Non-branded traffic comes from users who don’t know who you are, so this includes users who:
-
Have a problem or need but don’t know how to fulfill it
-
Know what product they want but don’t know where to find it
-
Want to better understand a specific product
-
Are researching a particular topic
All of these users have a shared goal: They are looking for information and want to find a website that gives them what they want.
This is why search engines exist and why you, as a company, want to rank at the top of these search engines to prove to users that you’re their best choice so you can hopefully make a sale.
Google’s mission statement encapsulates this:
“Our mission is to organize the world’s information and make it universally accessible and useful.”
Search engines have no interest in selling your products; instead, they want to help their users by providing them with the information they’re searching for. If you happen to provide that information in a way that makes sense for the user, then it’s likely you’ll come out on top.