What distinguishes a brand keyword from a non-brand keyword?

A brand keyword is characterized by the inclusion of a brand's name in the search term. This indicates that the user is specifically looking for that brand or its products, which often signifies a higher level of familiarity and intent to engage with the brand. For instance, if someone searches for "Nike shoes," "Nike" is the brand keyword indicating that the searcher is interested in that particular brand rather than just general sports shoes.

In contrast, non-brand keywords typically do not feature any brand names and instead focus on more generic terms related to the product or service, such as "running shoes" or "athletic footwear." This distinction is crucial for marketers because targeting brand keywords can help capture potential customers who are already aware of and interested in their specific brand, while non-brand keywords can help reach new customers who may not yet have brand preferences.

Understanding this difference allows businesses to tailor their SEO and advertising strategies effectively to maximize their visibility and engagement with both audiences who recognize their brand and those who are exploring options in the broader market.