Choosing the right keywords is a top pain point for businesses seeking SEO results. Branded and non branded keywords both should be paid attention to. If you only target your brand name, you’ll miss all the prospects who don’t know you yet. But if you ignore branded terms, existing customers may never find you. A balanced keyword strategy drives both traffic and conversions.
For example, imagine a local business that sells handmade candles. It needs to appear on Google when someone searches for its exact business name, because those users already know the brand and are likely ready to make a purchase. These are branded keywords. At the same time, the business also needs to rank for broader, non-branded terms like “soy candles online” or “aromatherapy candles near me.” These searches come from people who may not know the business yet but are actively looking for the products it offers. By targeting both types, the business can capture ready-to-buy customers who search by name and attract new customers who are simply searching for the product category.
In this guide we’ll explain branded vs non-branded keywords, why each matters, and how to optimize them so your site ranks higher on Google. We’ll cover definitions, benefits, examples, and SEO strategies to capture both high-intent and informational queries.
Branded keywords are search terms that specifically include your company name, product name, or other unique identifiers directly associated with your brand. They are a core part of any SEO keyword search strategy because they reflect high-intent keywords, the searcher already knows who you are and is actively looking for your website, products, or services.
In SEO terms, even a simple business name search qualifies as a branded keyword. These searches can also include slight variations, common misspellings, or related branded terms that users associate with your business. Since branded keywords are so specific to you, they often face lower competition than generic terms and have a much higher likelihood of driving conversions.
Owning your branded keyword space is essential for keyword optimization and Google ranking keywords because it ensures that people who already have brand awareness land on your official pages, not a competitor’s. In competitive industries, this also acts as a form of brand protection against competitors who may bid on your name in competitive keyword research or competition keywords targeting strategies.
From a strategic standpoint, branded keywords differ from non-branded keywords or generic keywords because the latter do not mention your brand name and are aimed at a broader audience. While branded keywords capture existing interest and loyalty, non-branded keywords expand reach to potential new customers. Both are critical, but branded keywords are your foundation for retaining and converting high-intent traffic.
When it comes to SEO keyword search, not all keywords are created equal. Some attract curious browsers, while others bring in visitors who are ready to take action. Branded keywords fall into the second category — high-intent, trust-driven search terms that can deliver faster conversions, stronger loyalty, and lasting search visibility.
High conversion rates: People searching branded terms or conducting a business name search already recognize and trust the brand. These are high-intent keywords, meaning the user is further along in the buying process and more likely to convert, whether that’s making a purchase, filling out a form, or contacting you. Ranking #1 for your branded terms ensures that nearly all of these searchers reach your site, not a competitor’s.
Lower competition: Your exact brand name typically has minimal competition. Few other sites will target your branded terms, which makes it easier to achieve top Google ranking keywords for them. Since these queries are unique to you, optimizing for them can often be faster and more cost-effective than competing for generic terms.
Brand protection and loyalty: Owning your branded keyword space safeguards your traffic from competitors who might target your name in competitive keyword research or competition keywords strategies. It also helps retain customer loyalty. When an existing client searches for information related to your brand, they should see your official details immediately.
To maximize the value of branded keywords, integrate them into your overall keyword optimization plan:
Non-branded keywords are search terms related to your products, services, or industry that do not include your brand name. These queries attract users who may not yet be familiar with your business but are actively seeking information, solutions, or options within your niche.
Unlike branded searches, non-branded keywords are typically broader in scope and can apply to many businesses in the same space. Because of this, they often have a much larger potential audience but also face higher competition. Ranking for these terms requires strong SEO strategies, from content optimization to link building, as you’re not just competing with direct rivals, but with every website addressing that topic.
Optimizing for non-branded keywords is essential for brand discovery, helping you reach new audiences, expand visibility, and position your business as a credible authority in your field.
Non-branded keywords, also called generic keywords, are search terms related to your products, services, or industry that do not include your brand name. These queries often capture users who may not be familiar with your business yet but are actively searching for what you offer. Because they are not tied to a specific company, they tend to be broader in scope and reach a larger audience. While this makes them powerful for visibility and awareness, it also means you’re competing with a wider range of businesses targeting the same terms.
Keywords also differ by user intent, which means understanding where someone is in their decision making journey. High-intent keywords are search terms that signal the user is ready to take action, such as making a purchase, booking an appointment, or contacting a service provider. These terms often include words like “buy,” “for sale,” “order,” “appointment,” or specify a location and service.
