Function 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 function pages and the possibility of leveraging non-branded keywords to increase conversions.

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

Initially, this was suggested to be a simple job. Drop a few examples, and utilize this in my work with clients and colleagues to reveal what is possible.

Then it ended up being very clear that many sites are not utilizing this method, so digging through numerous pages resulted in 30 winners.

In this short article, we will explore why considering non-branded keywords for your landing pages is a rewarding method, and bust a couple of SEO myths about developing an optimized page.

Leveraging Non-Branded Keywords On Landing Pages

Landing pages aren’t typically a location SEO pros are screaming about, due to the fact that the content is seen as thin and not able to rank due to low word count. Landing pages also don’t lend themselves to backlinks compared to other pieces of content.

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

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

This consists of function, item, and option pages, as well as competitor pages, use cases, or lead magnets.

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

I dug into over a hundred function pages to study what it requires to rank on the 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 a few of the business included in the list are our customers.

Determining 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 inquiries.

Optimizing your function page for non-branded keywords is an opportunity to drive organic traffic for those who are not brand devoted yet. This is a possibility to actually let your item includes shine.

Should all features receive a page? Most likely not.

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

So how do we recognize the best function pages?

We get our hands dirty 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 also picturing what one would look for if they were in the market for that item.

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

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

Tips for identifying pages and keywords:

  • Functions like reports, SMS notifications, or other basic features are too unclear as questions and will more than likely never ever rank– unless there is a niche hook (i.e., market, company size, and so on)
  • Get innovative with keyword choices by using action words like “discover influencers” or “plagiarism checker.” Individuals use these inquiries when they are in a moment of requirement and possibly ready to transform.
  • Prevent trademarking or branding anything in the keyword, especially if you are fairly 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 first page does not mean your site will, too. Click through the pages, and try to understand the audience and markets they are targeting. It does not have to be tough. One of my preferred ways to do this is merely to ask my customers

about their item, noting particular expressions and the language they use, and likewise inquire about how their clients are utilizing the item or specific feedback around that feature. Interviewing your customer or target audience is the single finest way to link through a shared language

and point of view. SEO Tips For Optimized Feature Pages These suggestions are based upon studying an unlimited variety of function

pages, which led to a last list of 30 SaaS and software feature pages with first-page rankings for non-branded keywords. There Is No Advised Word Count Previously, I mentioned how some people might not consider a landing page as an SEO chance. One of the main reasons for this is that there is a

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

presumption. Screenshot from author, December 2022

The estimated word count of the 30 feature pages analyzed 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 control overall keywords, their word count is relatively low.

Screenshot from Ahrefs, December 2022 Breaking this down further, the chart above shows those websites with non-branded keywords ranking top. As soon as again, word count does not substantially rank these pages, as word count ranges from 170 to 970. Rather, this recommends those pages are content-specific and answer somebody’s query properly.

Backlinks Won’t Make Or Break Your Page

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

This research study also reveals that referring domains is not a top priority or not needed.

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, but I included 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. Develop A Totally Free Tool One thing that stuck 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 terrific technique. This free tool doesn’t need to have all the same abilities as your paid tool, however just enough to be beneficial for individuals in fact to utilize, maybe even more than as soon as. Grammarly is a fantastic example of this technique. Its function page for plagiarism includes a free tool for scanning a document or text, and it’s the very first thing you see

when you arrive on it. Screenshot from, Dec 2022 This page does not stop there as it continues down to explain”why utilize a plagiarism checker?”and who its product is for, while ending with a call-to-action (CTA)to “inspect your text now.”This is a common technique utilized by other well-known companies like Adobe or Canva. It works due to the fact that visitors to your site are being presented with an immediate solution without even having to

sign up. It creates a positive user experience with your brand and begins the dance of reciprocity. Schema Helps Produce Abundant Results Your feature page is a landing page, so you desire it to transform. You wish to draw in eyes from the

extremely first moment search engine result occupy. Using schema, or structured information, can help your function page stand out in SERPs by adding abundant outcomes

. These abundant outcomes can supply a visual evaluation rating, carousel, prices, or other visual components. It costs nothing to implement, yet provides you a robust SERP entry beyond a single blue link to help you stand apart 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 know I can’t be alone in commemorating the death of pop-ups. Not just are pop-ups an intrusive function that most people do not enjoy, however they can also

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

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

ranking is 82, ranging from 57 to 96. The chart listed below programs the sum of overall keywords in addition to domain rating. While the URLs with the most keywords tend to have greater domain rankings, it doesn’t 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, but does not imply that you require 96 to rank on the very first page with a non-branded keyword. Non-Branded Keywords For The Rest Of United States Sadly, a lot of business do not have brand name recognition. So, while popular brands can drop a function page and rule out optimizing it for SEO, the rest of us need to get imaginative to generate more qualified leads. We have actually determined potential feature pages for non-branded keyword optimization and dug into the research to

see what it takes to strike top. This is a solid structure to head out there and put this technique into action. I ‘d love to hear everybody’s thoughts on the topic, particularly if you successfully implemented this method.

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