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

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Influenced by the SEO techniques accepted by Adobe and Canva, I began studying function pages and the possibility of leveraging non-branded keywords to increase conversions.

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

At first, this was indicated to be an easy job. Drop a couple of examples, and utilize this in my deal with customers and associates to reveal what is possible.

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

In this post, we will explore why considering 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 usually a location SEO pros are shouting about, since the content is viewed as thin and unable to rank due to low word count. Landing pages likewise don’t lend themselves to backlinks compared to other pieces of content.

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

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

This includes function, item, and service pages, in addition to competitor pages, utilize cases, or lead magnets.

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

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

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

Identifying Opportunities For Non-Branded Function Pages

Sadly, we can’t be Salesforce or Oracle– which individuals know by name, and search their items with branded queries.

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

Should all features get a page? Most likely not.

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

So how do we recognize the right function pages?

We get our hands unclean in keyword research and 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 picturing what one would search for if they remained in the market for that product.

How is it utilized? What industries does it apply to? What issue does it solve?

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

Tips for recognizing pages and keywords:

  • Functions like reports, SMS notices, or other basic functions are too vague as questions and will more than likely never ever rank– unless there is a niche hook (i.e., industry, service size, and so on)
  • Get creative with keyword options by using action words like “discover influencers” or “plagiarism checker.” People use these queries when they are in a moment of need and possibly all set to convert.
  • Avoid trademarking or branding anything in the keyword, specifically if you are reasonably new to SEO. Here are the top non-branded keywords discovered in my research study:

Screenshot from author, December 2022 Now, simply seeing that other brand names have feature pages on the first page doesn’t mean your site will, too. Click through the pages, and try to understand the audience and industries they are targeting. It does not need to be tough. Among my preferred ways to do this is simply to ask my clients

about their product, noting particular expressions and the language they utilize, and also inquire about how their customers are using the item or specific feedback around that function. Interviewing your client or target market is the single finest method to link through a shared language

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

pages, which led to a last list of 30 SaaS and software function pages with first-page rankings for non-branded keywords. There Is No Recommended Word Count Formerly, I discussed how some people might rule out a landing page as an SEO opportunity. 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 reveals that this is a totally false

assumption. Screenshot from author, December 2022

The approximated word count of the 30 feature 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 is in the bottom half of the 30 regarding total 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 even more, the chart above shows those websites with non-branded keywords ranking top. 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 answer somebody’s query effectively.

Backlinks Won’t Make Or Break Your Page

Fortunately doesn’t stop with a lower word count.

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

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 number of keywords on the page or word count. Create A Free Tool One thing that stuck out the most to me while doing this research study is that leveraging a function

of your overall product and

making it available as a complimentary tool is an excellent strategy. This totally free tool doesn’t have to have all the very same capabilities as your paid tool, but simply enough to be helpful for individuals really to use, maybe even more than when. Grammarly is an excellent example of this technique. Its function page for plagiarism includes a totally free tool for scanning a document or text, and it’s the very first thing you see

when you land on it. Screenshot from, Dec 2022 This page doesn’t stop there as it continues down to discuss”why use a plagiarism checker?”and who its product is for, while ending with a call-to-action (CTA)to “examine your text now.”This is a common method utilized by other popular business like Adobe or Canva. It works due to the fact that visitors to your site are existing with an immediate service without even having to

register. It produces a positive user experience with your brand name and starts the dance of reciprocity. Schema Helps Produce Abundant Results Your function page is a landing page, so you desire it to transform. You want to attract eyes from the

really first moment search engine result occupy. Utilizing schema, or structured information, can assist your function page stand out in SERPs by including rich results

. These rich results can provide a visual evaluation rating, carousel, rates, or other visual elements. It costs nothing to execute, 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 sites examined, only 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 intrusive feature that most people do not enjoy, but they can also

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

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

rating is 82, ranging from 57 to 96. The chart below shows the amount of total keywords in addition to domain score. While the URLs with the most keywords tend to have greater domain ratings, it doesn’t reveal

a very 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 mean 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 Unfortunately, most companies do not have brand name acknowledgment. So, while widely known brand names can drop a feature page and not consider enhancing it for SEO, the rest people need to get innovative to bring in more qualified leads. We have recognized possible feature pages for non-branded keyword optimization and dug into the research to

see what it takes to hit primary. This is a strong structure to go out there and put this technique into action. I ‘d like to hear everybody’s ideas on the subject, especially if you successfully implemented this strategy.

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