Keywords are a treasure trove in content marketing. From figuring out how to get your target audience to find out about you to ranking on search engines – keywords do wonders for you. However, one type of keyword often gets overlooked in this pursuit of content optimization – ‘Branded Keywords’. They are treated as an afterthought compared to hashtags and mentions. Even though it should be a top priority for companies to monitor their branded keyword conversations.
This article will delve a little deeper into the concept of branded keywords and will walk you through its what, why, and how!
What are Branded Keywords?
Keywords or phrases that potential customers use to look up more specific information about a brand’s products or services are known as branded keywords.
To put it another way, they already know that the product can be found among a company’s other offerings. But they need more information to decide, compare, and recommend it to others and third parties.
Branded keywords are searches that boost a sales opportunity or occur close to conversion. As a result, they must be utilized appropriately and balanced with the other marketing funnel phases and keywords because of their high strategic value to the company.
They may include the product and brand name, such as – Al’s Ice Cream Parlor or AlIceCream. We have the following for long-tail branded keywords: locations of Al’s Ice Cream Parlor, “Lactose-free ice cream,” “Al Ice Cream,” and “Al Ice Cream takeout.”
The leads in these situations are not looking for the characteristics of ice cream, such as the ability to host parties with lactose-free ice cream or similar requirements, which would point to content topics at the beginning of the marketing funnel, correct?
Such searches target the business and include information that might encourage or clarify a purchase. For instance, the special products or delivery services that are offered.
Keywords that are more specific and used in the bottom funnel are used more frequently for target searches, in addition to increasing the traffic of a website.
Branded Vs. Non-Branded Keywords
The distinction between branded and non-branded keywords is very straightforward. After all, for SEO strategies, you need to think about how keywords are analyzed and processed by algorithms. As a result, the most significant difference lies in whether the company, product, or brand is mentioned in the keyword.
As a result, the other keywords will talk about the differences between the products, the needs they meet, the problems customers face before using them, their benefits, trends, and other information that will help a potential customer make a decision.
However, from a strategic standpoint, there is one more significant distinction: It talks to a lead who already knows a lot about the product or service being offered.
This indicates that the pages that will receive your referrals must not only have objective keywords but also clear and essential information for the customer’s final conversion.
Which One to Choose?
Because they accomplish different goals at different stages, both branded keywords and more general keywords are crucial to the success of content marketing from a strategy standpoint.
At the start of the lead nurturing process uses comprehensive keywords like “attracting customers” to attract more readers and visitors to the blogs. For instance, this will raise your position in search results.
On the other hand, branded keywords will be very important in the most advanced stages of lead nurturing. When customers already know that certain businesses and brands could solve their problems.
Having a quick and definitive response in your search results can be a great incentive for selling, given that they have other options. Therefore, the branded keyword will ensure success in this instance.
Why Branded Keywords Matter?
Branded keywords matter because they have plentiful benefits and contribute to the improvement of your page and its search engine ranking. To remove any doubts you have, I have prepared a list of the most relevant reasons regarding the importance of these targeted words.
Understanding Your Audience’s needs
If you want to offer a positive experience to your customers, it is essential to first understand their primary needs. As branded keywords are more specific to your niche, they allow you to direct more traffic toward your pages. This way your audience will have greater satisfaction and will be more likely to convert.
Access to New Opportunities
As a result, your marketing team is in a better position to spot new business opportunities. A new performance segment, for instance, can be established when you observe an increasing demand from your audience for searches using branded keywords.
The options are the most varied and let you take chances you hadn’t even considered when planning.
A successful Content Marketing strategy—or even paid media—requires precise targeting. Your content is more likely to affect your persona if it is more targeted. The likelihood of a conversion increases as your message becomes more refined and in line with your audience’s expectations.
After all, the trend is toward more accurate communication with your audience. The contact becomes more natural and relevant to your target market rather than focusing on interactions that do not significantly contribute to the challenge of loyalty, for instance.
Identification of Deficiencies in Your Product Range
The search for customer feedback and evaluations regarding your products and services is another intriguing possibility based on branded keywords. For example, the objective is to determine which issues are impacted the most by complaints and criticism.
You can make the necessary adjustments if you notice that a particular product receives a lot of negative feedback. You can always monitor what people are saying about your brand online.
It’s important to know which terms are most related to your products and services if you want to increase your digital presence and do so effectively.
