We all know that when it comes to driving awareness to your company, it’s all about the keywords.
While you can spend countless hours doing keyword research and creating an effective SEO strategy to support them, don’t forget about the keywords right in front of you — branded keywords.
If you’re unsure what branded keywords are or how to incorporate them into your SEO efforts, we’re here to answer all of your questions and provide you with nine tips from the experts.
Jump ahead to get started:
- What are branded keywords?
- How do I identify branded keywords?
- How do I optimize for branded keywords?
What Are Branded Keywords?
First things first, what exactly are branded keywords?
A branded keyword is a search query that includes a website’s brand name, or any kind of variation of the brand name, that is unique to the brand.
Let’s take Databox for example. Branded keywords for Databox would be:
- Databox reports
- Databox blogs
- Databox dashboard
- Pricing for Databox
Anytime a user searches for a keyword like the ones above, they’re searching for a branded keyword of your, well, brand.
How Do I Identify My Branded Keywords?
If you’re unsure how to pinpoint your brand’s specific keywords, there are a few ways to find them.
One of the ways to find your company’s branded keywords is to Google your company. Before you click Enter, take a look at what Google is suggesting for your brand.
For example, I did this with Databox and saw the following:
To see more than what Google suggests, you can also start typing additional words. Start by typing your brand’s name followed by “a”.
This method is utilizing Google’s auto suggest and autocomplete features, which are both great for helping you to determine branded keywords. You can also take advantage of “related” searches at the bottom of the first search results page, like the below example.
Of course, besides using Google’s autocomplete feature, auto-suggest, and related searches, you can identify branded keywords in any of the following ways:
- By analyzing your Queries report in Google Analytics (assuming that you have connected Google Analytics and Google Search Console)
- By doing keyword research in any SEO tool like Semrush or Ahrefs.
How Do You Optimize for Branded Keywords?
Now that you have a better understanding of what branded keywords are and how to find them, let’s take a look at these nine tips for optimizing for the branded keywords unique to your company.
Want insights on a specific tip? Jump ahead to:
- Optimize for local SEO
- Consider off-site efforts
- Utilize site links
- Create content around your brand
- Search your company name
- Optimize your website to include your brand
- Take advantage of Google Search Console
- Include your brand name when guest blogging
- Prioritize backlinks
PRO TIP: How to Analyze Your Best Pages for SEO Performance
To optimize your website for organic search, you probably use Google Search Console to learn which pages receive the most impressions and clicks, and which queries are driving them. Now you can quickly assess your SEO performance in a single dashboard that monitors fundamental metrics, including:
- Which search queries drive traffic to my website?
- Which of my website pages generate the most impressions and clicks in search engines?
- What’s the average click-through rate (CTR) for our website pages in search?
- What’s the average position our website pages show up in search results?
- How many clicks have our website pages generated in search results this month?
Now you can benefit from the experience of our Google Search Console experts, who have put together a great Databox template showing the most important KPIs for monitoring organic search performance. It’s simple to implement and start using as a standalone dashboard or in marketing reports, and best of all, it’s free!
You can easily set it up in just a few clicks – no coding required.
To set up this Google Search Console Dashboard, follow these 3 simple steps:
Step 1: Get the template
Step 2: Connect your Google Search Console account with Databox.
Step 3: Watch your dashboard populate in seconds.
Get the template free
1. Optimize for local SEO
When it comes to branded keywords, one of the first ways you can play to their advantage is by optimizing all of your local SEO efforts. This includes tools like Google My Business and Google Maps.
To do this, Joe Terrell at Drifted explains, “One of the most powerful things you can do to optimize for branded keyphrases is to go to your Google My Business page and make sure it is full of your desired keywords, photos, business hours, and anything else you are able to fill out.”
Going a little deeper into how to optimize for local SEO is Andrew Ruditser at Maxburst. “One effective way for optimizing branded keywords is to focus on local SEO. Establishing local SEO will help you rank higher on search engines by bringing relevance to your company and your keywords.
