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One of the most significant debates in search engine optimization (SEO) and digital marketing revolves around branded vs. non-branded keywords. Both keyword types play distinct roles in driving traffic, building brand awareness, and increasing return on investment (ROI). Understanding their differences and how to incorporate them into your marketing strategy can be the key to unlocking better visibility and higher conversions for your business, especially in competitive industries like real estate.
This article dives deep into branded and non-branded keywords, exploring their benefits, challenges, and how to prioritize them in your campaigns effectively. By the end, you’ll have actionable insights to optimize your SEO, PPC ads, and content marketing efforts with a focus on real estate.
Key Takeaways
- Branded keywords are highly specific and focus on terms directly related to your brand. They offer higher conversion rates and lower competition in PPC campaigns.
- Non-branded keywords are generic and broader, helping attract new audiences and expand your organic search visibility.
- Balance using both keyword types to align with your business goals: focus on branded keywords for customer retention and conversions and non-branded keywords for lead generation and brand awareness.
- Utilize tools like Google Analytics, SEMrush, and Google Ads to analyze keyword performance and allocate your marketing budget effectively.
- Non-branded keywords are crucial for content marketing. They allow your business to rank for general queries and establish authority in your industry.
- Branded keywords are essential for local SEO, ensuring your business appears prominently in searches for location-based queries.
- Avoid common challenges like competitor bidding on branded keywords and the high competition of non-branded keywords by leveraging long-tail keywords and strategic advertising campaigns.
What Are Branded Keywords?
Branded keywords are search terms that include your business’s name, product name, or any term associated with your brand. These keywords are highly specific and usually indicate a strong user intent to engage with your business directly.
For real estate professionals, branded keywords might include terms like “Jones Realty NYC” or “Smith Properties Dallas” that directly reference your company or listings.
Examples of Branded Keywords
- “Jones Realty open house schedule”
- “Smith Properties luxury apartments”
- “ABC Real Estate agents in Houston”
Branded keywords often have a high conversion rate because users searching for these terms are already familiar with your brand and are closer to making a purchase decision, such as scheduling a property viewing or contacting an agent.
Benefits of Branded Keywords
- Higher Conversion Rates Branded keywords attract users who are already familiar with your offerings. For instance, a potential buyer searching for “Smith Properties luxury apartments” is likely ready to take action, whether scheduling a visit or filling out a lead form.
- Improved Brand Awareness By targeting branded keywords in your campaigns, you strengthen your brand reputation and ensure your real estate business dominates search results for terms associated with your name.
- Cost Efficiency in PPC Advertising on branded keywords often results in a lower cost per action (CPA) because there is less competition and a higher click-through rate (CTR).
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What Are Non-Branded Keywords?
Non-branded keywords refer to search terms that do not include any specific reference to a business or brand. These keywords are typically more generic and are used to attract users in the earlier stages of the buyer’s journey.
For real estate businesses, non-branded keywords, such as “affordable homes for sale in Austin” or “best neighborhoods in Miami,” often target users searching for solutions.
Examples of Non-Branded Keywords
- “top real estate agents near me”
- “how to buy a house”
- “best areas for investment properties”
Non-branded keywords cast a wider net, driving traffic from users who may not be familiar with your brand but seek relevant information or solutions.
Benefits of Non-Branded Keywords
- Expanding Reach Non-branded keywords help attract a broader target audience, increasing brand awareness among potential clients just beginning their real estate journey.
- Organic Growth Optimizing for non-branded keywords improves your organic search results, allowing your content to rank for general queries like “best houses under $500k.”
- Lead Generation These keywords are essential for driving lead generation, especially when paired with high-quality content like market guides, property listings, and blogs on home-buying tips.
Branded vs. Non-Branded Keywords: Key Differences
While both types of keywords contribute to your SEO and marketing strategy, they serve distinct purposes. Let’s look at how they compare specifically in the real estate industry:
Aspect | Branded Keywords | Non-Branded Keywords |
---|---|---|
Intent | High intent; users already know your brand | Informational or exploratory |
Competition | Low competition | High competition |
Cost | Lower PPC costs | Higher costs due to competitive bidding |
Target Audience | Existing customers or brand-aware consumers | New potential customers |
Conversion Rates | Higher | Moderate to low, depending on the query |
Visibility | Focused on branded campaigns | Expands reach in general search results |
How to Prioritize Branded and Non-Branded Keywords
The right balance between branded and non-branded keywords depends on your business goals, budget, and marketing strategy. Due to high competition and location-specific targeting, this balance becomes even more critical in real estate.
Assess Your Goals
To determine which type of keyword to prioritize, start by clarifying your objectives:
- Prioritize non-branded keywords to build brand awareness and attract new leads. These can help you reach buyers or investors unfamiliar with your brand.
