Sheena Rijwani

Sheena Rijwani / June 17, 2023

Branded Search vs. Non-Branded Search: What’s the Difference?

As a modern-day marketer, navigating the competitive digital landscape can feel overwhelming. With so many components to consider – everything from user experience and website optimization, to content marketing and ads — it’s essential to prioritize your efforts. One area that should take precedence is branded search versus non-branded search. While these concepts are often discussed in industry conversations, the value of understanding the difference between the two is sometimes overlooked by marketers. In this blog post, we will break down what makes each type of search unique, how they impact business goals differently and discuss strategies for capitalizing on both. Let’s dive into the differences between branded and non-branded search!

Introducing the Basics of Branded and Non-Branded Search

Search engine optimization (SEO) is an essential element of every successful digital marketing strategy. At its core are two types of search: branded and non-branded. Branded search is when people search for your brand name, products, or services, whereas non-branded search refers to searches where the user doesn’t have a specific brand in mind. By using both types of search, businesses can expand their reach, boost their visibility, and attract more organic traffic. However, the methods used to optimize branded and non-branded searches can differ greatly. Understanding these differences is crucial for businesses looking to maximize their SEO efforts and stay ahead of the competition. So, if you’re looking to achieve greater online success, read on to discover the basics of branded and non-branded search!

What is Branding and How Does It Affect Your Business’s Search Results

Branding is the process of creating a unique image or identity for a company to differentiate it from others in the market. Effective branding can help a company establish a positive reputation and trust with consumers. By having a strong brand, a company can leverage it to drive sales and increase its market share.

When it comes to search results, branding can have a significant impact on a business’s visibility. Branded search, as mentioned earlier, occurs when a user searches for a specific brand name, product, or service. Companies that invest in branding can benefit from better search visibility and higher click-through rates for branded search queries.

Non-branded search, on the other hand, is more competitive as there are various businesses competing for the same keyword search queries. This type of search is where SEO efforts are crucial. By optimizing your website and content for non-branded search queries, your business can gain more visibility and attract potential customers who may not have heard of your brand otherwise.

Branding also affects other important search factors such as domain authority and inbound links. A well-established brand is likely to have a higher domain authority and a larger number of high-quality backlinks, which can improve search engine rankings and organic traffic.

Branding can have a significant impact on consumer behavior. A strong brand can create a sense of loyalty and trust with consumers, which can lead to repeat sales and word-of-mouth referrals. Additionally, consumers are more likely to choose a brand they recognize and trust over an unknown brand when making purchasing decisions.

Analyzing the Benefits of Branded Search

Branded search is the practice of using a brand name as a search query to find relevant information about that brand. The main benefit of branded search is that it helps to drive brand awareness and recognition in the digital space. By consistently appearing at the top of search results, a brand can establish itself as the go-to source for information about a particular topic. Additionally, branded search can also help to increase website traffic, as users are more likely to click on a branded search result than a non-branded one. This can ultimately lead to higher conversions and revenue for the brand. Overall, leveraging the power of branded search is a key strategy for any brand looking to boost its online presence and gain a competitive advantage in today’s digital landscape.

Strategies for Optimizing Non-Branded Search Results

Optimizing non-branded search results is just as important as optimizing branded search results. While branded search helps to increase brand awareness and recognition, non-branded search is key to attracting new customers and expanding your reach. Here are some strategies for optimizing non-branded search results:

Keyword Research

Conduct thorough keyword research to determine which keywords and phrases your potential customers are searching for. Use tools such as Google Keyword Planner or SEMrush to identify high-volume, low-competition keywords that are relevant to your business.

On-Page Optimization

Once you’ve identified your target keywords, it’s important to optimize your website’s content accordingly. Ensure your website’s title tags, meta descriptions, and headings include your target keywords. Additionally, create high-quality, informative content that includes your target keywords in a natural and meaningful way.

Technical SEO

In addition to on-page optimization, focus on improving your website’s technical SEO. This includes optimizing your website’s load times, ensuring your website is mobile-friendly, and using structured data to help search engines better understand your content.

Link Building

Building high-quality backlinks is an important part of improving your website’s search ranking. Focus on earning links from reputable websites within your industry. This can be achieved through guest blogging, partnering with other businesses, or creating valuable, shareable content.

Local SEO

If your business serves a local market, it’s important to prioritize local SEO. This includes optimizing your Google My Business page, ensuring your NAP (name, address, phone number) is consistent across all online platforms, and earning positive customer reviews.

By implementing these strategies, businesses can improve their non-branded search rankings, attract new customers, and expand their reach. Remember to monitor your progress and adjust your strategy accordingly to stay ahead of the competition.

Understanding Local SEO in Relation to Branding and Non-Branding

Local SEO is a crucial aspect of any business that aims to thrive in a specific location. It entails optimizing your website and online presence to rank higher in search engine results when users nearby search for relevant keywords. Understanding local SEO gives you an upper hand in your branding efforts and attracts local consumers to your business. Additionally, optimizing your website for local SEO involves defining your brand’s personality and tone of voice, which can be either branding or non-branding. Whether you opt for a branding or non-branding approach, ensure that your content is friendly, engaging, and connects with your local audience. With a sound knowledge of local SEO and branding, your business is set up for success in the competitive local market.

Measuring Your Success with Both Types of Searches

Have you ever wondered how to accurately measure your success with different types of searches? There are two main types of searches: organic and paid. Organic searches refer to the results that appear on search engine results pages naturally based on relevance and popularity, while paid searches refer to results that appear as a result of paid advertising. Both types of searches can contribute to the overall success of your website, but measuring that success can be difficult. That’s why it’s important to track metrics such as click-through rates, conversion rates, and overall traffic to your site from both types of searches. By analyzing these metrics, you can gain a better understanding of which types of searches are driving the most traffic and conversions, and adjust your strategy accordingly to increase your success.


To wrap it up, branded and non-branded search both play an important role in any business’s SEO strategy. If done correctly, branded searches can give your business more control over its SERP visibility and help build trust with users. On the other hand, optimizing for non-branded keywords can draw valuable organic traffic to your website. Invoking local SEO is also extremely important when it comes to ensuring high visibility on the SERPs, regardless of whether the query is branded or not. With this combination of strategies in place, you should be able to monitor the success of each type of search easily by tracking metrics like impressions and click-through rate (CTR). Lastly, remember that patience is key — effective SEO takes time and requires regular adjustment to accommodate changes in user behavior and Google algorithm updates.


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