Targeting non-branded keywords and phrases is an effective way of acquiring first-time website visitors and building brand awareness. If your website is not found on search terms that relate to the products and services you sell, or the information that you offer, you are missing an opportunity to attract a huge portion of your target audience. As a result, you could be losing sales and handing business to your competitors.
To better target non-branded keywords, it’s a good idea to start by researching the language that your target audience uses when looking for information on the Internet. You need to know what words your potential customers are typing into search engine query boxes to locate the products, services or information that you offer on your website. Additionally, make sure you understand that different non-branded keywords can have very different meanings and therefore signify different customer intent. For example, someone who searches for “apple” may be looking for computers or fruit. As such, a user that queries a one or two-word non-branded keyword may not be looking for exactly what you offer on your website. When you're developing your target keyword list, look at your log files and various information sources to discover which keywords your visitors are querying to arrive at your website and what keywords are producing the highest conversion rates. Armed with that information, begin researching additional, relevant keywords and phrases.
