Search engine optimization (SEO) isn’t just about using keywords — it’s about using the right ones. If you’ve done any keyword research, you’ve probably come across the terms branded keywords and non-branded keywords. But what exactly do these terms mean? More importantly, how do they affect your SEO strategy?
In this guide, we’ll break down Branded vs. Non-Branded Keywords in the simplest way possible. You’ll learn how to identify them, when to use them, and how they each impact your website’s performance.
Let’s dive right in.
What Are Branded Keywords?
Branded keywords are search terms that include the name of a specific brand or company. These are the keywords that people type into Google when they already know the business they’re looking for.
Examples of Branded Keywords:
- Adidas sneakers for men
- Adobe Photoshop tutorial
- Starbucks near me
- Dropbox login
All of these keywords include brand names like Adidas, Adobe, Starbucks, or Dropbox. That makes them branded.
Why Are Branded Keywords Important?
When someone searches using a branded keyword, they’re already aware of the brand. In most cases, they’re closer to making a purchase or taking action. Branded searches often show strong intent.
Branded traffic tends to:
- Have higher conversion rates
- Show brand loyalty
- Be less expensive to target in paid campaigns
Reflect the strength of your brand awareness
For established businesses, branded keywords can drive a consistent stream of qualified visitors.
What Are Non-Branded Keywords?
Non-branded keywords are search terms that don’t include a specific brand name. These are broader, more general searches that focus on a product, service, or topic.
Examples of Non-Branded Keywords:
- Best running shoes for flat feet
- How to edit photos online
- Coffee shops near me
- Cloud storage options
See the difference? No brand name is mentioned — just a user’s need or interest.
Why Are Non-Branded Keywords Valuable?
These keywords target users who are still in the research or discovery stage. They don’t know who you are yet. They’re exploring options, looking for information, or trying to solve a problem.
That gives you the opportunity to:
- Introduce your brand to new users
- Capture early-stage traffic
- Compete based on value and content, not just brand recognition
- Rank for long-tail keywords that are less competitive
Branded vs. Non-Branded Keywords: Key Differences
Let’s break down the main differences between branded and non-branded keywords to make things crystal clear.
| Feature | Branded Keywords | Non-Branded Keywords |
| Includes brand name? | Yes | No |
| Search intent | High (navigational or transactional) | Medium to low (informational or comparative) |
| Competition | Usually low | Usually high |
| Conversion potential | Higher | Depends on the keyword |
| Audience | Existing or loyal customers | New or unaware customers |
| SEO strategy focus | Brand visibility and reputation | Discovery, traffic, and awareness |
Understanding these differences helps you design smarter content and ad campaigns.
When Should You Use Branded Keywords?
Branded keywords work best when people already know who you are. These keywords are powerful for capturing high-intent traffic and strengthening your presence in the search results. You’ll want to focus on branded keywords when:
- Your brand has recognition and people are searching for it
- You need to defend your brand space from competitors in search results
- You’re running campaigns focused on customer loyalty or retention
- You want to measure brand awareness through direct or branded search traffic
Example: If someone searches for “Adobe Photoshop free trial,” they already know the brand—they just want quick access. By ranking for this branded keyword and running paid ads, Adobe keeps users on their site, avoids losing traffic to third-party pages, and protects its brand from competitor ads.
When Should You Use Non-Branded Keywords?
Non-branded keywords are perfect for reaching people who don’t know your brand yet. They help you expand your visibility, attract new audiences, and compete based on value—not name recognition.
Use non-branded keywords when:
- You’re creating content for the top of the funnel
- Your brand is still growing or new to the market
- You want to rank for relevant niche keywords your audience is searching for
- You’re focused on driving organic traffic through SEO
Example: Imagine you’ve just launched a project management tool. No one’s searching for your brand name yet—but they are searching for things like “best project management tools for remote teams.” That’s a non-branded keyword and your opportunity to show up, get noticed, and start building trust with potential users.
Why You Need Both in Your SEO Strategy
Branded vs. non-branded keywords isn’t an either-or situation—it’s a strategic mix. Both serve different purposes, and when used together, they create a well-rounded SEO strategy that fuels growth at every
Branded keywords capture high-intent users who already know your brand and are ready to convert.
Non-branded keywords attract new audiences by addressing their needs, questions, or problems.
