Branded keywords – definition and types

What are branded keywords?

Branded keywords are specific phrases that include a brand name or other terms closely related to the brand. These can include unique product names, services, brand slogans, events, or even the names of people associated with the brand. Individuals searching for these phrases typically have a pre-existing relationship with the brand, such as being loyal customers or having a strong awareness of the brand's offerings. Branded keywords are distinctive to a particular brand and highly recognizable within the market.

Branded phrases come in various forms:

brand name

generic product/service name (e.g., phone, furniture)

specific product/service name (e.g., iPhone)

product/service model or version

Most common combinations:

brand name alone, e.g., Apple, Samsung

brand name + generic product/service name, e.g., Ikea furniture, Samsung smartphone

brand name + model name, e.g., VW Passat, BMW i7

individual product name, e.g., iPhone, iPad

individual product name + model, e.g., iPhone 16

Importantly, branded keywords are not necessarily just the brand name or the name of its products or services. They are often associated with specific accompanying phrases that users search for, such as "Apple store," "Coca-Cola ingredients," or "which Lenovo laptop to choose."

Types of Branded keywords

Branded keywords can be divided into two categories: those containing the brand name and those containing product names. The former directly indicates the brand or company. Users searching for these phrases are usually already aware of the brand and are seeking more information or looking to make a purchase. The second type of branded keyword refers to specific products or services offered by a particular brand. Searching for these indicates a detailed interest and is often driven by a purchase intent. Let's look at a few examples of both types of phrases.

Phrases containing brand name: Apple shop, Amazon Prime movies, Microsoft Office price, Spotify membership, Lego bricks

Phrases containing product names: iPhone 14, Lego Falcon Millennium, BMW X5, Nike Air Max, Microsoft Surface laptop

Why are branded keywords important?

Let's focus on the key reasons why branded phrases are essential.

Protecting your brand from competitors - branded phrases are (or should be) legally protected. This safeguards your brand from other market players who might want to use your brand name or product for their own business purposes, including diverting traffic to their website.

High purchase intent - users who search for branded keywords often have a specific purchase intent. They're not just looking for a "phone"; they're searching for a "Samsung smartphone" or "Nike Air Max," not just "sports shoes." These users either know what they want to buy or are very close to making a decision, such as when they search for "iPhone vs. Xiaomi." Overall, traffic generated by such keywords is more valuable, leading to valuable conversions (like making a purchase).

Given the high value of branded keywords, it's crucial to optimize them. To achieve this, consider:

Creating unique product pages - each product (or service) should have its own dedicated page, optimized for specific branded keywords.

Optimizing on-page SEO - this involves optimizing your website's content, including titles, headings, meta titles, meta descriptions, and image alt attributes with branded keywords. This significantly impacts your site's ranking and attracts valuable traffic.

Branded keywords have a high conversion rate. Users searching for specific products that include the brand name may be one step away from making a purchase decision, and using these phrases brings them closer to making a purchase, which increases conversions, which is what we want.

Summing up

Branded keywords are associated with a specific brand; they attract highly valuable traffic, mainly in the form of potential customers with a clear purchase intent. They allow for the positioning of pages containing comprehensive information about a given industry, where it is worth including branded phrases. They lead to valuable conversions, are important for e-commerce and advertising campaigns. It's worth taking advantage of the benefits they offer.

➡️ In the next two articles we shall discuss whether you should position your page for branded keywords and if it is worth it to create ads based on branded keywords. Have a read: Positioning for branded keywords | Advertising on branded keywords

➡️ Read also: How to SEO an online store in a seasonal industry?