- Branded keywords should be prioritized to retain existing clients or drive conversions. These keywords ensure your loyal audience can easily find and engage with your listings and services.
Use Analytics to Guide Strategy
Leverage tools like Google Analytics, SEMrush, and local SEO tools to analyze key performance indicators, such as:
- Traffic Sources: Determine whether your traffic originates from branded or non-branded searches.
- Keyword Performance: Identify which keywords drive the most click-through rates and conversions.
- Conversion Rates: Compare the effectiveness of branded vs. non-branded campaigns in achieving your desired outcomes, such as lead form submissions or inquiries.
Using data-driven insights ensures that your marketing budget is spent effectively, maximizing your return on investment.
Combine Strategies in PPC Campaigns
Both branded and non-branded keywords play a role in PPC advertising. Here’s how to combine them for optimal results:
- Branded Campaigns: Protect your brand by bidding on branded keywords to prevent competitors from siphoning traffic. For example, bidding on “Jones Realty NYC” ensures competitors don’t outrank your listings.
- Non-Branded Campaigns: Use non-branded terms, such as “luxury condos in Manhattan,” to attract potential buyers who are still exploring options. These campaigns are ideal for expanding your audience and building relationships with new clients.
The Role of Branded Keywords in Local SEO
Branded keywords are especially valuable in local SEO efforts for real estate. Users searching for terms like “top realtors in Denver” often look for specific businesses. Optimizing your landing pages, metadata, and Google My Business profile for branded searches can significantly improve your visibility in local markets.
Tips for Optimizing Branded Keywords in Local SEO
- Include your business name in key landing pages and URLs to ensure your domain appears in relevant searches.
- Use branded keywords in your local search ads to dominate results in your geographic area.
- Encourage reviews and testimonials to improve your brand reputation and attract local clients.
Non-Branded Keywords for Real Estate Content Marketing
Non-branded keywords are crucial in driving traffic to your site through content marketing. Creating valuable, informative content that targets general queries can establish your real estate business as an industry authority.
Strategies for Non-Branded Keywords in Real Estate Content
- Educational Content: Write blogs, guides, and market reports that address common real estate questions. For example, a blog titled “How to Buy Your First Investment Property” targets users searching for non-branded phrases like “real estate investment tips.”
- Targeted Advertising: Use non-branded keywords in search ads to attract buyers or renters exploring options. Ensure your ads are clear and engaging and lead to well-optimized landing pages.
- Leverage Long-Tail Keywords:. Use phrases like “best affordable homes for sale in Austin” or “luxury townhouses in Seattle” to reach highly specific audiences and increase the likelihood of conversion.
Challenges with Branded and Non-Branded Keywords
While both types of keywords are valuable, they come with challenges:
Branded Keywords
- Limited Reach: Branded keywords only attract users who are already familiar with your business, limiting the potential for new audience acquisition.
- Competitor Bidding: Competitors may bid on your branded terms, driving up costs and potentially diverting traffic to their site.
Non-Branded Keywords
- Higher Competition: Non-branded keywords are often highly competitive in real estate, especially in hot markets like New York or San Francisco.
- Lower Conversion Rates: Users searching for non-branded terms may not have immediate purchasing intent, which can result in a lower ROI.
Frequently Asked Questions
What are branded keywords?
Branded keywords include your business’s name, products, or services, such as “Nike sneakers” or “Apple iPhone.” They are highly specific and attract users already familiar with your brand.
Why are non-branded keywords important?
Non-branded keywords help attract users who are unfamiliar with your brand. They are essential for driving traffic, building brand awareness, and generating leads through organic search results.
How do branded and non-branded keywords differ?
Branded keywords target users who know your business, leading to higher conversion rates. Non-branded keywords, on the other hand, are generic and help expand your target audience and reach new customers.
Should I prioritize branded or non-branded keywords in my campaigns?
The choice depends on your marketing goals. Focus on branded keywords to increase retention and conversions and non-branded keywords to generate leads and increase visibility.
Can I use both branded and non-branded keywords in PPC campaigns?
Combining both types in your Google Ads campaigns ensures you capture a wide range of users, from existing customers to new prospects, in the research phase.
How do branded keywords help in local SEO?
Branded keywords ensure your business appears in location-based searches, such as “Starbucks near me.” They improve your local visibility and help attract nearby customers.
Conclusion
The best approach to the debate on branded vs. non-branded keywords is to balance both to suit your business objectives. Branded keywords protect your reputation and drive conversions among an existing audience. Non-branded keywords, on the other hand, help expand your reach, attract new customers, and establish authority through content marketing and organic search results.
By leveraging tools like Google Analytics, SEMrush, and Google Ads and focusing on branded and non-branded strategies, you can achieve a well-rounded digital marketing approach tailored to real estate. This balance ensures you maximize visibility, attract leads, and grow your business in a competitive market.