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

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

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

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

Then it became really clear that numerous sites are not utilizing this technique, so digging through hundreds of pages resulted in 30 winners.

In this post, we will check out why considering non-branded keywords for your landing pages is a successful technique, and bust a couple of SEO myths about constructing an enhanced page.

Leveraging Non-Branded Keywords On Landing Pages

Landing pages aren’t usually an area SEO pros are screaming about, due to the fact that the material is viewed as thin and unable to rank due to low word count. Landing pages also do not provide themselves to backlinks compared to other pieces of material.

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

Viola Eva composed an exceptional short article for Ahrefs about landing page SEO, and specifies landing pages as “websites designed to convert traffic into leads.”

This includes feature, product, and solution pages, in addition to competitor pages, utilize cases, or lead magnets.

While we can argue about the linguistics of it all, the point is that option, market, and function pages can be enhanced for organic reach. In truth, they’re quite effective converters.

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

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

Identifying Opportunities For Non-Branded Function Pages

Regrettably, we can’t be Salesforce or Oracle– which people understand by name, and browse their products with branded queries.

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

Should all functions get a page? Probably not.

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

So how do we determine 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 feature while likewise envisioning what one would search for if they were in the marketplace for that product.

How is it used? What markets does it apply to? What issue does it solve?

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

Tips for determining pages and keywords:

  • Features like reports, SMS alerts, or other standard functions are too unclear as queries and will most likely never rank– unless there is a specific niche hook (i.e., industry, business size, etc)
  • Get imaginative with keyword choices by utilizing action words like “discover influencers” or “plagiarism checker.” People use these queries when they remain in a moment of requirement and potentially all set to convert.
  • Avoid trademarking or branding anything in the keyword, specifically if you are reasonably brand-new to SEO. Here are the leading non-branded keywords discovered in my research:

Screenshot from author, December 2022 Now, merely seeing that other brand names have function pages on the very first page does not imply your website will, too. Click through the pages, and try to comprehend the audience and industries they are targeting. It does not have to be hard. One of my favorite methods to do this is merely to ask my customers

about their product, noting particular phrases and the language they utilize, and likewise inquire about how their clients are utilizing the item or particular feedback around that function. Interviewing your client or target market is the single finest way to connect through a shared language

and viewpoint. SEO Tips For Optimized Feature Pages These suggestions are based upon studying an endless variety of function

pages, which led to a last list of 30 SaaS and software application function pages with first-page rankings for non-branded keywords. There Is No Advised Word Count Formerly, I mentioned how some people might not consider 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 shows that this is a completely incorrect

presumption. Screenshot from author, December 2022

The approximated word count of the 30 function 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 function page.

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

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

Screenshot from Ahrefs, December 2022 Breaking this down even more, the chart above programs those websites with non-branded keywords ranking primary. When 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 someone’s query adequately.

Backlinks Will Not Make Or Break Your Page

The good news doesn’t stop with a lower word count.

This research study likewise reveals that referring domains is not a priority or not essential.

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 may look familiar, but I consisted of a line for referring

domains

to the URL this time. Interestingly, it does not show a strong relationship with the total variety of keywords on the page or word count. Develop A Complimentary Tool Something that stood apart the most to me while doing this research study is that leveraging a feature

of your overall product and

making it available as a free tool is an excellent strategy. This totally free tool does not need to have all the very same capabilities as your paid tool, however simply enough to be useful for people really to use, maybe even more than once. Grammarly is a great example of this strategy. Its function page for plagiarism features a free 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 explain”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 common method utilized by other widely known business like Adobe or Canva. It works since visitors to your site are existing with an instant service without even needing to

sign up. It produces a positive user experience with your brand and begins the dance of reciprocity. Schema Assists Produce Rich Results Your feature page is a landing page, so you want it to transform. You wish to attract eyes from the

extremely first moment search engine result occupy. Making use of schema, or structured data, can help your feature page stand out in SERPs by including rich results

. These abundant results can offer a visual review score, carousel, rates, or other visual elements. It costs absolutely nothing to carry out, yet provides you a robust SERP entry beyond a single blue link to assist you stand out from the competitors. Pop-Ups Are Out– Chat Bots Remain In Of the 30 websites analyzed, 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 intrusive function that the majority of people do not enjoy, however they can likewise

add to a sensory overload for lots of people, so they are not available. Domain Score Is Very Important

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

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

rating over 50, but does not imply that you need 96 to rank on the very first page with a non-branded keyword. Non-Branded Keywords For The Rest Of United States Sadly, many business do not have brand recognition. So, while popular brands can drop a function page and rule out enhancing it for SEO, the rest people have to get imaginative to bring in more certified leads. We have identified 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 head out there and put this technique into action. I ‘d like to hear everybody’s thoughts on the topic, specifically if you effectively executed this method.

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