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Branded vs Unbranded Search: What Does This Mean for Keyword Optimization?

Customers’ Search Terms are Changing, So Should Your Keyword Optimization Techniques

When consumers conduct an online search, they typically know what they want. Thanks to digital marketing and diverse marketing campaign strategies, people are becoming increasingly aware of brands. But they aren’t just aware of them, they’re becoming loyal patrons of those brands. And, in turn, have begun to integrate those brand names into their search phrases. Let’s take a look into how you can utilize keyword optimization to ensure your brand shows up on search engine result pages during every step of your consumer’s journey.

Unbranded Search

When the right strategy is implemented, unbranded search is the key to bringing in new customers, organically. Think of when you’re looking for a nearby restaurant to eat at or a local activity to do. You aren’t searching for a particular brand, but you do have certain specifications in mind (i.e. location or type of activity/cuisine). These unbranded searches are a great opportunity to increase discoverability, build brand trust, and develop your relationship with newer customers.

Optimize, Optimize, Optimize!

The issue with unbranded search is that, because it’s less specific than a branded one, there are much higher search volumes and much more competition for a turn in the spotlight on search engine result pages (SERPs). Your strongest weapon for the fight to the top of SERPs? Search engine optimization, or SEO. SEO helps you to choose important keywords that users are likely to search for and find your business with.

Ask yourself this question: What additional products or services might potential consumers be looking for? If your business is a shoe company, customers might be looking for a specific style of shoe or material used in the shoe. What other products or services do you offer? Including those keywords can be the difference between appearing in front of your target audience or falling into obscurity on the big wide web. Make sure your business information is listed accurately everywhere it might appear online, even third-party sites like Yelp. The accurate listing of your location or hours can be crucial for a consumer’s search.

Branded Keywords

While unbranded keywords help you convert consumers organically, branded keywords are ones you might want to consider shifting to paid search efforts. When consumers are looking for a specific brand name paired with a product or service, they know what they want and are one step closer to making a purchase than those you’d find organically with an unbranded search. With this in mind, it would make more sense to shift your paid search efforts to closing those deals with branded words, since consumers are already at the brink of conversion. Also, since unbranded keywords tend to be more general with higher search volumes, they’re likely to be more expensive than bidding on a brand name.

Still confused about optimizing unbranded and branding keywords? Our experienced SEO strategists and copywriters here at Kraus Marketing are ready to help you get the most out of your search engine marketing strategy. Contact us today for more information!