As Google starts to see your company listed on popular sites like Yelp, Yellow pages, and even its own platforms like Google My Business, Google Plus, and Google Maps, it will notice the legitimacy of your company. As Google starts to recognize your company, they will optimize your branded keywords more and more on search engines. Especially if you continue to update your information on their own platforms like Google My Business, you further your chances of standing out over your competitors,” shares Ruditser.
2. Consider off-site efforts
In addition to local SEO, there are some other off-side efforts that you can take advantage of to ensure you’re optimizing for all branded keywords.
What do I mean by off-site efforts? Christine Glossop at Looka explains, “As important as your onsite efforts are to optimizing for branded keywords, you can’t forget your offsite efforts. Building a name for your brand on the wider internet (and real world) will increase the chances of searchers using your brand name. A strong social media presence, guest blogging, PR, and other awareness-focused efforts can be a great way to gain name recognition. After all, it doesn’t matter how well you optimize your site content for your brand name if no one is searching it.”
Harry Gandia at Criminal Defense SEO also recommends honing in on specific off-site strategies, especially taking advantage of social media. Gandia shares, “Optimizing for your branded keywords is very important, it helps with brand reputation and brand awareness. To do so, we always make sure to set up social media profiles and optimize them with branded imagery.”
Additionally, Brooks Manley at Brew Interactive recommends, “Earn (or claim) a knowledge panel for your brand. This can showcase authority and build trust with searchers. To do so, consider creating a Wikipedia page for your brand, implement correct structured data for your organization, and earn reviews for your brand across the web.”
3. Utilize site links
Another great way to optimize for branded keywords is to pay special attention to your brand’s site links, which are the six links that appear directly below your website in the search results, before the second result.
Explaining further Nathan Sebastian of GoodFirms. To utilize these links, Sebastian explains, “When a user searches for your brand, the Google search engine results will show six links in the big search snippet. These are the site links.
Some time back, SEO had some control over which links will be shown here, but now that’s not the case. These links will offer 10 times the visibility of other pages on your website.
You need to make sure that all of these six pages are relevant, engaging, and compelling. Use images, call to action, testimonials, FAQs, statistics, or anything else that will make it an effective landing page.”
Finally, William Westerlund at SW Growth AB also adds, “Polishing your site links is a great way to optimize for branded keywords as they are extremely visible which in turn makes them traffic magnets. As you no longer can decide which links will appear here, your job is to polish all pages to make sure they are relevant and compelling.”
4. Create content around your brand
If you’re not creating content to support your branded keywords, you’re missing one of the best ways to play to the advantage of these keywords.
Unsure what kind of content to create? Mudassir Ahmed at Blogging Explained shares, “Create new content to support your brand keywords. Educational blog posts, case studies, reviews on 3rd party sites, eBooks, FAQs, or videos may be effective. As a service provider, I really love having an FAQ section on my important web pages or all pages. With them, you are essentially trying to build trustworthiness in the eyes of readers and Google by saying, ‘ I have answers for your questions and it is worth visiting my website’”.
Some specific content that could play to your branded keywords is comparison content, which compares your brand to a competitor. For this, Kevin Miller at GR0 recommends, “Producing content for comparison is a crafty way to optimize for branded keywords. Comparing your brand to your competition can drive high-volume search traffic straight to your website.”
Another fan of comparison content is Kristina Witmer at Witmer Group. “A great way to optimize for branded keywords is to create a comparison post. Brand X vs. Brand Y vs. Brand Z. The comparison post should be fair, accurate, and contain multiple screenshots to add value. Google often picks up and ranks these types of blog posts very high as it offers immense value to the reader,” adds Whitmer.
5. Search your company name
Not only is searching for your company name in Google a great way to find your branded keywords, but it’s also an effective way to optimize for them, too.
