Keywords are essential in SEO because they help businesses reach users through search engines. Branded Keywords include a company or product name, while Non-Branded Keywords are general search terms without a brand name. Understanding the difference helps businesses attract both existing and new customers.
What Are Branded Keywords?
Branded Keywords are search terms that contain the name of a specific brand, company, product, service, or trademark. These keywords are used by people who are already aware of a brand and want to find information directly related to it.
In SEO and digital marketing, branded keywords are important because they indicate existing brand recognition and often attract highly qualified visitors. Since users already know the brand, they are usually further along in the customer journey and more likely to engage with the business.
Examples
Some common examples of branded keywords include:
- Nike running shoes.
- Apple iPhone 16.
- HubSpot CRM.
- Amazon Prime.
- Canva Pro.
- Samsung Galaxy S24.
- Adobe Photoshop.
- Tesla Model Y.
In each example, the search query contains a specific brand name, making it a branded keyword.
The primary goal of Branded Keywords is to help users find information, products, services, support, pricing, reviews, or official websites related to a brand they already know.
Why Branded Keywords Matter
Branded keywords are valuable because they help businesses capture traffic from users who are actively searching for them. These searches often indicate trust, familiarity, and a higher likelihood of conversion.
For example, someone searching for “Nike running shoes” is not looking for general running shoes; they specifically want Nike products. This makes the search intent much clearer than a generic search such as “running shoes.”
Key Characteristics of Branded Keywords
1. Include a Brand Name
Branded keywords always contain the name of a company, product, service, or trademark.
Examples:
- Coca-Cola.
- Microsoft Office.
- Netflix subscription.
This is the defining feature of branded keywords.
2. High Brand Awareness
Users searching branded terms are already familiar with the brand.
They may have:
- Seen advertisements.
- Heard recommendations.
- Used the product before.
- Conducted previous research.
This familiarity often increases trust and engagement.
3. Strong Search Intent
People using branded keywords usually have a specific purpose.
They may want to:
- Visit the official website.
- Compare products.
- Check pricing.
- Contact customer support.
- Make a purchase.
Because the intent is clear, branded searches often perform well.
4. Higher Click-Through Rates
Users typically click on the brand they searched for.
For example, someone searching for “Canva Pro pricing” is likely to click Canva’s official website rather than unrelated results.
This often leads to higher click-through rates (CTR).
5. Lower Competition for the Brand Owner
Although competitors may target branded terms, the brand owner usually has a strong advantage.
Search engines generally recognize the official website as the most relevant result for branded searches.
As a result, brands often rank highly for their own names.
6. Strong Conversion Potential
Branded searches frequently generate higher conversion rates because users already know and trust the brand.
These users may be ready to:
- Sign up.
- Request a demo.
- Purchase a product.
- Renew a subscription.
This makes branded traffic highly valuable.
7. Reflect Brand Demand
The number of branded searches can indicate how popular or recognizable a brand is.
An increase in branded search volume often suggests:
- Growing brand awareness.
- Successful marketing campaigns.
- Increased customer interest.
Businesses often monitor branded keyword performance to measure brand growth.
How Branded Keywords Work
Branded keywords connect users directly with brands they already know.
Step 1: User Knows a Brand
The user becomes familiar with a company, product, or service through advertising, recommendations, social media, previous purchases, or online research.
Example:
A user hears about Canva from a colleague.
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Step 2: Branded Search Is Performed
The user enters a search query containing the brand name.
Examples:
- Canva pricing.
- Nike running shoes.
- HubSpot CRM features.
Because the brand name is included, the search becomes a branded search.
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Step 3: Search Engine Displays Brand Results
Search engines identify the brand mentioned in the query and display relevant results.
These may include:
- Official website pages.
- Product pages.
- Pricing pages.
- Customer support pages.
- Reviews and news articles.
The official brand website often appears prominently in search results.
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Step 4: User Evaluates Information
The user reviews the available information and explores the brand’s offerings.
They may compare plans, read product details, or learn more about the company.
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Step 5: User Visits the Website
The user clicks a relevant result and visits the brand’s website.
Because the search was highly targeted, the visitor is often more engaged than someone arriving through a generic search.
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Step 6: Desired Action Occurs
The visitor may complete an action such as:
- Making a purchase.
- Signing up for a service.
- Downloading software.
- Contacting sales.
- Requesting support.
This is why branded keywords often contribute significantly to conversions.
The overall goal of branded keywords is to connect users with a specific brand and help them quickly find the information, products, or services they are seeking.
What Are Non-Branded Keywords?
Non-Branded Keywords are search terms that do not contain the name of a specific company, brand, product, or service. Instead of searching for a known brand, users search for a general topic, product category, solution, or service they need.
These keywords are commonly used by people who are in the early stages of their buying journey. They may be looking for information, comparing options, researching products, or trying to solve a problem without having a preferred brand in mind.
For businesses, Non-Branded Keywords are extremely valuable because they help attract new audiences who may not yet be familiar with the company. Ranking for these keywords allows businesses to introduce their products or services to potential customers and build brand awareness.
Examples
Some examples of Non-Branded Keywords include:
- Best running shoes.
- CRM software.
- Graphic design tools.
- Digital marketing agency.
- Email marketing platform.
- Project management software.
- Online accounting tools.
- Website design services.
In all of these examples, the user is searching for a solution or category rather than a specific brand.
