Branded keywords are keywords that contain a company’s brand name or unique product. Understanding how to target branded keywords is crucial because it can help your business appear in search results when people actually search for your brand. This way, you can attract more customers who already know and trust your brand.
This guide will explain in simple terms what branded keywords are, how they differ from non-branded keywords, why targeting them is important, and how to use them to improve your brand’s SEO performance. Let’s go over step-by-step how to target branded keywords in an understandable manner.
What Are Branded Keywords?
Branded keywords are keywords that contain the name of a brand, product, or service directly related to your business. For example, “Vivienne Westwood jewelry” or “Maison Margiela perfume” are branded keywords because people typing those words are searching for products from a specific brand, not just searching in general.
These keywords are important because they indicate that the person searching for them is already familiar with your brand. They are usually already interested and want to buy, compare prices, or find out more. Therefore, branded keywords can attract visitors who are more ready to buy than those who are new to your brand.
Besides brand names, branded keywords can also be product names, unique features, or even company events. Examples include “Monster Drink Mango,” “Tesla Battery Day,” or “Sanrio Hello Kitty dolls.” All of these keywords are unique to a specific brand, so searchers already have a clear intent.
By targeting branded keywords, you can ensure your site appears in search results when people search for your products or brand. This will increase your chances of getting more clicks, visitors, and sales.
What Are Non-Branded Keywords?
Non-branded keywords are keywords that don’t mention a specific brand name. These words are typically more general and are used by people to search for information. Examples include “best floral perfume” or “how to lose weight.” These words don’t mention a specific brand, but they can bring interested people to your product.
These keywords are great for attracting new visitors who may not yet be familiar with your brand. By writing articles or content that answers common questions, you can familiarize people with your brand before they decide to buy.
Non-branded keywords are also important for expanding your market reach. Because people searching for these keywords don’t yet have a brand preference, you have the opportunity to introduce your product before your competitors.
Furthermore, non-branded keywords are often used early in the buyer’s journey, when people are just starting to search for solutions to their problems. With the right content, you can help them find what they need.
The Difference Between Branded and Non-Branded Keywords
The main difference between branded and non-branded keywords lies in search intent. People who type in branded keywords are usually already familiar with your brand and want to learn more or make a purchase. Meanwhile, searchers for non-branded keywords are usually still searching for general information.
Branded keywords tend to have higher conversion rates (purchases) because people are ready to take action. Meanwhile, non-branded keywords help you attract new potential customers who are unfamiliar with your business.
Furthermore, branded keywords typically have a lower search volume but higher “quality,” indicating that people are genuinely interested in a specific brand. In contrast, non-branded keywords have a high volume but do not always result in an immediate purchase.
In a nutshell, branded keywords help retain customers, while non-branded keywords help attract new ones. Both play an important and complementary role in SEO strategy.
Examples of Branded vs Non-Branded Keywords
| Category | Branded Keywords | Non-Branded Keywords |
| Fashion | Miu Miu mini skirts | Mini skirts for summer |
| Food and beverages | 7-Eleven nearby | Convenience store nearby |
| Technology | Asus ROG 9 Pro | Best gaming phones |
| Automotive | Dongfeng electric cars | Top electric cars |
Why Targeting Branded Keywords Matters
Targeting branded keywords is important because it can help maintain your brand reputation and increase customer trust. When people search for your name on Google, they’ll see positive, trustworthy results about your business.
Besides this, branded keywords also help you generate more targeted traffic. This means that people who come to your site are already interested in your brand, not just clicking on general search results.
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By focusing on branded keywords, you can also protect your brand from competitors. Many competitors deliberately purchase ads with other branded keywords to “steal” customers. By targeting branded keywords, you can prevent this.
Furthermore, branded keywords can increase conversions and customer loyalty. People who are already familiar with your brand are more likely to purchase again in the future.
How to Target Branded Keywords and When to Use Them
You can target branded keywords in various situations depending on your business goals. For example, to maintain your reputation, protect your brand from competitors, or promote a new product.
Knowing the right time to use branded keywords will help you maximize your SEO results and increase customer trust in your brand.
Reputation Management
Branded keywords can help maintain your company’s reputation online. If there’s negative news or bad reviews, you can write positive content to appear on the first page of Google and replace the negative results.
