Keyword Basics: Branded vs. Non-Branded

Search queries are the voices of your customers. Choosing the right keywords for your campaign or optimization efforts is critical. The keywords you select will have a direct impact on how well you target your audiences and grow your business.

Branded vs. non-branded keywords

What is the difference?

Branded keywords are used when searching for a specific brand name, product, service, or a variation of it. They are often put into the search query by the exact brand name or website. Consumers are most likely already familiar with and trust your brand.

For example, when searching for solarpowerworldonline.com, search queries may bring up:

• “Solar Power World”
• “Solar Power World Online”
• “Solar Power World News”
• “Solar Power World Top Contractors”

Non-branded keywords are more broad or generic searches. They are often relevant to the industry, but do not contain a company name, product, or service. A consumer could use these when researching more information.

Examples include:

• “Solar power news”
• “Solar panel updates”
• “Solar+storage”

Here, Solar Power World is not associated with the keyword or key phrase and the results are likely to be more plentiful and time bound.

What is the value?

Branded and non-branded keywords are both used to increase traffic. Whether your efforts are organic or paid, associating your company with the right keywords can make a key difference.

Branded Keywords bring the possibilities of:

• More relevant search results – often #1
• Lower bounce rates
• Brand recognition/returning users
• Lower paid search costs
• Expanding reach and awareness

Non-Branded Keywords

• New or unique users
• Higher paid search costs
• Expanding reach and awareness

Now what? Where do you start?

Branded keywords allow for you to get to the right audience more quickly, whereas non-branded keywords can be more competitive. Yet, it is important to use both to support one another, in a combination of pay per click and search engine optimization efforts. When done correctly, they will both increase your online visibility and help you better understand performance and further optimization opportunities.