For instance:
- A search for “CRM software” could lead users to HubSpot, Salesforce, Zoho, or other CRM providers.
- A search for “best running shoes” could display products from Nike, Adidas, Puma, and many other brands.
These searches focus on finding the best solution rather than locating a particular company.
The primary goal of Non-Branded Keywords is to attract users who are researching options and may become future customers.
Key Characteristics of Non-Branded Keywords
1. No Brand Mention
Non-Branded Keywords do not include the name of any company, product, or service. They are generic search terms that describe a need, topic, or solution.
Example:
- “Email marketing software” (non-branded).
- “Mailchimp email marketing software” (branded).
2. Broader Audience Reach
Because these keywords are not tied to a specific brand, they can attract a much larger audience. Users from different backgrounds and locations may search for the same general term.
3. Higher Competition
Many businesses compete for the same Non-Branded Keywords because they often have high search volume and strong commercial value. As a result, ranking for these keywords can be challenging.
4. Supports Customer Acquisition
Non-Branded Keywords help businesses reach people who have never heard of their brand before. This makes them highly effective for attracting new customers and expanding market reach.
5. Various Search Intent Types
These keywords can represent different types of search intent:
- Informational: “How does CRM software work?”
- Commercial: “Best CRM software for small businesses”
- Transactional: “Buy CRM software online”
This variety allows businesses to target users at different stages of the customer journey.
6. Greater SEO Opportunities
Since there are thousands of Non-Branded Keywords related to most industries, businesses have many opportunities to create content and attract organic traffic from search engines.
7. Helps Build Brand Awareness
When users discover a company through Non-Branded Keywords, they become familiar with the brand. Over time, this can increase trust, recognition, and future branded searches.
How Non-Branded Keywords Work
Non-Branded Keywords help connect users with businesses when they are searching for solutions rather than specific brands.
Step 1: User Has a Need
A user experiences a problem, requirement, or goal.
Example:
A business owner wants software to manage customer relationships.
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Step 2: General Search Is Performed
Instead of searching for a specific company, the user enters a broad search query.
Example:
“Best CRM software”
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Step 3: Search Engine Displays Various Options
Google analyzes the query and displays relevant websites, comparison articles, reviews, and product pages from multiple companies.
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Step 4: User Evaluates Solutions
The user compares features, pricing, reviews, and benefits offered by different businesses.
At this stage, companies compete to capture the user’s attention.
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Step 5: Brand Discovery Happens
The user discovers brands they may not have known before.
For example, someone searching for CRM software might discover HubSpot, Zoho, Salesforce, or Pipedrive.
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Step 6: User Takes Action
After evaluating options, the user may:
- Visit a website.
- Request a demo.
- Sign up for a free trial.
- Contact a company.
- Make a purchase.
The goal of Non-Branded Keywords is to attract users who are actively exploring solutions and guide them toward becoming customers.
| No. | Basis | Branded Keywords | Non-Branded Keywords |
|---|---|---|---|
| 1 | Definition | Keywords that include a specific brand or company name. | Keywords that do not include any brand name. |
| 2 | Search Intent | Users are searching for a specific brand. | Users are exploring general solutions or options. |
| 3 | Awareness Level | High brand awareness. | Low or no brand awareness. |
| 4 | User Goal | Find or interact with a known brand. | Discover products, services, or information. |
| 5 | Competition | Lower competition for the brand owner. | High competition among multiple websites. |
| 6 | Conversion Rate | Usually high conversion rate. | Depends on content quality and intent. |
| 7 | Keyword Specificity | Very specific (brand-focused). | Broad and generic. |
| 8 | SEO Difficulty | Easier for the brand to rank. | Harder due to high competition. |
| 9 | Example Keywords | “Nike shoes”, “Amazon customer care”, “Skill Time Education SEO course” | “best running shoes”, “online shopping websites”, “SEO course in India” |
| 10 | Traffic Quality | Highly targeted and loyal users. | Mixed audience, often new users. |
| 11 | Funnel Stage | Bottom of the funnel (ready to convert). | Top or middle of the funnel. |
| 12 | PPC Cost | Lower cost per click for brand terms. | Higher cost due to competition. |
| 13 | CTR (Click-Through Rate) | Very high CTR for official sites. | CTR depends on ranking and content quality. |
| 14 | User Trust | High trust if brand is known. | Trust depends on content authority. |
| 15 | Content Type | Homepage, product pages, brand pages. | Blogs, guides, comparison pages. |
| 16 | Search Behavior | Direct navigation or brand lookup. | Research-based and exploratory searches. |
| 17 | SEO Strategy | Focus on brand visibility and reputation. | Focus on traffic generation and keyword targeting. |
| 18 | Competition Level | Competing mainly with yourself or brand mentions. | Competing with many websites. |
| 19 | Example Query | “YouTube login”, “Flipkart official website” | “best video platform”, “online shopping apps” |
| 20 | Key Difference Summary | Includes brand name and shows direct interest in a specific company. | Does not include brand name and focuses on general search intent. |
Branded Keywords and Non-Branded Keywords are both important for SEO, but they serve different purposes.
Branded Keywords target users who already know a specific company or product, while Non-Branded Keywords target users searching for general solutions, products, or information.
In simple terms, Branded Keywords help people find a known brand, while Non-Branded Keywords help people discover new brands.
Businesses that optimize for both keyword types can improve visibility, attract new customers, strengthen brand awareness, and increase conversions.
