Branded search terms, also known as branded keywords, are search terms or phrases that contain a specific brand name or a variant of it. These keywords are used by people who are already aware of a brand and search directly for it or its products and services. Examples of branded keywords can be "Nike running shoes" or "Apple iPhone 12". Branded keywords are an important part of a company's SEO and marketing strategy, as they target users who have a stronger intention to interact with or purchase from the brand in question.
Why are branded keywords important?
Branded keywords are crucial because they represent a target audience that is already familiar with and interested in the brand. These searches often have a higher conversion rate, as users are likely further along in the buying journey. Here are some of the main benefits of focusing on branded keywords:
- Higher conversion rate: Users searching for branded keywords are more likely to complete a purchase or interact with the brand, as they are often looking for specific products or information.
- Strengthening brand visibility: By optimizing content for branded keywords you can ensure that your brand dominates the search results when people search for it. It also reduces the risk of competitors stealing your traffic.
- Protection against competition: Branded keywords can also be used in paid ads (PPC) to prevent competitors from hijacking your brand's search results and traffic.
Types of branded keywords
Branded keywords can be divided into several categories depending on the user's intent:
- Pure brand keywords: Keywords that contain only the brand name itself, e.g. "Apple".
- Brand + product/service: Keywords that combine the brand name with a product or service, e.g. "Nike running shoes" or "IKEA furniture".
- Brand + question: Keywords where the user is seeking more specific information about the brand, e.g. "Samsung warranty" or "How to return to Zalando?"
How do you optimize for branded keywords?
To maximize the impact of branded keywords in your SEO and PPC strategy you can:
- Optimize content: Make sure your website and content are well-optimized with relevant branded keywords, so you rank high for these searches.
- Use PPC advertising: Run paid search campaigns for branded keywords to ensure you dominate both organic and paid results.
- Monitor competitors: Keep an eye on whether your competitors are trying to target your branded keywords, and take necessary steps to defend your brand's visibility.
Branded keywords are an essential part of any digital marketing strategy, as they help retain existing customers and attract those who are already familiar with your brand.