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Branded vs. Non-Branded Keywords

Branded keywords are terms that include the brand's name or specific trademarks. Non-branded keywords, on the other hand, do not contain the brand name. It is as simple as that. Which one should you rely on, and when is a more complex question.

Branded Keywords: The Cornerstone of Customer Loyalty

Branded keywords are your digital signature – a beacon for those already familiar with your brand. When users search for your brand directly, they demonstrate a level of brand awareness and brand loyalty that is paramount to sustained business success.

Here's the non-negotiable truth: branded keywords typically yield higher conversion rates. Why? Because there is clear intent. The user is not stumbling upon your product but seeking it out. A well-optimized campaign targeting branded keywords is cost-effective and often enjoys a lower cost-per-click (CPC) with higher click-through rates (CTRs).

Non-Branded Keywords: Your Growth Engine

Non-branded keywords are often more generic terms related to your industry or product/service offerings. The brilliance of non-branded keywords lies in their ability to cast a wider net, capturing potential customers in the early stages of the buying cycle.

The art of mastering non-branded keywords is a game-changer for market expansion and discovery. They are the drivers of top-funnel traffic, vital for brand visibility and awareness. While they may not convert as instantly or as frequently as branded searches, they are invaluable in growing your customer base and can be highly effective for capturing market share from competitors.

Balancing the Scale: A Dual Approach

The argument for a balanced strategy incorporating both branded and non-branded keywords is compelling. Ignoring non-branded keywords can lead to an over-reliance on existing customer bases, potentially stunting growth. Conversely, focusing solely on non-branded keywords can dilute your efforts and allow competitors to capitalize on your established brand awareness.

A harmonized approach empowers businesses to protect and elevate their brand while simultaneously reaching new market segments. It requires a keen understanding of customer intent, a sophisticated bidding strategy, and an adaptable content strategy that aligns with user search behaviors.

As digital landscapes become increasingly competitive, the businesses that will flourish are those that understand the nuanced role of branded and non-branded keywords. The former guards your brand equity, ensuring those who seek you find you. The latter is an exploratory force, driving discovery and pushing the boundaries of your digital footprint.

The key is not to choose between branded and non-branded keywords but to wield them together in strategic harmony, ensuring that every aspect of the customer journey, from awareness to loyalty, is expertly navigated and capitalized upon.

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