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

Posted by

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

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

Initially, this was suggested to be an easy project. Drop a couple of examples, and utilize this in my deal with customers and colleagues to show what is possible.

Then it ended up being very clear that numerous websites are not utilizing this method, so digging through numerous pages led to 30 winners.

In this post, we will check out why thinking about non-branded keywords for your landing pages is a rewarding method, and bust a few SEO myths about building 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 seen as thin and unable to rank due to low word count. Landing pages likewise do not provide themselves to backlinks compared to other pieces of material.

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

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

This consists of function, product, and service pages, as well as competitor 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 dug into over a hundred function pages to study what it requires to rank on the first page, and the results are quite compelling.

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

Identifying 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 questions.

Enhancing your function page for non-branded keywords is an opportunity to drive natural traffic for those who are not brand name faithful yet. This is a chance to actually let your product features shine.

Should all features get a page? Most likely not.

I recommend creating one all-features page as a center and creating feature pages for strong competitors.

So how do we recognize the best function pages?

We get our hands unclean in keyword research study and 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 envisioning what one would look for if they were in the market for that product.

How is it utilized? What markets does it apply to? What problem does it solve?

This is where you will put together a list of potential keywords and utilize those to examine whether the search intent, as depicted in the SERPs, matches the site’s function page.

Tips for recognizing pages and keywords:

  • Functions like reports, SMS notifications, or other basic features are too vague as questions and will most likely never ever rank– unless there is a specific niche hook (i.e., market, company size, etc)
  • Get innovative with keyword alternatives by utilizing action words like “discover influencers” or “plagiarism checker.” People use these queries when they are in a moment of requirement and potentially all set to convert.
  • Prevent trademarking or branding anything in the keyword, especially 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 brand names have function pages on the first page doesn’t mean your website will, too. Click through the pages, and try to comprehend the audience and markets they are targeting. It doesn’t have to be hard. Among my preferred methods to do this is just to ask my clients

about their item, keeping in mind particular expressions and the language they use, and also ask about how their clients are utilizing the item or specific feedback around that function. Interviewing your client or target market is the single best way to connect through a shared language

and point of view. SEO Tips For Optimized Function Pages These suggestions are based upon studying a limitless number of function

pages, which led to 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 Previously, I pointed out how some individuals may not consider a landing page as an SEO chance. One of the primary reasons for this is that there is a

false belief that the page needs to have a great deal of text to rank. My research shows that this is a completely incorrect

assumption. Screenshot from author, December 2022

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

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

This page remains in the bottom half of the 30 regarding 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 programs those sites with non-branded keywords ranking primary. As soon as again, word count does not considerably rank these pages, as word count ranges from 170 to 970. Rather, this recommends those pages are content-specific and address somebody’s question adequately.

Backlinks Will Not Make Or Break Your Page

Fortunately doesn’t stop with a lower word count.

This research likewise shows that referring domains is not a priority or not necessary.

At the absolute least expensive, 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 included a line for referring


to the URL this time. Remarkably, it doesn’t reveal a strong relationship with the total number of keywords on the page or word count. Create A Totally Free Tool One thing that stood out the most to me while doing this research is that leveraging a function

of your general item and

making it available as a free tool is a great technique. This complimentary tool does not need to have all the exact same abilities as your paid tool, but just enough to be helpful for individuals actually to utilize, maybe even more than once. Grammarly is a fantastic example of this technique. Its function page for plagiarism includes a 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 does not 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 method utilized by other popular business like Adobe or Canva. It works due to the fact that visitors to your site are existing with an instant solution without even having to

sign up. It creates a favorable user experience with your brand name and begins the dance of reciprocity. Schema Helps Produce Rich Outcomes Your feature page is a landing page, so you want it to convert. You wish to attract eyes from the

really first minute search results page populate. Using schema, or structured information, can help your function page stand apart in SERPs by adding rich outcomes

. These abundant results can supply a visual evaluation rating, carousel, prices, or other visual components. It costs nothing to implement, yet gives 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 taken a look at, 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 just are pop-ups an invasive feature that most people do not delight in, but they can likewise

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

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

rating is 82, ranging from 57 to 96. The chart below programs the sum of overall keywords along with domain ranking. While the URLs with the most keywords tend to have greater domain ratings, it doesn’t show

a really 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, however doesn’t suggest that you need 96 to rank on the very first page with a non-branded keyword. Non-Branded Keywords For The Rest Of Us Sadly, most companies do not have brand recognition. So, while widely known brand names can drop a feature page and not consider enhancing it for SEO, the rest people have to get creative to bring in more certified leads. We have identified possible function pages for non-branded keyword optimization and went into the research to

see what it requires to strike primary. This is a strong structure to go out there and put this strategy into action. I ‘d enjoy to hear everybody’s thoughts on the subject, especially if you effectively executed this method.

More resources: Featured Image: amgun/Best SMM Panel