Branded vs Non-Branded Searches in Local SEO: Why You Need Both

If you’re trying to grow your visibility in local search, there’s one distinction that can quietly shape how successful your strategy is—branded vs non-branded searches.

You might already be optimizing your Google Business Profile, chasing reviews, and publishing content. But if you’re not measuring and targeting both of these search types, you’re only telling half the story—and likely missing out on serious traffic and leads.

Here’s the thing: branded and non-branded searches behave very differently. They reach people at different points in the customer journey. And they require different content, SEO tactics, and expectations.

If you’re serious about winning at local SEO, you need to understand both—where you stand with each, how to influence them, and how to build a strategy that taps into the full potential of local search.

Let’s break it all down.

What’s the Difference Between Branded and Non-Branded Searches?

Let’s start simple.

• Branded Searches are when someone searches for your actual business name or a close variation of it. For example:
  • “Joe’s Garage Baltimore”
  • “The French Bean Café near me”
  • “Dr. Patel orthodontist Atlanta reviews”

These users already know who you are or have heard of you elsewhere.

• Non-Branded Searches are when people search for services without mentioning a specific brand name. For example:
  • “coffee shops in downtown Austin”
  • “best family dentist 90210”
  • “roof repair near me”

These people don’t know who you are yet—they’re just looking for the right business to solve their problem.

Both types of searches are important. But they play very different roles.

Why Branded Searches Matter in Local SEO

Branded searches often represent warm traffic. These people already have some level of trust in you. Maybe they saw your sign, got a referral, heard about you on social media, or clicked an ad.

When they type in your business name, you want your Google Business Profile, website, and top review sites to dominate the results. This is your chance to confirm their interest and turn it into action.

Here’s why branded searches matter:

• They indicate existing demand. People know who you are.
• They reflect your offline and word-of-mouth reputation.
• They convert at higher rates because there’s already some familiarity.
• They can be lost to competitors if your branded search results are messy, outdated, or dominated by third-party sites.

So even though these users already know you, the way you show up when they search still determines whether they choose you—or bounce.

Why Non-Branded Searches Drive Growth

Non-branded searches are where you win new business.

These people are actively looking for what you offer, but they haven’t made a choice yet. This is your chance to show up early in their journey and position yourself as the solution.

Most businesses get caught up only tracking branded traffic. But non-branded searches often make up the majority of search volume—and they’re what actually expand your reach.

Here’s what makes non-branded searches so valuable:

• They bring in new customers who have never heard of you.
• They reveal demand for your services in your area.
• They allow you to rank for multiple keywords, not just your name.
• They offer opportunities to show up in the map pack, organic results, and answer boxes.

When you’re visible for non-branded searches, you’re not just getting traffic—you’re building trust from the very first click.

Why You Can’t Rely on Just One Type

If you’re only showing up for branded searches, you’re missing out on new traffic and limiting your growth to people who already know you. On the other hand, if you only target non-branded searches, you might attract visitors but fail to convert them if your reputation and branded presence is weak.

You need both.

Think of it like this:

• Branded SEO is about protecting your reputation and converting interested users.
• Non-branded SEO is about attracting new interest and capturing demand.

A balanced local SEO strategy nurtures both sides of that equation.

How to Increase Branded Search Volume

Branded search growth often follows improvements in brand awareness, reputation, and customer loyalty. You’re not just ranking—you’re becoming recognizable.

Here are ways to increase branded search:

1. Run Local Ads (Google, Meta, YouTube)
   Ads create visibility that can later turn into branded searches.
2. Get More Reviews on Google & Niche Sites
   Reviews increase trust and help people remember your name.
3. Promote Offline—Then Follow Up Online
   Local events, vehicle wraps, and signage can trigger someone to look you up later.
4. Keep Your Name Consistent Across All Platforms
   If you list your name slightly differently on Facebook, Yelp, or your website, branded searches may not fully associate with your Google Business Profile.
5. Respond to Reviews and Engage Publicly
   People often search after seeing you interact online—so don’t stay silent.

How to Capture More Non-Branded Search Traffic

This is where your SEO skills really get tested. Non-branded search dominance requires ongoing, intentional work across multiple areas.

Here’s how to do it:

1. Identify High-Intent Keywords
   Use tools like Google Search Console, Semrush, or Ubersuggest to find the keywords people use when searching for services in your area.

Focus on phrases like:

1. • “best [service] near me”
   • “[service] in [city or zip]”
   • “[industry] open now”
2. Create Localized Service Pages
   Build a separate page for each core service + city combo. Make it specific to that audience, not just a clone of another location page.

Fully Optimize Your Google Business Profile

1. • Use service categories strategically
   • Fill out every field (hours, attributes, services, FAQs)
   • Add photos regularly
   • Use local keywords in your business description

Get High-Quality Citations and Links

1. • Submit to local directories, chamber sites, and industry-specific databases
   • Earn links through local sponsorships or partnerships
2. Leverage Schema Markup
   Use local business schema to help Google understand exactly what you do and where you’re located.

Add Location-Based FAQs or Blog Posts

1. • “What to Look for in a Plumber in 33101”
   • “Top Mistakes to Avoid When Hiring a Roofer in Phoenix”

These target specific non-branded keywords naturally.

How to Measure Both Search Types

You can’t improve what you don’t track. Here’s how to measure branded vs non-branded search performance:

• Google Search Console: Under the “Performance” report, filter for queries that contain your brand name (branded) vs all others (non-branded).
• Google Business Insights: It separates “direct” searches (branded) from “discovery” searches (non-branded).
• Google Analytics/GA4: Combine organic traffic data with query performance to track behavior and conversion by search type.

Set benchmarks, measure monthly, and adjust your content accordingly.

Local SEO Packages Can Help You Balance Both

Managing branded and non-branded SEO at the same time requires structure, content planning, and technical accuracy. That’s why many businesses turn to Local SEO Packages that offer:

• Optimized service area content
• Branded SERP monitoring
• Google Business Profile management
• Keyword tracking for both search types
• Review and reputation growth strategies

When both types of searches work together, they create a flywheel of visibility and trust. Your brand stays top of mind and at the top of the search results.

Final Thought

If you’ve only been focusing on keywords and rankings without knowing whether you’re winning the branded or non-branded battle, now’s the time to get clarity.

You can’t afford to rely on one side alone. Non-branded brings new business. Branded helps you close the deal.

Balance both, build trust at every stage of the buyer journey, and you’ll turn local search from a trickle into a steady stream of leads and loyal customers