Generic keywords are broad, non-branded search terms that describe a product's general function, category, or purpose. People use these terms when they don't have a specific brand in mind and are instead searching based on a need or interest. For example, a user might search for "CRM software" or "sales engagement platform" rather than a specific company's product.
For go-to-market teams, generic keywords represent the top of the funnel where new audiences discover solutions. Prospects searching generic terms are often early in their buying journey, researching options before they know specific vendors. Capturing this traffic builds awareness and fills the pipeline with net-new opportunities.
SEO and content strategies built around generic keywords help GTM teams reach buyers who aren't yet familiar with their brand. While these searchers may convert at lower rates than branded searchers, they represent untapped market potential. Owning generic keyword rankings establishes category authority and influences buyers before competitors enter the conversation.
Effectively using generic keywords involves a multi-pronged approach to capture top-of-funnel users:
While often used interchangeably, these terms serve distinct functions in search strategy.
| Aspect | Generic Keywords | Broad Keywords (Match Type) |
|---|---|---|
| Definition | Non-branded terms describing product category | Paid ad setting targeting variations of a keyword |
| Best For | SEO and organic visibility for new audience reach | Maximum reach in paid campaigns, brand awareness |
| Considerations | Highly competitive with lower conversion rates | Can result in lower-quality traffic and wasted spend |
They can be expensive in paid search due to high competition. The real value often comes from organic SEO, where they drive top-of-funnel traffic and build brand awareness over time without direct per-click costs, making them a long-term investment.
Not necessarily. Instead of targeting broad, high-volume terms, focus on long-tail generic keywords. These more specific phrases have less competition and can attract highly relevant users who are closer to making a decision.
Look beyond direct conversions. Track metrics like organic traffic growth, new user acquisition, and brand visibility. Generic keywords fill the top of your funnel, so their impact is often seen in assisted conversions and long-term brand recall.
