How do you know someone has intentionally landed on your website or searched for your products, or just a random scroll led them here?
Generic searches are non-branded searches, while branded searches are focused on specific brands. When can you say a search is generic? Well! We would say that if someone is searching for “running shoes” without mentioning a brand, it is a generic search.
Branded and non-branded (generic) queries help search engines understand the user's intention behind that search. Branded queries include a company or product name, while generic queries stay general.
What is a Generic Search?
A non-branded or generic query does not include any brand name. It stays general and open-ended. For instance:
- Best running shoes for beginners
- Latest smartphones
- Food delivery services near me
Users are mainly looking for options, comparing choices, or researching without a clear brand in mind.
What is a Branded Search?
Here, the user is already aware of the brand.
A branded search query includes the name of a company or brand. Product, company or brand is mentioned in the search. It shows users are searching with a purpose in mind. For instance:
- Nike shoes for women
- Latest Samsung phones
- Rhode cosmetics
These searches point directly to a specific source.
Generic vs. Branded Search: Which has High Conversion Rates?
Branded searches generally have much higher conversion rates than generic searches.
The main reason? Awareness of the brand’s products and services. Users are seeking to buy or find specific information, while generic searches attract users in the early research stage.
Branded searches signal high purchase intent and trust, but generic searches capture broader awareness and new customers. A balanced strategy uses both: branded for immediate conversions, and generic for long-term growth.
Generic vs. Branded Search: Which one is Good for SEO?
We won’t say one is better than the other, because for a strong strategy, both are needed. A strong strategy uses both: Generic keywords build brand awareness, attract new users early in their journey, and establish authority, while branded keywords capture high-intent buyers, offer higher conversion rates, and retain loyal customers.
Think of it like this: when you are using both for your SEO, you are covering the chances of being missed. Here is more information you must know:
Generic Search for SEO
It is great for a wide audience reach, but tough to rank for due to high competition. While they drive traffic, they often have low conversion rates, so smart strategies balance them with specific (long-tail, location-based, intent-focused) keywords to attract qualified leads, not just volume.
Branded Search for SEO
Branded search in SEO involves optimising for searches that include your brand name, showing high user intent and driving targeted traffic, which boosts brand awareness, loyalty, and conversions.
Key strategies include ensuring consistent branding across all results, creating relevant content for branded queries, using branded terms in meta titles for better CTR, and leveraging paid ads alongside organic efforts for a complete presence.
Why Use Both?
Both generic (non-branded) and branded searches are crucial for SEO because they capture users at different stages of the buying journey: generic keywords attract new, unaware audiences for top-of-funnel awareness and broad reach, while branded keywords target known, high-intent users for immediate conversions, building brand authority and driving revenue through direct, qualified traffic.
Balancing both builds comprehensive visibility, from initial discovery to final purchase, maximising overall SEO success.
Branded Queries and Generic Queries: Strategic SEO Usage
SEO professionals separate branded and generic queries to measure performance clearly. Branded traffic shows brand strength and loyalty, while non-branded (generic) traffic reflects content reach and discovery. This split helps marketers plan content, track growth and optimise visibility at every stage of he funnel.
When branded and generic searches mix in one report, the insights lose depth. Filtering them helps marketers measure two different outcomes. Branded queries show recognition, and generic queries show discovery.
Branded query tracking reveals brand interest. If more users type a company name in search, that means the brand is becoming familiar. This change is tracked in tools such as Google Search Console, where filters highlight queries containing brand terms.
Non-branded (generic) performance reflects organic visibility. This is also very essential for effective SEO. These queries come from users who do not know the brand yet. They search for topics, questions or product types and land on your website if it accomplishes their goals. If generic traffic increases, it means the content is reaching new people.
A professional Shopify SEO agency can help you use both effectively. They can measure the outcomes and work accordingly.
