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