Think of it like fishing: non-branded terms cast the net wide, while branded ones reel in the catch. Ignore either, and you risk losing out on visibility, traffic, and conversions.
How Branded and Non-Branded Keywords Impact Paid Search
Branded and non-branded keywords behave very differently when it comes to Google Ads or PPC campaigns.
Branded Keywords in Paid Search
Bidding on your own brand name might sound strange at first, but it’s actually a smart move.
Why it works:
- Lower cost-per-click (CPC): Your ads are highly relevant to branded searches, so Google rewards you with lower CPCs.
- Higher quality score: Relevance, click-through rate (CTR), and landing page experience are usually better for your own brand terms.
- Defensive strategy: Competitors may bid on your brand name. If you’re not running branded ads, they can appear above your organic listing.
- Better control of messaging: You can customize headlines, sitelinks, and descriptions to guide users to the right page.
Example:
If someone searches “Canva resume templates,” Canva’s paid ad appears on top, offering an easy call-to-action — even though they already rank #1 organically.
Non-Branded Keywords in Paid Search
Non-branded keywords are essential for reaching new users, but they usually come with:
- Higher competition
- Higher CPCs
- Broader targeting
They require:
- Smart bidding strategies
- Specific ad copy
- Highly optimized landing pages
Example:
A user searching “how to create a resume” may not know about Canva. But if Canva bids on that keyword and shows an ad offering a free resume builder, that’s a foot in the door.
The takeaway?
Use branded keywords for efficiency and control, and non-branded keywords for discovery and reach. Both play a role in a successful PPC strategy.
How to Measure SEO Performance for Branded vs. Non-Branded Keywords
Tracking keyword performance helps you understand where your traffic comes from and what’s working.
Key SEO Metrics to Monitor:
| Metric | Branded Keywords | Non-Branded Keywords |
| Impressions | Usually lower | Usually higher |
| Click-through rate (CTR) | Higher | Moderate to low |
| Conversion rate | High | Varies |
| Bounce rate | Low | Varies depending on content relevance |
| Time on page | High (especially for transactional pages) | Varies |
| New users | Low | High |
Tools to Use:
- Google Search Console: Track impressions and clicks for branded vs. non-branded search queries.
- Google Analytics 4: Check traffic sources, engagement metrics, and user behavior by landing page.
- Ahrefs/Semrush: Identify rankings and traffic share for different keyword categories.
You can also create separate dashboards to monitor branded and non-branded performance side-by-side.
Tips for Integrating Both Keyword Types Into Your Strategy
To build a balanced strategy, use branded and non-branded keywords across your content, SEO, and ad campaigns. Here’s how:
1. Optimize Your Site for Branded Keywords
Branded search traffic is typically the highest-converting—it includes users who already recognize your name and are more likely to trust and buy from you. That’s why it’s critical to dominate your brand space in the search results.
Here’s how to do it:
- Include your brand name in key elements like page titles, meta descriptions, and H1 headers where relevant—especially on your homepage, product pages, and contact pages.
- Create dedicated pages for common branded queries such as “[YourBrand] reviews,” “[YourBrand] pricing,” “[YourBrand] login,” or “[YourBrand] alternatives.” This helps ensure users find the right info from you—not third-party sites.
- Maintain consistency in your brand voice and messaging across all content and platforms, reinforcing recognition and trust.
- Secure your SERP presence by claiming and optimizing your profiles on platforms like Google Business, LinkedIn, and review sites. This helps control the narrative around your brand and improves visibility.
This strategy ensures that when users look for you, they find accurate, up-to-date, and persuasive content—straight from the source.
2. Create Top-of-Funnel Content Using Non-Branded Keywords
Non-branded keywords are essential for audience growth. These are often long-tail terms people search when they’re researching a problem, looking for comparisons, or seeking education—not necessarily ready to buy yet.
To attract this audience, create content that answers questions, solves problems, and builds trust. Examples include:
- Educational blog posts
- Comparison pages
- Tutorials and guides
- Free tools or calculators
This kind of content helps you appear in search results for valuable non-branded keywords, introduces your brand to new users, and drives top-of-funnel traffic.
3. Monitor Brand Mentions and Build Authority with Backlinks
Branded SEO isn’t limited to keywords—it also includes how and where your brand is mentioned across the web. These brand signals play a role in your search visibility and reputation.
