Branded vs Non-Branded Search: Which is Better?

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BY Chris Loomis

SEO is important so that your target audience sees your content at the top of search engine results pages. This includes using the right keywords and other important SEO strategies to boost your online presence. Better if you work with a digital marketing professional to help achieve your marketing goals and objectives. 

Boosting your SEO strategy is one thing. But how about attracting potential customers who are searching for your brand? As in, people type your brand name in the search bar? This article will explain branded and non-branded searches and how you can optimize both. 


What’s the difference between branded and non-branded searches? 

The main difference between branded and non-branded search is that the former contains your product name, service, or company, and the latter doesn’t. These apply to both paid search ads and organic results. 

Some people might be searching for your product or service but do not know your brand name. This is where SEO strategies come in, the main objective of which is to lead customers to your brand eventually. 


Why you should optimize for branded search 

Keyword ranking lets you attract potential customers and lead them to your website and brand. The same applies to branded keyword ranking, except that people know you and purposefully search for your brand. With a branded keyword search, you are targeting the following people: 

  • Present customers 
  • People who are THIS close to buying from you 
  • Fans of your brand who are always updated with your activities 
  • The press (your main objective here is to be the primary source of information in your respective industry) 


Branded search optimization tips 

Here are tips to optimize branded search and be the most authoritative website in your respective industry: 


Look for keywords related to your product, brand, or company 

First, you must create two sets of keyword lists for your branded search strategy: keywords you rank for and don’t tank for. You can use SEO tools to find the right keywords. Don’t worry about misspellings because Google’s algorithms will correct that. Once you have the lists, you can import them into a spreadsheet. 


Choose the keywords that are worth targeting. 

There are different categories of branded keywords, such as: 

  • Underperforming keywords - you can get more SERP traffic if you improve their rankings 
  • New keywords - you can get more site traffic if you target new keywords
  • Pages with mismatched search intent - unrelated keywords should be removed 


Add internal links 

Internal links play a major role in SEO as search engines use them for crawling, indexing, and discovering pages. Internal links also help Google understand what your page is all about. To optimize internal links and achieve your digital marketing goals, you should consider the following: 

  • Put them on important pages, such as the home page, features, and other relevant pages. 
  • You can also put the links at the top navigation or footer
  • Link it to blog posts or landing pages that mention the keyword 


The more your brand grows, the more people will know you and search for your company/brand. Learning SEO strategies is important to keep up with the latest digital marketing trends and be ahead of your competition. Work with a digital marketing expert in Franklin, TN, to help build your brand and boost your online presence. 

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