The Difference Between Branded and Non-Branded Searches (And Why It Matters for Salons)
• Written by Colin Shove
When it comes to being found online, not all searches are the same. Many salon owners believe that if their website shows up when someone types their salon name into Google, then the job is done. But the reality is very different. To win new clients, you need to appear for searches that go beyond your brand name.
What Are Branded Searches?
A branded search is when someone already knows your salon and types your name into Google. For example: “Gloss Hair Studio” or “Honeys Hair & Beauty.” These are clients who are already aware of you. They may have seen your salon on the high street, been recommended by a friend, or followed you on social media.
Branded searches are important, but they don’t grow your client base. They only capture the people who already know you.
What Are Non-Branded Searches?
Non-branded searches are where the growth happens. These are the searches where people type in treatments, services, or problems they want solved without knowing which salon to choose. Examples include:
- “Balayage specialist near me”
- “Best facial in [town]”
- “Laser hair removal packages [town]”
- “Olaplex treatment salon”
These are the moments when potential clients are actively looking for what you do. If your salon appears in those searches, you have the chance to win brand new clients who might never have found you otherwise.
Why Non-Branded Searches Are Gold
Think of it like this. Branded searches are like a loyal client who already books with you. Non-branded searches are like someone walking past your salon for the first time and deciding to step inside. One keeps you steady, the other grows your business.
If your site only ranks for your name, you’re missing out on the people who don’t know you yet but are ready to book.
How to Capture Non-Branded Searches
The key is detailed, focused content. Google rewards sites that answer specific questions with clear, relevant pages. That means building service pages for each of your treatments rather than just listing them on one page. For example:
- A page dedicated to “Balayage” with photos, FAQs, and pricing
- A page for “Hydrating Facial” explaining the benefits and aftercare
- A page for “Laser Hair Removal” outlining packages and results
When someone types that exact search, they land straight on the page that matches their need. No digging around. No confusion. Just clarity and confidence.
The Bottom Line
Branded searches show how well known you are. Non-branded searches show how visible you are to new clients. If you want your website to be more than just an online brochure, focus on the searches that bring strangers into your world and turn them into regulars.
