{"id":4558,"date":"2012-12-27T12:30:55","date_gmt":"2012-12-27T12:30:55","guid":{"rendered":"https:\/\/www.sanctuarymg.com\/academy\/?p=4558"},"modified":"2024-08-15T17:25:53","modified_gmt":"2024-08-15T21:25:53","slug":"branded-vs-non-branded-keywords","status":"publish","type":"post","link":"https:\/\/www.sanctuarymg.com\/academy\/advertising\/branded-vs-non-branded-keywords\/","title":{"rendered":"Branded vs. Non-Branded Keywords"},"content":{"rendered":"<p>If the bulk of your site&#8217;s organic search traffic comes from people searching for variations on your company name, congratulations! You&#8217;ve got name recognition &#8212; people either know you, have heard about you, or your existing customers are looking to find you again.<\/p>\n<p>But what about people who haven&#8217;t heard of you?\u00a0What about people looking for a product that you (and your competitors) sell?<\/p>\n<p>If your business is looking to attract new customers, then attention needs to be given to those keywords and keyword phrases that describe <em>what you do and what you sell.<\/em><\/p>\n<p><strong>What we&#8217;re talking about here is branded vs. non-branded keywords.<\/strong><\/p>\n<p>Let&#8217;s say I&#8217;ve got a company called <em>ZamWhoop Manufacturing <\/em>here in Canton, Ohio. My main product: whoopie cushions. We&#8217;ve got the loudest most obnoxious self-inflating whoopie cushion in the market.<\/p>\n<p><!--more--><\/p>\n<p>If I look at my <a href=\"http:\/\/www.google.com\/analytics\" target=\"_blank\" rel=\"noopener noreferrer\">site statics in Google Analytics<\/a>, I note that 90% of my traffic is coming from variations\u00a0of the keyword <em>&#8216;ZamWhoop&#8217;&#8230;.&#8217;ZamWhoop Mfg&#8217;, &#8216;ZampWhop&#8217; (misspelled), &#8216;ZamWhoopie&#8217;, etc.\u00a0<\/em><\/p>\n<p>These are my BRAND names. But how many searches are coming from keywords like:<\/p>\n<ul>\n<li>whoopie cushion<\/li>\n<li>self-inflating whoopie cushion<\/li>\n<li>best whoopie cushion<\/li>\n<li>party favors<\/li>\n<li>pranks to play on your boss<\/li>\n<\/ul>\n<p>The key here is search volume. If 100 people a day search for &#8216;ZamWhoop&#8217; and 100,000 people a day search for &#8216;whoopie cushion&#8217; &#8212; well, it makes sense to try and rank better for the descriptive, high volume keyword. Right?<\/p>\n<p><strong>A real world example:<br \/>\n<\/strong>Below you&#8217;ll see a screenshot form an SEOMoz Campaign Report:<\/p>\n<p><img decoding=\"async\" class=\"alignleft size-full wp-image-4563\" title=\"branded versus non-branded keywords\" src=\"https:\/\/www.sanctuarymg.com\/academy\/wp-content\/uploads\/2012\/12\/branded-versus-nonbranded-2.png\" alt=\"\" width=\"856\" height=\"222\" \/><\/p>\n<p>The website above has received 7,110 visitors from organic search. 3644 (51%) of those visits were from 322 keyword variations on the Brand.<\/p>\n<p>At the same time 3,466\u00a0visits\u00a0came from 1,441 different keywords. This begs the question:<\/p>\n<p><em>Which of those 1,441 non-branded keywords should we be working to exploit further in order to attract new customers to our enterprise?<\/em><\/p>\n<p>Which of these keywords have the greatest volume of people searching for them? Which of <em>those\u00a0<\/em>keywords have the least amount of people competing for them? Which of these keywords &#8212; if you executed a focused content management strategy &#8212; would allow you to grow your business this year?<\/p>\n<p>My point is this &#8211; if most of your site&#8217;s traffic is coming form &#8216;branded&#8217; keywords, you&#8217;re missing out on opportunities to<strong> attract new customers.<\/strong>\u00a0\u00a0So rather than simply looking at the\u00a0total\u00a0keywords you &#8216;RANK&#8217; for, please (please, please) invest some time in assessing keywords that\u00a0<em>should<\/em>\u00a0be sending traffic your way.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>If the bulk of your site&#8217;s organic search traffic comes from people searching for variations on your company name, congratulations! You&#8217;ve got name recognition &#8212; people either know you, have heard about you, or your existing customers are looking to find you again. But what about people who haven&#8217;t heard of you?