Branded keyword

What is a branded keyword?

A branded keyword is any search term that includes your company name, product name, or a distinctive brand identifier. These searches show intent to find information specifically about your brand rather than general information about a category. Examples include "Nike shoes," "Apple iPhone," or even misspellings like "Nikey" or "MacBook Pro troubleshooting." Branded keywords indicate the searcher already has some awareness of your brand and is actively seeking you out.

How do branded keywords differ from non-branded keywords?

Branded keywords contain your specific brand identifiers, while non-branded keywords are generic terms related to your industry or product category. For example, "Airbnb in Miami" is branded, while "vacation rentals in Miami" is non-branded. Branded searches typically indicate higher purchase intent and familiarity with your company, while non-branded searches suggest the user is still exploring options or gathering information. Branded keywords usually have lower competition since you're the obvious best result for your own brand name.

Why are branded keywords important for your SEO strategy?

Branded keywords are vital because they typically convert at 2-3 times the rate of non-branded terms. They represent users who already know and trust your brand enough to search for you specifically. Rising branded search volume indicates growing brand awareness and market presence. These searches also tend to be less expensive in paid campaigns and easier to rank for organically. Additionally, branded searches help you control the narrative around your company by ensuring users find your official content rather than third-party information.

How do you track and optimize for branded keywords?

Start by using search analytics tools to monitor the volume and patterns of searches containing your brand name. Ensure you rank first for your own brand terms by creating dedicated landing pages that address common branded queries. Claim and optimize your Google Business Profile so it appears for branded searches with local intent. Monitor for misspellings or variations of your brand name and create content that captures these variations. Consider bidding on your branded terms in paid search to maximize screen real estate and prevent competitors from capturing your traffic.

What are the common mistakes companies make with branded keywords?

The biggest mistake is neglecting branded keywords entirely, assuming they'll naturally rank well without effort. Companies often fail to create content for common branded questions or support issues, sending users to generic pages instead of targeted answers. Many businesses overlook brand misspellings or forget to optimize for branded terms combined with modifiers like "reviews" or "vs competitors." Another common error is creating a poor landing page experience for branded searches, not recognizing that these high-intent visitors need different information than those discovering you for the first time. Finally, companies sometimes neglect to monitor brand sentiment in search, missing opportunities to address negative associations that appear in search suggestions.