Ability to Monitor Competitor Performance
In order to develop campaigns and strategies that are more successful, it is also essential to keep an eye on your rivals.
One of the best ways to learn about products and services relevant to your audience is to research on branded keywords related to your customers.
It can also be helpful for your paid media strategy because it can help you figure out which of your competitors’ terms get the most searches and invest in campaigns accordingly.
This kind of market monitoring makes sure that you are always up to date and looking for ways to keep your place in your market.
How to Find Branded Keywords?
It is easy to find these words. You can follow our tips below to find the best ones and optimize your search.
You can always use Google as reference when it comes to keywords and its relevance to your brand in SERPs. The good news is that you can get those answers with the help of Google Alerts.
This free tool will notify you whenever your brand is mentioned online, giving you valuable insights instead of searching for terms related to your business.
Google Suggest and Autocomplete
Google your business. If you search for your company name without pressing enter, you might find a lot of them that Google has suggested.
Type a, b, c, and so on after your company name. Google will now suggest more phrases to you. They are suggested because they have previously been sought after.
You can use KeywordTool.io to locate them all at once. As if you had typed the next letter 26 times, it gathers all of Google’s suggested phrases and displays them on one page.
You can see suggestions from YouTube, Bing, Amazon, and other sources.
The “Searches related to” queries at the bottom of the search results page are an additional source of branded keyphrases. It will look a lot like the suggested phrases you already found if you search for the brand. But if you look for one of those suggested phrases, you’ll get more information.
Social Media Platforms
Branded keywords can also be found on social media, which can be a useful resource. Twitter is one of the most practical tools for these searches.
You and your team can find what you want with the Advanced Search feature. You can customize your search by searching for a specific term, words from the same phrase, or an exact phrase.
In addition to the organic search methods, you can also find branded keywords using specific tools. Sprout Social is one option, and it has a feature that lets you show terms related to your business. Additionally, tools like SEMRush can help you broaden the scope of your searches.
Now as you have found the keywords specific to your brand, you must move on to optimizing them.
How to Optimize For Your Branded Keywords?
The good news is that you don’t have to put in much effort. The majority of the work is probably already done for you if you have spent time and effort creating a website that showcases your brand and appeals to your target audience. However, to get the best results, you’ll need to use a few important strategies and tactics.
- Use your brand name throughout the site: Your brand name and, if applicable, the brand names of all your products and services should appear throughout your website. It should be included in the alt tags of your images, title tags, header tags, and body content. This does not necessitate that your brand names appear everywhere at all times; however, they should be prominent.
- Create dedicated pages: You might want to think about creating a separate page for each brand keyword and phrase you discovered using Google Autocomplete (or other keyword research). In your SEO campaign, it pays to have a separate target page for each target keyword.
- Add images and videos: The results of a Google search are no longer limited to web pages. Images, videos, and other forms of multimedia content are also included. Make sure you have a lot of multimedia content available for searchers if you want to keep dominating results related to your brand name.
- Satellite sites: Consider supporting your website with satellite sites and independent landing pages with distinct domains if you require additional support for your branded keyword strategy.
How to Track Branded Keywords?
In order to track branded keywords, you need to look at more than just your notifications. It can be a cinch if you’re using a tool for this purpose. However, the two most common practices are:
Tracking via Google
Google offers tools to assist you if your primary concern is branded keywords in search engines.
For instance, you can set up notifications in Google Alerts to be notified whenever a brand is mentioned in online discussions or blogs. It is more effective than constantly searching for your brand name on Google.
You can also see how many branded queries are bringing customers to your website by keeping an eye on Google Analytics or other SEO tools. You can also check to see if other brand-name keywords are also driving traffic.
Tracking via Social Media
Twitter is unquestionably the best social media tracking platform for brand keywords.
Twitter’s advanced search makes the process much simpler, and a widely used and accessible channel for customer service.
You can enter multiple keywords of interest as well as exact-match variants of them using the advanced search. It saves time to search for various terms simultaneously.
Unfortunately, it can be challenging to locate brand-specific keywords on LinkedIn or Facebook. Since Instagram only lets you search for hashtags, it is pretty much impossible to do so.
Create Content With Branded Keywords Now
Use branded keywords as references when creating relevant content. Did you observe that many customers are unsure of a product or service? Why not create frequently asked questions (FAQ) that address these issues and ensure that the term works correctly?
Featured Image: Sprout Social