\u00a0What about people looking [&hellip;]<\/p>\n","protected":false},"author":5,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[276],"tags":[],"type-category":[288],"class_list":["post-4558","post","type-post","status-publish","format-standard","hentry","category-advertising","type-category-articles"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Branded vs. Non-Branded Keywords | Sanctuary Blog<\/title>\n<meta name=\"description\" content=\"Focusing beyond brand names can expand your reach. Explore the impact of branded vs. non-branded keywords on attracting new customers in organic search.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.sanctuarymg.com\/academy\/advertising\/branded-vs-non-branded-keywords\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Branded vs. Non-Branded Keywords | Sanctuary Blog\" \/>\n<meta property=\"og:description\" content=\"Focusing beyond brand names can expand your reach. Explore the impact of branded vs. non-branded keywords on attracting new customers in organic search.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.sanctuarymg.com\/academy\/advertising\/branded-vs-non-branded-keywords\/\" \/>\n<meta property=\"og:site_name\" content=\"The Academy\" \/>\n<meta property=\"article:published_time\" content=\"2012-12-27T12:30:55+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-08-15T21:25:53+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.sanctuarymg.com\/academy\/wp-content\/uploads\/2012\/12\/branded-versus-nonbranded-2.png\" \/>\n<meta name=\"author\" content=\"Kelly Brown\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.sanctuarymg.com\\\/academy\\\/advertising\\\/branded-vs-non-branded-keywords\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.sanctuarymg.com\\\/academy\\\/advertising\\\/branded-vs-non-branded-keywords\\\/\"},\"author\":{\"name\":\"Kelly Brown\",\"@id\":\"https:\\\/\\\/www.sanctuarymg.com\\\/academy\\\/#\\\/schema\\\/person\\\/8f74467679dbf62e052b1ea7ca99d24b\"},\"headline\":\"Branded vs. Non-Branded Keywords\",\"datePublished\":\"2012-12-27T12:30:55+00:00\",\"dateModified\":\"2024-08-15T21:25:53+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.sanctuarymg.com\\\/academy\\\/advertising\\\/branded-vs-non-branded-keywords\\\/\"},\"wordCount\":416,\"commentCount\":0,\"image\":{\"@id\":\"https:\\\/\\\/www.sanctuarymg.com\\\/academy\\\/advertising\\\/branded-vs-non-branded-keywords\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.sanctuarymg.com\\\/academy\\\/wp-content\\\/uploads\\\/2012\\\/12\\\/branded-versus-nonbranded-2.png\",\"articleSection\":[\"Advertising\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/www.sanctuarymg.com\\\/academy\\\/advertising\\\/branded-vs-non-branded-keywords\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.sanctuarymg.com\\\/academy\\\/advertising\\\/branded-vs-non-branded-keywords\\\/\",\"url\":\"https:\\\/\\\/www.sanctuarymg.com\\\/academy\\\/advertising\\\/branded-vs-non-branded-keywords\\\/\",\"name\":\"Branded vs. Non-Branded Keywords | Sanctuary Blog\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.sanctuarymg.com\\\/academy\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/www.sanctuarymg.com\\\/academy\\\/advertising\\\/branded-vs-non-branded-keywords\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/www.sanctuarymg.com\\\/academy\\\/advertising\\\/branded-vs-non-branded-keywords\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.sanctuarymg.com\\\/academy\\\/wp-content\\\/uploads\\\/2012\\\/12\\\/branded-versus-nonbranded-2.png\",\"datePublished\":\"2012-12-27T12:30:55+00:00\",\"dateModified\":\"2024-08-15T21:25:53+00:00\",\"author\":{\"@id\":\"https:\\\/\\\/www.sanctuarymg.com\\\/academy\\\/#\\\/schema\\\/person\\\/8f74467679dbf62e052b1ea7ca99d24b\"},\"description\":\"Focusing beyond brand names can expand your reach. 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