Branded vs Non-Branded Keywords

What Are Branded Keywords?

Branded keywords are search terms that include your company name or a version of your company name. For my company, branded keywords include:

-     RivalMind

-     RivalMind LLC

-     RivalMind digital marketing services

-     RivalMind SEO

And any other search term with “RivalMind” in the phrase. Even search terms with our company name misspelled, “like Rivalmind” or “Rival Minds,” are considered branded keywords.

For “Java Jill,” an imaginary coffee shop, branded keywords might include:

-     Java Jill

-     Java Jill coffee

-     How much does coffee cost at Java Jill?

-     Java Jill coffee flavors

We should clarify a possible point of confusion here. Branded keywords are not search terms that mention brands you carry. For example, if you’re a reseller for Nike shoes, the search term “Nike shoes” is not considered a branded keyword. Why? The search intent for “Nike shoes” is not specific to your company – it could encompass any Nike shoes seller. If you were Nike, however, this would be considered a branded keyword.

Additionally, a user searching for your business using branded keywords is typically familiar with your brand, product, or service.

What Are Non-Branded Keywords?

How Do Branded & Non-Branded Keywords Fit Into Your Strategy?

Visibility

In general, non-branded keywords have greater search visibility than branded keywords. Thus, they should be targeted for brand awareness campaigns, gaining visibility, and driving organic visitors to your website.

Non-branded keywords can be utilized to target every step of the sales funnel, from awareness to conversion. 

Competition & cost

Which keywords offer the best conversion value?

Most marketers would agree that the ultimate goal of all search campaigns is conversion. So, which category of keyword is best for this goal? The answer to this question is important but nuanced.

In general, campaigns targeting branded keywords have higher conversion rates, because internet users searching for branded keywords are typically further down the sales tunnel. These users are already familiar with your brand, products, or services and are poised to convert. Non-branded keywords are important for initiating first touchpoints with your brand. Thus, both keyword varieties are important for all stages of the sales funnel.

Ideally, both! At first glance, PPC looks like the better route, because you can earn leads faster. However, as soon as you stop paying for your campaign, the leads stop. Though SEO requires more time and effort to initiate and maintain, great organic rankings continue to produce traffic and conversions for no cost.

Tips For Using Branded & Non-Branded Keywords

First, rank well organically for your branded keywords. Branded keywords are low-hanging fruit for your company, and ranking well organically for your company name is important. Start here during keyword research and website optimization.

Next, pour the remainder of your SEO efforts into relevant non-branded keywords. Once you have established prominence for branded keywords, you can move your efforts to non-branded keywords. These will be the meat of your digital marketing strategy.