To strengthen your branded SEO footprint:
- Use tools like Brand24, Mention, or Ahrefs Alerts to find where your brand is mentioned but not linked — then reach out for backlinks.
- If your brand is mentioned without a backlink, reach out and request a link. This not only boosts SEO but helps build authority and trust.
- Identify sentiment trends and ensure your brand is being positively represented. If not, address it proactively with fresh content or customer outreach.
- Engage in guest posting or co-branded content with industry peers to reinforce your presence and expand reach.
Monitoring brand mentions helps you turn casual visibility into SEO gains while protecting your brand image.
4. Align Paid Search with Organic SEO
To maximize ROI, bridge the gap between your SEO and PPC efforts. These two channels should work together—not in silos.
Here’s how:
- Run PPC campaigns on your branded keywords to prevent competitors from bidding on your brand and poaching potential traffic.
- Use Google Ads reports to uncover branded keywords with high conversion rates and integrate them into your organic content strategy.
- Identify non-branded keywords with high CTRs from paid campaigns—then build organic blog posts or landing pages to rank for them.
- Use PPC to test keyword opportunities before investing time and resources in long-term SEO campaigns.
By aligning paid and organic insights, you get a more accurate picture of user intent, keyword value, and content opportunities.
5. Map Keyword Types to Each Stage of the Customer Journey
Understanding where each keyword type fits in the funnel helps you deliver the right message at the right time.
- Awareness Stage (Top of Funnel): Use non-branded keywords to attract users searching for solutions or information.
- Consideration Stage (Middle of Funnel): Use a mix of non-branded and branded terms—especially comparison-style keywords (e.g., “YourBrand vs Competitor”) or “best tools” lists.
- Decision Stage (Bottom of Funnel): Focus on branded terms like “[YourBrand] pricing” or “[YourBrand] free trial” to capture ready-to-buy users.
- Post-Purchase & Loyalty: Create content targeting branded keywords like “[YourBrand] updates,” “[YourBrand] user community,” or “[YourBrand] support” to keep customers engaged.
Mapping your content and keyword targeting to the user journey ensures no lead is left behind—from first click to repeat purchase.
Common Mistakes to Avoid
Even seasoned marketers fall into traps when managing branded and non-branded keyword strategies. Here are a few to steer clear of:
1. Ignoring Branded Keywords in Analytics
If you don’t monitor branded traffic separately, you won’t understand the true impact of your brand awareness or marketing efforts.
2. Focusing Only on Branded Keywords
This is especially common in SEO reports that show great traffic growth — but mostly from your brand name. You could be missing out on growth opportunities if you don’t expand into non-branded territory.
3. Bidding on Only Non-Branded Terms
Competitors may steal your traffic by bidding on your brand name. Always protect your brand space with paid ads, even if you already rank organically.
4. Keyword Stuffing or Poor Relevance
Using branded or non-branded keywords without proper context hurts user experience and search rankings. Keep usage natural and focused.
5. Forgetting to Update Your Strategy
Search trends evolve. What worked last year may not work today. Keep researching new keyword opportunities regularly.
Final Thoughts:
Branded and non-branded keywords each play a unique role—one captures demand, the other creates it. A winning SEO strategy doesn’t choose between the two—it blends them. Use non-branded keywords to reach new audiences, and branded keywords to convert and retain them. Together, they help you build visibility, trust, and long-term growth.
FAQs
1. What is the main difference between branded and non-branded keywords?
Branded keywords include your company or product name (like “Nike shoes”), while non-branded keywords are generic search terms (like “best running shoes”). Branded keywords attract people who already know you, while non-branded ones bring in new visitors.
2. Why should I target non-branded keywords if no one knows my brand yet?
Non-branded keywords help you reach people searching for solutions, not names. They’re essential for increasing awareness and driving new traffic, especially when you’re just starting out or expanding into new markets.
3. Are branded keywords worth bidding on in Google Ads?
Yes! Even if you rank organically, branded keywords in paid ads help prevent competitors from capturing your clicks and ensure you dominate your brand space on the search results page.SERP.
4. Can competitors bid on my brand name?
Yes. They can’t use your trademark in their ad copy, but they can target your brand name as a keyword.