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

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Motivated 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 constructing an SEO “swipe file” for SaaS and software application brand names, ranking the first page with non-branded keywords on their function pages.

At first, this was implied to be a simple 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 lots of websites are not utilizing this technique, so digging through hundreds of pages led to 30 winners.

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

Leveraging Non-Branded Keywords On Landing Pages

Landing pages aren’t usually an area SEO pros are shouting about, since the material is seen as thin and not able 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 imply by landing page.

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

This consists of function, product, and service pages, along with rival pages, utilize cases, or lead magnets.

While we can argue about the linguistics of all of it, the point is that service, market, and function pages can be enhanced for natural reach. In truth, they’re quite effective converters.

I dug into over a hundred function pages to study what it takes to rank on the first page, and the results are rather compelling.

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

Determining Opportunities For Non-Branded Function Pages

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

Enhancing your function page for non-branded keywords is an opportunity to drive organic traffic for those who are not brand loyal yet. This is a possibility to truly let your product features shine.

Should all features receive a page? Most likely not.

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

So how do we determine the ideal feature pages?

We get our hands dirty 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 feature while likewise envisioning what one would look for if they were in the marketplace for that product.

How is it utilized? What markets does it apply to? What issue does it resolve?

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

Tips for identifying pages and keywords:

  • Features like reports, SMS notifications, or other standard functions are too unclear as questions and will more than likely never ever rank– unless there is a specific niche hook (i.e., industry, organization size, and so on)
  • Get innovative with keyword choices by utilizing action words like “find influencers” or “plagiarism checker.” Individuals utilize these queries when they remain in a minute of need and possibly all set to transform.
  • Avoid trademarking or branding anything in the keyword, especially if you are relatively new to SEO. Here are the top non-branded keywords found in my research study:

Screenshot from author, December 2022 Now, merely seeing that other brands have function pages on the first page does not indicate your website will, too. Click through the pages, and try to understand the audience and markets they are targeting. It does not have to be difficult. Among my favorite methods to do this is simply to ask my customers

about their product, noting particular expressions and the language they utilize, and likewise inquire about how their clients are utilizing the item or specific feedback around that feature. Interviewing your client or target audience is the single finest method to connect through a shared language

and perspective. SEO Tips For Optimized Function Pages These suggestions are based on studying an unlimited number of feature

pages, which led to a final list of 30 SaaS and software function pages with first-page rankings for non-branded keywords. There Is No Suggested Word Count Previously, I pointed out 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

incorrect belief that the page requires to have a lot of text to rank. My research shows that this is a totally false

assumption. Screenshot from author, December 2022

The estimated word count of the 30 function pages examined is 170-2,600.

As you can see in the chart above, the greatest word count is for ZenDesk’s function page.

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

While Grammarly and Adobe dominate total keywords, their word count is relatively low.

Screenshot from Ahrefs, December 2022 Breaking this down even more, the chart above programs those websites with non-branded keywords ranking top. When 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 someone’s query adequately.

Backlinks Will Not Make Or Break Your Page

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

This research study also 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, but I included a line for referring

domains

to the URL this time. Interestingly, it does not show a strong relationship with the total number of keywords on the page or word count. Develop A Free Tool One thing that stood out the most to me while doing this research study is that leveraging a function

of your general product and

making it available as a free tool is a fantastic method. This complimentary tool does not need to have all the exact same abilities as your paid tool, but just enough to be helpful for individuals in fact to utilize, perhaps even more than when. Grammarly is an excellent example of this technique. Its function page for plagiarism includes a complimentary tool for scanning a file 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 describe”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 typical strategy utilized by other well-known business like Adobe or Canva. It works due to the fact that visitors to your site are existing with an immediate solution without even needing to

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

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

. These abundant outcomes can provide a visual review score, carousel, prices, or other visual elements. It costs absolutely nothing to implement, yet provides you a robust SERP entry beyond a single blue link to help you stand out from the competitors. Pop-Ups Are Out– Chat Bots Are In Of the 30 websites 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 invasive function that most people do not take pleasure in, however they can also

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

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

ranking is 82, varying from 57 to 96. The chart below shows the amount of total keywords along with domain score. While the URLs with the most keywords tend to have higher domain rankings, it doesn’t reveal

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

ranking over 50, but doesn’t imply that you require 96 to rank on the first page with a non-branded keyword. Non-Branded Keywords For The Rest Of United States Regretfully, the majority of business do not have brand acknowledgment. So, while popular brand names can drop a function page and not consider optimizing it for SEO, the rest of us need to get imaginative to bring in more qualified leads. We have recognized possible function pages for non-branded keyword optimization and went into the research study to

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

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