Branded Query in SEO: What You Need To Know

Your Brand, Branded Message, Branded Query in SEO

What is a Branded Query?

A branded query is any search engine query that includes the name of your brand, product, or service. These queries help people find information specifically about you.

A brand query indicates that the user is already aware or interested in the brand and is looking for more specific information. Branded queries can range from simply searching for the brand name to more complex searches that include products, services, or other aspects of the brand.

When you perform branded queries on search engines like Google, you’re typically presented with a Brand SERP (Search Engine Results Page), which Kalicube specializes in optimizing. The Brand SERP serves as your digital business card and should accurately reflect and convey the essence of your brand’s online presence.

Why are branded queries important for businesses?

Branded queries are important for businesses because they represent a high level of interest or intent from the searcher. They are often associated with higher conversion rates and “purchase ready’ searches. 

Branded query is not just about finding information. Brands that actively manage their brand narrative online ensure the brand is present in the best possible light – increasing the likelihood of conversion. 

What is an example of a Branded Search?

An example of a branded search is when a user types “Nike” into a search engine to either navigate directly to Nike’s official website or find more information about the Nike brand. 

The search could result in an exact match Brand SERP, displaying Nike’s homepage, social profiles, news, images, and potentially related searches that include other brands within the athletic apparel industry.

The image shows a search engine results page (SERP) for the query "nike".
At the top of the SERP, there is a paid advertisement for Nike.com. Below the ad, there is a snippet from Wikipedia about Nike, which describes it as an American athletic footwear and apparel company. The SERP also includes Nike’s Knowledge Panel.

How Do You Brand Keywords?

You brand keywords by optimizing your online presence for terms directly associated with your brand. Below is the process to brand your keywords effectively:

  1. Conduct a Google search or use keyword tools available to identify the current state of your brand’s online presence.
  1. Add your brand name to your keyword tracking campaign, including variations such as “{Brand},” “about {Brand},” “what is {Brand},” and “{Brand} reviews.”
  1. Organize the branded keywords into groups and monitor relevant metrics, especially SERP features related to your Knowledge Panel.
  1. Utilize your tools to gain insights into how these branded keywords perform in search results.
  1. Download a list of ranking pages and identify those that exclusively discuss your company and contain profile information.

By following these steps, you can pinpoint areas where you can improve the visibility and accuracy of information about your brand on search engine results pages (SERPs). This approach helps gradually build authority in the market and improve Google’s understanding of what represents your brand online.

How Do I Find Branded Keywords For SEO?

To find branded keywords for SEO, start by conducting a Google search and using tools available in the market. You can add your brand name to your keyword-tracking campaign. 

Track several variations of your brand’s name such as “{Brand},” “about {Brand},” “what is {Brand},” and “{Brand} reviews.” If your brand operates internationally, this tracking should be done in each of your primary markets.

This process will help you identify and monitor the branded keywords that are most relevant to optimizing your online presence.

Should You Pay For Branded Keywords?

Yes. Allocating a budget for branded keywords can be a strategic move, as it complements your efforts in controlling your Brand SERP. While organic search optimization is crucial, paid search provides additional control over the messaging and positioning of your brand on the Search Engine Results Page. Here are seven reasons why paying for branded keywords is important:

  1. Visibility: Paid ads appear at the top of the SERP, ensuring that your brand is the first thing a searcher sees when looking up your name.
  1. Defense Against Competitors: Competitors might bid on your branded terms to capture traffic meant for you. By bidding on these terms yourself, you protect against competitor encroachment.
  1. Control Over Messaging: With paid ads, you have more control over the message that appears in relation to your brand name.
  1. Enhanced Presence: Combining organic listings with paid results can increase overall real estate on SERPs for high-intent searches related to your brand.
  1. Immediate Impact: SEO efforts take time to mature; paid search provides immediate visibility and results.
  2. Data Insights: Paid campaigns provide valuable data about user intent and behavior that can inform broader marketing strategies.
  1. Compliments Organic Efforts: When used alongside strong organic Brand SERP optimization, it reinforces credibility and trustworthiness (E-A-T).

Remember that while paying for branded keywords has its benefits, it should be part of a holistic approach where managing and optimizing organic Brand SERPs remains paramount.

How Can Kalicube Help With Branded Queries?

Kalicube can help with branded queries through its services that specializes in online brand management and thus help you optimize your online presence. This includes improving search engine rankings for branded terms, managing online reputation, and ensuring accurate and positive brand-related information is easily accessible.

Kalicube understands that each brand is unique and offers customized strategies tailored to each client’s specific needs and goals, ensuring the best possible outcomes for branded query optimization.

To get started, you can download Kalicube’s FREE downloadable guides  or you can also book a call with Jason Barnard, CEO of Kalicube and the Brand SERP Guy, to help you assess your current brand SERP, discuss your goals and propose a tailored strategy to improve your brand’s search engine performance for branded queries.

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