What Can Non-Branded Keywords Do for Your Content? 

More ways to create better content – that’s what we’re all about here. Quite literally, that’s my job at our omnichannel digital marketing agency. “Non-branded keywords,” at first, may not sound like something you want to incorporate into your content. A perfectly reasonable response is: “Why am I including keywords that are not on-brand?” Non-branded keywords can actually help your content in a variety of ways. 

So, What Are Non-Branded Keywords? 

Non-branded keywords refer to search terms that don’t explicitly include your business or brand name. Unlike branded keywords, which are specific to your business, these terms are broader and more generic, reflecting common queries or informational searches from potential customers. 

Remember: non-branded keywords aren’t the exception. They’re the norm. In fact, they make up a majority of search engine traffic. That, however, is an opportunity. Specifically, it’s an opportunity to connect with audiences who may not yet know your business exists.

How to Think of the Difference Between “Non-Branded” and “Branded” 

A simple way of thinking about them: “branded” means “getting the reader to make a purchase.” “Non-branded” is about “gathering info.” With non-branded keywords, you’re providing information. “Branded” means you’re directing them to do business with you. 

For example, someone searching for “bicycle safety when riding at night” might not yet be looking to hire a personal injury attorney but could still be someone who knows a person who just had (or will have) an injury. 

Now, just because you’re including non-branded keywords, that doesn’t mean you’re precluding people from making a sale/doing business with you. Far from it. By targeting these non-branded searches, businesses can establish credibility and build brand awareness, gradually guiding users closer to conversion over time.

Non-branded keywords are usually just for an audience that is in the early stages of the buyer’s journey. Most likely, they have no prior knowledge of your brand, have never visited your site, and are actively comparing options. 

So, these terms give you a unique opportunity to shape their perceptions of your brand. By creating content that aligns with their informational needs, you position yourself as a trusted authority, paving the way for future conversions.

While they may not convert immediately, engaging with them effectively can be pivotal for future growth.

“An Introduction” Versus “Closing the Sale”

That’s another way to think about “non-branded” as opposed to “branded.”

It’s true that focusing on branded keywords often leads to more immediate conversions, as those searches tend to come from customers already familiar with and interested in your business. 

Still, exclusively targeting branded keywords can significantly limit your reach. To unlock new opportunities and increase your share of the market, your SEO efforts must include non-branded keywords.

Quality Content Incorporates the Right Keywords at the Right Times 

When brand demand fluctuates, non-branded keywords can help. 

Consider: external factors such as seasonality, economic conditions, and trends can all influence the volume of branded searches. For example, a holiday lighting installation company is, rightly, going to see an increase in business from September on through the end of the year. 

Similarly, luxury brands might experience drops in demand during economic downturns. That said, our omnichannel digital marketing agency can help your business to stay afloat regardless of external circumstances. 

By incorporating non-branded terms into your SEO strategy, you can lessen how these fluctuations will affect your brand.

Make a Great First Impression 

While it may not initially seem this way, non-branded keywords can provide a competitive edge. Non-branded keywords allow you to introduce your brand to users who might otherwise remain loyal to competitors.

In a landscape where customer loyalty is highly sought after, these keywords allow you to connect with potential customers before they develop brand allegiances. 

Ultimately, relying solely on branded keywords limits your ability to capture more organic search traffic. Non-branded keywords expand your reach, helping you establish your brand as a significant player in your industry. 

By integrating these terms into your SEO strategy, you can achieve a balanced approach that supports both immediate conversions and long-term growth.

An Omnichannel Digital Marketing Agency for All Kinds of Content and More 

At Website Depot, we understand the intricacies of SEO and the value of incorporating non-branded keywords into a comprehensive strategy. These terms not only build authority and drive traffic but also ensure your business remains visible to a broader audience. 

Whether you’re looking to expand your customer base, maintain visibility during demand fluctuations, or establish your brand as an industry leader, non-branded keywords are a powerful tool to have in your SEO arsenal.

Here at Website Depot, we have an entire team that can help you through every step of growing your business. Whether you’re a start-up or a global corporation, we can help you to get to the next level. To see how we can help, schedule a free consultation.