Keywords play a crucial role in digital marketing. However, not all keywords work the same way. If you’re a business owner having problems identifying the difference between brand and non-brand keywords, chances are you might be missing out on creating a highly effective, conversion-driven campaign.
Non-Branded vs. Branded Keywords
Non-branded keywords are search terms related to a company’s products or services but do not include the company’s brand name or any direct reference to it. These keywords are broader and more generic, such as “digital marketing agency” or “running shoes”, and they capture users who are researching or exploring options without a specific brand in mind.
You can use non-branded keywords to attract new audiences, increase traffic, and build brand awareness, especially if your brand is not yet well-known. They help engage users who are exploring options and can lead to long-term growth by capturing top-funnel interest.
Meanwhile, branded keywords are search terms that specifically include a company’s brand name, product names, or variations thereof. Unlike generic or non-branded keywords, which do not reference any particular brand, branded keywords directly associate the search query with a specific business or its offerings. For example, while “SEO services” is a non-branded keyword, “FatWeb SEO services” is a branded keyword.
Branded keywords are typically used to capture demand from users already aware of your brand, improve conversion rates, and defend your brand’s search presence. They are especially valuable for targeting users at the decision or purchase stage.
Using Non-Branded and Branded Keywords: Tips and Strategies
Identify relevant keywords
Use tools like Ahrefs, SEMrush, or Google Keyword Planner to find high-volume, relevant non-branded keywords with a good balance of search volume and competition.
Create informative content
Develop comprehensive, helpful content such as blog posts, how-to guides, or tutorials that address the needs and questions of your target audience. Incorporate non-branded keywords naturally to maintain readability and relevance.
Protect your brand’s presence
Monitor and optimise branded keywords to ensure your site appears prominently when users search for your brand, preventing competitors from capturing your potential leads.
Combine branded with non-branded keywords
While non-branded keywords help attract new audiences, branded keywords capture high-intent traffic ready to convert. A balanced approach ensures you maintain visibility for both new and returning customers.
Final Thoughts
Non-brand and brand keywords fulfil distinct roles, and how you use them should align with your business objectives, competitive landscape, and target audience. By understanding the differences between these keyword types, you can sharpen your targeting, improve brand recognition, and consistently attract new customers.