What Is an Unbranded Query? Turn Search Intent into Traffic
Unbranded queries target the early stages of the buyer journey, where users seek solutions, comparisons, or information without knowledge of a particular company. Unlike branded queries (e.g., 'Nike running shoes'), unbranded ones might look like 'best running shoes for flat feet.' These searches represent high-intent, top-of-funnel traffic, making them essential for SEO strategies aimed at capturing new audiences, increasing awareness, and driving conversions. According to SparkToro, over 63% of Google searches are zero-click, meaning users are aiming for high-quality, snippet-ready answers—often through unbranded queries.
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Use Cases
Ranking for broad, high-volume unbranded queries helps capture potential customers early—before competitors are even on their radar.
Publishing content around common unbranded queries positions your brand as the go-to expert and resource.
Targeting unbranded queries allows you to match content with search intent and funnel interested users into lead magnets or demos.
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Frequently Asked Questions
What is the difference between branded and unbranded queries?
Branded queries mention a specific company or product (e.g., 'Slack pricing'), while unbranded queries focus on general needs or problems (e.g., 'best team chat tools').
Why are unbranded queries important for SEO?
They represent early buying intent and wider reach, attracting users who haven’t chosen a provider yet—giving you the chance to influence their decision before competitors.
How do I find unbranded keywords?
Use tools like Ahrefs, SEMrush, or Google Search Console. Look for keywords without brand names but high search volume and buyer intent (e.g., 'how to automate invoices').
Are unbranded queries good for conversions?
Absolutely. If no one knows your brand yet, unbranded SEO is your backdoor to visibility and customers already looking for solutions you offer.
Should my startup prioritize unbranded SEO?
Yes. Ranking for competitive unbranded terms increases backlinks, traffic, and trust signals—all key indicators for higher domain authority.
Related Terms
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