Every search on Google has a story behind it. Some people want answers. Others want a name they already trust. For property managers, showing up in both moments is what drives steady leads. You want traffic and the right visitors, at the right stage.
That’s where the difference between informational vs. branded searches comes in. One builds awareness while the other builds trust. Together, they create a full pipeline of prospects ready to turn into clients.
In this article, you’ll see exactly what sets these searches apart and how your website can target both.
Key Takeaways
Nearly 70% of traffic comes from long-tail queries, so that’s where landlords in research mode usually start.
81% of renters read reviews, and complete Google profiles get 7x more clicks. Your credibility makes the difference.
Organic search converts at 2.2%, more than double paid ads, so you can’t ignore either informational or branded queries.
Informational vs. Branded Searches: The Key Differences
Each search has intent behind it. Some people are in the early research phase, looking for answers. Others already have brand awareness and are ready to make a choice. Knowing the difference between these two types of searches is how you align your content with their needs.
Intent (Curiosity vs. Decision-Making)
Informational searches come from people asking questions. They want to know how property management works or what it costs. Branded searches, on the other hand, come from people who already know your name. They’re not browsing. Instead, they’re close to choosing and making a decision.
Audience (Researchers vs. Ready-to-Convert)
Informational searchers are in the early stages. They’re in research mode, learning, comparing, and exploring their options. Branded searchers are further down the funnel. They’ve done the homework and are now looking for a property manager they can actually hire. They’re looking for proof you’re the right fit.
SEO Value: Informational searches pull in more traffic. Branded searches bring fewer clicks, but those clicks are from people who are more likely to hire you. This means that if you only go after one type, you miss out. Informational searches make your name familiar. Branded searches turn that familiarity into clients.
How to Target Informational Searches
People typing informational searches aren’t looking to hire yet. They just want answers. If your site gives them those answers, you stay in their mind when they shift from research to action.
A solid way to do this includes:
Writing blogs, FAQs, and guides that tackle common questions like “what does a property manager do” or “how much does property management cost.”
Using long-tail keywords and a clear structure so search engines can match your content to those questions.
Covering topics in plain language so landlords and tenants can find what they need fast.
And the data backs it up. In 2025, nearly 70 percent of search traffic comes from long-tail queries. Featured snippets, the answer boxes at the top of Google, pull almost 42.9 percent of clicks. Long-form articles, around 7,000 words or more, bring in four times more traffic than shorter posts, according to SEMrush studies.
At PMW, content is written to catch these searches by teaching landlords before they even know the brand. That early trust makes it easier to win them over later when they’re ready to pick a property manager.
How to Target Branded Searches
Branded searches happen when someone looks up your name directly. At that point, they already know who you are. They just want proof you’re credible. Make sure what they see reinforces trust.
You can focus on:
Reviews and testimonials that back up your reputation. A 2024 Reputation report shows 81% of renters say reviews are important when searching for an apartment, and 55% require at least a 4-star rating before they’ll consider it.
A clear “About Us” page, case studies, and service area pages that show depth.
A well-built Google Business Profile. Businesses with complete profiles get seven times more clicks, and 88 percent of local searches on smartphones lead to a call or visit within a day.
PMW helps property managers bring all of this together so when prospects search their name, the results confirm they’re the right choice.
Why Property Managers Need Both
Informational searches bring in the curious, while branded searches close the deal of those who’re ready to make a decision. Skipping either side weakens your funnel.
In real estate, organic search converts at around 2.2 percent, which is more than double what paid ads deliver. If you only go after branded queries, you miss the chance to introduce yourself to new landlords and tenants. If you only chase informational ones, you’ll lose conversions to competitors who have a stronger branded presence.
That’s why informational vs. branded searches can’t be treated as an either-or. They work together. One builds recognition. The other builds trust.
Convert Search Traffic Into Steady Leads and Win Clients with PMW!
The difference between informational and branded searches comes down to timing. One draws in people who are curious and still learning. The other connects you with those ready to make a choice. Property managers who focus on both get traffic, steady leads, and real clients.
PMW helps property management companies cover both sides. Our websites and content bring in landlords early with useful answers, then back it up with a strong brand presence when they’re ready to hire. You don’t have to choose between visibility and conversions. With us, you get both.
Here’s how we do it:
Build websites that rank for both informational and branded searches
Create blogs, FAQs, and guides that answer landlord questions
Highlight your brand with case studies, testimonials, and service pages
Optimize your Google Business Profile and local SEO for decision-ready searches
Ready to get in front of landlords at every stage? Build your branding in a way that answers their questions, earns their trust, and makes sure they choose you when it’s time to hire with PMW!
FAQs
How are long-tail keywords different in branded vs. informational searches?
Long-tail keywords go beyond “property manager” or your company name. In informational searches, they’re phrases like “how to price rental units in Chicago.” In branded searches, you might see “PMW property management pricing guide.” Both types help searchers, but they come at different stages of the buyer journey.
Can informational content turn into branded traffic over time?
Yes. Once a potential client trusts your content—say, a guide to tenant screening—they’re more likely to remember your brand. Eventually, they may search your name directly when they’re ready to hire. That shift from informational to branded is a natural progression.
Do FAQs help both informational and branded SEO?
Absolutely. Structured content is great at capturing informational searches, like “what is a property manager.” And when branded queries include questions like “PMW reviews,” FAQ pages can rank directly for those too, especially with proper schema markup to appear as rich snippets.