Furthermore, this also shows that your brand is active and cares about customer opinions. This will increase trust and make people see your brand as a professional and responsible business.
Customer Retention
Branded keywords are also important for retaining existing customers. When they search for your brand again, ensure the information they find online is accurate and up-to-date.
If customers can find your site easily and see complete information, they’ll feel more comfortable and confident in continuing to purchase your products.
Protection Against Competitors
Sometimes, competitors may try to attract your customers by using your brand name in their ads. By targeting your own branded keywords, you can ensure your site remains at the top of search results.
This also prevents customers from easily switching to other brands because they see your official, more trustworthy content first.
Product Launches
When launching a new product, branded keywords can help increase awareness of the product. For example, use keywords like “latest Nintendo” or “Converse 2025.”
This way, customers who already know your brand will more quickly find information about the new product and be interested in trying it.
Promotions
Branded keywords are also effective for promoting discounts or special events. Since the people searching for your brand are usually already interested, they are more easily converted into buyers.
For example, a keyword like “AliExpress October Promo” can attract people already familiar with the platform to check out the latest offers.
Benefits of Using Branded Keywords
Targeting branded keywords has many advantages, especially in increasing sales and strengthening your brand’s position in the market. These keywords can make it easier for customers to find you and increase engagement with your brand.
Furthermore, branded keywords also make your marketing strategy more efficient because you’re focusing on people who are already familiar with your brand and have the intention to buy.
Better Conversion Rates
Branded keywords typically result in higher conversion rates because searchers already know and trust your brand. They only need a little encouragement to make a purchase.
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So, compared to general keywords that don’t necessarily generate buyers, branded keywords can provide faster and more effective results. They attract people who already know or trust your brand, making them more likely to convert. Plus, targeting branded keywords can help strengthen your brand visibility and protect your search presence from competitors.
Improved Cost Efficiency
Advertising with branded keywords also tends to be cheaper than with general keywords. This is because there’s less competition, and Google considers your brand more relevant for those keywords.
So, compared to general keywords that don’t necessarily generate buyers, branded keywords can provide faster and more effective results. They attract people who already know or trust your brand, making them more likely to convert.
Additionally, targeting branded keywords can help strengthen your brand visibility and protect your search presence from competitors. With lower costs but higher results, you can increase profits with more efficient spending.
Enhanced Market Share
Targeting branded keywords helps you maintain your position in the digital marketplace. When people search for your brand, they immediately see your content, not your competitors’.
So, compared to general keywords that don’t necessarily generate buyers, branded keywords can provide faster and more effective results. They attract people who already know or trust your brand, making them more likely to convert.
In addition, targeting branded keywords can help strengthen your brand visibility and protect your search presence from competitors. With lower costs but higher results, you can increase profits with more efficient spending. This keeps customers loyal and strengthens your brand’s dominance in specific product categories.
Improved Search Performance
The more people search and click on search results related to your brand, the more Google will perceive your site as relevant and trustworthy. This will help improve your long-term SEO rankings.
So, compared to general keywords that don’t necessarily generate buyers, branded keywords can provide faster and more effective results. They attract people who already know or trust your brand, making them more likely to convert.
Furthermore, targeting branded keywords can help strengthen your brand visibility and protect your search presence from competitors. With lower costs but higher results, you can increase profits with more efficient spending.
This keeps customers loyal and strengthens your brand’s dominance in specific product categories. Furthermore, good search performance makes your brand appear more frequently in search results, strengthening your professional image and public trust.
Conclusion
Branded keywords are a crucial part of your SEO strategy and shouldn’t be overlooked. By targeting these keywords, you can increase customer trust, protect your brand reputation, and strengthen your position in the online marketplace.
However, don’t focus on just one type of keyword. Combine branded and non-branded keywords to reach new customers while retaining existing ones. With a balanced strategy, your brand’s visibility in search engines will grow stronger and more stable.
Kamila Putri is a content strategist and digital marketing expert who helps brands craft messages that resonate and drive results. With a strong foundation in SEO, brand voice, and data-driven strategy, she has produced content that performs, whether it's optimized web copy, lead-generating campaigns, or conversion-focused messaging. At Buzz Pink, she applies this expertise to help clients grow through smart, search-focused digital strategies that engage, inform, and convert.