Why is it important to look for keywords related to your brand when starting a digital marketing strategy?


Keywords are words or phrases that users type into search engines to find relevant content for their queries. Because keywords come from search queries, incorporating these terms into your content strategy helps search engines rank your website pages and users find your content when looking for it.

But not all keywords are the same. Some keywords are more specific and relevant to your brand than others. These are called branded keywords, and they can help you attract customers who are already interested in your products or services, or who are close to making a purchase decision.

In this article, we will explain what branded keywords are, why they are important for your digital marketing strategy, and how to find and use them effectively.


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What are branded keywords?

Branded keywords are words and phrases that include your brand’s name or variations of it. For example, if your brand is called “Bing”, some branded keywords could be:

  • Bing
  • Bing search engine
  • Bing maps
  • Bing rewards
  • Bing vs Google

Branded keywords can also include other terms that are associated with your brand, such as product names, slogans, taglines, or domain names. For example:

  • Microsoft Surface
  • Just do it
  • I’m lovin’ it
  • Amazon.com

Branded keywords can be short or long, depending on how specific they are. Generally, the more specific the keyword, the more likely it is to convert.

Why are branded keywords important?

Branded keywords are important for several reasons:

  • They indicate high intent: Users who search for branded keywords are already aware of your brand and have some interest in it. They may be looking for more information, comparing options, or ready to buy. This means that they are more likely to click on your website and convert than users who search for generic or non-branded keywords.
  • They increase brand awareness: Users who see your brand name in the search results may become more familiar with it and remember it later. This can help you build trust and loyalty with your audience and increase the chances of repeat purchases.
  • They improve SEO performance: Branded keywords can help you rank higher in the search results, especially for queries that include your brand name. This can boost your organic traffic and visibility, as well as your click-through rate (CTR) and quality score. Moreover, branded keywords can help you protect your online reputation by preventing competitors from bidding on your brand name and stealing your traffic.
  • They complement other marketing channels: Branded keywords can work well with other digital marketing channels, such as social media, email marketing, or paid advertising. For example, you can use branded keywords to target users who have interacted with your brand on social media or subscribed to your email list. You can also use branded keywords to create remarketing campaigns that target users who have visited your website but have not converted yet.

How to find and use branded keywords?

Finding and using branded keywords is not difficult, but it requires some research and analysis. Here are some steps you can follow:

  • Start with your own brand name: The simplest way to find branded keywords is to use your own brand name as a seed keyword and see what variations and modifiers users add to it. You can use tools like Google Keyword Planner, Bing Keyword Research Tool, or SEMrush to generate a list of related keywords based on your brand name.
  • Analyze the search intent: Once you have a list of branded keywords, you need to analyze the search intent behind them. Search intent is the goal or purpose of the user’s query. It can be classified into four categories: informational, navigational, transactional, or commercial investigation. Depending on the intent, you need to create different types of content that match the user’s needs and expectations.
  • Optimize your website pages: After creating the content that matches the search intent of the branded keywords, you need to optimize your website pages for those keywords. This means that you need to include the keywords in the title tag, meta description, URL, headings, body text, images, and internal links of your pages. You also need to make sure that your pages load fast, are mobile-friendly, and provide a good user experience.
  • Monitor and measure the results: Finally, you need to monitor and measure the results of using branded keywords in your digital marketing strategy. You can use tools like Google Analytics, Bing Webmaster Tools, or SEMrush to track metrics such as impressions, clicks, CTR, conversions, revenue, and ROI of your branded keywords. You can also compare them with non-branded keywords and see how they perform differently.


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Tools to do a keyword research for your brand

To do an effective keyword research, you need tools that help you find, analyze and select the best keywords for your digital marketing strategy. There are many free and paid tools that you can use for this purpose, but here I will recommend some of the most popular and useful ones:

  • Google Keyword Planner: It is the official Google tool for keyword research. It allows you to generate keyword ideas from a seed word or phrase, a domain or a category. It also shows you the search volume, competition and estimated bid range for each keyword. It is a free tool, but you need to have a Google Ads account to access it.
  • MOZ Keyword Explorer: It is a paid tool that offers you a complete view of the potential of each keyword. It shows you the monthly search volume, difficulty, opportunity, potential and relevance for each term. It also suggests related keywords and allows you to analyze the ranking and authority of the websites that compete for each keyword.
  • SEMrush: It is a paid tool that offers you a lot of functionalities to do keyword research and optimize your SEO. It allows you to find organic and paid keywords, analyze the competition, discover keyword gaps, create keyword lists and much more. It also provides information on the traffic, trends, difficulties and opportunities of each keyword.
  • Ahrefs Keywords Explorer: It is another paid tool that offers you a detailed analysis of each keyword. It shows you the monthly search volume, difficulty, clicks per search, return on investment in keywords (Keyword Difficulty), potential traffic and cost per click (CPC) for each term. It also suggests related keywords and allows you to see the websites that rank for each keyword.
  • Keyword Surfer: It is a free extension for Chrome that shows you data on keywords directly in Google’s search results. It shows you the monthly search volume, CPC, correlation between backlinks and organic traffic, and related keywords for each term. It also allows you to compare data between different countries.
  • Keyworddit: It is a free tool that allows you to extract keywords from Reddit’s subreddits. It shows you the monthly search volume and the context in which the keywords are used in Reddit’s comments. It is a useful tool to find long tail keywords and emerging niches.
  • Questiondb: It is a free tool that allows you to find questions related to your keyword. It shows you the most popular and relevant questions that users ask on the internet about your topic. It is an ideal tool to generate content ideas and answer the doubts and concerns of your audience.


Frequently asked questions

Here are some frequently asked questions about branded keywords:

What is the difference between branded and non-branded keywords?

Branded keywords are words and phrases that include your brand name or variations of it, while non-branded keywords are words and phrases that do not include your brand name. For example, “Bing SEO” is a branded keyword, while “SEO tips” is a non-branded keyword.

How do I find my competitors’ branded keywords?

You can find your competitors’ branded keywords by using tools like SEMrush, Ahrefs, or Moz. These tools allow you to enter your competitors’ domain names and see what keywords they rank for, how much traffic they get, and what pages they target. You can also use these tools to see what keywords your competitors bid on in paid advertising campaigns.


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How do I prevent competitors from bidding on my branded keywords?

You can prevent competitors from bidding on your branded keywords by using negative keywords. Negative keywords are words or phrases that you do not want your ads to show up for. For example, if you sell shoes and your brand name is “Shoebox”, you can add negative keywords like “-cardboard”, “-storage”, or “-moving” to avoid showing your ads to users who are looking for something else. You can also use trademark protection to prevent competitors from using your brand name in their ad copy or display URL.

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