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

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Inspired by the SEO techniques embraced 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 began developing 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 meant to be a simple task. Drop a few 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 sites are not using this strategy, so digging through numerous pages led to 30 winners.

In this post, we will check out why considering non-branded keywords for your landing pages is a rewarding strategy, and bust a few SEO myths about building an enhanced page.

Leveraging Non-Branded Keywords On Landing Pages

Landing pages aren’t normally a location SEO pros are screaming about, since the material is seen as thin and unable to rank due to low word count. Landing pages likewise do not lend themselves to backlinks compared to other pieces of material.

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

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

This includes function, product, and option pages, along with competitor pages, utilize cases, or lead magnets.

While we can argue about the linguistics of all of it, the point is that service, market, and feature pages can be optimized for natural reach. In fact, they’re rather powerful converters.

I went into over a hundred feature pages to study what it requires to rank on the very first page, and the outcomes are rather compelling.

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

Identifying Opportunities For Non-Branded Function Pages

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

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

Should all features get a page? Probably not.

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

So how do we identify the right feature pages?

We get our hands dirty in keyword research and search engine results pages (SERPs).

This is a “put yourself in their shoes” workout. Make a list of all the words or expressions around that function while also imagining what one would look for if they remained in the marketplace for that item.

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

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

Tips for determining pages and keywords:

  • Functions like reports, SMS alerts, or other basic functions are too vague as queries and will most likely never ever rank– unless there is a niche hook (i.e., market, organization size, and so on)
  • Get innovative with keyword choices by using action words like “find influencers” or “plagiarism checker.” People utilize these questions when they remain in a minute of requirement and potentially ready to convert.
  • Avoid trademarking or branding anything in the keyword, especially if you are relatively brand-new to SEO. Here are the top non-branded keywords found in my research:

Screenshot from author, December 2022 Now, merely seeing that other brands have feature 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 does not have to be difficult. Among my favorite ways to do this is simply to ask my clients

about their product, noting particular expressions and the language they use, and likewise inquire about how their clients are using the product or particular feedback around that function. Interviewing your customer or target audience is the single best method to link through a shared language

and point of view. SEO Tips For Optimized Feature Pages These recommendations are based on studying a limitless variety of function

pages, which resulted in 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 Formerly, I mentioned how some people might not consider a landing page as an SEO opportunity. Among 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 reveals that this is a completely false

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 function page.

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

While Grammarly and Adobe control overall keywords, their word count is reasonably low.

Screenshot from Ahrefs, December 2022 Breaking this down further, the chart above shows those sites with non-branded keywords ranking primary. As soon as once again, word count does not significantly rank these pages, as word count ranges from 170 to 970. Rather, this suggests those pages are content-specific and address somebody’s inquiry sufficiently.

Backlinks Won’t Make Or Break Your Page

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

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

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, but I consisted of a line for referring

domains

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

of your total product and

making it readily available as a totally free tool is a fantastic technique. This free tool doesn’t have to have all the same abilities as your paid tool, but simply enough to be useful for people really to use, maybe even more than as soon as. Grammarly is an excellent example of this strategy. Its function page for plagiarism includes a totally free tool for scanning a file or text, and it’s the very 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 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 common strategy used by other well-known business like Adobe or Canva. It works because visitors to your website are being presented with an immediate solution without even having to

sign up. It develops a positive user experience with your brand name and starts the dance of reciprocity. Schema Helps Produce Rich Results Your feature page is a landing page, so you desire it to convert. You want to attract eyes from the

really first moment search results populate. Utilizing schema, or structured data, can help your feature page stick out in SERPs by including abundant outcomes

. These rich results can provide a visual evaluation score, carousel, prices, or other visual elements. It costs nothing to implement, yet provides you a robust SERP entry beyond a single blue link to help you stick out from the competitors. Pop-Ups Are Out– Chat Bots Are 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 understand I can’t be alone in commemorating the death of pop-ups. Not just are pop-ups an intrusive function that many people do not enjoy, however they can likewise

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

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

ranking is 82, ranging from 57 to 96. The chart listed below shows the sum of overall keywords together with domain score. While the URLs with the most keywords tend to have greater domain rankings, it does not 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

rating over 50, however does not 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, many companies do not have brand name acknowledgment. So, while widely known brands can drop a feature page and rule out enhancing it for SEO, the rest people have to get creative to generate more certified leads. We have recognized potential function pages for non-branded keyword optimization and went into the research to

see what it requires to strike number one. This is a strong structure to head out there and put this strategy into action. I ‘d love to hear everyone’s thoughts on the topic, especially if you effectively implemented this method.

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