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

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Motivated by the SEO methods 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 back, I started developing 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 implied to be a simple task. Drop a couple of examples, and utilize this in my work with customers and coworkers to show what is possible.

Then it ended up being very clear that many websites are not using this technique, so digging through hundreds of pages led to 30 winners.

In this short article, we will explore why thinking about non-branded keywords for your landing pages is a profitable technique, and bust a couple of SEO myths about constructing an optimized page.

Leveraging Non-Branded Keywords On Landing Pages

Landing pages aren’t generally an area SEO pros are screaming about, due to the fact that the content is viewed 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 mean by landing page.

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

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

While we can argue about the linguistics of all of it, the point is that option, market, and feature pages can be enhanced for organic reach. In reality, they’re rather powerful converters.

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

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

Recognizing Opportunities For Non-Branded Feature Pages

Unfortunately, we can’t be Salesforce or Oracle– which individuals know by name, and browse their products with branded questions.

Optimizing your function page for non-branded keywords is a chance 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 functions receive a page? Probably not.

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

So how do we identify the ideal 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 function while likewise envisioning what one would search for if they remained in the market for that item.

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

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

Tips for recognizing pages and keywords:

  • Features like reports, SMS alerts, or other standard features are too vague as questions and will probably never ever rank– unless there is a specific niche hook (i.e., market, organization size, etc)
  • Get imaginative with keyword options by utilizing action words like “discover influencers” or “plagiarism checker.” Individuals use these inquiries when they are in a minute of need and potentially ready to convert.
  • Prevent trademarking or branding anything in the keyword, especially if you are relatively brand-new to SEO. Here are the leading non-branded keywords found in my research:

Screenshot from author, December 2022 Now, simply seeing that other brands have function pages on the very first page does not mean 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. Among my preferred methods to do this is simply to ask my clients

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

and viewpoint. SEO Tips For Optimized Function Pages These recommendations are based on studying an endless variety of feature

pages, which resulted in a last list of 30 SaaS and software 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 primary factors for this is that there is a

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

presumption. Screenshot from author, December 2022

The estimated 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 total keywords and referring domains.

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

Screenshot from Ahrefs, December 2022 Breaking this down even more, the chart above shows those websites with non-branded keywords ranking primary. Once once again, word count does not considerably rank these pages, as word count ranges from 170 to 970. Rather, this suggests those pages are content-specific and answer somebody’s question adequately.

Backlinks Will Not Make Or Break Your Page

The good news does not stop with a lower word count.

This research study also shows that referring domains is not a top priority or not required.

At the outright least expensive, 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 consisted of a line for referring


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

of your total product and

making it available as a free tool is an excellent method. This totally free tool doesn’t need to have all the very same abilities as your paid tool, however just enough to be helpful for individuals actually to utilize, maybe even more than as soon as. Grammarly is an excellent example of this technique. Its function page for plagiarism includes a free tool for scanning a document or text, and it’s the first thing you see

when you arrive on it. Screenshot from Grammarly.com, Dec 2022 This page does not stop there as it continues down to explain”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 common strategy utilized by other well-known companies like Adobe or Canva. It works because visitors to your website are being presented with an instant service without even having to

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

extremely first minute search engine result occupy. Making use of schema, or structured data, can help your function page stand apart in SERPs by including abundant results

. These rich results can supply a visual evaluation ranking, carousel, pricing, or other visual components. It costs nothing to implement, yet provides you a robust SERP entry beyond a single blue link to help you stick out from the competition. Pop-Ups Are Out– Chat Bots Remain In Of the 30 websites examined, 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 only are pop-ups an invasive function that the majority of people do not delight in, but they can also

contribute to a sensory overload for numerous people, so they are not accessible. Domain Rating Is Important

Till 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 sum of overall keywords in addition to domain ranking. While the URLs with the most keywords tend to have higher domain scores, it doesn’t show

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

score over 50, but doesn’t suggest that you require 96 to rank on the very first page with a non-branded keyword. Non-Branded Keywords For The Rest Of Us Unfortunately, the majority of business do not have brand recognition. So, while widely known brands can drop a feature page and rule out optimizing it for SEO, the rest people have to get imaginative to generate more qualified leads. We have identified prospective function pages for non-branded keyword optimization and went into the research study to

see what it takes to strike number one. This is a strong structure to go out there and put this strategy into action. I ‘d like to hear everyone’s thoughts on the topic, particularly if you successfully implemented this technique.

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