Like we mentioned before, Google’s auto-suggest feature is a great way to optimize for branded keywords. Sam Gooch at Kinsta takes the time to find branded keywords using this method. Gooch shares, “ Use Google autocomplete to get an idea of the branded keywords your potential visitors are searching for. It’s very common for competitors to target these types of keywords, but since they are often about your brand, it’s important for you to capture this traffic.
It’s also often easier to convert branded traffic, so channeling these users to your site will prevent your competitors from benefiting from your brand. If I start searching in Google for ‘Kinsta’, the autocomplete suggests searches for ‘Kinsta pricing’, ‘Kinsta hosting’, ‘Kinsta login’, ‘Kinsta affiliate’, ‘Kinsta alternatives’, and more. Now it’s up to us to look at creating/modifying pages that match the intent behind these branded queries, allowing Kinsta to rank for these branded keywords.”
This method can also help you to pinpoint areas where your brand is missing from the results and how to improve its ranking. Meisha Bochicchio at Wistia wraps this point up to add, “Leverage search engine results page (SERP) intel to drive your strategy. Search for your brand and then look for SERP features like ‘people also ask’ and ‘related searches.’ These are things that people are actively searching for, and you should have a strong presence for these related queries. Also, pay attention to SERP features that may be missing, like image results and video results. These are easy ways to expand your reach and take up more brand real estate.”
6. Optimize your website to include your brand
Some points go without saying, but I’m here to say it anyway: make sure your website is optimized to include its own brand.
What do I mean by this? Tommy Landry at Return On Now takes a deeper look to say, “If your website is properly built around your brand identity, you’ll find it much easier to target brand terms from day one.
- Your domain includes your brand or DBA verbatim
- You have a logo with an alt text showing your brand in the header/persistent content, across all pages on the website
- You end all page titles with your brand name at the end
So the bottom line is: optimize the site for your brand upon initial creation and as you add more content, and you’ll be sure to show up on the SERPs when people search for you.”
Diving deeper into this tip is Mfon Ekene at TargetTrend. “The most important brandable keyword is your website/business name. One very easy and common way to optimize for this brandable keyword is to insert your website name as a suffix in all your article titles. As your contents rank in search engines, your key brandable keyword is also ranking.
If you are using a CMS like WordPress, there are plugins like Yoast that can help you insert this in your title tag automatically. Usually, you should have a – or | before adding your business/website name, to help users understand that it is not part of the title but the source of the content,” explains Ekene.
7. Take advantage of Google Search Console
There are a lot of great tools that can help optimize for branded keywords — and one that can’t be forgotten is tried and true Google Search Console. If you’re already a user of Google Search Console, then you should be taking advantage of what it has to offer for branded keywords.
Explaining how to do so is Nikola Roza at SEO for the Poor and Determined. Roza shares, “One effective way for optimizing for branded keywords is to first discover what people search for with the help of Google Search Console, and then take deliberate action to optimize and rank for those terms. The one effective strategy I use and that works really well is to get links with branded anchor text that also include your target keyword. So, for my site, it’d be ‘Nikola Roza SEO’ or ‘Nikola Roza’s link building tutorial’ or ‘Nikola Roza’s keyword research guide’.
This type of anchor text clearly tells Google they need to start associating those broad keywords with your brand and you end up ranking higher because of it. And it’s not hard to manually build those links. If you’re getting invited for interviews, those are perfect for brand+keyword anchor text.
Expert roundups are another good one. So are niche edits…
Finally, you don’t need a whole lot of these links because they’re branded terms and you should be the most relevant result regardless. So, these links are only there to gently nudge Google to recognize your rightful claim to those keywords faster.”
8. Include brand name when guest blogging
If you, or someone on your team, frequently posts guest blogs, or freelances for other companies, it’s a great way to include your brand name and drive traffic for its unique keyword.
Andre Oentoro at Milkwhale explains this point to say, “A good way to optimize branded keywords is to insert your branded keywords in your bio when you’re publishing articles on other sites.”
