Organic Traffic For SaaS: Feature SEO And Keywords

Organic Traffic For SaaS: Feature SEO And Keywords

Leveraging Non-Branded Keywords On Landing Pages

Landing pages are not typically an area SEO pros are shouting about, as the content is seen as thin and unable to rank due to low word count. Landing pages also don’t lend themselves to backlinks compared to other pieces of content. Viola Eva wrote an article for Ahrefs about landing page SEO, defining landing pages as “web pages designed to convert traffic into leads.” This includes feature, product, and solution pages, as well as competitor pages, use cases, or lead magnets.

Arguing about the linguistics of it all, solution, industry, and feature pages can be optimized for organic reach. In fact, they are quite powerful converters. Over a hundred feature pages study what it takes to rank on the first page, and the results are quite compelling.

Identifying Opportunities for Non-Branded Feature Pages

Salesforce or Oracle, which people know by name, and search their products with branded queries. Optimizing feature page for non-branded keywords is an opportunity to drive organic traffic for those who are not brand loyal yet. This is a chance to let your product features shine.

All pages should not receive a page. It is advisable to create one all-features page as a hub and create feature pages for strong contenders. Identifying the right feature pages. Make a list of all the words or phrases around that feature while also imagining what one would search for if they were in the market for that product. This is where you will compile a list of potential keywords and use those to investigate whether the search intent, as depicted in the SERPs, matches the website’s feature page.

Tips for identifying pages and keywords:

1. Features such as reports, SMS notifications, or other standard features are too vague as queries and would most likely never rank, unless there is a niche hook.

2. Get creative with keyword options by using action words such as ‘find influencers’ or ‘plagiarism checker’. People use these queries when they are in a moment of need and potentially ready to convert.

3. Avoid trademarking or branding anything in the keyword, particularly if it is relatively new to SEO.

SEO Tips for Optimized Feature Pages

The recommendations are based on studying an endless number of feature ages, which resulted in a final list of 30 SaaS and software feature pages with first-page rankings for non-branded keywords.

There is no recommended Word Count

The expected word count of the 30 feature pages examined is 170-2,600. The highest word count is for ZenDesk’s feature page, which is in the bottom half of the 30, regarding total keywords and referring domains. While Grammarly and Adobe dominate the total keywords, their word count is relatively low. Breaking this down further, the chart shows those sites with non-branded keywords ranking number one. Word count does not significantly rank the pages, as word count ranges from 170 to 970. Rather, suggesting those pages are content-specific and answering someone’s query adequately.

Backlinks Won’t Make or Break Your Page

Referring domains is not a priority or not necessary. At the absolute lowest, one feature page has 3 referring domains, and the highest has 2,400.

Create A Free Tool

Using a feature of your overall product and making it available as a free tool is a great strategy. This free tool doesn’t have to have all the same capabilities as your paid tool, but just enough to be useful for people to use, maybe even more than once. Grammarly is a great example of this strategy, featuring a page for plagiarism, featuring a free tool for scanning a document or text, and it is the first thing you see when you land on it.

This page doesn’t stop there as it continues down to explain “why use a plagiarism checker?” and who its product is for, while ending with a call-to-action (CTA) to “check your text now.” The common strategy used by other well-known companies, such as Adobe or Canva, that works because visitors to your website are being presented with an immediate solution without even having to sign up. This is creating a positive user experience with your brands and begins the dance of reciprocity.

Schema Helps Produce Rich Results

Conversion of the landing page. Using schema, or structured data, aids in featuring page stand out in SERPs by adding rich results, which can provide a visual review rating, carousel, pricing, or other visual elements. This costs nothing to implement, 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 Are In

Of the 30 websites examined, only one of them has a pop-up on the page, while 16 have chatbots, and 14 have neither. Not only are pop-ups an intrusive feature that most people do not enjoy, but they can also 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 studies, the average domain rating is 82, ranging from 57 to 96. The chart shows the sum of total keywords along with the domain rating. However, the URLs with the most keywords tend to have higher domain ratings, which doesn’t show a very clear relationship in the chart