What Are Branded Keywords? Branded Search Explained

Brody Hall
Dec 15, 2023
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Branded keywords: a way for those in the know—your audience—to cut through the noise of search engine results pages (SERPs) and easily find your brand.

Stick with us through this guide, and you’ll walk away with more than just a definition. You’ll have the know-how to find branded keywords that work for you. Here’s the lowdown:

  1. We’ll start with the basics: What are branded keywords, and how do they compare with non-branded keywords?
  2. Next, we’ll explore why these keywords are just the boost in online visibility your brand needs.
  3. And before you continue with your busy day, we’ll arm you with strategies to discover and optimize for branded keywords.

What Are Branded Keywords?

Branded keywords are the branded terms, words, and phrases used to directly search for your brand or unique products. Search queries like “Starbucks” or “Apple iPhone 15 Pro” are examples of branded keywords.

In contrast, non-branded keywords are related to an industry or products, such as “espresso coffee near me” or “latest smartphone,” without explicitly naming a brand.

Learn more: Interested in broadening your SEO knowledge even further? Check out our SEO glossary, where we’ve explained over 250+ terms.

The Importance of Branded Keywords

Branded keywords are important because:

They’re a Magnet for Clicks and Sales

When someone types your brand into that search bar, they’re not just curious—they’re ready to engage. They’ve RSVP’d to your party and show up, wallet in hand. That’s why these keywords often see great click-through rates and conversions. It’s personal. They’re looking for you, and when they find you, they’re more likely to stick around and take action. Cha-ching!

Trust Builders, Not Just Traffic Drivers

When customers punch in your brand’s name, they’re not just looking for stuff but a promise. A promise that they’ll get the quality and experience they’ve come to expect from you. Branded keywords are a sign of trust that brings customers to your doorstep. And when you deliver on that promise, that’s where one-time buyers turn into loyal customers.

Content Strategy’s Best Kept Secret

For the content wizards out there, branded keywords are like the magic beans of SEO. They give you the lowdown on what your audience is currently into, helping you cook up the content they crave. It’s about getting into the groove of your audience’s needs and serving up the kind of content that hits the spot—every single time.

Learn more: SEO content strategy services.

Identifying and Optimizing for Branded Keywords

Definition and importance out of the way—it’s time to dig into how to identify and optimize for branded search.

The Detective Work: Uncovering Your Branded Keywords

Magnifying glass in hand, ready to uncover the clues that lead to your branded keywords. Your first stop? Google Autocomplete, where typing in your brand name reveals a cascade of search terms that real people are using to find you.

But don’t stop there—tools like Ahrefs, Moz, and Semrush help you dig deeper into even more branded keyword opportunities. To do so, simply whack in your business name and have at it.

And let’s not forget Google Analytics, the trusty sidekick that reveals the secrets of current traffic trends directly related to your brand.

The Fine Art of Keyword Placement

Now, with your branded keywords in hand, it’s time to place them strategically across your website. Your homepage, product pages, and blog posts are prime real estate for branded terms. But remember, subtlety is key—don’t fall victim to the temptation that is keyword stuffing. Instead of delving into the dark arts that is black hat SEO, you want to blend branded keywords seamlessly and organically into your content, making sure they bolster, not overpower, the user experience.

The Pulse Check: Tracking Performance

The digital world is in constant flux, and, as Brett Scallions rightfully sang, “All that shimmers in this world is sure to fade away again.” Yup-pahhh, I went there. That’s a Fuel reference.

That’s why keeping a finger on the pulse of your branded keywords’ performance is a must.

Use tools like Google Search Console to track how these keywords are performing. Are they attracting your target audience, not just tire kickers? Are they converting clicks into committed customers without dipping out before opening their wallets?

Use your gathered intel to tweak and refine your strategy, making sure your branded keywords continue to serve you well, drawing people to the heart of your brand.

Common Mistakes and Best Practices

From no-nos to yes-yeses—let’s check out some things to avoid and strategies to embrace.

Navigating the Branded Keyword Minefield: Common Blunders

Even the best of us can trip up when it comes to branded keywords. One classic faux pas? Keyword myopia—focusing so intently on your branded terms that you neglect your content’s broader context and helpfulness. It’s like rose-colored glasses—everything looks like a branding opportunity, even when it’s probably not.

Another stumble is inconsistency—sprinkling your branded keywords here and there but without a coherent strategy.

And let’s not forget the overzealous use of branded keywords. We touched on it—don’t keyword stuff. It’ll only confuse and frustrate your target audience.

Best Practices: Crafting a Branded Keyword Symphony

Now, let’s talk harmony—how to make your branded keywords sing in tune with your SEO strategy.

First, balance is key. Use your branded keywords like a chef uses salt—a sprinkle here and there to enhance the flavor, not overpower it.

Next, consistency is your rhythm. Establish a beat with your branded keywords and stick to it across all platforms, creating a cohesive branded voice that’s music to both the ears of search engines and your target audience.

And remember, relevance is your melody. Align your branded keywords with user intent. It’s not just about getting traffic. It’s about getting the right kind of traffic—those who hum the same tune as your brand.

Lastly, keep your content fresh. Just like a setlist, your audience craves variety. Update your content regularly with new takes on your branded keywords to keep your audience engaged and coming back for more.

Branded Keywords FAQ

Q1: Are Branded Keywords Affected by Voice Search?

Answer: Absolutely—when someone asks a voice assistant like Google Voice Search for help, they will naturally drop your brand’s name in a question. It’s all about getting cozy with those conversational long-tail keywords, using an SEO tool to find them, and optimizing content for them.

Q2: What’s the Relationship Between Branded Keywords and Brand Equity?

Answer: Branded keywords and brand equity go hand in hand. When your brand’s name is on the tip of everyone’s tongue, and they’re punching your brand name or product name into Google, that’s when you know your brand is a recognizable household name.

Q3: How Should You Handle Branded Keywords for Discontinued Products or Services?

Answer: Use old branded keywords as signposts, directing a target audience to your latest and greatest. By doing so, you’re saying, “Loved that old product? Well, you’re sure to enjoy our newest line.”

Conclusion and Next Steps

Ready to take your brand from “Who’s the heck is that?” to “Oh, I love those guys. They’re the best!”?

That’s where Loganix steps in. From crafting a killer keyword strategy that’ll have your brand buzzing on everyone’s lips to fine-tuning the nitty-gritty of your site’s SEO to perfection, we’ve got the tools and the talent.

🚀 Swing by our SEO services page, and let’s make some noise on the SERPs together. 🚀

Written by Brody Hall on December 15, 2023

Content Marketer and Writer at Loganix. Deeply passionate about creating and curating content that truly resonates with our audience. Always striving to deliver powerful insights that both empower and educate. Flying the Loganix flag high from Down Under on the Sunshine Coast, Australia.