Non-Branded Keyword

A non-branded keyword is a search query that does not include a specific company name, product trademark, or proprietary brand term. These are the lifeblood of organic search growth. Examples include “best running shoes,” “how to fix a leaky pipe,” or “CRM software.” Ranking for non-branded keywords is significantly harder than ranking for your own brand name, but it is the only way to acquire net-new customers who are actively searching for a solution but have not yet decided which company to hire. Dominating non-branded search volume is the ultimate metric of a successful SEO campaign.

Non-Branded Keyword Simplified

A non-branded keyword is a search made by someone who needs a product but doesn’t care who makes it yet. They search for “running shoes,” not “Nike running shoes.” Ranking for these words is the only way to get new customers who have never heard of your business.