Examples include “book counseling sessions in Mumbai,” “rehabilitation centre in Pune for alcohol,” or “affordable therapy services near me.” These searches come from people who have moved beyond browsing and are prepared to convert, which often results in higher conversion rates.
Low-intent keywords, on the other hand, are more informational and exploratory. They are typically used earlier in the buyer journey when someone is researching or learning about a topic. Examples include “what is addiction therapy,” “how to relieve stress naturally,” “benefits of de-addiction centres,” or “best mental health practices.” These queries tend to have higher search volumes and help build awareness. While they may not generate immediate conversions, they play a crucial role in educating potential clients and establishing authority in your field.
The question is, how are they connected? High-intent terms often align with transactional needs, while low-intent terms focus on education and awareness. For example, “alcohol rehabilitation centre in Pune” (high intent) attracts people actively seeking treatment, whereas “signs of alcohol addiction” (low intent) draws in those still exploring their options. A strong SEO strategy uses both: high-intent keywords to capture ready-to-convert users, and low-intent keywords to nurture long-term interest and build trust.
Also read: Local vs. National SEO vs. International SEO: Which Strategy is Best for Your Business?
Begin with reliable keyword research tools to identify terms in your industry. Analyze search volume, keyword difficulty, and how competitive the landscape is. Prioritize high-intent keywords for transactional pages, and informational keywords like. Don’t overlook high-value, low-competition keywords.
Google’s Autocomplete can reveal long-tail keywords that are often easier to rank for, such as “best rehabilitation centre in Pune for alcohol” or “drug rehabilitation therapy options.” The “People Also Ask” section offers related search queries to integrate into your content, such as “What is holistic addiction treatment?” or “How long does alcohol recovery take?”
Check which generic, non-branded keywords are driving traffic to other sites in your niche. If a competitor ranks well for “mental health counseling techniques” or “drug rehabilitation centre in Pune,” create more comprehensive, better-optimized content on those topics. This competitive keyword research often reveals untapped opportunities.
Once you’ve selected your keywords, use them strategically in titles, URLs, headings, meta descriptions, image alt text, and naturally within your content. On-page optimization should focus on helpful, high-quality content that satisfies the search intent. For off-page SEO, build high-quality backlinks to those keyword-targeted pages to strengthen authority.
Monitor rankings, impressions, and CTR for each keyword. If a target keyword like “rehabilitation centre in Pune for alcohol” isn’t performing, adjust the content or try a variation. SEO is ongoing, keep testing, refining, and optimizing.
By combining branded keywords with non-branded, high-intent terms, you can capture both ready-to-convert visitors and those in the early research stage. You can also leverage that with a mobile-friendly, fast-loading site, and you’ll be positioned to dominate search results for your niche.
Keyword research is only powerful when paired with intent-driven content and consistent refinement. It’s not enough to simply rank for relevant terms, you must ensure the pages targeting those searches answer real user questions, remove barriers to action, and guide visitors toward conversion. For high-intent searches, create clear service pages with strong CTAs.
For low-intent, informational searches, publish in-depth resources that build trust and authority. Over time, this dual approach not only drives immediate inquiries but also strengthens your long-term SEO authority, ensuring your brand remains visible and relevant as search trends evolve.
Branded keywords include a business name or variation of it, while non-branded keywords are generic terms like “skin care clinic Mumbai” or “digital marketing agency.”
Branded keywords target people already aware of a specific business, while generic keywords focus on broader terms like “best facial treatment” or “affordable SEO services” to reach new audiences.
A branded search is when someone types a business name along with a product or service.
4. What is an example of a branded keyword?
“XYZ Salon keratin treatment” is a branded keyword because it contains the business name and service.
Non-branded means search terms without a business name, like “luxury spa near me” or “professional hair colouring.”
A branded keyword contains a business name, such as “ABC Interiors home renovation services.”
Sandeep Israni is the co-founder of BrightBrain Marketing Technologies LLP – a firm that has now grown into a full-fledged digital marketing agency with 55+ employees and clients from 7+ countries – all under his supervision. He mastered the art of Executive Management at SP Jain Institute of Management & Research, followed by extensive industry experience. His unquestionable expertise allows him to help clients achieve the extraordinary in the digital realm.
