Non-Branded Keywords For Organic Traffic


Impressed by the search engine optimization methods embraced by Adobe and Canva, I started finding out function pages and the potential for leveraging non-branded key phrases to extend conversions.

A few months in the past, I started constructing an search engine optimization “swipe file” for SaaS and software program manufacturers, rating the primary web page with non-branded key phrases on their function pages.

Initially, this was meant to be a simple venture. Drop a couple of examples, and use this in my work with purchasers and colleagues to point out what is feasible.

Then it turned very clear that many web sites should not using this technique, so digging by means of tons of of pages resulted in 30 winners.

On this article, we’ll discover why contemplating non-branded key phrases to your touchdown pages is a worthwhile technique, and bust a couple of search engine optimization myths about constructing an optimized web page.

Leveraging Non-Branded Key phrases On Touchdown Pages

Touchdown pages aren’t sometimes an space search engine optimization execs are shouting about, as a result of the content material is seen as skinny and unable to rank resulting from low phrase rely. Touchdown pages additionally don’t lend themselves to backlinks in comparison with different items of content material.

Let’s rewind and make clear what I imply by touchdown web page.

Viola Eva wrote a wonderful article for Ahrefs about touchdown web page search engine optimization, and defines touchdown pages as “net pages designed to transform visitors into leads.”

This consists of function, product, and resolution pages, in addition to competitor pages, use circumstances, or lead magnets.

Whereas we will argue in regards to the linguistics of all of it, the purpose is that resolution, business, and have pages may be optimized for natural attain. In reality, they’re fairly highly effective converters.

I dug into over 100 function pages to review what it takes to rank on the primary web page, and the outcomes are fairly compelling.

Disclaimer: I work for Circulate search engine optimization, which helped assist this analysis by means of entry to Ahrefs, and a number of the corporations included within the record are our purchasers.

Figuring out Alternatives For Non-Branded Function Pages

Sadly, we will’t be Salesforce or Oracle – which individuals know by identify, and search their merchandise with branded queries.

Optimizing your function web page for non-branded key phrases is a chance to drive natural visitors for many who should not model loyal but. This can be a probability to essentially let your product options shine.

Ought to all options obtain a web page? Most likely not.

I counsel creating one all-features web page as a hub and creating function pages for robust contenders.

So how can we determine the precise function pages?

We get our arms soiled in key phrase analysis and search engine outcomes pages (SERPs).

This can be a “put your self of their footwear” train. Make a listing of all of the phrases or phrases round that function whereas additionally imagining what one would seek for in the event that they had been available in the market for that product.

How is it used? What industries does it apply to? What downside does it remedy?

That is the place you’ll compile a listing of potential key phrases and use these to analyze whether or not the search intent, as depicted within the SERPs, matches the web site’s function web page.

Ideas for figuring out pages and key phrases:

  • Options like studies, SMS notifications, or different customary options are too imprecise as queries and can almost definitely by no means rank – except there’s a area of interest hook (i.e., business, enterprise measurement, and so on.)
  • Get inventive with key phrase choices through the use of motion phrases like “discover influencers” or “plagiarism checker.” Folks use these queries when they’re in a second of want and probably able to convert.
  • Keep away from trademarking or branding something within the key phrase, particularly if you’re comparatively new to search engine optimization. Listed below are the highest non-branded key phrases present in my analysis:
List of non-branded keywords found in researchScreenshot from Ahrefs, December 2022


Now, merely seeing that different manufacturers have function pages on the primary web page doesn’t imply your web site will, too.

Click on by means of the pages, and attempt to perceive the viewers and industries they’re concentrating on.

It doesn’t must be troublesome.

Considered one of my favourite methods to do that is solely to ask my purchasers about their product, noting particular phrases and the language they use, and in addition ask about how their purchasers are utilizing the product or particular suggestions round that function.

Interviewing your shopper or target market is the only finest option to join by means of a shared language and perspective.

search engine optimization Ideas For Optimized Function Pages

These suggestions are primarily based on finding out an limitless variety of function pages, which resulted in a last record of 30 SaaS and software program function pages with first-page rankings for non-branded key phrases.

There Is No Beneficial Phrase Depend

Beforehand, I discussed how some folks won’t take into account a touchdown web page as an search engine optimization alternative.

One of many major causes for that is that there’s a false perception that the web page must have a whole lot of textual content to rank.

