What are Branded Keywords?
Branded keywords refer to the specific words or phrases that include a brand’s name or its variations and are used in online searches. These keywords are typically associated with a particular company or brand, and users use them to find a specific brand’s products or services online.
For example, a branded keyword for Nike would be “Nike shoes,” “Nike sneakers,” “Nike apparel,” or “Nike sportswear.” These keywords help the user find Nike’s products specifically and differentiate them from other brands in the same category.
Branded keywords are an essential component of a company’s digital marketing strategy because they help to drive targeted traffic to the brand’s website and increase brand recognition. They are typically less competitive than generic keywords and tend to have higher conversion rates, as users who search for branded keywords are already familiar with the brand and are more likely to convert into customers.
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Why is a Branded Keyword strategy important?
Optimizing for your branded keywords might seem unnecessary, since searchers who already know about your brand may think that the work is already done. However, attracting these searchers is crucial, as they have already reached the first stage of the buyer’s journey. By targeting them, you have the opportunity to influence their decision-making process and guide them further down the sales funnel.
Branded searches typically have navigational intent, meaning that ranking for your branded keywords can help potential customers find your website more easily.
You might be thinking that your website should automatically rank highly for your brand name since it’s unique to your business. However, it’s possible that other websites may be outranking you for your long-tail branded keywords, even if you rank well for your short-tail brand name. Therefore, it’s important to optimize for both types of keywords to ensure that your website is visible and accessible to your target audience.