Non-Branded Keyword

Overview

A non-branded keywords is a keyword that does not contain the target website’s brand name or some variation (i.e. domain name or misspelling). For example, brand keywords for Google would include: Google, Google.com, YouTube.

Ranking for non-branded keywords is valuable because it allows a website to obtain new visitors who are not already familiar with the brand.

A branded keyword indicates that the searcher is either doing research, or conducting a navigational search, i.e. they already know what website they’re looking for, but using a search engine to navigate to it conveniently.

Measuring Non-Branded Keywords

Measuring non-branded keywords tell you a lot about your SEO efforts and whether they are effective. Furthermore, it is beneficial to know the non-branded keywords that convert visitors best on your site. A tool I recommended to measure your your non-branded keywords is Google Analytics.

A quick way to view your non-branded keyword traffic for your site is to click on Traffic Sources. Then, head to the Keywords report.

Google-Traffic-Source

Head to the bottom of the page and look for the Filter Keyword box. Then select excluding, type in your brand name, and hit go.

Google-Keyword-Report

After viewing your keyword report, I suggest you focus on increasing the rankings of keywords that covert visitors best on your site.

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