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

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Inspired by the SEO techniques accepted by Adobe and Canva, I started studying feature pages and the possibility of leveraging non-branded keywords to increase conversions.

A couple of months ago, 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 meant to be a simple project. Drop a couple of examples, and utilize this in my deal with clients and associates to show what is possible.

Then it became very clear that numerous 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 profitable technique, and bust a few SEO misconceptions about constructing an optimized page.

Leveraging Non-Branded Keywords On Landing Pages

Landing pages aren’t normally an area SEO pros are shouting 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 provide themselves to backlinks compared to other pieces of material.

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

Viola Eva wrote an exceptional post for Ahrefs about landing page SEO, and specifies landing pages as “web pages created to transform traffic into leads.”

This includes function, product, and solution pages, along with 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 enhanced for natural reach. In reality, they’re rather effective converters.

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

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

Recognizing Opportunities For Non-Branded Function Pages

Sadly, we can’t be Salesforce or Oracle– which people understand by name, and search their products with branded questions.

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

Should all features get 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 determine the best function pages?

We get our hands unclean in keyword research and online 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 marketplace for that product.

How is it utilized? What industries does it use to? What issue does it resolve?

This is where you will put together a list of possible keywords and utilize those to examine whether the search intent, as depicted in the SERPs, matches the website’s feature page.

Tips for identifying pages and keywords:

  • Features like reports, SMS notifications, or other standard features are too unclear as queries and will probably never rank– unless there is a specific niche hook (i.e., market, organization size, etc)
  • Get creative with keyword options by using action words like “discover influencers” or “plagiarism checker.” Individuals utilize these questions when they remain in a moment of need and possibly all set to transform.
  • Avoid trademarking or branding anything in the keyword, specifically if you are fairly new to SEO. Here are the top non-branded keywords discovered in my research:

Screenshot from author, December 2022 Now, just seeing that other brand names have feature pages on the first page doesn’t suggest your website will, too. Click through the pages, and try to comprehend the audience and industries they are targeting. It does not have to be hard. One of my favorite methods to do this is merely to ask my clients

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

and point of view. SEO Tips For Optimized Feature Pages These suggestions are based on studying a limitless 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 Recommended Word Count Previously, I pointed out how some people may rule out a landing page as an SEO opportunity. Among the main factors for this is that there is a

incorrect belief that the page requires to have a great deal of text to rank. My research study reveals that this is a totally false

assumption. Screenshot from author, December 2022

The estimated word count of the 30 feature pages taken a look at is 170-2,600.

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

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

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

Screenshot from Ahrefs, December 2022 Breaking this down further, the chart above shows those sites with non-branded keywords ranking primary. Once once 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 question properly.

Backlinks Will Not Make Or Break Your Page

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

This research study likewise shows that referring domains is not a top priority or not needed.

At the absolute most affordable, one feature 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


to the URL this time. Remarkably, it doesn’t reveal a strong relationship with the overall variety of keywords on the page or word count. Create A Complimentary Tool One thing that stood out the most to me while doing this research is that leveraging a feature

of your total item and

making it available as a free tool is a fantastic method. This free tool doesn’t need to have all the very same capabilities as your paid tool, however just enough to be helpful for individuals in fact to utilize, perhaps even more than as soon as. Grammarly is a great example of this strategy. 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 arrive on it. Screenshot from Grammarly.com, 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 “check your text now.”This is a common strategy utilized by other well-known companies like Adobe or Canva. It works since visitors to your site are being presented with an instant option without even having to

register. It develops a favorable user experience with your brand and begins the dance of reciprocity. Schema Helps Produce Rich Results Your feature page is a landing page, so you want it to transform. You want to draw in eyes from the

extremely first moment search results page populate. Using schema, or structured data, can help your function page stick out in SERPs by including abundant outcomes

. These rich outcomes can offer a visual review score, carousel, prices, or other visual elements. It costs nothing to carry out, yet gives you a robust SERP entry beyond a single blue link to help you stand out from the competition. Pop-Ups Are Out– Chat Bots Remain 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 just are pop-ups an invasive function that most people do not delight in, however they can likewise

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

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

rating is 82, ranging from 57 to 96. The chart below shows the amount of overall keywords along with domain rating. While the URLs with the most keywords tend to have higher domain scores, it does not 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

rating over 50, however 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 Us Unfortunately, many business do not have brand name acknowledgment. So, while well-known brand names can drop a function page and not consider optimizing it for SEO, the rest people need to get imaginative to bring in more qualified leads. We have actually recognized possible function pages for non-branded keyword optimization and dug into the research study to

see what it takes to hit number one. This is a strong structure to head out there and put this strategy into action. I ‘d love to hear everyone’s thoughts on the topic, particularly if you successfully executed this strategy.

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