Branded vs Non-Branded Keywords: Identify Them in Minutes

When it comes to optimizing your marketing strategies, understanding the difference between branded keywords and non-branded keywords is crucial. Why? 

Because a branded search query includes your company, product, or service name, while a non-branded search query does not.

Marketers often wonder if I should focus on branded keywords that highlight my company or non-branded ones that capture generic searches? The answer depends on your goals. 

For instance, stats show branded keywords typically have higher click-through rates but may not drive as much traffic as non-branded terms. 

In this article, we will dive into the definitions, benefits, challenges, and use cases of branded and non-branded keywords. 

What Are Branded Keywords?

Branded keywords refer to search terms that include your brand’s name, products, or services. 

For example, if your company is called “TechNow Solutions,” keywords like “TechNow Solutions software” or “TechNow services” fall under branded terms.

How to Easily Identify Branded Keywords?

We identify branded keywords when we see your site’s URL in sitelinks, a link from the Knowledge Graph, or the branded keyword in the top organic search result.

Example:

Here’s an example of sitelinks in the search results for the branded keyword “Samsung,” which is specific to samsung.com.

Here’s an example of a link to apple.com in the Knowledge Graph for the keyword “Apple iPhone 16 Pro Max Titanium,” which is also a branded keyword for apple.com.

Here’s an example of a SERP for “how to claim student discount on Samsung” that doesn’t feature a knowledge panel or a table of sitelinks in the first organic position, but the keyword includes a branded term — Samsung.

Pros, Cons, and Best Practices for Using Branded Keywords in SEO

Pros:

• High intent users searching for branded keywords are already familiar with your business, making them more likely to convert. 
• Branded keywords also lead to better CTR, as searchers are more likely to click on your ads or organic listings. 
• In PPC campaigns, branded keywords tend to have a lower cost-per-click (CPC), making them more cost-efficient.

Cons:

• Branded keywords have limited reach, as they only attract people who already know your brand, missing potential new customers. 
• Competitors may also bid on your branded terms, diverting traffic to their own offerings.

Best Practices:

• Protect your branded keywords by using PPC to prevent competitors from taking your traffic. 
• Optimize your website to rank high for branded searches and incorporate branded keywords into blogs, product descriptions, and landing pages to dominate search results.

What to Avoid:

Don’t rely solely on branded keywords in your strategy, as this limits your growth and ignores potential customers who may be searching for your products without knowing your brand.

What Are Non-Branded Keywords?

Non-branded keywords are search terms that don’t include your brand name. They usually feature a generic product name, such as “best coffee machines.”

Although these are “branded” keywords, they would still be considered part of your site’s non-branded traffic. 

This means you can still attract users to your website who are looking to buy coffee machines or espresso makers if you sell those brands.

Quick Tips for Identifying Non-Branded Keywords

Here’s how to identify them:

Simply Google “best coffee machines” and check the “People Also Ask” box and “Related Searches” section for questions like “What are the best coffee machines to use?” and “What is the best coffee brand to buy?”

Use Google Keyword Planner to enter general terms like “coffee machines” or “espresso makers” and review the suggested keywords for generic phrases that don’t include brand names.

In this the generic phrases is “commercial coffee machine”

Finally, use tools like Ahrefs or SEMrush to search for “coffee machines” as your seed keyword and filter out brand mentions like “Nespresso,” “Keurig,” or “Jura.”

Pros and Cons of Non-Branded Keywords in SEO with Best Practices

1. Increased Traffic: Non-branded keywords help you reach users who might not know your brand but are searching for solutions.
2. Broad Appeal: They are suitable for targeting audiences at different stages of the buyer’s journey.
3. Scalable Growth: Ranking for non-branded keywords can consistently bring in new visitors over time.

Cons

1. Higher Competition: These keywords often face intense competition, making it harder to rank or maintain low CPCs.
2. Lower Intent: Some searches might be informational rather than transactional, reducing conversion rates.

Best Practices

• Keyword Research: Use tools like Google Keyword Planner or SEMrush to identify high-value non-branded terms.
• Content Marketing: Create valuable content like blogs, guides, and videos optimized for non-branded keywords.
• SEO Optimization: Ensure your website structure supports non-branded keywords for better organic ranking.

