When it comes to online searches, keywords play a major role in connecting businesses with potential customers. However, not all keywords are the same. Some are directly linked to a brand, while others are more general.
Understanding branded vs. non-branded keywords is key to building an effective digital marketing strategy. So, let’s break down these two keyword types, their benefits, and when to use them.
What Are Branded Keywords?
Branded keywords are search terms that include a company’s name, a particular product, or a service that is directly linked to a specific business.
When someone searches using a branded keyword, it indicates that they already have some level of awareness or interest in the brand. These searches often come from users who are further along in their decision-making process, meaning they may already be considering a purchase.
Examples of Branded Keywords:
- Apple iPhone 15
- Nike running shoes
- McDonald’s menu
- Tesla Model S price
Users searching for branded keywords are typically further along the buying process. They already know the company and might just be looking for more details before making a decision.
Why Branded Keywords Matter
- Higher conversion rates: Since users searching branded terms already trust the company, they are more likely to make a purchase.
- Lower competition: Competitors may bid on your branded terms in paid search, but usually, you have the strongest relevance.
- Stronger brand presence: Dominating branded searches can reinforce a company’s authority in its industry.
However, relying only on branded keywords can be limiting, as they mostly attract users who are already familiar with the business.
What Are Non-Branded Keywords?
Non-branded keywords are general search terms that do not mention any specific company, product, or brand name. They are typically used by people who are still exploring their options and have not yet decided on a particular business or product.
Unlike branded searches, where users already have a brand in mind, non-branded keywords attract a broader audience looking for information, comparisons, or recommendations.
Examples of Non-Branded Keywords:
- Best smartphones in 2024
- Running shoes for beginners
- Fast food restaurants near me
- Electric cars with the longest range
These keywords target users who are still in the research phase. They may not have a brand preference yet and are open to different choices.
Why Non-Branded Keywords Matter
- Larger audience reach: These terms are general, so they bring in more potential customers.
- Better opportunity to attract new users: People searching for non-branded keywords may not know your brand yet.
- Higher competition: Since many businesses want to rank for these terms, non-branded keywords tend to be more competitive.
Since these searches are more generic, they tend to generate a higher traffic volume but may require more effort to convert users into customers.
Businesses looking to grow their audience and increase visibility often optimise for non-branded keywords, as these help connect with potential customers unfamiliar with their brand.
When To Focus On Branded Keywords
1. Brand Already Has Strong Recognition And Loyal Customers
Branded keywords are particularly useful for businesses with an established reputation and a customer base that actively searches for their products or services.
When people recognise and trust a brand, they are more likely to search for it by name rather than using generic terms. Optimising for these branded terms helps a business stay visible and accessible to those customers, making it easier for them to find what they need.
Additionally, branded searches reinforce credibility, as users tend to trust official brand pages over third-party websites or competitors. For businesses with a strong following, branded keywords serve as a shortcut for customers looking to make repeat purchases or find familiar products.
Rather than sifting through multiple options, they can go straight to what they know and prefer. Keeping branded keywords well-optimised strengthens customer relationships and reinforces brand loyalty over time.
2. To Improve Customer Retention And Conversions
People who search for branded keywords are often past the initial research phase and already have a certain level of trust in the business. Unlike users who are exploring different options, branded searches indicate a clearer intent to engage with a specific company.
As a result, branded keywords often yield higher conversion rates, as users are more inclined to make a purchase or take action. Businesses can leverage these keywords to direct customers to special offers, loyalty programmes, or product updates, fostering stronger engagement and loyalty.
This approach not only keeps existing customers engaged but also encourages repeat purchases, which are often more profitable than acquiring new customers. Consistently appearing in branded search results reassures customers that they are in the right place, making the buying process smoother and more reliable.
Businesses can build long-term customer loyalty by leveraging branded keywords effectively while maintaining steady revenue.
3. If Competitors Are Bidding On Your Brand Name In Paid Search
It is common for competitors to bid on branded keywords in pay-per-click (PPC) advertising to attract potential customers searching for a specific business. If a competitor’s ad appears above a brand’s own website in search results, it increases the risk of users clicking on the competitor’s link instead.
This tactic can be frustrating for businesses, as they risk losing valuable traffic and potential sales to rival companies. To counter this, businesses should invest in their own branded keyword campaigns, ensuring they maintain visibility and control over their search presence.
While this means paying for clicks that might have otherwise been organic, it helps prevent competitors from redirecting potential customers. It also reinforces brand trust, as users will see the official business ranking at the top instead of an unfamiliar alternative.
Running branded PPC campaigns effectively protects a company’s online presence and retains customers who are already interested in its products or services.
4. The Business Wants To Reinforce Brand Authority
Having a strong presence in branded search results helps establish a business as a trusted leader in its industry.
