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

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Motivated by the SEO techniques 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 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 meant to be an easy job. Drop a few examples, and use this in my work with customers and associates to show what is possible.

Then it became very clear that many sites are not using this method, so digging through hundreds of pages resulted in 30 winners.

In this article, we will check out why thinking about non-branded keywords for your landing pages is a lucrative strategy, and bust a couple of SEO misconceptions about building an enhanced page.

Leveraging Non-Branded Keywords On Landing Pages

Landing pages aren’t typically an area 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 suggest by landing page.

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

This includes feature, item, and solution pages, as well as competitor pages, utilize cases, or lead magnets.

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

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

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

Determining 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 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 includes shine.

Should all functions receive a page? Probably not.

I advise creating one all-features page as a hub and creating feature pages for strong contenders.

So how do we recognize the ideal function pages?

We get our hands unclean 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 phrases around that feature while likewise envisioning what one would look for if they were in the marketplace for that item.

How is it used? What industries does it apply to? What problem does it fix?

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

Tips for determining pages and keywords:

  • Features like reports, SMS alerts, or other standard features are too unclear as queries and will most likely never ever rank– unless there is a specific niche hook (i.e., market, business size, and so on)
  • Get innovative with keyword options by using action words like “discover influencers” or “plagiarism checker.” People use these questions when they are in a moment of requirement 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 top non-branded keywords discovered in my research:

Screenshot from author, December 2022 Now, merely seeing that other brands have function pages on the very first page doesn’t imply 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 challenging. Among my favorite ways to do this is simply to ask my clients

about their product, keeping in mind specific expressions and the language they use, and also ask about how their customers are using the item 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 Feature Pages These recommendations are based on studying an endless number of feature

pages, which resulted in a final list of 30 SaaS and software application function pages with first-page rankings for non-branded keywords. There Is No Recommended Word Count Formerly, I discussed how some people may not consider a landing page as an SEO opportunity. One of the main 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 reveals that this is a completely false

presumption. 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 feature page.

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

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

Screenshot from Ahrefs, December 2022 Breaking this down further, the chart above shows those sites with non-branded keywords ranking number one. Once again, word count does not substantially rank these pages, as word count varies from 170 to 970. Rather, this recommends those pages are content-specific and address somebody’s question adequately.

Backlinks Will Not Make Or Break Your Page

The bright side does not stop with a lower word count.

This research likewise reveals that referring domains is not a concern or not required.

At the outright lowest, one feature page had 3 referring domains, and the highest had 2,400.

Screenshot from author, December 2022 The above chart may look familiar, however I included a line for referring

domains

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 Complimentary Tool One thing that stuck out the most to me while doing this research is that leveraging a feature

of your total product and

making it readily available as a totally free tool is a fantastic method. This free tool does not need to have all the very same abilities as your paid tool, but just enough to be helpful for people really to use, perhaps even more than as soon as. Grammarly is a terrific example of this strategy. Its function page for plagiarism features a totally 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 doesn’t stop there as it continues down to discuss”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 typical strategy used by other widely known business like Adobe or Canva. It works because visitors to your site are being presented with an instant solution without even having to

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

very first minute search engine result populate. Utilizing schema, or structured information, can assist your feature page stand out in SERPs by adding rich outcomes

. These abundant results can supply a visual evaluation score, carousel, prices, or other visual elements. It costs nothing to carry out, yet provides you a robust SERP entry beyond a single blue link to assist you stand apart from the competition. Pop-Ups Are Out– Chat Bots Remain In Of the 30 websites analyzed, only 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 only are pop-ups an invasive feature that the majority of people do not delight in, however they can also

add to a sensory overload for many individuals, so they are not accessible. Domain Rating Is Very Important

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

score is 82, varying from 57 to 96. The chart listed below shows the sum of total keywords together with domain ranking. While the URLs with the most keywords tend to have higher domain scores, 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

score over 50, however does not indicate that you require 96 to rank on the first page with a non-branded keyword. Non-Branded Keywords For The Rest Of Us Sadly, the majority of 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 people have to get creative to bring in more competent leads. We have recognized prospective function pages for non-branded keyword optimization and dug into the research study to

see what it requires to strike primary. This is a strong structure to go out there and put this strategy into action. I ‘d love to hear everybody’s ideas on the topic, specifically if you successfully executed this strategy.

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