The dynamic field of SEO involves different types of Keywords. Knowing the minute variances between these keywords is needed to develop a winning SEO strategy.
Among that, Branded vs Non-Branded Keywords is the fundamental distinction that marketers need to understand.
Both the branded and non-branded keywords play a significant role in driving traffic, improving visibility and boosting conversions. But they accomplish this in different ways.
This blog explores what branded and non-branded keywords are and when to use each type for maximum benefit.
What are Branded Keywords?
Branded Keywords are the search phrases that contain the name of the brand or a variation of it.
These terms have a clear connection with the specific brand. These phrases are used by the searchers who are already familiar with the brand.
Branded Keywords Examples:
- Apple iPhone 15 features
- Amazon Prime Subscription Benefits
- Spotify Premium Family Plan
Benefits:
- Consumers who search for branded keywords have a strong intent to interact with the brand. The consumer interaction can be, to get in touch with customer support, make a purchase or seek information.
- These keywords are specific to the brand. Thus when compared to more generic terms, it is easier to rank.
- Among existing customers, branded keywords help to strengthen the loyalty of the brand and its recognition.
Limitations:
- People who are already familiar with the brand are the main audience that the branded keywords attract. It limits their ability to connect with new audiences.
- In paid search campaigns, competitors place bids on your branded keywords. It potentially increases the expenses and takes away the clicks from you.
What are Non-Branded Keywords?
Non-Branded keywords are the search phrases that do not contain a brand name. These keywords are generic and attract a broader audience. It includes users who are not familiar with the brand too.
Non-Branded Keywords Examples:
- Comfortable Running Shoes
- Best Smartphones 2024
- Vacation Rentals in Paris.
Benefits:
- Non-branded keywords attract a wider audience. It includes customers who are in the research phase and not yet know about the brand.
- You can reach new markets by focusing on non-branded keywords. It drives organic traffic from users with different search intent.
- Non-branded keywords frequently include long tail keywords. They are more focused and have the potential to increase conversion rates.
Limitations:
- Non-branded keywords are more competitive. So in crowded markets, it increases the difficulty of ranking.
- Effective targeting of non-branded keywords requires through keyword research and strong content strategy.
Branded vs Non-Branded Keywords: Key Differences
Before making a decision between branded and non-branded keywords, the following things should be considered.
- The intent behind the search
- Conversion Rates and
- How each type aligns with the overall SEO strategy
The following highlights the key differences between branded vs non-branded keywords,
| In Terms of | Branded Keywords | Non-Branded Keywords |
|---|---|---|
|
Search Intent |
It indicates the user is trying to find your brand specifically.
It is most likely with the goal of converting.
|
Non-branded keywords imply that the user is still exploring options.
It possibly results in a lower initial conversion rate.
But provides more chances to attract new clients.
|
|
Conversion Rates |
Branded Keywords have a higher conversion rate.
This is because the users are more familiar with the brand.
|
Non-Branded keywords have lower conversion rate.
But it is useful in capturing users early in the buying journey.
|
|
The Effect of SEO Strategy |
It helps to collect high-intent searches and sustain brand loyalty.
|
Non-branded keywords increase the traffic and audience reach.
|
When to use Branded Keywords?
The following scenarios demonstrate the effectiveness of branded keywords.
- You are aiming to strengthen your brand identity and you need to maintain the existing audience engaged. In this case, your campaign’s main focus should be on branded keywords.
- You need to protect your brand name from competitors and negative content. In this scenario, it is mandatory to use the branded keywords. It ensures that the brand name appears at the top of search results.
- Your brand needs to dominate the search results at a lower Cost Per Click. This can be achieved by bidding on the branded keywords in paid search campaigns.
When to use Non-Branded Keywords?
The Non-Branded keywords are essential in the following scenarios,
- If your focus is on content marketing, an efficient option is targeting non-branded keywords. It attracts new readers who are looking for information related to the products or services you offer.
- You aim to attract new audiences. In this case, non-branded keywords help to reach new users. They are unfamiliar with your brand, but are searching for solutions that your brand offers.
- Your goal is to target niche audiences with specific needs. This can be achieved by long tail non-branded keywords. This results in higher conversion rates.
How to balance Branded and Non-Branded Keywords?
An effective SEO strategy needs a balance between branded and non-branded keywords. The following steps help to achieve that balance.
- Make use of both types of keywords throughout the website. This means high-intent users (i.e) branded are captured as well as new potential customers (i.e) non-branded are also gathered.
- Conduct keyword research regularly to figure out possibilities for both branded and non-branded keywords.
- Make use of keywords research tools like Google Keyword Planner and SEMrush. It helps to locate the right mix.
- Optimize the content for both the types of keywords.
- For branded keywords, make sure the brand name appears notably in headers, meta description and title tags.
- For non-branded keywords, create high-quality content that answers user queries and meets the search intent.
Conclusion
In summary, an effective SEO strategy requires an understanding of branded vs non-branded keywords.
In short,
- The branded keywords help to maintain brand loyalty and gather high-intent searches.
- The non-branded keywords attract new audiences and broaden the reach.
Both the keywords should be balanced to develop a comprehensive SEO strategy. By doing so, drives traffic, improves visibility and boosts conversions.
If you’re struggling to identify the right balance between branded and non-branded keywords, our Keyword Research Services can help you tailor a strategy that aligns with your business goals.
Frequently Asked Questions (FAQs)
Long Tail Non-Branded Keywords are more specific phrases. When the users have a specific need or query, they search for it.
The Examples are, “best running shoes for flat feet”, “low calorie carbonated drinks without sugar”
Yes, Branded Keywords are generally easier to rank for. This is because they are specific to the brand. They are less competitive compared to generic non-branded keywords. This also means that branded keywords reach is narrower.
The performance of both branded and non-branded keywords can be tracked using tools like Google Analytics and Google Search Console.
These tools help to monitor metrics such as keyword rankings, conversions and click through rates. Thus the effectiveness of the SEO strategy can be evaluated.
