In 2017, there were no software aggregators ranking in Google search results for transactional/money keywords. However, nowadays, only the aggregators are ranking for these keywords because Google considers them relevant to those queries.
In order to rank better in Google's organic search, SaaS companies like us have started mimicking the aggregator style of pages, such as listicles. However, this approach leads us to promote our competitors as well on our pages for high-intent queries.
We have created numerous listicles for our clients to outrank the aggregators. However, when analyzing user behavior, we discovered that only 7% of users click on the client's product, while an average of 15% of users click on the competitor's product and explore it. Check out the heatmap below, which is an example taken from one of our clients, Hiver!
So, the problem statement:
We are putting efforts into ranking the pages well for transactional/money keywords, but we are losing 15% of high-intent users who end up exploring our competitor's product. After analyzing user behavior, we realized that the listicles are not effective!
We have conducted several experiments to overcome this problem. The first four attempts failed, but the last attempt was successful, and I started writing this article to explain how we cracked it 🙂
Let's discuss the strategy:
We have analyzed the ranking pages for almost all money keywords across various industries, including CRM software, helpdesk software, bookkeeping software, and over 300 other keywords.
We have identified the following pattern: Google ranks pages that:
- Provide detailed explanations about the product
- Explain the features comprehensively
- Highlight use cases effectively
- Describe how the product works
- Highlight the benefits of the product
- Explain the core concept that the product falls under
Based on this, we have started building a page called the 'Hybrid landing page.' Why do we call it that? Because it contains more content but follows a typical conversion landing page structure.
What does a hybrid landing page look like?
I will provide an example from one of our client's websites - The hybrid landing page
This page targets two keywords: saas buying platform & saas purchasing platform.
We have included the main target keyword in the H1 heading and added a relevant description.
We have provided a brief explanation about the searched product. This section has a high chance of ranking in the featured snippet in Google search results.
In this section, we explain the benefits of the product in a way that adds more value to the search query. We provide detailed product features along with screenshots.
In this section, we explain the actual workflow of the product, taking into consideration the pages that Google ranks, which explain the detailed workflow and onboarding journey of the product. We present the product workflow in a step-by-step manner.
That's it! We have covered all the parameters in the first four sections, and this page is now ranking in the top three positions for the target keywords, and competing with well-ranking aggregators like G2, softwareadvice, capterra, and other listicle contents.