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

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Influenced by the SEO methods welcomed by Adobe and Canva, I started studying function pages and the possibility of leveraging non-branded keywords to increase conversions.

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

At first, this was implied to be a simple project. Drop a few examples, and utilize this in my deal with customers and colleagues to show what is possible.

Then it ended up being really clear that numerous sites are not using this technique, so digging through numerous pages led to 30 winners.

In this short article, we will explore why considering non-branded keywords for your landing pages is a profitable strategy, and bust a couple of SEO misconceptions 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 material is viewed as thin and not able to rank due to low word count. Landing pages also do not lend themselves to backlinks compared to other pieces of content.

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

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

This consists of feature, product, and service pages, as well as competitor pages, use cases, or lead magnets.

While we can argue about the linguistics of everything, the point is that service, industry, and feature pages can be optimized for organic reach. In truth, they’re rather effective converters.

I dug into over a hundred feature pages to study what it takes to rank on the very first page, and the outcomes are quite engaging.

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

Recognizing Opportunities For Non-Branded Function Pages

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

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

Should all features receive a page? Probably not.

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

So how do we determine the best feature 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 phrases around that feature while likewise imagining what one would search for if they were in the market for that item.

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

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

Tips for identifying pages and keywords:

  • Features like reports, SMS alerts, or other basic features are too vague as inquiries and will more than likely never rank– unless there is a niche hook (i.e., market, service size, etc)
  • Get creative with keyword options by utilizing action words like “find influencers” or “plagiarism checker.” People use these inquiries when they remain in a moment of requirement and potentially ready to convert.
  • Prevent trademarking or branding anything in the keyword, specifically if you are relatively brand-new to SEO. Here are the top 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 suggest your site will, too. Click through the pages, and try to understand the audience and industries they are targeting. It does not have to be hard. One of my favorite methods to do this is just to ask my clients

about their item, keeping in mind specific phrases and the language they utilize, and also inquire about how their customers are using the product or particular feedback around that function. Interviewing your customer or target market is the single finest way to link through a shared language

and point of view. SEO Tips For Optimized Function Pages These recommendations are based on studying an unlimited number of feature

pages, which led to a final list of 30 SaaS and software feature pages with first-page rankings for non-branded keywords. There Is No Suggested Word Count Formerly, I mentioned how some individuals may not consider a landing page as an SEO chance. Among the main factors for this is that there is a

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

assumption. Screenshot from author, December 2022

The approximated word count of the 30 function pages analyzed 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 concerning overall 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 even more, the chart above shows 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 suggests those pages are content-specific and address someone’s inquiry adequately.

Backlinks Will Not Make Or Break Your Page

Fortunately doesn’t stop with a lower word count.

This research also reveals that referring domains is not a top 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 may look familiar, however I consisted of a line for referring


to the URL this time. Remarkably, it does not reveal a strong relationship with the total variety of keywords on the page or word count. Produce A Totally Free Tool One thing that stuck out the most to me while doing this research is that leveraging a function

of your overall product and

making it readily available as a free tool is an excellent method. This totally free tool does not have to have all the same capabilities as your paid tool, but just enough to be beneficial for individuals actually to utilize, maybe even more than once. Grammarly is an excellent example of this method. Its feature page for plagiarism includes a free tool for scanning a file or text, and it’s the very first thing you see

when you arrive at it. Screenshot from, Dec 2022 This page does not stop there as it continues down to describe”why utilize 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 common strategy used by other popular companies like Adobe or Canva. It works because visitors to your site are existing with an instant service without even needing to

register. It develops a positive user experience with your brand and begins the dance of reciprocity. Schema Helps Produce Abundant Outcomes Your feature page is a landing page, so you desire it to convert. You want to draw in eyes from the

really first moment search results page occupy. Using schema, or structured data, can help your function page stand out in SERPs by adding rich results

. These rich results can supply a visual review ranking, carousel, rates, or other visual components. It costs absolutely nothing to carry out, yet offers you a robust SERP entry beyond a single blue link to help 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 commemorating the death of pop-ups. Not just are pop-ups an invasive feature that many people do not enjoy, however they can also

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

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

score is 82, varying from 57 to 96. The chart below programs the sum of total keywords together with domain ranking. While the URLs with the most keywords tend to have higher domain scores, it does not reveal

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

score over 50, however doesn’t mean that you need 96 to rank on the first page with a non-branded keyword. Non-Branded Keywords For The Rest Of United States Regretfully, most business do not have brand name acknowledgment. So, while widely known brands can drop a feature page and not consider optimizing it for SEO, the rest of us have to get creative to bring in more qualified leads. We have identified potential feature pages for non-branded keyword optimization and went into the research to

see what it takes to hit number one. This is a solid framework to go out there and put this technique into action. I ‘d love to hear everybody’s ideas on the subject, specifically if you successfully implemented this technique.

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