspective. SEO Tips For Optimized Feature Pages These suggestions are based upon studying an endless number 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 Advised Word Count Formerly, I discussed how some individuals might rule out a landing page as an SEO chance. Among the main factors for this is that there is a

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

presumption. Screenshot from author, December 2022

The approximated 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 concerning overall keywords and referring domains.

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

Screenshot from Ahrefs, December 2022 Breaking this down further, the chart above programs those sites with non-branded keywords ranking top. Once once again, word count does not considerably rank these pages, as word count varies from 170 to 970. Rather, this recommends those pages are content-specific and answer somebody’s inquiry adequately.

Backlinks Will Not Make Or Break Your Page

The bright side doesn’t stop with a lower word count.

This research study also reveals that referring domains is not a priority or not necessary.

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 might look familiar, but I included a line for referring


to the URL this time. Remarkably, it doesn’t reveal a strong relationship with the overall number of keywords on the page or word count. Develop A Complimentary Tool One thing that stood apart the most to me while doing this research study is that leveraging a feature

of your overall product and

making it offered as a totally free tool is a terrific method. This complimentary tool does not need to have all the very same capabilities as your paid tool, but simply enough to be helpful for individuals actually to use, maybe even more than when. Grammarly is an excellent example of this method. Its feature page for plagiarism features a totally free tool for scanning a file 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 “examine your text now.”This is a common method utilized by other widely known business like Adobe or Canva. It works due to the fact that visitors to your site are existing with an immediate option without even having to

sign up. It creates a positive user experience with your brand name and starts the dance of reciprocity. Schema Assists Produce Abundant Outcomes Your function page is a landing page, so you desire it to convert. You want to draw in eyes from the

extremely first moment search results occupy. Using schema, or structured information, can help your feature page stick out in SERPs by including abundant outcomes

. These rich outcomes can supply a visual review score, carousel, prices, or other visual aspects. It costs absolutely nothing to implement, yet provides you a robust SERP entry beyond a single blue link to assist you stick out from the competitors. Pop-Ups Are Out– Chat Bots Remain In Of the 30 sites analyzed, 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 just are pop-ups an intrusive feature that the majority of people do not delight in, but they can likewise

add to a sensory overload for numerous individuals, so they are not available. Domain Ranking Is Necessary

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

score is 82, ranging from 57 to 96. The chart below programs the amount of total keywords along with domain ranking. While the URLs with the most keywords tend to have greater domain scores, it does not show

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

rating over 50, however doesn’t suggest 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 function page and rule out optimizing it for SEO, the rest of us have to get imaginative to generate more certified leads. We have actually determined potential function pages for non-branded keyword optimization and dug into the research study to

see what it takes to hit primary. This is a solid framework to head out there and put this method into action. I ‘d love to hear everybody’s thoughts on the subject, particularly if you successfully executed this technique.

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