Every business wants more visitors to their website. But not all visitors are the same. Some people already know your brand. They search for your business by name. This is branded traffic.
Others do not know your brand yet. They search for general products or services. This is non-branded traffic.
Understanding the difference helps you:
Improve your SEO strategy
Run smarter Google Ads campaigns
Increase conversions
Build stronger brand awareness
Plan better content and marketing strategies
Let’s explore each type in detail.
What Is Branded Traffic?
Branded traffic refers to users who find your website by searching for your brand name or something directly related to your brand. This means people already know your business. They trust you, remember you, or have seen your marketing somewhere.
For example, if your business name is “Glow Skincare,” branded searches may include:
“Glow Skincare”
“Glow Skincare face wash”
“Glow Skincare reviews”
When people type such searches, they clearly want your business, not a competitor.
Why Users Search With Brand Intent
Users search for branded keywords when they:
Know your brand from past experience
Saw your ads or social media posts
Heard about you from a friend
Want to buy from you again
Trust your business more than others
This makes branded traffic powerful and high-converting.
Examples of Branded Keywords
Here are some common types of branded keyword formats:
Brand + Product
“Nike running shoes”
“Tata tea price”
“Glow Skincare serum”
Brand + Service
“UrbanClap home cleaning”
“Zomato food delivery”
Brand + Location
“Starbucks Mumbai”
“DMart near me”
Brand Misspellings
Users often misspell brand names, but Google still understands the intent.
Examples:
“Adiddas shoes”
“Micrsoft office”
These still count as branded searches.
What Is Non-Branded Traffic?
Non-branded traffic refers to users who find your website by searching general keywords. They do not include your brand name. These users may not know who you are yet.
For example:
“best face wash for oily skin”
“cheap running shoes”
“home cleaning services near me”
These searches are not for a specific company. People simply want a solution to their problem.
Non-branded traffic is extremely valuable for growing your audience and attracting new customers.
Examples of Non-Branded Keywords
There are many types of non-branded searches. Here are the most common ones:
Generic Product or Service Queries
“running shoes for men”
“hair fall shampoo”
“digital marketing agency”
Problem-Based Searches
People search based on their needs or pain points.
Examples:
“how to stop hair fall”
“best laptop for students”
“why is my website slow”
Comparison Searches
Users compare options before buying.
Examples:
“top 10 running shoes”
“best face wash under 300”
“Google Ads vs Facebook Ads”
Non-branded searches help businesses reach users who are still in the early stages of their buying journey.
Key Differences Between Branded & Non-Branded Traffic
Branded and non-branded traffic serve different purposes and bring different types of users. Understanding their differences helps you build a stronger marketing strategy.
Here are the main differences:
Intent
Branded: People already know your brand. They want you specifically.
Non-branded: People are exploring general options. They don’t know you yet.
Audience Behavior
Branded: High trust, often ready to buy.
Non-branded: Still researching, comparing, and learning.
SEO Value
Branded: Easy to rank for since your brand name is unique.
Non-branded: Harder to rank because many competitors target the same keywords.
PPC Performance
Branded: Low cost, high ROI.
Non-branded: Higher cost, mixed ROI depending on competition.
Funnel Stage
Branded: Bottom of the funnel (ready to convert).
Non-branded: Top or middle of the funnel (awareness and research stage).
Comparison Table: Branded vs. Non-Branded Traffic
Feature
Branded Traffic
Non-Branded Traffic
Search Intent
Strong and specific
General and exploratory
User Awareness
Already know your brand
Do not know your brand yet
Conversion Rate
Very high
Medium to low
Cost in Google Ads
Low
Higher
SEO Difficulty
Easy
Competitive
Best For
Conversions & repeat customers
Brand discovery & new customers
Why Branded Traffic Matters
Branded traffic is extremely important for any business. It shows that people know your brand, trust it, and want to engage with your products or services.
Here’s why it matters:
1. Higher Conversion Rates
People who search for your brand are already convinced. They just need a final step before buying.
2. Strong Purchase Intent
Branded searchers are often ready to purchase immediately.
3. Lower CPC in Google Ads
Branded keywords usually cost less because you have very little competition.
4. Shows Strong Brand Recognition
More branded traffic means your brand awareness campaigns are working.
