Did you know that branded keywords often have conversion rates that are over two times higher than non-branded terms? A lot of businesses go after general search phrases with a lot of traffic, but they often ignore the most important traffic: people who are already searching for you.
Users are at the bottom of the funnel when they enter your company’s name into Google. They know who you are, are interested in what you have to offer, and are often ready to make a purchase. Ignoring this traffic is a waste of money. Even worse, competitors may bid on your name and steal your potential clients if you don’t control your branded search presence.
At Webugol, we’ve helped dozens of brands reclaim their search presence and protect their branded keywords from competitors. We understand that a strong SEO strategy isn’t just about discovery; it’s about establishing your online identity.
In this post, we’ll discuss what branded search terms are, why they’re important for both SEO and PPC, and how you can use them to get more people to your business.
What Are Branded Keywords?
Branded queries are search queries that include the name of your company, brand, or specific products. These searches indicate a high level of intent because the user is specifically looking for information related to your business.
These keywords can take many forms. They might be exact matches of your brand name, misspellings, or combinations of your brand name with other terms like “reviews,” “price,” “login,” or specific product names.
Branded vs. Non-Branded Keywords
Here is a comparison of branded and non-branded queries across several industries to help you understand the difference:
The first step in developing a comprehensive search strategy is to understand the difference between branded keywords in SEO and general keywords. Branded queries help you close deals with those who already know you exist, while non-branded keywords help you find new clients.
Why Branded Keyword Ideas Matter
Many business owners ask, “Why should I care about ranking for my own name? Won’t I rank #1 automatically?”
Even though you’ll probably rank top naturally, it’s risky to just rely on that one link. Branded keywords have special benefits that go beyond visibility.
1. High Conversion Rates
There is no denying the purpose of a branded search. A consumer who searches for “Shopify pricing” is far closer to deciding what to buy than one who searches for “ecommerce platform.” Recent data shows that branded search phrases can lead to far higher conversion rates than non-branded searches since the user has already done their research or has a preference for the brand.
2. Reputation Management
How to manage branded keywords effectively involves controlling the narrative. Owning your brand’s search engine results page (SERP) allows you to suppress irrelevant content, competitor advertisements, and negative reviews. You want potential customers to see your homepage, your social profiles, your positive reviews, and your specific landing pages – not a complaint forum or a competitor’s comparison article.
3. Navigation and User Experience
Google is often used as a navigation bar. They don’t write “www.amazon.com/returns” into the search bar; instead, they type “Amazon returns.” Users will become frustrated if you haven’t optimized for these particular navigational branded searches. By optimizing for terms like “[Brand] support” or “[Brand] login,” you streamline the customer journey.
Branded Keywords in SEO
If you want to dominate your digital shelf space, you need to find branded keywords and include them in your organic search strategy.
Here’s how branded keywords will get you new customers and keep hold of current ones through organic search.
Auditing Your Branded SERP
The first step is to see what your customers see. Open a private window and type in the name of your brand.
- Analyze the Top Result
- Check the Sitelinks
- Look for Knowledge Panels
- Identify Competitors
Implementing Schema Markup
Use structured data (Schema) to help search engines comprehend your brand entity. Using the Organization schema, Brand schema, and LocalBusiness schema helps Google show rich snippets, logos, and correct contact information. This makes your branded result look more professional and trustworthy.
Branded Keywords in PPC
One of the most debated topics in digital marketing is whether to bid on your own brand name in Paid Search (PPC). Paying for traffic that you would naturally receive for free may seem unnecessary, but there are strong arguments for doing so.
Budget Allocation
For most businesses, managing branded keywords in PPC requires a balance. A general rule of thumb for budget allocation is:
- Small Business: 5-10% of total budget.
- Mid-Market: 10-15% of total budget.
- Enterprise: 15%+ (often higher due to aggressive competition).
You can make sure that your message shows first when someone searches for you, even with a small budget.
How to Find and Expand Your Branded Keyword List
You likely know your main brand name, but users search in unpredictable ways. Finding the long-tail versions of your branded keywords is the key to getting all the traffic you want.
Step-by-Step Methodology
- Google Autocomplete: Start typing your brand name into Google and see what predictions appear. These are real searches people are performing.
- “People Also Ask”: Look at the PAA box in the search results for your brand. These questions (e.g., “Is [Brand] legit?”, “How much does [Brand] cost?”) are goldmines for content creation.
- SEO Tools: Use tools like SEMrush, Ahrefs, or Google Keyword Planner. Enter your domain or brand name to see a full list of keyword variations.
- Google Search Console: This is your most accurate source. Go to the “Performance” report and filter queries containing your brand name. You will often find surprising results, such as users searching for products you discontinued years ago.
Expanding into “VS” and “Alternative” Keywords
Don’t shy away from comparison keywords. Users often search for “[Your Brand] vs [Competitor]” or “[Your Brand] alternatives.”
Create comparison pages on your site targeting these terms. By writing an honest comparison, you control the narrative and can highlight where you outperform the competition, rather than letting a competitor do it for you.
Measuring Performance
Tracking branded keywords helps you understand brand health and marketing effectiveness.
The Branded Search Dashboard
Your measurement dashboard should include:
- Branded Search Volume: Is the total number of people searching for your brand increasing? This is a proxy for brand awareness.
- Share of Voice (SOV): How often do you appear compared to competitors for your own branded terms?
- Click-Through Rate (CTR): Branded CTR should be high (often 30-50% for the top spot). A drop might indicate a new competitor ad or a reputation issue.
If you see Branded Search Volume rising, your offline marketing and top-of-funnel activities are working. If it’s falling, you may be losing market share.
Taking Control of Your Brand’s Search Presence
Branded keywords are the most important part of a good search strategy. They are your best-converting visitors and your most devoted prospects. You can make sure that everyone looking for you finds exactly what they need by checking your presence, using PPC to secure your area, and making content that answers specific branded questions.
Key Takeaways:
- Don’t Ignore It: Branded traffic converts at a much higher rate than non-branded traffic.
- Defend Your Turf: Use PPC to protect your brand from competitors poaching your customers.
- Control the Narrative: Use SEO and content to answer questions about pricing, reviews, and alternatives.
Having an experienced partner is crucial, whether you’re defending against aggressive competition or starting your first branded queries campaign. At Webugol, we focus on whole branded search strategies that protect your brand and get you the best return on investment. Are you ready to take charge of the online visibility of your brand? Contact us to learn more!
