In search engine optimization (SEO), keywords are categorized in different ways. Branded keywords refer to any company-specific keyword or phrase that includes your brand name, company name, domain name, or a variation of these. This also includes product or service names that are unique to your company, as well as the business’s address, phone number, tax ID, or email address, since these are also exclusive to your business.
Any keyword that does not fall into this category is considered a non-branded keyword.
Your website should naturally rank in the top three positions for branded keywords since your site is directly relevant to those terms. The goal, however, is to achieve better rankings for non-branded keywords, which can drive additional traffic from broader search queries.