What to Avoid

Don’t neglect the user intent behind non-branded keywords. Over-focusing on traffic without aligning with the buyer’s journey can lead to wasted effort and resources.

Crucial Differences Between Branded and Non-Branded Keywords

Aspect	Branded Keywords	Non-Branded Keywords
Definition	Keywords that include a specific brand name or product.	Keywords that do not include any brand name, often generic terms.
Intent	Often used by users familiar with the brand, looking for its products/services.	Used by users with a general interest in a topic, often researching or comparing options.
Search Volume	Typically lower search volume, as it’s specific to a brand.	Higher search volume, as these are more generic and broader terms.
Competition	Usually lower competition because the keyword is specific to the brand.	Higher competition, as many businesses compete for visibility in these terms.
Conversion Rate	Generally higher conversion rates, as users are already familiar with the brand.	Lower conversion rates, as users may still be in the research or decision-making phase.
Cost (Paid Ads)	Lower cost per click (CPC) in paid advertising due to brand recognition.	Higher CPC due to broad competition for general terms.
Brand Awareness	Increases brand recognition and loyalty.	Primarily used for attracting new customers or leads.
SEO Focus	Focus on improving visibility for the brand’s name and products.	Focus on driving traffic and improving organic search visibility for relevant terms.
Example	“Nike running shoes”	“Best running shoes for men”

Advanced Strategies for Using Branded and Non-Branded Keywords

When integrating branded and non-branded keywords into your strategy, it’s essential to think beyond the basics. Let’s explore advanced tactics to maximize their potential:

1. Leverage Audience Segmentation

Tailor your keyword strategy to different audience segments. For example, use branded keywords to retarget existing customers and non-branded terms to attract new leads. Platforms like Google Ads and Facebook Ads allow you to segment audiences based on their engagement levels, making this approach seamless.

2. Combine Keywords in Content Marketing

Create content that naturally blends branded and non-branded keywords. For instance, a blog titled “How [Your Brand] Helps Solve Common [Industry Challenge]” combines brand promotion with a topic that attracts generic searches.

3. Track Competitor Activity

Monitor whether competitors are bidding on your branded keywords and evaluate if it’s worth bidding on theirs. Tools like SpyFu and SEMrush can help you stay ahead in the game.

4. Focus on Long-Tail Keywords

For non-branded keywords, prioritize long-tail variations such as “best software for small businesses” instead of just “software.” These terms have lower competition and higher intent.

5. A/B Test Your PPC Campaigns

Experiment with ad copy and landing pages for both branded and non-branded keywords. Use analytics tools to compare CTR, CPC, and conversion rates for better decision-making.

6. Incorporate Voice Search Optimization

With the rise of voice search, non-branded keywords like “where to find affordable fitness equipment” are becoming more conversational. Optimize your content to align with these trends.

7. Use Negative Keywords for Precision

For PPC campaigns, include negative keywords to filter irrelevant traffic. For example, if you sell luxury shoes, exclude terms like “cheap” or “discounted” to maintain brand value.

When to Reevaluate Your Keyword Strategy

Revisiting your approach to branded and non-branded keywords is crucial as your business evolves. Consider reevaluating in these scenarios:

• Brand Growth: As your brand becomes more established, shift focus to branded keywords for retention and loyalty.
• Market Changes: Trends, competition, and customer behavior shifts may require you to pivot your keyword strategy.
• Performance Metrics: If your CTR, CPC, or ROI decreases, analyze whether the right balance of branded and non-branded keywords is being used.
• New Product Launches: Non-branded keywords can drive initial awareness, while branded keywords can solidify loyalty over time.

Case Studies: Branded and Non-Branded Keyword Success

Case Study 1: Branded Keywords Boosting Conversions

Company: TechGizmo (Fictional SaaS Brand)
Challenge: TechGizmo wanted to reduce customer churn and increase repeat purchases.
Strategy:

1. They launched PPC campaigns targeting branded keywords like “TechGizmo software renewal” and “TechGizmo customer support.”
2. Improved their landing pages to address user intent directly, including FAQs and personalized CTAs.