Also a fan of this method is Natasha Rei at Explainerd, who adds “You can optimize branded keywords by inserting them on your meta title if you host content. You can also publish guest content on other blogs to place your branded keywords. Publishing in a high-traffic site will help you amplify your site search.”
9. Prioritize backlinks
Finally, let’s not forget about one SEO method that has a lot of benefits: backlinks.
In order to optimize for branded keywords, it’s best to work backlinks into your strategy. To do this, Nate Nead at SEO.co explains, “Branded keyword optimization is all about sourcing high-quality brand mentions and backlinks with branded anchors. This has a couple of benefits. First, it’s probably one of the most natural means of building links. Second, it helps to build brand awareness and exposure.”
A Better Way to Build Your Brand
Branded keywords are one of the easiest and best ways to drive awareness and traffic towards your company’s website. Now is the time to roll up your sleeves and take a deep dive into your brand’s unique keywords and start building on the ways your customers are searching, and finding, for what your company has to offer.
What are the branded keywords? ›
Branded keywords are phrases directly associated with your brand, products and services. These types of keywords are discoverable through both social media and search engines.What are branded keywords on Amazon? ›
Branded keywords are any search queries that are directly associated with your brand, products, or services. Most often, they contain brand names in them. For instance, “Ahrefs seo tool” and “ahrefs blog” are among our branded keywords.What are keywords for optimization? ›
Keyword optimization is the process of increasing the relevance of a webpage's content to a given search query. It's a fundamental process in SEO because Google aims to serve the most relevant content to its users. In this post, you'll learn how to optimize your new and existing content for any keyword.What are the 4 types of keywords? ›
There are 4 types of keywords: short-tail, long-tail, questions, and intent targeting keywords.What are the 5 types of keywords? ›
- Broad match (max reach, min relevance)
- Modified Broad match (slightly lower reach, greater relevance)
- Phrase match (medium reach, medium relevance)
- Exact match (min reach, max relevance)
- Negative match (usually used to increase the relevance of the website visitors)
Here's an example: Someone searches for a “frying pan.” “Frying pan” is the Amazon keyword. If you're selling frying pans, but you call them an egg pan, you'll miss the target audience.What is the importance of branded keywords? ›
Investment in brand keywords is critical because it allows you to directly influence your brand's presentation on the SERP. Search marketing is generally seen as a core tactic within digital marketing programs. Capturing the intent of users actively searching your products or solutions is a no-brainer, right?What are the most searched keywords on Amazon? ›
Keywords are the words and phrases that people type into search engines to find what they're looking for. For example, if you were looking to buy a new jacket, you might type something like “mens leather jacket” into Google. Even though that phrase consists of more than one word, it's still a keyword.What are the 4 types of SEO keywords? ›
4 types of keywords by search intent
Informational keywords. Commercial intent keywords. Transactional keywords.
How do you optimize branded keywords? ›
- Include your brand name throughout your site. ...
- Look for common associations. ...
- Create dedicated pages. ...
- Include images and videos. ...
- Watch out for competitors. ...
- Consider satellite sites.
- Find keywords with search traffic potential.
- Make sure you create content that aligns with search intent.
- Make sure the keyword has “business potential”
- Make sure you can rank for the keyword.
- Use Google Keyword Planner to cut down your keyword list. ...
- Step 2: Prioritize low-hanging fruit. ...
- Step 3: Check the monthly search volume (MSV) for keywords you've chosen. ...
- Step 4: Factor in SERP features as you choose keywords.
Start typing your search term(s).
As you type, Google will report some popular searches based on what you've entered. Look for "head" keywords. These are the terms that are the most popular.
Navigational keywords — searchers intending to find a specific site or page. Commercial keywords — searchers looking to investigate brands or services. Transactional keywords — searchers intending to complete an action or purchase.What are the 3 key factors for a keyword? ›
- Keyword Relevance. The relevance of a keyword or phrase to the subject matter on the page is positively the MOST important factor in keyword choice. ...
