Non-branded traffic includes users who are searching for information and don’t know about your brand. This is why search engines are important and why your website needs to become an information resource. Around 80% of search queries are informational, so your website needs to match user intent. By turning non-branded traffic into branded traffic, you can build trust and increase sales. Additionally, non-branded keywords can be utilized on commercial pages to attract users who know what they want but may not know where to find it, creating a lucrative opportunity for your website.

source: Breaking the Boundaries of Branding: Harness Non-Branded Traffic for Sustainable Growth

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