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

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

A number of months earlier, I started developing an SEO “swipe file” for SaaS and software brand names, ranking the very first page with non-branded keywords on their function pages.

At first, this was meant to be an easy project. Drop a few examples, and use this in my work with customers and coworkers to show what is possible.

Then it became extremely clear that lots of websites are not using this method, so digging through numerous pages resulted in 30 winners.

In this post, we will explore why considering non-branded keywords for your landing pages is a successful strategy, and bust a few SEO myths about building an optimized page.

Leveraging Non-Branded Keywords On Landing Pages

Landing pages aren’t generally an area SEO pros are yelling about, because the material is seen 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 material.

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

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

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

While we can argue about the linguistics of it all, the point is that option, industry, and function pages can be enhanced for natural reach. In reality, they’re quite powerful converters.

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

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

Determining Opportunities For Non-Branded Function Pages

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

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

Should all functions get a page? Probably not.

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

So how do we recognize the best 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 function while also envisioning what one would search for if they remained in the marketplace for that product.

How is it utilized? What markets does it apply to? What problem does it solve?

This is where you will compile a list of possible 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 notifications, or other standard functions are too vague as inquiries and will most likely never rank– unless there is a niche hook (i.e., market, organization size, etc)
  • Get creative with keyword options by using action words like “find influencers” or “plagiarism checker.” People utilize these questions when they are in a moment of requirement and potentially ready to transform.
  • Avoid trademarking or branding anything in the keyword, especially if you are reasonably brand-new to SEO. Here are the top non-branded keywords discovered in my research:

Screenshot from author, December 2022 Now, just seeing that other brands have feature pages on the very first page does not imply 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 difficult. One of my favorite ways to do this is simply to ask my customers

about their product, keeping in mind specific expressions and the language they utilize, and likewise ask about how their clients are using the item or particular feedback around that feature. Interviewing your client or target market is the single best way to link through a shared language

and point of view. SEO Tips For Optimized Feature Pages These suggestions are based on studying a limitless variety of feature

pages, which led to a final list of 30 SaaS and software feature pages with first-page rankings for non-branded keywords. There Is No Recommended Word Count Previously, I discussed how some individuals may not consider a landing page as an SEO chance. One of the primary reasons for this is that there is a

false belief that the page requires to have a lot of text to rank. My research shows that this is an entirely 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 highest word count is for ZenDesk’s function 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 even more, the chart above shows those websites 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 suggests those pages are content-specific and address someone’s question adequately.

Backlinks Won’t Make Or Break Your Page

Fortunately doesn’t stop with a lower word count.

This research also reveals that referring domains is not a priority or not necessary.

At the absolute lowest, one feature 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

domains

to the URL this time. Surprisingly, it doesn’t reveal a strong relationship with the total variety of keywords on the page or word count. Create 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 item and

making it readily available as a complimentary tool is an excellent method. This totally free tool doesn’t need to have all the very same capabilities as your paid tool, but just enough to be useful for individuals actually to use, maybe even more than when. Grammarly is an excellent example of this method. Its feature page for plagiarism includes a totally free tool for scanning a file or text, and it’s the very 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 “check your text now.”This is a typical strategy used by other popular business like Adobe or Canva. It works because visitors to your website are existing with an instant solution without even needing to

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

really first minute search results populate. Making use of schema, or structured information, can help your function page stand out in SERPs by including rich results

. These abundant results can offer a visual evaluation score, carousel, rates, or other visual elements. It costs absolutely nothing to implement, yet gives you a robust SERP entry beyond a single blue link to assist you stick out from the competition. Pop-Ups Are Out– Chat Bots Are In Of the 30 sites examined, just 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 just are pop-ups an invasive feature that most people do not enjoy, however they can likewise

add to a sensory overload for lots of people, so they are not accessible. Domain Rating Is Necessary

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

score is 82, varying from 57 to 96. The chart below programs the sum of total keywords together with domain score. While the URLs with the most keywords tend to have higher domain rankings, it does not reveal

a really 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 doesn’t mean that you need 96 to rank on the very first page with a non-branded keyword. Non-Branded Keywords For The Rest Of Us Unfortunately, most business do not have brand name acknowledgment. So, while widely known brands can drop a function page and rule out optimizing it for SEO, the rest people need to get creative to generate more qualified leads. We have actually determined possible function pages for non-branded keyword optimization and went into the research study to

see what it requires to strike top. This is a solid structure to go out there and put this strategy into action. I ‘d enjoy to hear everyone’s ideas on the subject, particularly if you successfully implemented this technique.

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