Ever heard the saying, “It’s not just what you say, but how you say it?” Well, in SEO, it’s more like “it’s not just what keywords you use, but which keywords you use.” At Ninja SEO Marketing, we know this better than anyone—trust me, it’s our bread and butter! Whether you’re trying to get noticed by people who already know your brand or those who’ve never heard of you, nailing your branded and non-branded keyword strategy is key.
What Are Branded Keywords?
Let’s break it down—branded keywords are the ones that include your brand’s name. Simple, right? It’s when someone’s searching for something like “Nike trainers” or “Apple iPhone” – they already know who they want to buy from. If they’re searching for you directly, you’re already on their radar. In fact, I remember when we worked with a local business that was struggling to rank for their own name. After a few tweaks with branded keywords, boom! Their traffic jumped overnight.
What About Non-Branded Keywords?
Now, non-branded keywords are a bit different. These are the ones that don’t mention any specific brands at all, like “best trainers for running” or “affordable smartphones.” They’re more about catching people when they’re just starting to look around, figuring out what they want. It’s like meeting someone at a party—first impressions matter. I once helped a client tap into the non-branded keyword “natural skincare,” and they went from being a hidden gem to a major player in a crowded market. It’s the secret sauce that gets new customers in the door.
Why Do Both Matter?
So, why should you care about both? Think of branded keywords like your loyal customers. They know you, trust you, and are just looking for their next purchase. But non-branded keywords? They’re the curious new folks who might not even know you exist. You want both: your loyal fans coming back, and new fans discovering your music (so to speak!). At Ninja SEO Marketing, we always say that without balance, you’re leaving money on the table.
The Steps to a Winning Keyword Strategy
Step 1: Know Your Keywords
First things first, you need to know what keywords matter to your business. For both branded and non-branded keywords, tools like Google Keyword Planner or SEMrush are fantastic. But the real magic? It’s in understanding your customer’s intent. When we helped a client selling eco-friendly furniture, we didn’t just target “green furniture”—we dug deeper into “sustainable interior design trends.” That’s where the gold was.
Step 2: Optimise Your Website
Now that you’ve got your list, it’s time to sprinkle them through your site—but (and this is a big but), don’t go overboard. No one likes a site stuffed with keywords. We recommend using branded keywords on pages like your homepage and product pages, while non-branded keywords are perfect for blog posts and resources. At Ninja SEO Marketing, we’ve mastered the balance—trust us, your users will thank you!
Step 3: Write Content That Shines
If I had a penny for every time I heard “content is king,” I’d have… well, too many pennies to count! But it’s true. Write content that speaks to both the “brand loyalists” and the “brand curious.” For one of our clients, we crafted blog posts that answered common questions people had about their product (non-branded), while also writing features showcasing their unique benefits (branded). The result? A content powerhouse.
Step 4: Keep an Eye on the Competition
Don’t forget about your competitors—they’re out there fighting for those same keywords. Take a peek at what they’re ranking for, and where there might be gaps. When we see opportunities to swoop in with a non-branded keyword our competitors aren’t targeting, we’re all over it like a ninja (pun intended).
Tracking Your Success
Once you’ve put in the work, you’ll want to know if it’s paying off. Tools like Google Analytics and SEMrush will help you track keyword rankings and traffic, but don’t forget conversions! You’re not just after eyeballs—you’re after sales. At Ninja SEO Marketing, we’re always tweaking our strategies based on the numbers. It’s how we keep winning.
Best Practices for Balancing Branded and Non-Branded Keywords
Here’s the secret: balance is everything. Focus too much on branded, and you’ll miss new leads. Go too hard on non-branded, and your existing customers might feel ignored. And always aim for long-tail keywords. They may not have massive search volumes, but they bring in people who are ready to buy.
Oh, and one last thing—stay up to date! SEO isn’t a “set it and forget it” thing. Trends change, people change, and yes, keywords change too. Keep your content fresh and your strategy sharp.
Final Thoughts
If there’s one thing you take away from this, let it be this: branded and non-branded keywords aren’t an “either-or” situation. You need both to thrive online. And hey, if all this still sounds like a lot of work, that’s what we’re here for at Ninja SEO Marketing—let’s team up and boost your rankings together!