My analysis reveals that it is a utterly false assumption.

Sum of keywords total compared to estimated word countScreenshot from Ahrefs, December 2022


The estimated phrase rely of the 30 function pages examined is 170-2,600.

As you may see within the chart above, the very best phrase rely is for ZenDesk’s function web page.

This web page is within the backside half of the 30 concerning whole key phrases and referring domains.

Whereas Grammarly and Adobe dominate whole key phrases, their phrase rely is comparatively low.

non-branded keywords ranking number 1Screenshot from Ahrefs, December 2022


Breaking this down additional, the chart above reveals these websites with non-branded key phrases rating primary.

As soon as once more, phrase rely doesn’t considerably rank these pages, as phrase rely ranges from 170 to 970.

Fairly, this implies these pages are content-specific and reply somebody’s question adequately.

Backlinks Received’t Make Or Break Your Web page

The excellent news doesn’t cease with a decrease phrase rely.

This analysis additionally reveals that referring domains just isn’t a precedence or not essential.

On the absolute lowest, one function web page had 3 referring domains, and the very best had 2,400.

total keywords compared to referring domains and word countScreenshot from Ahrefs, December 2022


The above chart might look acquainted, however I included a line for referring domains to the URL this time.

Curiously, it doesn’t present a powerful relationship with the whole variety of key phrases on the web page or phrase rely.

Create A Free Software

One factor that stood out probably the most to me whereas doing this analysis is that leveraging a function of your general product and making it out there as a free software is a good technique.

This free software doesn’t must have all the identical capabilities as your paid software, however simply sufficient to be helpful for folks really to make use of, possibly much more than as soon as.

Grammarly is a good instance of this technique.

Its function web page for plagiarism incorporates a free software for scanning a doc or textual content, and it’s the very first thing you see whenever you land on it.

Grammarly plagiarism checker Screenshot from, Dec 2022

This web page doesn’t cease there because it continues down to elucidate “why use a plagiarism checker?” and who its product is for, whereas ending with a call-to-action (CTA) to “test your textual content now.”

This can be a widespread technique utilized by different well-known corporations like Adobe or Canva.

It really works as a result of guests to your web site are being offered with a right away resolution with out even having to enroll.

It creates a optimistic consumer expertise along with your model and begins the dance of reciprocity.

Schema Helps Produce Wealthy Outcomes

Your function web page is a touchdown web page, so that you need it to transform.

You need to attract eyes from the very first second search outcomes populate.

Using schema, or structured knowledge, may also help your function web page stand out in SERPs by including wealthy outcomes. These wealthy outcomes can present a visible evaluate ranking, carousel, pricing, or different visible components.

It prices nothing to implement, but offers you a strong SERP entry past a single blue hyperlink that can assist you stand out from the competitors.

Pop-Ups Are Out – Chat Bots Are In

Of the 30 web sites examined, solely one among them had a pop-up on the web page, whereas 16 had chatbots, and 14 had neither.

I do know I can’t be alone in celebrating the loss of life of pop-ups.

Not solely are pop-ups an intrusive function that most individuals don’t get pleasure from, however they’ll additionally contribute to a sensory overload for a lot of people, so they aren’t accessible.

Area Ranking Is Vital Till It Isn’t

Of the 30 function pages studied, the typical area ranking is 82, starting from 57 to 96.

The chart under reveals the sum of whole key phrases together with area ranking.

Whereas the URLs with probably the most key phrases are inclined to have larger area scores, it doesn’t present a really clear relationship on this chart.

Domain rating vs sum of keywordsScreenshot from Ahrefs, December 2022


It tells me that it does assist to have a powerful area ranking over 50, however doesn’t imply that you just want 96 to rank on the primary web page with a non-branded key phrase.

Non-Branded Key phrases For The Relaxation Of Us

Sadly, most corporations would not have model recognition.

So, whereas well-known manufacturers can drop a function web page and never take into account optimizing it for search engine optimization, the remainder of us must get inventive to usher in extra certified leads.

We have now recognized potential function pages for non-branded key phrase optimization and dug into the analysis to see what it takes to hit primary.

This can be a stable framework to go on the market and put this technique into motion.

I’d love to listen to everybody’s ideas on the subject, particularly in case you efficiently carried out this technique.

Extra sources: 

Featured Picture: amgun/Shutterstock


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