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

Initially, this was meant to be a simple project. Drop a few examples, and utilize this in my deal with customers and colleagues to reveal what is possible.

Then it ended up being very clear that many websites are not utilizing this method, 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 successful method, and bust a couple of SEO myths about developing an optimized page.

Leveraging Non-Branded Keywords On Landing Pages

Landing pages aren’t usually an area SEO pros are yelling about, because the content is viewed as thin and not able to rank due to low word count. Landing pages likewise do not provide themselves to backlinks compared to other pieces of content.

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

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

This includes function, item, and service pages, along with rival pages, utilize cases, or lead magnets.

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

I dug into over a hundred function 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 helped support this research study through access to Ahrefs, and a few of the business consisted of in the list are our clients.

Determining Opportunities For Non-Branded Feature Pages

Sadly, we can’t be Salesforce or Oracle– which individuals understand by name, and browse their products with branded inquiries.

Optimizing your feature page for non-branded keywords is an opportunity to drive organic traffic for those who are not brand name loyal yet. This is a chance to truly let your item features shine.

Should all features receive a page? Probably not.

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

So how do we identify the right function pages?

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

This is a “put yourself in their shoes” workout. Make a list of all the words or phrases around that feature while also envisioning what one would search for if they were in the marketplace for that item.

How is it used? What markets does it use to? What problem does it fix?

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

Tips for identifying pages and keywords:

  • Features like reports, SMS notices, or other standard functions are too vague as questions and will more than likely never ever rank– unless there is a specific niche hook (i.e., market, organization size, etc)
  • Get imaginative with keyword options by using action words like “discover influencers” or “plagiarism checker.” People utilize these questions when they remain in a minute of requirement and potentially ready to convert.
  • Prevent trademarking or branding anything in the keyword, specifically if you are reasonably brand-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 function pages on the very first page does not mean your site will, too. Click through the pages, and attempt to understand the audience and industries they are targeting. It does not need to be difficult. Among my preferred methods to do this is just to ask my clients

about their product, noting particular expressions and the language they use, and also ask about how their clients are using the product or particular feedback around that feature. Interviewing your client or target market 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 number of feature

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 Formerly, I pointed out how some individuals might rule out a landing page as an SEO chance. Among the main factors for this is that there is a

incorrect belief that the page needs to have a great deal of text to rank. My research shows that this is a completely false

presumption. Screenshot from author, December 2022

The approximated word count of the 30 feature 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 remains in the bottom half of the 30 concerning overall keywords and referring domains.

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

Screenshot from Ahrefs, December 2022 Breaking this down further, the chart above programs those websites with non-branded keywords ranking top. When once again, word count does not substantially rank these pages, as word count varies from 170 to 970. Rather, this suggests those pages are content-specific and address someone’s inquiry properly.

Backlinks Won’t Make Or Break Your Page

Fortunately does not stop with a lower word count.

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

At the absolute least expensive, one function 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 reveal a strong relationship with the overall number of keywords on the page or word count. Develop A Complimentary Tool One thing that stood apart the most to me while doing this research study is that leveraging a feature

of your total item and

making it available as a free tool is a fantastic strategy. This complimentary tool doesn’t have to have all the exact same abilities as your paid tool, however simply enough to be beneficial for individuals in fact to use, maybe even more than once. Grammarly is a great example of this strategy. Its function page for plagiarism includes a free tool for scanning a file or text, and it’s the first thing you see

when you land on it. Screenshot from Grammarly.com, Dec 2022 This page doesn’t stop there as it continues down to describe”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 typical method used by other widely known companies like Adobe or Canva. It works since visitors to your website are being presented with an immediate solution without even needing to

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

really first minute search results occupy. Using schema, or structured data, can assist your feature page stick out in SERPs by including rich results

. These abundant results can provide a visual review rating, carousel, rates, or other visual components. It costs absolutely nothing to carry out, yet gives you a robust SERP entry beyond a single blue link to help you stand apart from the competitors. Pop-Ups Are Out– Chat Bots Are In Of the 30 sites taken a look at, 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 take pleasure in, but they can also

contribute to a sensory overload for numerous people, so they are not available. Domain Ranking Is Essential

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

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

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

rating over 50, but does not imply that you need 96 to rank on the first page with a non-branded keyword. Non-Branded Keywords For The Rest Of Us Regretfully, the majority of business do not have brand recognition. So, while popular brand names can drop a function page and rule out optimizing it for SEO, the rest of us need to get creative to generate more certified leads. We have actually determined prospective function pages for non-branded keyword optimization and went into the research to

see what it requires to hit top. This is a solid structure to go out there and put this strategy into action. I ‘d love to hear everyone’s thoughts on the topic, especially if you successfully executed this technique.

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