Wondering how to best leverage branded vs. non-branded keywords? While both types of search queries are important, they differ in search intent, reach, and purpose. Understanding how each fits into your marketing is the key to getting the most value from your search engine optimization (SEO).
In this guide, I’ll outline the differences between branded and non-branded queries. You’ll discover when to target each and what value they provide.
What Are Branded Keywords?
Branded queries include your brand name or variations of it. However, you can also extend this definition to include unique products associated with your brand.
For example, any phrase with the word “Apple” counts as a branded keyword, but the same applies to phrases that include the words “iPhone” or “Macintosh.” Because these are all unique products that only Apple offers, people using these queries already have a clear goal related to Apple, such as purchasing or learning more about the company’s products.
Of course, branded terms take additional forms beyond just your business’s name or its most iconic products. Here are a few more examples of branded search queries:
- Product-Specific Terms: “Coca-Cola Zero” and “Sony Playstation”
- Branded Locations: “McDonald’s near me” and “Starbucks Houston”
- Branded Events: “Google I/O” and “Tesla Battery Day”
- Branded Features: “BMW iDrive” and “Philips Sonicare UV sanitizer”
- Branded Product Categories: “Nike shoes” and “Bose headphones”
- Service-Specific Terms: “Amazon Prime membership” and “CVS MinuteClinic appointments”
The Value of Branded Keywords
Branded queries are typically high-intent keywords, and this is where most of their value lies. People who search using your brand name already know and trust your business. That’s why these keywords offer:
- Better conversion rates.
- Improved cost efficiency.
- Enhanced market share.
- Improved search performance.
Customers using branded terms are more often ready to make a purchase, so these keywords offer better conversion rates. While competitors may target branded queries via SEO or search ads to poach customers and market share, you’ll generally invest less time and money into capturing these terms overall since your domain should naturally be optimized for them.
Finally, branded queries also assist with long-term SEO performance. This is because they yield high CTRs and improved engagement, signaling authority and relevance to search engines.
When To Use Brand Keywords
Branded traffic carries many benefits, but when should you target it over other kinds of traffic? That comes down to your goals.
Some of the best reasons to prioritize branded keywords include:
- Reputation management. Negative reviews, product recalls, and other forms of harmful content affect all businesses, but you don’t want these things to become the most prominent news surrounding your brand. Half of all searchers don’t look past the first page of Google, so this is where you want to make the best impression. Take advantage of SEO reputation management to not only make this happen but also show new customers you respond to feedback.
- Customer retention. While a lot needs to go right to retain existing customers, you can make things easier ensuring customers have access to the most accurate and up-to-date information, which gives your brand a more dependable and trustworthy image. Ranking well for your branded terms means when potential customers seek you out, they find the information you want them to find.
- Protection against competitors. Negative advertising can easily harm your brand’s image, but even unchecked comparative campaigns can be problematic. That’s because these tactics allow competitors to steal potential customers from you. Ensuring your own content ranks for important branded queries helps you maintain your market share.
- Product launches. Branded queries help drive the initial awareness and targeted advertising you need to make product launches more successful.
- Promotions. Branded terms also increase the visibility of promotions in search. Because they target people already interested in your brand, they carry higher click-through rates (CTRs) that improve the ROI of new promotions.
What Are Non-Branded Keywords?
Non-branded keywords are terms that don’t specifically mention your business. Broader and more generic, these queries encompass the bulk of search engine traffic, so they’re ideal for connecting with new customers and expanding your brand’s reach.
While branded queries often have a commercial or purchase intent, non-branded terms more commonly focus on informational goals. For example, a search for “how to lose weight” could bring you relevant customers if your business is in the fitness or health industry. However, content targeting this query would focus on building authority and brand awareness rather than immediately targeting a sale.
Of course, some non-branded terms do prioritize customers who are closer to a purchase. Examples include “restaurants near me” and “best hiking boots.” Keep this in mind when creating keyword themes, as it’s best to keep the intent similar to make your content more focused and rankable.
The Value of Non-Branded Keywords
Non-branded queries are the bread and butter of content marketing and SEO because of their higher traffic volumes. They typically reflect questions, concerns, and motivations your customers have, so shaping your content around them gives you insights that also extend to PPC and other forms of marketing.
Other great reasons to focus on non-branded terms include:
- Expanding search visibility. To dominate search, you need terms that build brand awareness. Unless your business is already at a point of being a household name, you’ve yet to find most of your potential customers. Growing your search engine authority, visibility, and traffic is the key, so your focus needs to be on non-branded queries related to your customer’s pain points, needs, and wants.
- Guiding content direction. While helpful, valuable content is crucial for high search engine rankings, it’s not always easy to know what your audience wants — especially if you’ve just started building your online presence. Fortunately, quality keyword research can help you decide what to write about and how to align your content to your audience’s intent.
- Educating your audience. Nonbranded terms help you build content for your audience at different parts of the buyer’s journey — from unaware to ready to buy.
- Supporting branded marketing: Branded terms help you guide the conversation around your business and maintain your existing customer base. Non-branded queries attract new customers and broaden your reach. They benefit each other, so it’s important to focus on both.
When To Use Non-Branded Keywords
Depending on your goals, you’ll mainly focus on non-branded queries during SEO. Some of the best reasons to use non-branded terms include:
- Engaging top-of-funnel customers. Keywords without branding often target people in the earlier stages of the customer journey. This allows you to shape their opinion of your brand and begin directing them to products and services that meet their needs.
- Maintaining a competitive advantage. Loyalty is big business, with Zendesk reporting that about 74% of customers feel loyal to particular brands. That’s why you need to find and secure these loyal customers before your competitors do.
- Increasing ROI with long-tail keywords. While not unique to non-branded queries, you’ll generally find the bulk of long-tail keywords within this category. Targeting them offers better returns because you’ll face less competition, and the keywords themselves tend to be highly specific. This means a lower cost per action/acquisition (CPA) and higher CTR if your content is on point.
- Diversifying traffic. Whatever way you slice it, organic search represents the most important traffic source for many online businesses. However, relying solely on brand-specific searches hinders your ability to fully tap into this organic traffic.
Combining the Use of Branded and Non-Branded Keywords
Branded search is best for SEO public relations, re-engaging existing customers, and capitalizing on brand-specific goals. Non-branded queries, on the other hand, broaden your reach and prioritize customers at different points in the sales funnel. This means both keyword categories work well together in several ways.
For example, you can attract new customers with non-branded queries and then engage them further with branded content. Some of the best strategies for using both kinds of keywords in tandem include:
- Building initial awareness with non-branded search and then reinforcing it with branded queries and PPC campaigns.
- Capturing high volumes of traffic and then directing the most engaged and likely to convert visitors further along the funnel.
- Improving search presence and then solidifying your authority by linking topical knowledge directly to your brand.
Uncover High-Value Keywords & Rise to the Top
Due to differences in competition levels, traffic volume, and intent, you still need to choose both types of keywords carefully to see the most benefit. Find your pathway to success with our proven keyword research services. Reach out for a free SEO consultation with Victorious, and we’ll find high-value keywords that bring you relevant, engaged traffic that converts more readily.