- Keyword Search Volume. Obviously, if no one is searching for a keyword or phrase, optimizing for it won't help. ...
- Keyword Competition. ...
- Keyword ROI. ...
- Keyword Intent.
So try to think of the best words to search that will find what you need. Pick words that have some meat to them. A good bet is to use the nouns, descriptive adjectives, or rarely verbs in your thesis. Avoid prepositions (of, with, in, etc.), articles (a, an, the), or most question words (who, how, what).What are the two main types of keywords? ›
When conducting keyword research it is important to consider two different types of keywords, one being high volume keywords and the other being long tail keywords. Knowing what each keyword type is can help you target the right keywords with your SEO strategy.How do I choose the best keywords for Amazon? ›
- Use Keywords in Amazon Product Titles.
- Focus on Your Target Amazon Audience.
- Optimize Amazon Product Pages.
- Use Amazon's Search Bar for Keyword Suggestions.
- Employ Relevant Keywords Only.
- Avoid Subjective Keywords.
- Incorporate Keywords Within Your Listings.
- Use Backend Keywords.
How do I find good keywords on Amazon? ›
Amazon doesn't have their own keyword research tool, but you can find potential keywords by starting to type in the search bar. If you want to find more in-depth keyword data like search volume and keyword difficulty for example, you will need to use an online keyword research tool.How many keywords do you need for Amazon? ›
Start with a minimum of 100 keywords for best performance. Add new campaigns using terms related to successful keywords.What is the main purpose of keywords? ›
A keyword is a word or phrase that signifies the meaning or main ideas of a data set. They often are used as an index to the contents of a data set.What is the difference between a brand keyword and a known brand keyword? ›
Whereas branded keywords contain specific company names, non-branded keywords are words associated with each company previously listed. For instance, “fast food burgers” is considered a non-branded keyword that McDonalds can use, and digital marketing agency is a non-branded keyword Mediaboom can use.What are brand values examples? ›
- We back our customers.
- We make it great.
- We do what's right.
- We respect people.
- We embrace diversity.
- We stand for inclusion.
- We win as a team.
- We support our communities.
Log in to Seller Center and click the Inventory tab. On the right, look for the “edit” button and click it. You will see the “offer” tab; click on “keywords” to open the hidden keywords section.What is the most requested item on Amazon? ›
|Amazon Keyword||Search volume|
|2||Apple watch band||1,391,565|
|3||iPhone 12 pro max case||1,312,188|
- Market segment keywords. ...
- Customer-defining keywords. ...
- Product-defining keywords. ...
- Product keywords. ...
- Competitor keywords. ...
- Long-tail keywords. ...
- Short-tail keywords. ...
- Mid-tail keywords.
It's easier for pages to rank if they focus on one topic, so you should focus on two or three primary keywords per page that are reworded variations. Targeting four or more keywords is difficult because there is limited space in the title and meta description tags to target them.What is list of keywords in SEO? ›
- SEO Keywords By Length. Short Tail Keywords. Long Tail Keywords. Mid-Tail Keywords.
- SEO Keywords By Buyer Intent. Informational. Navigational. Commercial. Transactional.
- SEO Keywords For Specific Industry. Market Segment. Customer-Defining. Product. Geo-Targeted.
How do I get a list of keywords for SEO? ›
- Enter your starter keywords into your chosen tool.
- Save your top keywords by search volume into a new list, eliminating any keywords with less than 50 monthly searches.
- Add any relevant keyword suggestions from your keyword tool to this list. ...
- Export your list.
- Choose blog topics with keyword research.
- Write a compelling blog post title.
- Outline your blog post with SEO in mind.
- Use keywords strategically throughout the blog post.
- Make sure your blog post covers your topic completely.
- Add SEO-optimized images and videos.
- You must have at least one keyword. ...
- Capitalize the first letter of keywords. ...
- Use full phrases rather than acronyms or abbreviations. ...
