{"id":21889,"date":"2022-12-08T09:23:38","date_gmt":"2022-12-08T09:23:38","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/12\/08\/non-branded-keywords-for-organic-traffic\/"},"modified":"2022-12-08T09:23:38","modified_gmt":"2022-12-08T09:23:38","slug":"non-branded-keywords-for-organic-traffic","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/12\/08\/non-branded-keywords-for-organic-traffic\/","title":{"rendered":"Non-Branded Keywords For Organic Traffic"},"content":{"rendered":"

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Inspired by the SEO strategies embraced by Adobe and Canva, I began studying feature pages and the possibility of leveraging non-branded keywords to increase conversions.<\/p>\n

A couple of months ago, I began building an SEO \u201cswipe file\u201d for SaaS and software brands, ranking the first page with non-branded keywords on their feature pages.<\/p>\n

Initially, this was meant to be an easy project. Drop a few examples, and use this in my work with clients and colleagues to show what is possible.<\/p>\n

Then it became very clear that many websites are not utilizing this strategy, so digging through hundreds of pages resulted in 30 winners.<\/p>\n

In this article, we will explore why considering non-branded keywords for your landing pages is a profitable strategy, and bust a few SEO myths about building an optimized page.<\/p>\n

Leveraging Non-Branded Keywords On Landing Pages<\/h2>\n

Landing pages aren\u2019t typically an area SEO pros are shouting about, because the content is seen as thin<\/a> and unable to rank due to low word count. Landing pages also don\u2019t lend themselves to backlinks compared to other pieces of content.<\/p>\n

Let\u2019s rewind and clarify what I mean by landing page.<\/p>\n

Viola Eva wrote an excellent article for Ahrefs about landing page SEO<\/a>, and defines landing pages as \u201cweb pages designed to convert traffic into leads.\u201d<\/p>\n

This includes feature, product, and solution pages, as well as competitor pages, use cases, or lead magnets.<\/p>\n

While we can argue about the linguistics of it all, the point is that solution, industry, and feature pages can be optimized for organic reach. In fact, they\u2019re quite powerful converters.<\/p>\n

I dug into over a hundred feature pages to study what it takes to rank on the first page, and the results are quite compelling.<\/p>\n

Disclaimer<\/strong>: I work for Flow SEO, which helped support this research through access to Ahrefs, and some of the companies included in the list are our clients.<\/p>\n

Identifying Opportunities For Non-Branded Feature Pages<\/h2>\n

Unfortunately, we can\u2019t be Salesforce or Oracle \u2013 which people know by name, and search their products with branded queries.<\/p>\n

Optimizing your feature page for non-branded keywords<\/a> is an opportunity to drive organic traffic for those who are not brand loyal yet. This is a chance to really let your product features shine.<\/p>\n

Should all features receive a page? Probably not.<\/p>\n

I advise creating one all-features page as a hub and creating feature pages for strong contenders.<\/p>\n

So how do we identify the right feature pages?<\/p>\n

We get our hands dirty in keyword research and search engine results pages (SERPs).<\/p>\n

This is a \u201cput yourself in their shoes\u201d exercise. 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.<\/p>\n

How is it used? What industries does it apply to? What problem does it solve?<\/p>\n

This is where you will compile a list of potential keywords and use those to investigate whether the search intent<\/a>, as depicted in the SERPs, matches the website\u2019s feature page.<\/p>\n

Tips for identifying pages and keywords:<\/p>\n