What’s the difference between branded vs. non-branded keywords? Branded searches are how your customers are finding you directly; non-branded is what you need to target to expand your online reach.
Cannonball Digital walks you through branded SEO, non-branded SEO, and how to incorporate both into your marketing efforts.
Branded Searches: Important, But Not Enough
Branded SEO refers to keywords that include your business name. For example, if someone searches for “Cannonball Digital”, they’re already aware of our company. Ranking for branded searches ensures your name appears at the top, which is important for reputation and trust, but it doesn’t generate new awareness.
To grow your business, you need to reach the people who are searching for what you offer—not just who you are.
The Power of Non-Branded Searches
Non-branded keywords focus on the services and products you provide, without including your name. For example, instead of “Cannonball Digital”, potential customers might search:
- “marketing agency Sioux Falls”
- “advertising agencies in Sioux Falls”
- “South Dakota marketing firms”
These non-branded searches represent people who are ready to learn about their options and make a decision. If you’re not ranking for these types of terms, your competitors likely are—and they’re getting the traffic (and leads) that could have been yours.
Finding the Sweet Spot: Not Too Broad, Not Too Technical
When targeting non-branded keywords, it’s essential to avoid the two extremes:
- Too broad – A single term like “marketing” is too vague and competitive. You’ll compete with global companies and irrelevant searches, which wastes time and resources.
- Too technical – On the flip side, a term like “omni-channel attribution modeling services” might sound sophisticated, but it’s so niche that most people outside of the marketing world won’t search for it.
The best keywords fall right in the middle—specific enough to show real intent, but broad enough that people are actively searching for them. For example, “digital marketing agency Sioux Falls” is far more valuable and realistic to rank for than a broad keyword like “marketing” or a hyper-technical term that no one uses.
Using Tools Like Google Search Console
We rely on tools like Google Search Console to identify how people find your website. It shows us:
- The exact search queries that triggered your website to appear.
- How many impressions and clicks each term received.
- Your average ranking position for each keyword.
For example, while we naturally get impressions for branded searches like “Cannonball Digital”, we see far greater search volume from terms like “marketing agencies Sioux Falls” or “advertising companies South Dakota.” These are the types of queries that bring in new customers.
Why Non-Branded SEO Drives Growth
When someone searches for your business name, they’ve likely already made their decision. But when someone searches for “best marketing agency Sioux Falls,” they’re still exploring—and that’s your chance to be discovered.
By optimizing for non-branded terms that match your services, location, and customer intent, you create new opportunities for growth. Instead of just maintaining your existing customer base, you’re actively reaching the people who haven’t heard of you yet but need exactly what you offer.
Final Takeaway
Branded keywords matter—but they won’t grow your business on their own. A winning SEO strategy blends both branded and non-branded terms, with a strong focus on the search phrases your future customers are using.
Are you only showing up when someone types in your name? If so, it’s time to rethink your SEO approach and start targeting the searches that lead to real growth.
Ready to get found by more customers? Contact our team today to learn how our SEO services can help you build visibility beyond your brand name and capture the searches that drive real results.