When a brand consistently appears at the top of search results, it strengthens the perception of trustworthiness and authority in the eyes of customers.
This is particularly important in competitive industries, where standing out can make all the difference. A well-optimised branded keyword strategy ensures that users looking for the company find official web pages, reviews, and relevant information instead of third-party sources or competitors.
Businesses that rank strongly for their branded searches build consistency, helping customers easily identify and connect with them. A strong branded keyword strategy not only protects a company’s reputation but also helps solidify its position as a go-to option in the market.
Over time, this consistent visibility builds trust and makes the brand more memorable to customers.
5. If The Brand Regularly Launches New Products Or Services
For businesses that frequently introduce new products, services, or promotions, branded keywords are important in keeping customers informed.
When loyal customers search for the latest updates, optimising branded keywords helps them find new offerings quickly and easily. This is particularly useful in industries such as fashion, technology, and e-commerce, where product lines change regularly.
Running paid search campaigns on branded keywords can also help highlight new releases, making them more visible to returning customers. Additionally, businesses can use branded search strategies to promote limited-time deals or special events, encouraging customers to check back frequently.
By maintaining a strong branded keyword presence, companies can keep their audience engaged and excited about their latest innovations. This not only helps with customer retention but also enhances the overall shopping experience by making new products easier to discover.
When To Focus On Non-Branded Keywords
1. If The Brand Is Still Growing And Needs More Exposure
For businesses that are still building their reputation, non-branded keywords are a valuable way to attract new visitors and increase brand awareness.
Since people searching for non-branded terms are often looking for general information rather than a specific company, optimising these keywords allows a business to show up in relevant search results. For example, a digital marketing agency may struggle to rank for its own name initially but can attract traffic by targeting terms like “best SEO KPIs to track.”
This approach helps introduce the brand to potential customers who might not have otherwise discovered it. Additionally, by ranking for commonly searched industry terms, businesses can position themselves as credible options even if they are not yet widely recognised.
Over time, as the business gains more exposure through non-branded searches, it can build a customer base and start generating more branded searches as well.
2. To Reach New Customers Who Are Not Familiar With The Brand
Non-branded keywords are particularly useful for businesses that want to expand their audience beyond their existing customer base.
As these searches come from individuals unfamiliar with the brand, they provide a chance to showcase products or services to a broader audience of potential customers.
For instance, a boutique coffee company may target searches like “best organic coffee beans” rather than relying solely on its brand name. By optimising for broader terms, businesses can connect with people who are still exploring their options and haven’t yet committed to a particular brand.
This strategy is especially effective for companies looking to enter a new market or launch a new product line. It allows them to attract fresh leads, build awareness, and increase their chances of converting first-time visitors into loyal customers.
3. If Competitors Dominate Branded Searches And A Broader Strategy Is Needed
Smaller or newer businesses may struggle to gain traction in industries where well-established companies already dominate branded search results.
In such cases, focusing on non-branded keywords can be a smarter approach. Instead of competing directly with large competitors on brand-specific terms, businesses can attract traffic by ranking for broader, high-intent keywords relevant to their industry.
For example, a running shoe shop may find it difficult to rank for Nike trainers, but it can still attract potential customers through searches like “comfortable running shoes for beginners.” This allows businesses to capture search traffic without going head-to-head with dominant brands that have stronger brand recognition.
A well-planned non-branded keyword strategy helps level the playing field and creates opportunities to compete in search results without relying solely on brand name searches.
4. To Increase Organic Traffic And Website Authority
Focusing on non-branded keywords effectively improves a website’s overall search presence and authority in its industry.
Since non-branded searches are more common than branded ones, ranking for these terms can drive a steady flow of organic traffic to a website.
Search engines like Google favour sites that provide useful, relevant content, so optimising for high-value, non-branded keywords can help improve a business’s rankings across multiple search queries.
For example, a travel agency that consistently ranks for searches like “best budget travel destinations” or “how to plan a solo trip” will be seen as a helpful resource, increasing its chances of attracting new visitors.
Over time, as the website gains authority through non-branded searches, it may also rank better for branded terms, creating a more balanced and effective long-term SEO strategy.
5. To Capture Users In The Early Stages Of The Buying Process
Many consumers begin their buying journey with broad, informational searches before narrowing their choices to specific brands.
Non-branded keywords allow businesses to engage with these potential customers early on by providing useful content that answers their questions and guides their decision-making process.
For example, a new mattress company may target searches like “how to choose the right mattress” or “memory foam vs spring mattresses”, helping users gather the information they need before making a purchase.
By ranking for these broader search terms, businesses can establish trust and familiarity with potential customers before they even consider brand-specific options.
This strategy positions the business as a helpful authority and increases the likelihood that customers will remember and choose that particular brand when they are ready to buy.
