Branded vs. Non-Branded Keywords:
Why Your Business Isn’t Showing Up & How to Fix It
Why Your Business Isn’t Showing Up on Google Maps & Local Search
Ever wondered, “Why isn’t my business appearing in Google’s map section?” or “Why does my competitor rank higher than me in Google My Business even though I have more reviews?” If so, you’re not alone. Many business owners struggle to understand why their search presence isn’t as strong as they expect.
The answer often lies in your SEO strategy—specifically, how well you balance branded and non-branded keyword optimization. Let’s break down why this matters, how it impacts your local rankings, and what you can do to fix it.
Branded vs. Non-Branded Keywords: What’s the Difference?
Before diving into solutions, it’s crucial to understand the two main types of keywords that impact your search visibility:
Branded Keywords
These include your company’s name and any variations of it. For example:
- “Joe’s Plumbing Services”
- “Joe’s Plumbing in Dallas”
- “Call Joe’s Plumbing”
Branded searches are made by people who already know about your business. If you’re not showing up for your branded terms, there’s a serious issue with how your business is listed online.
Non-Branded Keywords
These are general industry-related terms that potential customers search for when they don’t have a specific company in mind. Examples include:
- “best plumber in Dallas”
- “emergency plumbing services near me”
- “affordable drain repair”
Ranking for non-branded keywords is what helps new customers discover your business. If you’re not showing up for these, you’re missing out on valuable traffic.
Why Your Competitor Shows Up Higher Than You
You might think having more local reviews should give you an advantage, but SEO isn’t that simple. Several factors determine why your competitor might outrank you:
- Google Business Profile (GBP) Optimization – If your competitor has a fully optimized profile with the right categories, keywords, and images, they may rank higher.
- Local Citations & Consistency – If your business information (name, address, phone number) is inconsistent across online directories, Google may not trust your listing.
- Backlinks & Authority – If your competitor has more high-quality links pointing to their website, they’ll gain more authority in search rankings.
- User Engagement – If more people click on and interact with your competitor’s listing, Google sees it as more relevant.
- Website Quality & Content – If your website isn’t optimized for local search and doesn’t align with what users are searching for, it can hurt your rankings.
How to Fix Your SEO & Boost Your Google Rankings
If your business isn’t showing up on Google Maps or is ranking lower than competitors, follow these steps to improve your visibility.
1. Optimize Your Google Business Profile
- Ensure your business name, address, and phone number (NAP) are accurate.
- Select the most relevant business categories.
- Add high-quality photos and a compelling business description with keywords.
- Regularly update posts and offers to keep your profile active.
2. Build High-Quality Local Citations
- List your business on key directories like Yelp, BBB, Angi, and local Chamber of Commerce websites.
- Ensure consistency in your NAP across all listings.
3. Improve Your Website SEO
- Optimize your homepage and service pages for non-branded keywords.
- Use location-specific keywords, e.g., “best plumber in Dallas.”
- Add schema markup to help Google understand your business better.
4. Earn More Backlinks
- Contribute guest blogs to local news sites and industry blogs.
- Get featured on “Best Of” lists in your industry.
- Partner with local businesses for cross-promotions.
5. Encourage More Customer Engagement
- Ask satisfied customers to leave Google reviews with relevant keywords.
- Respond to reviews and questions to increase activity on your GBP listing.
- Create engaging blog content and share it on social media.
6. Track & Adjust Your SEO Strategy
- Use Google Search Console and Google Analytics to monitor keyword rankings.
- Adjust your content and strategies based on search trends and analytics data.
Final Thoughts
Understanding the balance between branded and non-branded keywords is critical to dominating local search. If your business isn’t showing up on Google Maps or ranking lower than competitors, it’s time to take action.
By optimizing your Google Business Profile, ensuring local citation consistency, and leveraging SEO best practices, you can improve your search presence and attract more customers. Implement these strategies today, and watch your rankings—and your business—soar!
Need Help with SEO?
If you want expert guidance in optimizing your local SEO strategy, Missouri Market Boss can help. Let’s get your business the visibility it deserves!
