Can you guess how many searches are made on Google each day? An astonishing 3.5 billion queries are made on the almighty search engine, which makes understanding branded and unbranded keywords essential. Building domain authority and seizing a chunk of search online depends on understanding where along the customer journey people are most likely to search for unbranded versus branded keywords.
Win without labels
Unbranded keywords refer to search terms that do not specify a specific brand or business name (e.g., a Google search for “JLT restaurants with home delivery” or “best shawarma in Satwa”). They are more likely to come from brand-agnostic shoppers or shoppers that are unfamiliar with your brand. They provide an opportunity to boost discoverability, start establishing brand trust, and win new customers.
Optimizing these keywords is critical; this includes having clear copy and structured data that identify your vital business characteristics wherever your brand information appears. Without this, search engines (and customers) won’t be able to find your information.
Brand loyalty is real
Sometimes, users know exactly what they’re craving. When a user is putting in brand names while searching for a product or service, we can assume that they have a good idea of what they want and are closer to taking action. At this stage of the process it makes sense for your strategy to focus on conversion and loyalty.
Structure is key here; by optimizing online listings and your website for the products, locations and services that you offer, you’re giving search engines the information they need to deliver clear, verified answers to specific questions customers are asking about your brand, like “where is the nearest Starbucks?” or “Which CityMax in Dubai has a pool?”
When it comes to creating a winning strategy for your business, you must understand that customers today have adapted to searching for exactly what they want. Hence structuring and optimizing your keywords will take your brand further than ever before.
