11 March 2025
What Are Branded Keywords and How to Use Them in SEO
In the world of digital marketing, there’s no shortage of strategies to improve your website’s visibility. But when it comes to truly making an impact, there’s one area that often gets overlooked: branded keywords. So, what exactly are these keywords, and how can they play a crucial role in your SEO strategy?
If you’re looking to improve your SEO results and drive more targeted traffic to your website, understanding company-related terms is essential. Let’s dive in and explore what these keywords are, how they differ from non-branded ones, and why they matter in your SEO approach.
What Are Branded Keywords?
Branded keywords are search terms that specifically include your brand name or variations of it. For example, if your business is called “Seek Social,” these terms would include phrases like “Seek Social digital marketing,” “Seek Social SEO services,” or “Seek Social reviews.” These keywords are used by people who are already familiar with your brand, either through previous interactions, word of mouth, or advertising.
In other words, company-related terms are directly tied to your company’s name or its products/services, making them an essential component of your SEO strategy. The key point here is that these keywords reflect search intent from users who are already aware of your business. This contrasts with non-brand keywords, which may refer to more generic or broad search terms that are not tied to any specific company.
Brand vs Non-Brand Keywords: Understanding the Difference
When it comes to SEO, not all keywords are created equal. Let’s take a moment to compare brand vs non-brand keywords to highlight their differences and how each serves a unique role in your marketing strategy.
| Branded Keywords | Non-Branded Keywords |
| Include your brand name or variations. | Do not include brand names. |
| Primarily used by customers already familiar with your brand. | Used by users who are unaware of your brand or company. |
| Tend to have lower competition. | Can have higher competition due to broader search intent. |
| Can result in higher conversion rates, because users already trust your brand. | May attract a broader audience, but often result in lower conversion rates. |
As shown in the table, brand-specific keywords tend to have lower competition because they’re tied directly to your business. On the other hand, non-branded keywords are typically more competitive since they target a wider audience, including those who may not yet know about your brand. However, while non-brand keywords can bring more traffic, company-related keywords are often more effective at converting that traffic into leads or sales.
Why Branded Keywords Matter in SEO
Now that we’ve established what company-related keywords are and how they differ from non-brand keywords, let’s delve into why these keywords matter so much for SEO.
Building Brand Authority
By using brand-specific keywords in your SEO strategy, you’re essentially reinforcing your brand’s authority. When people search for your company name, they’re looking for your website specifically. Having strong SEO for branded terms ensures that your business remains the top result in those searches, which is crucial for maintaining your brand’s visibility online.
Targeting High-Intent Traffic
Company-related keywords are often used by people who have already interacted with your brand or are actively seeking out your products or services. This means the traffic you gain from these keywords tends to be higher quality. These users are more likely to convert because they already trust your brand and are familiar with what you offer.
Lower Competition
Since these keywords are unique to your business, there’s far less competition for them than with non-brand keywords. This can give you an edge in search rankings, as your website can more easily dominate the search results for your brand name.
Better Conversion Rates
People searching for branded terms are already familiar with your company and what it stands for. This familiarity typically translates into higher conversion rates. When a user types in your brand name, they are often looking for specific information, like your website, customer reviews, or contact details. Therefore, optimising for these keywords means your site will be well-positioned to convert those visitors into leads or customers.
How to Use Branded Keywords in SEO
Now that we’ve covered why branded keywords in SEO are essential, let’s discuss how you can effectively use them in your strategy.
Keyword Research
Before incorporating these keywords into your SEO strategy, you need to conduct thorough keyword research. This involves identifying all the variations of your brand name that users might be searching for. Start by researching common misspellings, related terms, and product/service-specific keywords that incorporate your brand name. Tools like Google Keyword Planner or SEMrush can help identify these variations.
On-Page SEO
Once you have a list of branded keywords, it’s time to start optimising your site. Be sure to include these terms in strategic locations on your web pages, such as:
- Title tags: Ensure your brand name is included in the title of your homepage and key landing pages.
- Meta descriptions: Write compelling meta descriptions that incorporate your company-related keywords to increase click-through rates.
- Headings and content: Use these keywords naturally within your headings and body content to reinforce relevance.
Off-Page SEO
Don’t forget about off-page SEO. Brand-specific keywords should also be used in your backlinks, social media profiles, and online mentions. This helps establish a strong online presence and further boosts your authority in search engines. For example, include your brand name in anchor text for backlinks or use branded hashtags on social media posts to increase brand recognition.
Local SEO and Reviews
For businesses that target a specific geographic area, incorporating location-based branded keywords can also be beneficial. For example, if your business is located in London, you could optimise for terms like “Seek Social London digital marketing” to attract local traffic. Additionally, encourage customers to leave reviews that include your brand name, as these user-generated pieces of content also contribute to SEO.
Branded Keywords and SEO Success: A Case Study
To see the impact of company-related keywords, consider the example of a small business in the digital marketing industry. By focusing on optimising brand-specific keywords like “Seek Social digital marketing services” or “Seek Social SEO strategies,” the company was able to outperform competitors who targeted only non-brand keywords.
Not only did the company rank higher for branded searches, but it also experienced a noticeable increase in website traffic, higher engagement from repeat customers, and improved conversion rates. The result? A stronger brand presence and a more successful digital marketing campaign.
Final Thoughts
Incorporating brand-specific keywords into your SEO strategy is an effective way to boost brand authority, increase conversions, and target high-intent traffic. By understanding the difference between branded and non-brand keywords, and implementing these terms into your on-page and off-page SEO efforts, you can ensure that your business ranks higher for searches directly related to your brand.
Ready to leverage branded keywords for your business? Contact us today at Seek Social to learn more about how we can help you build a successful SEO strategy that drives results and boosts your brand’s online presence.
