We`ve mapped out keywords to landing pages based on content/target keywords/volume. Now, the client wants to change page titles, h1s, and every where the targeted keyword or topic is used so it`s branded, ie, "KFC Chicken Sandwich" vs "Chicken Sandwich". Everywhere.
I know Google doesn`t care about exact match, but I`m wondering if changing the term EVERYWHERE to be branded vs non-branded will affect traffic and search volume at all? Has anyone encountered this? Does anyone have an example or a good article that you could share?