Branded vs. Non-Branded Keywords: Why It Matters More Than You Think

—This article has been originally published in the blog of Growthrocks.com by our Chief Strategist— Not all search terms are created equal. And when it comes to analyzing brand awareness, the most useful lens is to split your keywords into branded and non-branded buckets. Google Curiosity Index Before diving into branded vs. non-branded keyword analysis, it’s worth revisiting the Google Curiosity Index– a concept (and not an official term) we introduced in our breakdown of SEO ranking metrics.