Results:

• 35% higher conversion rates for branded keyword campaigns.
• 20% increase in repeat purchases over six months.

Case Study 2: Non-Branded Keywords Driving New Traffic

Company: FitGear (Fictional Fitness Equipment Brand)
Challenge: FitGear needed to grow brand awareness in a competitive market.
Strategy:

1. Focused on non-branded long-tail keywords like “best treadmills for small spaces.”
2. Published blog posts, buyer guides, and comparison charts optimized for these terms.
3. Used PPC to target high-intent non-branded keywords during peak seasons.

Results:

• 50% increase in organic traffic within three months.
• A significant boost in first-time customers, leading to a 15% rise in revenue.

Tools for Branded and Non-Branded Keyword Research

• Google Keyword Planner: Ideal for identifying search volumes and competition for both keyword types.

• SEMrush: Provides detailed insights into competitor keywords and ranking opportunities.
• Ahrefs: Offers keyword difficulty metrics and suggestions for non-branded terms.
• SpyFu: Helps track competitor activity, especially for branded keywords.
• AnswerThePublic: Generates questions and phrases related to non-branded terms for content ideas.

Optimizing Campaigns for Branded and Non-Branded Keywords

If you’re running campaigns involving both branded and non-branded keywords, it’s crucial to adopt strategies that maximize their effectiveness. 

Here are key optimization techniques:

Branded Keywords: 

These are words or phrases that include your brand name. For example, “Nike shoes” or “Apple iPhone.” People searching for these are already familiar with your brand. To optimize for these:

• Bid competitively: Make sure your ads appear at the top when someone searches for your brand.
• Protect your brand: Prevent competitors from stealing traffic by bidding on your branded terms.
• Highlight your value: Use ads to show why choosing your brand is the best option (special offers, trustworthiness, etc.).

Non-Branded Keywords: 

These are more general terms that don’t include your brand name, like “running shoes” or “best smartphones.” To optimize for these:

• Target broader audiences: Use keywords that match what people are searching for in your industry.
• Focus on intent: Match keywords to customer needs, like “cheap laptops” for budget shoppers or “luxury watches” for premium buyers.
• Use strong ad copy: Highlight what makes your product or service unique.

Key Tips for Both:

• Use analytics tools to track which keywords perform best.
• Test different ad messages to see what works.
• Adjust bids based on performance: Spend more on high-performing keywords and less on low-performing ones.

Conclusion

Balancing branded keywords and non-branded keywords is key to growing your business and getting the best return on investment (ROI). Branded keywords help build loyalty and convert customers who already know your brand, while non-branded keywords are great for reaching new people and growing your audience. Using both types together creates a strong SEO and PPC strategy that drives results.

FAQs

Which is more profitable: Branded or Non-Branded Keywords?

Branded keywords are often more profitable in terms of conversion rates since users searching for them already know your brand and are closer to making a purchase. Non-branded keywords, while less likely to convert immediately, are essential for driving traffic and expanding your audience, which can lead to long-term profitability.

Which is more popular: Branded or Non-Branded Keywords?

Non-branded keywords are generally more popular because they encompass a broader range of search queries across industries. Branded keywords are limited to those familiar with your business, making them narrower in scope but highly targeted.

Which is better for beginners: Branded or Non-Branded Keywords?

For beginners or new businesses, non-branded keywords are better for gaining visibility and reaching wider audiences. Once your brand becomes recognized, branded keywords can be incorporated to retain loyal customers and improve conversion rates.

What is the primary difference between branded and non-branded keywords?

The primary difference lies in intent and audience. Branded keywords are specific to your business and target users familiar with your brand. Non-branded keywords focus on general industry terms, attracting users who may not yet know your business.

Can branded and non-branded keywords work together?

Yes, combining branded and non-branded keywords creates a balanced marketing strategy. Non-branded keywords drive awareness and traffic, while branded keywords ensure high-intent users find your business easily, improving conversions.

How do I choose the right non-branded keywords?

Start with keyword research tools like SEMrush or Ahrefs to find terms with manageable competition and significant search volume. Focus on keywords aligned with your audience’s needs and the stages of their buyer’s journey.