A branded keyword is a search query that includes a specific company or product name, such as “Click Metrica SEO services,” as opposed to a non-branded, generic keyword like “SEO services near me.”
Branded keyword traffic typically has very high conversion potential, since searchers are already familiar with and specifically seeking out a particular business, but it doesn’t represent new customer acquisition the way non-branded keyword rankings do.
Tracking branded versus non-branded keyword performance separately helps businesses understand how much of their organic traffic reflects genuine new-customer discovery versus existing brand awareness converting into search visits.
This distinction is factored into our SEO Audits & Reporting service.