Branded Keywords

Branded keywords are words used in any query through a search engine that includes the name of your company, business, or brand.

Keywords are any search term that doesn’t include your brand name.

To make it easier to understand, let’s imagine that a user wants to know more about an SEO Tool. He already knows the name of this tool and makes the following search:

How to use SEMRUSH Tool?”

In this case, he used a branded keyword, because he already knows the name of the tool he wants. In case he didn’t have any name in mind.

Is it Necessary to Invest in Sponsorship in Branded Keywords?

The answer to this question is a little tricky to answer because everything will depend on your needs. To know whether or not to invest in branded keywords sponsorship, you will need to analyze your strategy, results, and objectives.

Some people believe that investing in sponsorship in a search where the user already uses a brand name is not necessary, after all, he will already find the link he wants, or at least that’s what should happen. 

However, it is necessary to consider that your competitors can use this strategy to attract your potential customers. This can happen because, during the search, users end up clicking on the first links in the results.

This means that your competitors may be able to attract consumers interested in your business if they use your brand name. Yes, that sucks, but it can happen.

The tip we give is that if your budget is tight, it’s more worthwhile for you to invest in broader keywords, as they generate more leads. However, if possible, also make some investment in branded keywords.

Understand how Branded Keywords are Important to Your Brand

Currently, most companies are already aware of the importance of knowing what their potential customers are searching for about your brand both on Google and on social networks.

However, they are still not doing enough. That’s because it’s essential to monitor what people tend to type next to your brand name.

It is worth mentioning that you can also follow your competitors’ branded keywords to understand the market and look for opportunities.

By doing this monitoring, you will be able to:

  • Understand which pages on your site might be most relevant to your target audience, as you’ll know what they’re looking for.
  • Plan your company’s content strategy for both the website and social networks.
  • Identify weaknesses in your product or service, such as customer complaints, for example.
  • See where your competitors are missing and how you can stand out in the market.

Is Ranking for Brand Search Easy?

Ranking for branded keywords can be easy, but not always. A good example to mention is Coca-Cola.

It is a large company and therefore usually its main page appears right at the top of the results page for a search for “Coca-Cola”. 

Below the result of the main link, your social networks, brand-related news, and content on Wikipedia usually appear right thereafter.

The Coca-Cola brand is very strong and has numerous websites talking about it, which contributes to its always having a great position in search results.