Why are non-branded queries important?
Non-branded keywords are search queries that do not include your company name which users are typing into a search engine search box to find your products or services on the internet.
It's important to be well-informed about your non-branded keyword traffic because it represents a portion of your website visitors who have discovered and visited your website but don't yet know about you or your business.
Differently from branded traffic, which is connected to customer retention and brand awareness, non-branded traffic is important for new customer acquisition.
Whilst websites naturally rank highly for branded queries in most cases and there's limited growth to be achieved in brand SEO, non-branded queries represent a great opportunity to increase traffic and grow your online presence.
If you are trying to improve your non-branded visibility in the search engine results pages (SERPs), then you will need to perform an analysis into potential key phrases to help you identify gaps or areas for improvement in your organic rankings for non-branded queries.
An SEO Specialist will combine in-depth keyword information taken from your Google Analytics and Google Search Console accounts with keyword search volume data, to help identify non-branded opportunities in your target market in order to increase your non-branded traffic and ranking performance.