What’s the Right Balance of Branded vs. Non-Branded Keywords for SEO?

The right balance of branded vs. non-branded keywords for SEO depends on your business goals and audience. Typically, a mix of 30% branded and 70% non-branded keywords is effective, but this can vary based on your brand’s recognition and industry. Prioritise understanding your audience and their search behaviour to find the optimal ratio for your strategy.

Understanding the Importance of Keyword Balance

Imagine you’re a B2B SaaS company. You’ve got a solid product, and your brand is somewhat known in the industry. Now, why does the balance between branded and non-branded keywords matter? Well, branded keywords capture those already familiar with your brand — they’re likely to convert faster. Non-branded keywords, on the other hand, attract new users who are searching for solutions without a specific brand in mind.

Think of branded keywords as your loyal customers. They’re already sold on your product, and they just need a nudge to make a purchase. Non-branded keywords are like the new customers browsing the aisles, looking for the best option. Both are essential, but they serve different purposes. The balance helps you reach both audiences effectively.

Tips for Finding the Right Keyword Mix

Finding the right mix of branded and non-branded keywords can feel like walking a tightrope. Here are some practical steps to guide you:

• Analyse Your Audience: Understand who they are and what they’re searching for. This insight is crucial to determine the right keyword balance.
• Assess Brand Recognition: If you’re a well-known brand, you might lean more on branded keywords. If you’re still growing, non-branded keywords can help expand your reach.
• Monitor Competitors: See what others in your industry are doing. This can offer clues about effective keyword strategies.
• Test and Adjust: Start with a hypothesis, implement it, and then tweak based on performance data.
• Consult an Expert: Sometimes, it’s best to get advice from a search engine optimisation expert. They can provide insights tailored to your specific situation.

By following these steps, you’ll be better equipped to find the sweet spot that aligns with your goals.

A Personal Take on Keyword Strategy

Here’s the thing. SEO isn’t a one-size-fits-all solution. It’s a bit like making a potjie. You need the right mix of ingredients to make it work. Too much of one element, and the whole thing’s off.

In my experience, businesses often underestimate the power of non-branded keywords. They think because their brand is known, that’s enough. But the digital space is vast. There are always potential customers who haven’t heard of you. Non-branded keywords are your ticket to reaching them.

So, take a moment. Think about your audience. What are they really searching for? Once you understand that, you’ll have a clearer picture of how to balance your keyword strategy. It’s all about perspective.