Attention search marketers: ALL keywords are branded keywords!
Columnist Larry Kim explains how brand affinity impacts both paid and organic search performance -- and how you can use this information to bolster your SEO and PPC campaigns.
Look, I get it. For the longest time, PPC marketers and SEOs alike have been segmenting brand campaigns and content (those with trademarks and company names) from more generic search terms.
After all, branded keywords tend to be “unicorns” — in PPC, these are keywords which generate ridiculously high CTRs (click-through rates) (40, 50 or 60 percent) and Quality Scores (9 or 10); in SEO, these are keywords that rank at the top of the SERP. Meanwhile, non-branded keywords perform like donkeys — in other words, average at best.
While branded vs. non-branded is an interesting distinction, it’s also an incomplete one. Even non-branded keywords can act like brand terms when brand affinity exists.
Here’s why it’s time that we re-examine some of our assumptions about branded vs. non-branded keywords in both paid and organic search marketing.