In today’s competitive digital landscape, understanding the role of branded and non-branded keywords can make a significant difference in how effectively your website ranks on search engines. Whether you’re managing an eCommerce store, a service-based website, or a blog, optimising your content strategy around both types of keywords is critical for capturing the right audience at the right time.
Let’s explore the difference between branded and non-branded keywords, their importance in SEO strategy, and how a professional keyword research service can help you find the best opportunities for growth.
What Are Branded and Non-Branded Keywords?
At the core, branded keywords include your brand name or variations of it. For example, “Nike running shoes” or “Apple MacBook Air” are branded searches, as they include recognizable brand names. These searches usually come from people already familiar with your business or product line.
On the other hand, non-branded keywords are generic search terms that do not mention a specific brand. Examples include “best running shoes” or “lightweight laptops.” These terms typically capture users at an earlier stage of the buying funnel who are still comparing options.
Understanding the intent behind both types of keywords is crucial for building a successful SEO strategy. While branded keywords help you capture loyal or returning visitors, non-branded keywords are essential for expanding reach and acquiring new customers.
Why Both Branded and Non-Branded Keywords Matter
Focusing solely on one type of keyword can limit your growth. Here’s why you need a balanced approach:
1. Branded Keywords Build Trust and Conversions
When users search for branded terms, they already know your business. These visitors are more likely to convert, as they’re closer to making a purchase or engaging your services. Tracking branded keyword performance can also reflect the effectiveness of your branding efforts.
2. Non-Branded Keywords Increase Visibility
Non-branded terms help you tap into audiences that might not be aware of your brand yet. Ranking well for these search phrases can bring in a consistent flow of new visitors, growing your top-of-funnel traffic.
A professional SEO keyword research service can assist you in identifying profitable non-branded opportunities by analysing search volume, intent, and competition level.
Keyword Research: The Key to Success
No matter the size of your website, effective keyword strategy starts with comprehensive research. Partnering with a reliable keyword research company can streamline this process.
Here’s how keyword research boosts your SEO:
Discovers high-value keywords tailored to your niche
Uncovers long-tail opportunities perfect for voice search optimisation
Identifies gaps in your current keyword strategy
Supports content planning with data-driven insights
Whether you’re targeting branded terms or expanding with non-branded queries, investing in keyword research services ensures your content reaches the right audience at the right moment.
How to Balance Branded and Non-Branded Keywords in Your Content Strategy
Segment Your Content by Intent: Use branded keywords in service pages, product listings, and testimonials. Use non-branded keywords in blogs, guides, and how-to articles.
Monitor Performance Separately: Tools like Google Search Console allow you to filter branded vs. non-branded impressions and clicks. This helps in measuring brand awareness vs. organic visibility.
Update Your Keyword Targeting Regularly: Search trends change, and so should your strategy. A trusted SEO keyword research company can help you stay current.
Focus on Voice Search Readiness: More people are searching using voice assistants. Use conversational, question-based formats and long-tail keywords to capture these queries. This is where non-branded terms often excel.
Voice Search Optimisation Tips Using Branded and Non-Branded Keywords
Voice search queries tend to be longer and more natural. Here are a few actionable tips:
Use full questions like “What are the best laptops for students?”
Optimise for location-based non-branded terms: “Where to buy hiking boots near me”
Answer user questions clearly and concisely within the first few sentences.
A tailored SEO keyword research service can identify these long-tail queries, ensuring your content aligns with how users are actually searching.
Semantic SEO: The Smarter Way to Optimise
Today’s algorithms value context and meaning over keyword repetition. Semantic SEO means using variations, synonyms, and related concepts to reinforce your content’s topical relevance. For example, instead of repeating “keyword research” excessively, include related terms like:
keyword research service
keyword research services
SEO keyword research
SEO keyword research service
Each of these phrases, when used naturally (and only twice as per best practice), signals to search engines that your content is comprehensive, authoritative, and user-focused.
FAQs About Branded and Non-Branded Keywords
1. What is the main difference between branded and non-branded keywords?
Branded keywords mention a specific brand name (like “Adidas sneakers”), while non-branded keywords are more general (like “comfortable sneakers”). Branded terms reflect brand awareness, while non-branded terms target a broader audience.
2. Why should I target both types of keywords?
Targeting both helps you reach users at different stages of the buying journey. Branded terms often lead to conversions, while non-branded terms attract new visitors and build awareness.
3. How do I find the right branded and non-branded keywords for my business?
Use tools like Google Keyword Planner, Ahrefs, or SEMrush. For a more tailored approach, consider working with a keyword research service or an experienced keyword research company that can provide custom keyword data aligned with your goals.
Final Thoughts
Whether you’re running a small blog or managing a large online store, understanding and balancing branded and non-branded keywords is essential for SEO success. With help from professional keyword research services, you can uncover keyword opportunities, create voice-friendly content, and serve your audience more effectively.
Embracing semantic SEO, focusing on search intent, and optimising for both branded and non-branded terms ensures your content doesn’t just rank, but resonates.