Organic traffic from queries that don’t include a brand’s name.
Why Non-branded Search Traffic Matters
Non-branded search traffic is a major indicator of a website’s health because it represents new, top-of-funnel users. A business that is not optimized for non-branded search traffic is at a significant disadvantage, as it is missing out on a large portion of its potential audience. By attracting non-branded traffic, you can:
- Increase Visibility: You can attract organic search traffic from a new, global audience.
- Build Authority: A website that ranks for a wide range of non-branded keywords is a clear signal that your business is a high-quality resource, which can lead to a higher ranking.
- Grow Your Brand: You can introduce your brand to a new audience that may not have heard of you before.
Across Different CMS Platforms
The management of non-branded search traffic is a content and technical SEO strategy that can be applied to any CMS.
WordPress
WordPress users can optimize for non-branded search traffic by creating high-quality, in-depth content that is relevant to a user’s search intent. A good SEO plugin like Yoast SEO or Rank Math can help you analyze your content and ensure you are using a variety of keywords that are relevant to your content.
Shopify
On Shopify, non-branded search traffic is essential for an e-commerce store. You can optimize for it by providing clear, consistent, and accurate information about your products. You should also ensure your Google Business Profile is complete and up-to-date, as Google often pulls information from there.
Wix
Wix has a streamlined, user-friendly system, but you can still optimize for non-branded search traffic. The platform’s built-in SEO tools make it easy to manage your titles, meta descriptions, and on-page content.
Webflow
Webflow gives you granular control over your website’s design and code, which is perfect for a sophisticated SEO strategy. You can use it to create a perfectly structured page that is optimized for a specific keyword or set of keywords.
Custom CMS
With a custom CMS, you have the most control but also the most responsibility. You can build a system that automatically tracks and analyzes your SEO performance and provides your content creators with data-driven insights.
Across Different Industries
The way you use non-branded search traffic will depend on your industry and your goals.
E-commerce
E-commerce sites rely heavily on non-branded search traffic. A user who is searching for “running shoes” is often in the final stages of their buying journey and is ready to take action.
Local Businesses
Local businesses are the most affected by non-branded search traffic. A plumber in Dubai, for example, must optimize for keywords like “plumber Dubai” and “emergency plumber Dubai” to attract local customers.
SaaS Companies
SaaS companies often use a JavaScript framework for their marketing pages and dashboards. It is crucial to ensure that their marketing pages are rendered and indexed, while their user dashboards can remain a client-side rendered application.
Blogs
Blogs that serve a global audience can use multilingual SEO to attract readers from different countries. A blog about cooking can create a separate page for each country.
Dos and Don’ts of Non-branded Search Traffic
Do’s
- Use a variety of keywords. A good SEO strategy includes a mix of short-tail, long-tail, and user-intent keywords.
- Write high-quality, in-depth content. This is the best way to signal to machine learning algorithms that your website is a high-quality resource.
- Build a strong backlink profile. A backlink from a high-quality, relevant website is a vote of confidence that signals to search engines that your content is valuable and trustworthy.
Don’ts
- Use keyword stuffing. This is a dated tactic that can harm your SEO.
- Ignore a user’s intent. A keyword should be used with a user’s intent in mind.
- Focus on a single keyword. This is a risky and outdated approach.
Common Mistakes to Avoid
- Failing to do keyword research: This is a basic but critical step. You cannot improve what you do not measure.
- Ignoring a user’s intent: A keyword should be used with a user’s intent in mind.
- Focusing on short-tail keywords alone: Long-tail keywords are often easier to rank for and can be a great source of organic traffic.
FAQs
How is non-branded search traffic different from branded search traffic?
Non-branded search traffic comes from queries that do not include a brand name. Branded search traffic comes from queries that do include a brand name. Non-branded traffic is a sign of a website’s authority, while branded traffic is a sign of its brand recognition.
What is a good ratio of non-branded to branded search traffic?
There is no ideal ratio. A website with a high non-branded search traffic is a sign of a successful SEO strategy. A website with a high branded search traffic is a sign of a strong brand reputation.
How can I increase my non-branded search traffic?
You can increase your non-branded search traffic by creating high-quality, in-depth content that is relevant to a user’s search intent. You should also use a variety of keywords that are relevant to your content.
What is the difference between non-branded and branded SEO?
Non-branded SEO is the practice of optimizing a website for non-branded keywords. Branded SEO is the practice of optimizing a website for branded keywords.
Can a website with a low domain authority still rank?
Yes, a website with a low domain authority can still rank. The key is to create high-quality, in-depth content that is relevant to a user’s search intent.
