The difference between branded and unbranded keywords is significant, especially if you are running a large corporate entity. Branded keywords incorporate your brand name or variations of it while unbranded keywords do not.
Branded keyword users are therefore aware of your business – they want learn more about your products and services and have chosen to use a search engine to do so.
Unbranded keyword users, on the other hand, are unaware of your business and the products and services you have to offer – they have chosen to use a search engine to find companies that may be of interest to them.
Branded keywords are valuable as they significantly contribute to your organic search engine traffic. As branded keyword users are already aware of your business, you will be able to conclude that your previous marketing efforts were successful and thus drove the user to your site.
However, you will be able to determine very little about the success of your Search Engine Results Page (SERP) listings and will not be able to expand on your current SEO knowledge. This is because branded keywords will hit the top spot in a SERP nine times out of ten, regardless of your efforts.
To improve your keyword optimisation and therefore attract the attention of unbranded keyword users through your organic and/or paid search marketing efforts, you will need to use analytics to discover which unbranded keywords are generating the greatest amount of traffic.
Once you have discovered which words they are, you will be able to narrow your focus and begin optimising these keywords. If you fail to do this, only a small proportion of unbranded keyword users will find out about your business.
When you focus your efforts on improving unbranded keyword traffic generation, you will provide yourself with a competitive edge. By attracting the attention of potential customers through unbranded keywords, you will convert them at the expense of your closest competitors.
You will also increase brand awareness and this will contribute to your business’ growth.