In the ever-competitive landscape of Search Engine Optimization (SEO), selecting the right keywords is paramount for driving qualified traffic to your website. Two fundamental categories of keywords emerge in this pursuit: Branded and Non-Branded. Understanding the distinct characteristics of each is crucial for crafting a comprehensive SEO strategy.
Branded Keywords: Cultivating Brand Loyalty and Direct Traffic
Keywords are those words that are typed by users in search engines like Google and Bing for finding out what they are looking for. The term Branded Keyword are used when there is a mention about brand in the keyword query during the search. Branded keywords explicitly incorporate your company or product name. If the name of the company is “Company Name” then the branded keyword that are typed on the search engine include the following
Company Name Information
Company Name Review
Company Name Careers
Company Name Address
Company Name Phone Number
Company Name Working Hours
Sometimes the customers hear the name of the brand offline through advertisements on Newspapers Classifieds or through Social Media. This results in the branded name related queries search.
Think of it this way: when someone searches for your brand directly, they’re using a branded keyword. For example, if someone looks up “Nike shoes,” that’s a branded keyword.
- Branded keywords include the name or specific terms associated with a particular brand or company.
- They typically contain the brand name or variations of it.
- Examples: “Nike shoes,” “Apple iPhone,” “Coca-Cola.”
- Search Intent:
Users employing branded keywords typically exhibit a higher degree of purchase intent, having some familiarity with your brand and actively seeking information about you. This search intent can manifest in several ways:
- Research: Users might be delving deeper into your products or services to make an informed decision.
- Navigation: They could be attempting to locate your website directly.
- Comparison: Branded keywords might indicate users are comparing your offerings to competitors.
- Support: Some searches might be for customer support or troubleshooting assistance.2. Competition:Generally lower as the search is specific to the brand, with the brand having a stronger presence.
3. Click-Through Rate (CTR):Higher CTR because users searching for branded terms are likely to click on links related to the brand.
4. Conversion Rates:
Branded keywords tend to have higher conversion rates since users searching for specific brand names are often familiar with the brand and more likely to make a purchase.
- 5. SEO Strategy: Focus on ensuring the brand’s website ranks at the top for its own branded keywords by optimizing on-page content and building brand authority.6. User Engagement: Users are likely to spend more time on the site and engage with the content due to their clear interest in the brand.
- 7. Brand Awareness:
Branded keywords contribute to building and reinforcing brand awareness, as they direct traffic specifically to a brand’s website or products.
Non-Branded Keywords: Expanding Reach and Brand Awareness
Now, non-branded keywords are a bit different. They’re more generic terms that describe your product or service without mentioning your brand. Picture someone searching for “running shoes” – that’s a non-branded keyword.
As far as Search Engine Optimization is concerned, getting traffic through non branded search queries is important. But optimizing the branded keywords will create the first impression about the company through the latest additions from Knowledge Graph Search Results. this is done through Google Business location Optimization which will show up Address, Phone Number and Working Hours in Search Results. Adding Reviews with Star Rating and providing information inside the Contact Us page and About Us page also will yield more pages to the search engine results page.
Non branded traffic coming to the website will be having many competitors and the rate of conversion will be much less compared to branded keywords. Keeping a balance between the branded and non branded queries can make the visits to the website increase over time.
- Non-branded keywords are generic terms that do not directly relate to a specific brand.
- They often describe a product, service, or topic without mentioning a brand name.
- Examples: “running shoes,” “camera reviews,” “web design services.”
1. Search Intent:
These searches are typically more general, indicating the user is in the early stages of the buying journey, looking for information or exploring options, focusing on the broader topic or product category. Their search intent might be:
- Research: Users might be in the information-gathering phase, exploring potential solutions or product categories.
- Considering Options: They could be identifying various brands and features to meet their needs.
- Comparison: Non-branded searches often indicate users are evaluating different brands before making a selection
2. Competition: Non-branded keywords, often face higher competition since many businesses may target these general terms, requiring robust SEO efforts.
3. Click-Through Rate (CTR): Varies widely; effective SEO and compelling meta descriptions can improve CTR.
4. Conversion Rates: Non-branded keywords may have a lower conversion rate as users may still be in the research phase and exploring various options.
5. SEO Strategy: Focus on creating high-quality, informative content that addresses user queries and needs, and building backlinks to improve site authority.
6. User Engagement: Engagement levels can vary; content must be compelling and relevant to maintain user interest.
7. Brand Awareness: Non-branded keywords help attract new customers who may not be familiar with a particular brand but are interested in the product or service category.
The Synergy of Branded and Non-Branded Keywords
A robust SEO strategy thrives on the complementary nature of both branded and non-branded keywords. While both types of keywords are essential for an effective SEO strategy, understanding the differences between branded and non-branded keywords allows marketers to tailor their approach to target different audiences and achieve specific goals. Here’s how they work in tandem:
- Branded keywords: Maintain top-of-mind awareness, capture users already familiar with your brand, and drive targeted traffic that has a higher conversion potential.
- Non-branded keywords: Expand brand discovery, attract new customers at the beginning of the buying journey, and establish your brand as a relevant player within your industry.
In summary, by incorporating both types of keywords, you can effectively reach users throughout their purchase journey, from initial research to brand consideration and ultimately, conversion. By balancing both types, you can enhance your online visibility, drive more qualified traffic, and achieve a comprehensive and successful SEO approach. This comprehensive approach empowers you to maximize your SEO efforts and achieve long-term success.