Using Branded & Non-Branded Keywords In SEO & PPC
A well-balanced digital marketing strategy should incorporate both branded and non-branded keywords to maximise reach and conversions.
Each type of keyword serves a different purpose, and how they are used in SEO and PPC advertising can impact a business’s overall online success.
SEO Strategy
Branded Keywords: Strengthening Organic Search Presence
For SEO, branded keywords help businesses maintain strong organic rankings for searches that include their company name or specific products.
Optimising website pages, blog content, and product descriptions with branded terms makes it easier for search engines to recognise the relevance of these pages to users looking for the business.
Since branded searches often come from users who are already familiar with the company, it’s important to make sure that branded search results lead directly to useful, up-to-date, and authoritative content. This could include product pages, customer support information, or exclusive promotions to keep users engaged.
Additionally, branded keywords help businesses control their search presence by ensuring that official brand pages rank higher than third-party websites or competitors bidding on the brand’s name.
Strong branded SEO also builds trust, as users searching for a company expect to find its website at the top of the results rather than unrelated listings.
Non-Branded Keywords: Expanding Reach with Informational Content
Since non-branded keywords target a broader audience, they are great for businesses looking to attract new customers through organic search.
These keywords should be incorporated into informational content, guides, blogs, and product comparison pages that help users find relevant answers to their queries.
By offering useful, well-structured content that answers common search questions, businesses can increase their chances of attracting users who may not have previously considered their brand.
Over time, a strong non-branded keyword strategy helps improve overall website authority, leading to higher rankings for both branded and non-branded searches. This approach allows businesses to generate organic traffic and position themselves as an informative and trusted source in their industry.
PPC Strategy
Branded Keywords: Protecting Search Presence And Conversions
In paid advertising, running ads on branded keywords helps businesses protect their search presence and prevent competitors from taking away potential customers.
When a user searches for a company’s name, they should ideally see the brand’s official website or advertisement at the top of the results, rather than a competitor trying to attract the same audience. While branded searches often lead to organic clicks, competitors may bid on branded terms in an attempt to intercept that traffic.
Running paid search campaigns on branded keywords is a cost-effective way to retain control over search results. Due to their high relevance, branded keyword ads usually have a lower cost-per-click (CPC).
Additionally, branded PPC ads allow businesses to highlight promotions, special offers, or key selling points, making them even more attractive to potential buyers. This strategy strengthens brand visibility and ensures that high-intent users are directed to the most relevant landing pages.
Non-Branded Keywords: Attracting New Visitors Through Paid Search
Paid advertising for non-branded keywords is an effective way to reach users who are unfamiliar with a business but searching for related products or services.
Since non-branded keywords are more competitive, they often have a higher CPC, but they also provide an opportunity to bring in fresh leads. Businesses can target general search terms such as “best laptops for students” rather than relying only on branded searches like “HP laptops.”
This allows them to introduce their brand to people who are still in the research phase and may not have made a decision yet. Well-optimised PPC campaigns for non-branded terms should be designed to capture search intent, meaning the ads should align with what users are looking for and lead to relevant landing pages.
Since these users are still exploring options, using persuasive ad copy and offering clear value propositions—such as free trials, discounts, or expert guides—can increase the likelihood of conversions.
Over time, non-branded PPC campaigns help businesses expand their audience, attract potential customers, and strengthen overall brand awareness.
Conclusion On Branded Vs Non-Branded Keywords
Both branded and non-branded keywords play a key role in a successful digital marketing strategy.
For businesses that already have an established presence, branded keywords help strengthen credibility and prevent competitors from intercepting potential customers. Meanwhile, newer businesses or those looking to grow should invest in non-branded keywords to reach a wider audience and increase brand awareness.
Whether through SEO or PPC advertising, combining both types of keywords maximises visibility, increases website traffic, and boosts revenue.
If you want to improve your SEO strategy and get ahead of the competition, working with a professional SEO agency can help you optimise both branded and non-branded keyword strategies effectively.
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Frequently Asked Questions About Branded vs. Non-Branded Keywords
Is It Better To Target Branded Or Non-Branded Keywords?
It depends on the goal. Branded keywords drive conversions, while non-branded keywords expand reach.
Should I Bid On My Own Branded Keywords?
Yes. Bidding on your own brand prevents competitors from taking your traffic and strengthens your online presence.
Are Non-Branded Keywords More Expensive in PPC?
Yes, usually. Since many businesses compete for non-branded keywords, their cost per click is often higher.
When Should I Focus On Non-Branded Keywords?
If your brand is new or if you want to attract users who haven’t heard of your business.
What Happens If Competitors Bid On My Branded Keywords?
They may try to capture your audience. Running your own branded keyword ads can help counteract this.
How Can I Find The Best Non-Branded Keywords?
Using keyword research tools, analysing search intent, and checking competitor strategies can help.
