Branded keywords are search terms that include your brand name. Or some variation of it. Non-branded keywords are general search terms that don’t mention your brand.
For example:
Those who use branded keywords are already familiar with your brand. Others may use broader, non-branded keywords until they narrow their choices. Or become aware of your brand.
The key difference is user intent (the reason someone is searching). We’ll talk more about user intent in the next section.
People choose search terms depending on what they want to accomplish. Businesses and marketers use those terms to gauge where potential customers stand in their buying journey.
A buyer journey typically starts when people become aware of a problem they need to solve. Say someone needs to take aerial photos of their property before listing it for sale. Someone at this stage might search broadly with a query like “aerial photography techniques.”
Past this stage, people can become aware of some potential solutions to their problem, and may be considering their options. They’ll look for the right solutions for their needs using search terms like “best drones for aerial real estate photography.”
Then, people who continue on the buyer’s journey will move to the decision-making stage. Here, they’re looking for information on specific brands or products with keywords like “iPhone 15 Pro price comparison.”
As they move from Awareness to Consideration to Decision, the keywords become more focused, often reflecting an intent to purchase. As their intent changes, they move from non-branded to branded keywords.
Search intent influences search terms. Which affects how businesses should target branded vs. non-branded keywords. Rely on only one or the other, and you might miss a segment of your potential customers in different stages of their buyer’s journey.
Comprehensive SEO or PPC campaigns use both to achieve varied benefits:
Branded keywords capture users already familiar with your brand. They can be used to:
Non-branded keywords cast a wider net, attracting audiences searching for products or services you offer. They can be used to:
Branded and non-branded keywords play a crucial role at various stages of the funnel. To guide potential customers from knowing about your product, to deciding to purchase it.
Branded keywords capture users in certain parts of the funnel like the decision and purchase phases. Who are actively seeking your brand.
Non-branded keywords target users in the awareness and consideration phases, researching and comparing their options.
Search intent is the reason behind a user’s search query. What are they really trying to achieve when they type something into Google? There are four types of intent:
Branded keywords help searchers go to relevant owned content and web pages directly.
Non-branded keywords cater to broader searches and more search intents.
SEO Examples:
PPC Examples:
SEO Examples:
PPC Examples:
You want to mix branded and non-branded keywords in SEO and PPC campaigns. To reach customers familiar with your brand while attracting new prospects. First, you’ll need to find those keywords.
To do this, use the Keyword Magic Tool to build a list for each type of keyword.
First, enter a broad keyword into the tool and click “Search.”
Explore the keyword groups and subgroups to discover both branded (“samsung smartphones”) and non-branded keyword (“best smartphones”) variations.
Take note of the “Intent” column, which contains colored initials corresponding to the four search intents:
Hover over the initials for reminders of their meanings.
To collect branded keywords, use the “Include keywords” field to include your brand name.
Then, check the boxes next to the keywords you want to target.
Click the “+ Add to keyword list” button. Create a new empty list, add the name for your list and click the check mark to save the list.
You’ll then see your keyword list available when you click “Add to keyword list”:
Export your selected keywords in whatever format you need (CSV, XLXS).
Click the export icon. Select “Selected” and choose your preferred file format.
Incorporate your keywords into your website’s content and SEO strategies to enhance visibility and attract targeted traffic.
Consistent messaging across all channels builds a unified brand experience. Use the same tone, style, and keywords in your website content, ads, and social media.
It’s simple, but it reinforces brand identity and recognition, regardless of where people encounter your brand.
Use ContentShake AI to help you maintain content consistency.
ContentShake AI lets you specify the tone of voice you want to use. For example, “Somewhat casual” for social media posts. Be sure to also select post type: educational, sales, or entertainment.
ContentShake AI will also generate a full article. You can choose from ideas the tool generates, or use your own idea.
If you need help coming up with a title, click “See suggestions” under the title you entered. Then enter your target keywords.
Next, enter your target word count. Finally, select the “Tone of voice type” and the “Readability level.” Then click “Create article.”
Depending on the topics, you can then maintain the same tone of voice and readability level across articles and posts to remain consistent.
Track your keyword performance with Position Tracking. Regular analysis can help you adapt to changing market conditions and user preferences.
If you don’t have one yet, set up a campaign. You’ll need to enter domain details, keywords, device types, and other information where prompted.
Once your campaign is up and running, the “Landscape” tab will offer a snapshot of your campaign’s performance in visibility, estimated traffic, and average position. There’s also an automated summary report that highlights key changes in an easy-to-read format.
Scroll down a bit, and you’ll see top keywords and performance tables. Click any keyword to see more detailed information.
You can dig deeper into which of your landing pages are getting visitors. And from what keywords. Or find out how well competitors are doing with the same keywords targets. Check your progress week by week, month by month, or whichever date range you prefer.
Content cross-promotion is sort of like putting up flyers for your business all over town. It increases your visibility and lets you spread the word about your content.
Branded and non-branded keywords are essential for reaching your target audience at every stage of their journey. A balanced keyword approach in your SEO and PPC can maximize visibility, drive conversions, and build a unified brand experience.
Ready to unlock the full potential of your keyword strategy?
Explore Semrush’s powerful toolkit for keyword research, position tracking, and more. Start your free trial today and elevate your digital marketing efforts.
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