Non-Branded Keywords: Definition, Examples & Best Practices
Non-branded keywords are generic search terms that don’t include a specific brand name. They help brands and creators reach broader audiences and tap into market demand. Using non-branded keywords can boost visibility and engagement across social media and search engines.
What is a Non-Branded Keyword?
Non-branded keywords are search terms or phrases that don’t mention a specific brand name. They focus on general topics, product types, or user needs—think “vegan protein powder” instead of “MyBrand protein powder.” These keywords help your content appear in searches when users are exploring options, researching solutions, or looking for inspiration without having a brand in mind.
Why Non-Branded Keywords Matter
1. Broader Reach: By targeting generic terms, you connect with users who aren’t already loyal to a brand. That means tapping into new audiences and potential customers.
2. Higher Discovery Potential: People often start with generic searches. If your content ranks for those, you become a candidate before brand loyalty kicks in.
3. Cost Efficiency: In paid campaigns, non-branded keywords can be less competitive (and cheaper) than bidding on big brand names or trademarked phrases.
Examples in Influencer Marketing
– A skincare influencer writes a blog titled “Top 5 Retinol Creams for Beginners” rather than “Top 5 MyBrand Retinol Creams.” This attracts readers curious about retinol, not just existing fans of MyBrand.
– A food blogger creates an Instagram Reel on “easy gluten-free desserts” and tags #glutenfreedesserts instead of #BrandXdesserts. Viewers searching that hashtag find the content by topic.
– A fitness creator partners with a shoe brand but optimizes YouTube titles for “best running shoes for flat feet” rather than including the sponsor’s name. This draws in runners researching shoe types broadly.
Common Misconceptions
• “Non-branded keywords don’t convert as well.” While brand searches signal high intent, generic keywords widen the funnel. With the right message and call-to-action, you can nurture those leads into customers.
• “Only big brands need this.” Small businesses and individual creators benefit even more, because they often lack strong brand searches. Generic terms help you compete on relevance and content quality.
• “They’re too vague.” You can refine non-branded keywords by pairing them with specifics: audience (e.g., “budget travelers”), features (e.g., “wireless noise-canceling headphones”), or location (e.g., “coffee shops near me”).
Practical Tips for Using Non-Branded Keywords
1. Do Your Research: Use tools like Google Keyword Planner, Ahrefs, or Ubersuggest to find volume, difficulty, and related terms.
2. Map Keywords to Content Types: Match “how to” queries with tutorials, list-style posts for “best” searches, and reviews for “vs.” comparisons.
3. Optimize Titles and Captions: Include your non-branded keyword naturally in blog headings, video titles, Instagram captions, and hashtags.
4. Monitor Performance: Track rankings, clicks, and conversions for each keyword. Adjust your strategy—if a term drives traffic but low engagement, tweak your messaging.
5. Combine with Branded Efforts: Use non-branded keywords at the top of the funnel, then retarget engaged users with branded ads to reinforce your name.
By weaving non-branded keywords into your social posts, blog content, and influencer collaborations, you’ll broaden your reach, capture new audiences, and build a pipeline of potential customers. Start small, test regularly, and watch your visibility grow!
