Branded vs. Non-branded Traffic: What’s the difference?

Branded vs. Non-branded Traffic: What’s the difference?

Not all organic traffic is created equal. 

Organic search is frequently criticized for claiming credit for branded traffic that was influenced by other marketing channels. 

Because SEO is already a widely misunderstood channel, it’s critical to have a clear strategy for the content and audience you’re targeting and to report appropriately. 

This essay explains the distinctions between branded and non-branded keywords and traffic, as well as the implications for your SEO strategy

After all, a brand search query may have the intent to visit your website, but non-branded terms have the potential to introduce or encourage a person to choose your site.

What is Branded Traffic?

When we talk about branded traffic, we mean traffic that arrives on your website because someone searches for your brand name. This might be because they’ve heard of you previously and want to learn more, or they saw one of your advertisements and want to know more.

Branded traffic is the traffic that originates straight from your company’s website or blog. For example, if you have a truly excellent product or service, customers will return to you because they know it is good. This is the finest type of traffic! When they return, they are ‌eager to purchase anything from you (assuming the price is appropriate).

So, how do you obtain this kind of traffic?

Everything is determined by the nature of your business. If you run a product-based business, for example, you can use Facebook advertising to market things that customers enjoy and want more of. Or if it’s a service-oriented firm.

What is Non-Branded Traffic?

Non-branded traffic, on the other hand, is traffic that gets to your site from individuals who aren’t necessarily familiar with your brand. They may have found you through a search engine or by clicking on an ad, but they don’t know who you are or what you do.

Non-branded traffic refers to traffic that arrives at your website from sources other than your brand name or site. This includes traffic from organic searches, referrals, social media, and other sources. While branded traffic is crucial, non-branded traffic can be equally (if not more) beneficial to your website and business. 

So, while branded traffic is crucial, do not underestimate the significance of non-branded traffic.

Which is more important? Branded-Traffic or Non-Branded Traffic?

The answer, like with most things in marketing, is “it depends.”

If your objective is to raise brand recognition and attract new consumers, non-branded traffic may be more useful. However, if you want to increase sales or conversions, branded traffic is typically more useful because these people are already familiar with your product or service.

Finally, it’s critical to track both forms of visitors and understand where they’re coming from so you can make the best decision about how to deploy your marketing efforts.

Difference Between Branded & Non-Branded Traffic?

Branded traffic has several benefits, including increased exposure, reputation, and trustworthiness. Branded traffic can also result in improved sales and conversions

  • There are several advantages to branded traffic, including enhanced brand familiarity and awareness, higher conversion rates, and ROI. Brand identification and awareness are among the most essential advantages of branded traffic, since they may lead to improved brand loyalty and, ultimately, better sales. Brand awareness may be boosted through a variety of channels, including display advertising, social media marketing, and even print advertising. 
  • A strong brand may build trust and confidence among your target audience. This may lead to increased reputation and credibility for your website or blog, resulting in more visitors and conversions.
  • Branded traffic also has higher conversion rates since potential buyers are more inclined to trust a recognizable brand. Finally, branded traffic may enhance ROI by allowing firms to better focus their advertising expenditure.
  • Strong brands are more likely to perform well in Google AdWords advertisements than weak brands, since they represent a well-known entity in your field. When visitors search for terms linked to your domain, they are more likely to click on an ad that includes your brand name rather than one that does not, resulting in increased traffic, conversions, and sales.

It’s no secret that branded traffic is crucial for a business. So, what about non-branded traffic? Is it truly worth pursuing?

  • First, non-branded traffic is more likely to be organic, which means it is generated by individuals who are truly interested in your product or service. This is the type of traffic that is most likely to generate leads and sales.
  • Second, non-branded traffic costs less than branded traffic. This is because generating this type of traffic does not need paying for advertising. Instead, you may concentrate on optimizing your website and content for search engines to increase organic traffic.
  • Third, non-branded traffic is more sustainable in the long term. Even if you stop paying for advertising, your website will continue to receive organic traffic as long as it is properly optimized. This means you’ll be able to reap the advantages of non-branded traffic for an extended length of time.
  • Overall, non-branded traffic is more significant than branded traffic since it is more likely to be organic, less costly, and longer-lasting.


1. What is Branded Traffic and How Does It Differ from Non-Branded Traffic?

Branded traffic refers to visitors who find a website through searches, specifically using the brand’s name or related terms. In contrast, non-branded traffic comprises visitors arriving through generic search queries.

The difference lies in the intent: Branded traffic reflects existing brand awareness, while non-branded traffic indicates a broader audience seeking information or products within a category. Understanding this distinction is vital for tailoring marketing strategies to both brand loyalists and potential new customers.

2. How Can I Identify Branded and Non-Branded Traffic on My Website?

Identifying branded and non-branded traffic involves leveraging analytics tools like Google Analytics. Examine the keywords that users used to find your site; brand-specific terms signify branded traffic, while generic or industry-related terms suggest non-branded traffic.

Additionally, review landing pages to see if visitors enter through your homepage or specific product/service pages. Providing insights into their search intent and whether it’s brand-specific or more general.

3. What Strategies Can Improve Branded Traffic vs. Non-Branded Traffic?

To enhance branded traffic, focus on optimizing your website for brand-related keywords. Invest in brand-building campaigns, and engage in social media marketing to boost brand visibility.

For non-branded traffic, emphasize SEO efforts targeting industry-related keywords. Create high-quality content addressing user needs, and leverage online advertising to capture a broader audience. A balanced approach ensures improved performance in both branded and non-branded search scenarios, driving overall website success.

4. Why is Branded Traffic Important for a Website?

Branded traffic is vital, as it signifies existing brand recognition and customer loyalty. Visitors directly searching for a brand are often more engaged and likely to convert, contributing to higher conversion rates and revenue.

Additionally, a strong presence in branded searches enhances overall brand authority and trust, reinforcing the website’s credibility. Focusing on branded traffic is crucial for sustaining a loyal customer base while building a robust online brand presence.

5. How Does the Mix of Branded and Non-Branded Traffic Impact SEO and Marketing Strategies?

The mix of branded and non-branded traffic shapes SEO and marketing strategies significantly. Branded traffic indicates a strong brand presence, influencing marketing efforts toward brand loyalty and engagement.

Non-branded traffic requires a broader approach, emphasizing SEO practices targeting industry-related keywords. Striking a balance ensures a comprehensive strategy, leveraging the strengths of both types of traffic to optimize website visibility, user engagement, and overall digital marketing effectiveness.

Concluding Thoughts

Finally, it all comes down to what you want your website to accomplish. If you want to offer items or services, branded traffic will be more crucial. Since customers must know who you are. However, if you simply want people to read your blog or visit your website, non-branded traffic might be just as beneficial. 

However, you may simply mix the two. If you’re going to run a campaign on Facebook, make sure your ad is branded so that people understand what your site is about. Also, in banner advertising and sponsored articles, add a link to your logo so that people know who you are.

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