As the term implies, branded keywords are queries that include the names of brands/companies. In contrast, non-branded keywords don’t include any brand terms.
As you start your SEO campaign, you’re probably going to focus more on generalized, non-branded keywords. However, is it the right strategy all the time?
And is it better to create separate campaigns for branded and non-branded keywords?
Both non-branded and branded keywords have their place in your SEO plan. In this guide, we’ll go in-depth about the core differences between the two and how you can utilize them to grow your brand, dominate SERP, and increase CTRs. Let’s get started:
Table of Contents
What Are Brand Keywords
Search terms, including the name of your brand, unique product names, and variations of your company name, are brand keywords.
Some examples of brand keywords:
- iPhone 14
- Amazon Prime
- Samsung Galaxy S23
- Rankpa guest posting
Brand keywords are usually navigational, as users searching with brand terms know exactly what they are looking for.
For example, someone searching “Rankpa guest posting” intends to visit Rankpa’s official website, contrary to users searching “guest posting services.”
What Are Non-Brand Keywords
Keywords without any brand-specific search terms are non-brand keywords. For example:
- Android phones
- Fishing gear
- Laptops under $500
- Digital marketing company
Non-brand keywords are usually search terms about products, services, or topics related to any brand in a specific field.
Brand vs Non-Brand Keywords: What Are the Differences
Before heading into the topic of use cases for brand and non-brand keywords, let’s look at the primary differences between them:
| Aspect | Brand Keywords | Non-Brand Keywords |
| Definition | Queries that include a brand name or variations of it, unique to a domain. | Keywords that do not reference a brand name or any part of it. |
| Purpose | To target users already aware of and interested in the brand. | To attract users who are interested in the products or services but not the brand. |
| Search Intent | Specific, as users are looking for services or products from a specific brand. | General, as users are looking for information or options related to a topic. |
| Visibility and Reach | Limited to the brand’s recognition, usually used by users familiar with the brand. | Wider reach, capturing users who might not be aware of the brand. |
| Competition | Lower, as they are unique to the brand. | Higher, as they are more generic and targeted by multiple entities. |
| SEO Strategy | Involves creating content that focuses on the brand and monitoring brand-related keywords. | Involves creating content around general industry-related topics and keywords. |
| PPC Cost | Can be cheap due to low competition. | Can be expensive, especially if the keywords are highly competitive. |
| Examples | “Apple iPhone,” “Nike sneakers.“ | “Smartphone features,” “running shoes.” |
Cost
When it comes to cost per click (CPC), brand keywords are relatively cheaper than non-brand ones, especially when the brand is pretty new.
For example, the CPC rates for “Rankpa” are going to be much cheaper than queries like “link building agency.”
Competition
Non-brand keywords will have more competition as brand-related keywords tend to be more specific.
Thousands of companies are competing for keywords related to your products or services.
However, this does not mean that other companies won’t use your brand name in their campaigns, as this happens frequently in highly competitive industries.
For example, at the time of writing, the SERP for the query “xiaomi redmi a3” showed a page from GSMArena.com as the first result over Xiaomi’s own official page.
Conversion
When someone searches for “Rankpa SEO services” on Google, the user knows exactly what they are looking for and will most likely click on one of our pages.
On the other hand, someone searching for “SEO services” will be met with thousands of options. Therefore, the likelihood of them clicking on Rankpa’s pages will significantly go down.
As you can see, brand keywords have way better conversion rates, attracting visitors who are already looking for a specific brand.
However, users searching brand keywords are already likely to make a purchase. So, even if it may seem as though your brand keywords are bringing in customers, users may already be familiar with your brand and have decided to make a purchase before searching on Google.
Does this mean you should not invest in brand keywords? Not really! Keep reading to find out more.
Targeting
Non-brand keywords target new customers for your company.
People searching with brand keywords are already familiar with your organization.
For example, if you’re searching for a “keyboard for gaming,” you are likely to have not decided on a brand and are exploring different options.
On the other hand, if your query is “Logitech gaming keyboard,” you may have already decided on getting Logitech’s mouse.
Overall, when it comes to targeting, brand keywords usually serve the purpose of being navigational, while non-brand keywords can bring new visibility to your company.
When to Use Brand Keywords
People searching with brand keywords already have some idea about your brand. Their search intent could be –
- Trying to learn more about your brand
- Looking for comparisons between your brand and other options
- Searching for reviews
- Wanting to make a purchase
Considering these search intents, you should compete for brand keywords in the following situations:
1. Controlling SERP
With proper utilization of brand keywords, you control how the search results on Google are for your brand. Ideally, you want to make it as easy as possible for your customers to find you.
This is an example of how the SERP should look when people search for your brand on Google.
2. Getting Ahead of Competitors
If you are in a highly competitive industry, other companies may try to bid on your brand name to manipulate the SERP and get your customers swayed.
Building a strong profile with your brand keywords prevents this from happening.
3. Controlling Customer Perspective
A lot of the time, people will search for your brand to learn more and compare it with other brands. They are not yet fully converted, and the information on the SERP will help them decide.
Therefore, you would prefer to have positive reviews and helpful information show up when potential customers search for your brand.
When to Use Non-Brand Keywords
People searching with non-brand keywords want to learn more about different brands before purchasing. As a result, you would want to use non-brand keywords in the following instances:
1. Attracting New Customers
Non-brand keywords can help you attract new customers who are not familiar with your brand. As a result, they are naturally more competitive.
If you are a new brand competing in the market, it’s likely that people are unaware of your brand. In that case, you’ll have to compete for non-brand keywords to get your first customers from the search engine.
2. Building Brand Awareness
Having high positions on the SERP for non-brand keywords can also help with your brand awareness.
For example, a person researching for monitors with queries like “best monitor for graphic designing” will find out about several brands. You would want your brand to be one of them to increase awareness and attract new customers.
Utilizing Both Brand and Non-Brand Keywords
Just because you are a new brand in a competitive market, it does not mean that you should only invest in non-brand keywords. Using both brand and non-brand keywords in your marketing campaigns can secure the best results.
If you are a well-known brand with a stream of customers, your focus should mainly be on brand keywords while investing in non-brand queries to attract new customers.
New brands should primarily focus on non-brand keywords while also investing as much as possible in brand keywords to control their SERP.
Final Takeaway
Using both brand and non-brand keywords is essential for maximum growth. After realizing this, your next step should be creating a sustainable strategy for your PPC campaign.
Create different campaigns for both kinds of keywords to keep track of your spending. This strategy will help you determine which one from brand and non-brand keywords are bringing in the most conversion.