Signals That Your Branded Traffic Is Strong
You can tell your branded traffic is improving if:
Your direct website visitors increase
Your brand name shows higher search volume
More people search for your company on Google
You get repeat customers frequently
Growing branded traffic means your brand is becoming popular.
Why Non-Branded Traffic Matters
Non-branded traffic helps your business reach new people who have never heard of you. This is essential for long-term growth.
Here’s why non-branded traffic is powerful:
1. Attracts New Users
New users discover your business through helpful content and SEO.
2. Expands Reach
You get visibility for many more keywords, not just your brand name.
3. Essential for SEO Growth
Most SEO strategies focus heavily on non-branded keywords.
4. Helps Build Brand Awareness
When someone clicks your content multiple times, they eventually remember your brand.
When Non-Branded Traffic Is Most Valuable
Non-branded traffic is extremely important when:
You’re a new business
Your brand name is not well-known yet
You want to rank for high-volume keywords
You want to educate your target audience
You want to generate demand
Non-branded traffic is the starting point for customer acquisition.
How to Measure Branded vs. Non-Branded Traffic
To understand how your website is performing, you must measure both types of traffic separately.
Here are the best tools:
Google Search Console
You can check which keywords people use to find your website.
Filter by branded keywords
Compare branded vs non-branded impressions and clicks
Google Analytics
You can track:
Direct traffic
Organic search traffic
Paid traffic
This helps you understand user behavior and traffic sources.
Google Ads
In PPC campaigns, branded and non-branded keywords are tracked separately.
SEO Tools Like SEMrush & Ahrefs
These tools help you:
Analyze keyword rankings
Track search volume
Compare branded vs non-branded performance
How to Increase Branded Traffic
If you want people to search for your brand name more often, you need strong brand awareness.
Here’s how you can grow your branded traffic:
1. Run Brand Awareness Campaigns
Use social media ads, YouTube promotions, or display ads.
2. Improve Social Media Presence
Post regularly, engage with users, and build community.
3. Encourage Customer Reviews
Positive reviews boost brand trust and visibility.
4. Use Influencer Marketing
Influencers can introduce your brand to new audiences.
5. Offline Branding
Billboards, events, radio ads, and packaging also build brand identity.
When people remember your brand, your branded traffic grows automatically.
How to Increase Non-Branded Traffic
Non-branded traffic grows mainly through strong SEO and valuable content.
Here’s how to attract more non-branded visitors:
1. Target High-Intent Keywords
Use keyword research tools to find terms your audience is searching.
2. Create High-Quality Content
Blog posts, guides, tutorials, and comparison articles work very well.
3. Improve On-Page SEO
Optimize:
Title tags
Meta descriptions
Headings
Internal links
Page speed
4. Build Backlinks
Backlinks help improve rankings for competitive non-branded keywords.
5. Run Non-Branded PPC Campaigns
Google Ads helps you appear for competitive non-branded searches quickly.
The more helpful your website is, the more non-branded visitors you will attract.
Which One Is More Important? (Branded vs. Non-Branded)
Both types of traffic are important, but their importance depends on the stage of your business.
For New Businesses
Non-branded traffic is more important because people do not know your brand yet.
For Established Brands
Branded traffic becomes more valuable because it brings high conversions and repeat customers.
Balanced Strategy
The best approach is to focus on both:
Use non-branded traffic to attract new users
Use branded traffic to convert them
This creates a strong marketing system that works at every stage of the customer journey.
Real-World Examples
Example 1: Strong Branded Traffic
A popular beauty brand like Nykaa gets many branded searches such as “Nykaa lipstick” or “Nykaa sale.” These users already trust the brand and convert easily.
Example 2: Powerful Non-Branded Traffic
A new skincare blog may rank for “best acne treatment” or “oily skin routine.” This brings thousands of users who never knew the blog existed.
Non-branded traffic helps build early awareness, and branded traffic grows once the audience becomes familiar with the brand.
Conclusion
Branded and non-branded traffic are both essential for a successful digital marketing strategy. Branded traffic shows how strong your brand presence is, while non-branded traffic helps you reach new customers who are not aware of your brand yet.
If you want long-term growth, you should work on both:
Build your brand to increase branded traffic
Invest in SEO and content to grow non-branded traffic
When both types work together, your website can achieve strong visibility, better conversions, and long-lasting business success.
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