Branded and non-branded keywords in SEO

In SEO, keywords are categorized as either branded or non-branded. Branded keywords incorporate a business's name or brand, like "XYZ Company" or "order from XYZ". These keywords are highly targeted towards existing customers and building brand awareness.

Ranking well for branded keywords ensures a company shows up prominently in searches for its own name. Non-branded keywords do not contain the business or brand name, instead focusing on products, services or topics like "buy shoes online" or "music lessons near me." Optimizing for relevant non-branded keywords expands a brand's reach to new audiences through more generic search queries.

Branded keywords tend to be easier to rank for since there is less competition than non-branded keywords which are far more generic. Focusing SEO efforts on branded terms first helps build a solid search presence and foundation for the brand online. However, diversifying to non-branded keywords is important for extending the potential audience and driving more organic traffic from a wider range of long-tail search queries. Both branded and non-branded optimization crucial for a comprehensive SEO strategy. 

Using keyword research tools helps identify good targets, both branded and non-branded. Tracking search volumes, difficulty and trends over time reveals the best opportunities. An SEO strategy should incorporate both branded and non-branded keywords to establish a strong domain authority and boost search visibility from multiple angles to different searcher intents.

Optimizing landing page content, internal linking, backlinks, social media and more all play a role for both branded and non-branded keywords. The right mix maximizes a brand's SERP real estate across variations to bring in more qualified leads and customers.

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