What is the difference between a brand keyword and a non-brand keyword?

The distinction between brand keywords and non-brand keywords lies in their fundamental definitions. A brand keyword specifically includes the name of a brand or variations of that name; for instance, searches for "Nike shoes" or "Coca-Cola" are brand keywords. They are primarily used by users who are already aware of the brand and are more likely looking for that specific company's products or services.

On the other hand, a non-brand keyword does not contain any brand names. These keywords focus more on the product or service type than on any specific brand, such as "running shoes" or "soft drinks." Non-brand keywords target a broader audience that might not have a particular brand in mind and are often used in the early stages of the buying process.

This definition highlights how brand keywords help businesses capture traffic from users who are intentionally searching for their specific brand while non-brand keywords help reach new customers who may be exploring options. Thus, recognizing this difference is crucial for effective keyword strategy in digital marketing.