When users search for products or services on Google, they don’t always search in the same way.
Some people already know the business by name, while others are simply searching for available options.
For example, some people may search for “Nike Air Force 1 trainers”, whilst others might search for “white chunky trainers”.
The difference between these two searches is that one is branded and the other is non-branded.
The search for “Nike Air Force 1 trainers” includes a specific brand name, showing that the user already knows what they want and is likely further along in the sales funnel and closer to making a purchase.
In contrast, “white chunky trainers” is a non-branded search query. This user is still exploring their options and has not yet chosen on a brand. They are at an earlier stage in the buying journey and are researching before making a decision.
This is the key difference between branded and un-branded searches. Branded searches reflect existing demand, meaning people are already looking for a specific business, while non-branded searches provide opportunities to be discovered by new audiences.
What are branded and non-branded queries?
Branded search queries are searches that include a business or brand name. For example:
• Nike trainers
• Smeg coffee machine
• Engage Web SEO services
Users making these searches know the brand they’re looking for.
You can target these searches through service pages, landing pages and other conversion-focused content.
Non-branded queries are searches that do not include a business or brand name. For example:
• Carbon plated running shoes
• Best coffee machine
• Search engine optimisation services
Users making these searches are still exploring their options and have not yet chosen a brand.
These searches are typically targeted through blog posts, guides and other informational content that helps bring new users to your website.
What is the difference between branded and non-branded queries?
The main difference between branded and non-branded queries is where the user is in their journey.
Users making branded searches are usually further along in the decision-making process, and therefore are more likely to convert, whether that be making an enquiry or completing a purchase.
In Google Search Console, this is often reflected in stronger performance metrics, such as higher click-through rates, better average positions, and higher conversion rates.
Non-branded queries come from people who are still researching. They may not know your business yet and are comparing options before deciding who to choose. At this stage, they are not loyal to a brand or business and can be influenced by what they find in search results. This makes non-branded queries a key opportunity to capture their attention.
In Search Console, these queries typically generate more impressions but have lower click-through rates and face higher competition.
Both are important but serve different purposes. Non-branded queries help bring new people to your website, while branded queries help turn existing interest into enquiries or sales.
Why is it important to rank for branded queries?
Appearing in the search results for branded queries is essential, because if someone is searching for your business by name, you need to be visible to help them find you.
If you’re not visible in these searches, there is a risk that users will click on your competitors, websites or ads instead.
Branded searches are typically lower in volume compared to non-branded searches, but they tend to capture higher-intent traffic. These users are already familiar with your brand by name, so they are more likely to take action.
Branded searches are where conversions happen, and making sure you are visible here ensures you are not losing opportunities from people who are already looking for you.
Why is it important to rank for non-branded queries?
Ranking for non-branded search queries is equally as important, as this is how new audiences discover your business.
These searches help you reach people who have never heard of you, increase your visibility and build trust over time.
For example, if someone new to running is interested in purchasing carbon-plated shoes, they might search for “best carbon plated shoes under £200”.
If a shoe retailer has created a blog that answers this question, they have the opportunity to appear in the search results and introduce their brand to this user at an early stage in their purchase journey.
At this point, the user is still comparing options and is not committed to any brand. By providing useful and relevant content, you can influence their decision, guide them towards your products and move them closer to making a purchase.
Even if they’re not ready to buy straight away, this first interaction has value. Then they return to search again later, they may carry out a branded search, such “Nike carbon plated running shoes”, or even search for the business name directly.
Because they have already engaged with and found value in your content, your brand is more likely to be recognised and trusted, increasing the chances they come back to you when they are ready to buy.
Why it’s important to target both branded and non-branded search queries
Branded and non-branded queries serve different purposes, but they work best when used in conjunction with one another.
Non-branded queries help you increase visibility in the search results and reach new audiences.
Branded queries then capture that demand once people are familiar with your business. When users return and search for you by name, they are more likely to convert.
Focusing on only one limits your results. If you only rank for branded queries, you rely on people already knowing your business, but if you only focus on non-branded queries, you may attract traffic but miss opportunities to convert it.
A strong SEO strategy uses non-branded queries to attract new users, and branded queries to convert that interest into results.
How do you track performance of branded vs non-branded queries?
As detailed in our earlier guide titled ‘Google Seach Console’s new filter gives businesses clearer SEO insights’, Google has introduced a filter that allows you to separate branded and non-branded queries within the platform.
This new feature also accounts for variations of your brand name and common misspellings. For example, searches such as “engage web” and “engageweb” can all be grouped together as branded queries, giving a more complete and accurate view of performance.
When the filter is applied, key performance metrics such as impressions, clicks, click-through-rate (CTR) and average position update to reflect only the selected group.
This makes it much easier to understand how each type of search is performing.
It allows you to clearly see the difference between users who already know your business and those discovering you for the first time, giving a more accurate view of both brand demand and overall SEO performance.
By focusing on targeting both branded and non-branded queries, you create a strategy that helps grows your visibility but also turns that visibility into real business results.
If you need help optimising your website to increase its visibility in search results, reach out to our team of experts at Engage Web today.
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