A Guide to Branded and Non-Branded Keywords

Google’s search engine algorithms are always changing. And as a result, marketers must also adapt their strategies on a continual basis. That being said, most marketers understand the challenges of optimizing search results using keywords that don’t include the brand name i.e. non-branded keywords. But how do you target people with keywords that DO include your brand names—or what we call branded keywords?

Since what keywords people use when searching reveals a whole lot about their intent, let’s take that deep dive and help you understand these two clusters of keywords, what opportunities and challenges crop up when targeting either keyword type, and which one you should care about more!

What are Branded Keywords?

In the most simple terms, branded keywords refer to search terms that include the name of your brand, product, or other company-specific items. A straightforward example of this could be “apple iphone” or "gucci bags." Such search terms are often called navigational queries, because people use these terms to get to a specific website or a webpage. They already know what they are looking for, and just need to be directed towards the right resource. For example, "spotify," "twitter login," or "facebook homepage."

As a result of this, branded keywords have a quite high click-through rate of more than 50%. Needless to say, searchers of these keywords are qualified visitors and are already brand-aware. Simply put, these keywords are perfect for brands with strong brand recognition and aren’t specifically looking to attract “new customers,” so to say.

Examples of Branded Keywords

• Intel: You must have come across the phrase “Intel Inside,” which is a slogan they go by. This slogan is a branded keyword—which Intel promotes on other channels, too—to establish a wide-ranging presence.
• Bajaj: “Bajaj fan” is another keyword customers in the decision stage of their journey are bound to encounter when looking to purchase fans online. This is a branded keyword Bajaj uses to emphasize how their product is superior to others in the market.

What are Non-Branded Keywords?

Non-branded keywords are phrases that don’t contain your company name. You use them to attract new visitors to your site by advertising your products or services and meeting potential customers. Non-branded keywords are beneficial for almost all kinds of businesses looking to attract more leads. For example, think of the keyword “Digital marketing agency”. Needless to say, because these are non-branded in nature, there is also higher competition.

Keyword Comparison and Best Practices

Your branded keywords should have the name of your brand. For example, if you have an e-commerce store called “ShoeCo.” which sells shoes of other brands, say Nike or Puma, your branded keyword should be “ShoeCo shoes,” “ShoeCo boots,” and so on—NOT “nike sneakers” or "puma boots". While the latter set of keywords does refer to a brand, it is not the brand we want to optimize search results for.

Where does the search volume for branded keywords come from? It's the result of all your marketing efforts, with the great help of SEO—which means performing well on ranking for non-branded keywords.