- Add a keyword if the concept or concepts covers at least 20% of your dissertation or thesis. ...
- Ask yourself what your dissertation or thesis is about.
As a generalization, short-tail keywords are very competitive and typically have transactional intent behind them. Long-tail keywords are longer phrases. As a result, they tend to have a much lower search volume than short-tail keywords.What is the most popular keyword tool? ›
- Google Keyword Planner.
- Long Tail Pro.
- Keyword Tool.
- Moz Keyword Explorer.
What Is a Good Keyword Search Volume? As with all things SEO, it depends. The simplest answer is to aim for a minimum volume of 100–1,000 searches per month.What are branded and non-branded keywords? ›
The difference between branded and non-branded search is that a branded search contains your company, service, or product name, whereas a non-branded search doesn't. This applies to both organic results and search ads.How do I find the branded keywords in SEO? ›
Explore social media. Social media can also be an important source for those looking for branded keywords. One of the most relevant tools for doing these searches is Twitter. The Advanced Search feature allows you and your team to find exactly what you're looking for.What is branded vs generic keywords? ›
brand keywords is important when optimizing your app's metadata. Generic keywords are those which are not identified as being attributed to a specific brand. For example, a brand's name is a brand keyword, but the products the brand offers within its app are almost always going to be generic keywords.What is branded or unbranded keywords? ›
A branded keyword is a search query that contains your brand name. Non-branded keywords are words or phrases that relate to your products or services, without the inclusion of the name of your business (or a competitor).
What are branded things examples? ›
An example of a branded product can be anything from branded t-shirts, sweaters, and travel mugs to branded chargers, mouse pads, keychains, stress relievers, jotters, koozies and virtually any other promotional item.What are the benefits of branded keywords? ›
Brand keywords allow advertisers to drive incremental traffic to your website, so it reaches users at every stage of the conversion funnel. Thus, you can cover all possible variations of branded terms by including misspellings, locations, products, long-tail keywords, etc.How do I find SEO keywords for beginners? ›
- Make a list of broad topics relevant to your topic. ...
- Expand each topic with a list of phrases you think your customers use. ...
- Find related search terms. ...
- Analyze the strength of your keywords. ...
- Determine how you rank in your industry. ...
- Verify search intent.
- Raise brand awareness with digital display ads.
- Establish your brand's name and voice.
- Land guest blogging opportunities.
- Optimize your site for search.
- Work with influencers.
- Market on multiple channels.
- Engage with your audience's communities.
- Encourage customer reviews.
Generic keywords typically cover ambiguous keywords, and can also be referred to as short-tail keywords (e.g., “running shoes,” “plumbing,” “towing”). The gist of a generic keyword is that we don't understand their intent yet.What are brand name to generic examples? ›
- Google, Taser, and Xerox are all examples of brand names that have become generic words for a type of product.
- The process is known as genericization, and in some cases, it can result in companies losing their trademark.
- Crock Pot. Crock-Pot. ...
- Jacuzzi. Commonly used to refer to any bubbly hot tub or jet tub, Jacuzzi is a bathtub brand that also produces mattresses and toilets.
- Seeing Eye Dog. The Seeing Eye, Inc. ...
- Q-Tips. ...
- Tupperware. ...
- Band-Aid. ...
- Chapstick. ...
A branded search is when a consumer looks directly for information about a particular company or product, while unbranded search doesn't feature brand-specific terms — for example, “car insurance” vs. “Geico.” When searching for a business or store, these are essentially the two options that consumers choose from.What are the different branded keywords match types? ›
- Exact match. Exact match keywords are formatted with brackets around them: [bicycle chain], [bike chain]. ...
- Phrase match (2021) ...
- Broad Match Modifier (BMM) ...
- Broad match. ...
- Negative keywords.
Branded content is clearly about your company, and is usually promotional or advertorial. Unbranded content isn't specifically about your company but is relevant to your industry or product in some way.