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 feature pages and the possibility of leveraging non-branded keywords to increase conversions.

A number of months ago, I began constructing an SEO “swipe file” for SaaS and software brands, ranking the very first page with non-branded keywords on their function pages.

Initially, this was indicated to be a simple project. Drop a couple of examples, and utilize this in my deal with customers and associates to show what is possible.

Then it became really clear that numerous sites are not utilizing this strategy, so digging through numerous pages resulted in 30 winners.

In this short article, we will explore why thinking about non-branded keywords for your landing pages is a lucrative method, and bust a few SEO misconceptions about developing an enhanced page.

Leveraging Non-Branded Keywords On Landing Pages

Landing pages aren’t usually an area SEO pros are shouting about, because the material is seen as thin and unable to rank due to low word count. Landing pages likewise don’t provide themselves to backlinks compared to other pieces of content.

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

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

This consists of function, item, and solution pages, as well as rival pages, utilize cases, or lead magnets.

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

I went 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 Flow SEO, which assisted support this research through access to Ahrefs, and some of the companies included in the list are our customers.

Recognizing Opportunities For Non-Branded Feature Pages

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

Enhancing your feature page for non-branded keywords is a chance to drive natural traffic for those who are not brand name devoted yet. This is a possibility to truly let your product features shine.

Should all functions get a page? Most likely not.

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

So how do we determine the ideal 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” workout. Make a list of all the words or expressions around that feature while also imagining what one would look for if they remained in the market for that product.

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

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 website’s feature page.

Tips for recognizing pages and keywords:

  • Features like reports, SMS notices, or other standard features are too unclear as questions and will more than likely never ever rank– unless there is a niche hook (i.e., industry, service size, etc)
  • Get creative with keyword alternatives by using action words like “discover influencers” or “plagiarism checker.” People utilize these inquiries when they are in a minute of requirement and possibly ready to transform.
  • Prevent trademarking or branding anything in the keyword, particularly if you are reasonably brand-new to SEO. Here are the leading non-branded keywords discovered in my research study:

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

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

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

pages, which resulted in 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 not consider a landing page as an SEO chance. Among the main reasons for this is that there is a

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

assumption. Screenshot from author, December 2022

The estimated word count of the 30 feature pages analyzed 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 reasonably low.

Screenshot from Ahrefs, December 2022 Breaking this down even more, the chart above programs those websites with non-branded keywords ranking primary. As soon as 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 someone’s query properly.

Backlinks Won’t Make Or Break Your Page

The bright side does not stop with a lower word count.

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

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 might look familiar, however I consisted of a line for referring


to the URL this time. Remarkably, it does not show a strong relationship with the overall number of keywords on the page or word count. Produce A Free Tool One thing that stood apart the most to me while doing this research study is that leveraging a feature

of your general product and

making it available as a complimentary tool is an excellent technique. This free tool doesn’t need to have all the same abilities as your paid tool, however just enough to be helpful for people really to utilize, maybe even more than when. Grammarly is a terrific example of this technique. Its function page for plagiarism features a complimentary tool for scanning a file or text, and it’s the first thing you see

when you land on it. Screenshot from, Dec 2022 This page doesn’t stop there as it continues down to explain”why use a plagiarism checker?”and who its item is for, while ending with a call-to-action (CTA)to “examine your text now.”This is a common method used by other popular business like Adobe or Canva. It works since visitors to your site are being presented with an immediate solution without even needing to

sign up. It produces a positive user experience with your brand and begins the dance of reciprocity. Schema Helps Produce Abundant Outcomes Your function page is a landing page, so you want it to transform. You wish to draw in eyes from the

very first moment search results occupy. Utilizing schema, or structured data, can help your function page stick out in SERPs by adding abundant outcomes

. These abundant results can provide a visual review rating, carousel, prices, or other visual aspects. It costs absolutely nothing to execute, yet offers you a robust SERP entry beyond a single blue link to assist you stand out from the competitors. Pop-Ups Are Out– Chat Bots Are In Of the 30 sites analyzed, 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 celebrating the death of pop-ups. Not just are pop-ups an intrusive feature that many people do not delight in, but they can likewise

contribute to a sensory overload for lots of people, so they are not available. Domain Score Is Very Important

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

ranking is 82, varying from 57 to 96. The chart listed below shows the sum of overall keywords together with domain score. While the URLs with the most keywords tend to have higher domain ratings, it doesn’t reveal

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

score over 50, however does not indicate that you require 96 to rank on the first page with a non-branded keyword. Non-Branded Keywords For The Rest Of Us Unfortunately, a lot of business do not have brand recognition. So, while popular brand names can drop a function page and not consider optimizing it for SEO, the rest of us need to get innovative to bring in more qualified leads. We have actually identified potential feature pages for non-branded keyword optimization and dug into the research to

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

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