Larry Kim says, “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”.

Attention search marketers: ALL keywords are branded keywords!

Search Engine Land

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