For years, Google has been through a series of changes in the way it deals with search engine optimisation (SEO). What previously started as keyword stuffing has gone through hoops and loops to ensure that SEO practitioners follow the correct practices to get their client’s websites to rank.
One of the new strategies being used today is branded SEO. While this is still gaining prominence, it may be the best time for you to leverage its popularity and start using it to gain traction with your digital strategy.
In this article, we’ll walk you through what branded SEO is and how you can use it for your digital marketing strategy. We’ll also teach you how you can include this new SEO form before it gets widely used by others.
What is Branded SEO?
Before starting, let’s talk about branded SEO and its meaning.
Branded SEO optimises a brand’s online presence for search queries that include the brand name, products, or services. These are searches such as “Nike trainers” or “Samsung Galaxy phones” where the searcher already has a particular brand in mind.
Unlike traditional, non-branded SEO—where the goal is to rank highly for generic terms like “trainers” or “smartphones”—branded SEO ensures that users looking for your brand can easily find relevant content from your website or platforms that you control.
Branded SEO also extends beyond just search engine rankings. It focuses on creating a cohesive online identity that resonates with customers and enhances trust. When customers search for your brand name, they should find not only your website but also positive reviews, social media profiles, and mentions in high-authority publications.
The more familiar your brand becomes in the eyes of the searcher, the more likely they are to engage with your website and convert into a paying customer.
Branded SEO vs. Non-Branded SEO
Image Credit: ahrefs
But what makes branded SEO different from non-branded SEO?
In traditional SEO, the focus is often on non-branded keywords—those broad terms people search for when they’re unsure which brand they want to buy from. This could be “cheap running shoes” or “best smartphone 2024.”
Optimising for these keywords is essential, but can also be highly competitive. Thousands of businesses are trying to rank for the same terms, making it difficult to maintain consistent top rankings without a hefty budget.
Branded SEO, on the other hand, takes advantage of the fact that when people search for your brand, they are already at a more advanced stage in the buying cycle. These users know what they want and are more likely to convert. Thus, ranking well for branded search terms can be a powerful tool to drive qualified traffic to your site.
Furthermore, Google recognises branded searches as a trust signal. When more people search for your brand by name, it sends a message to Google that your business is well-known and reputable. This can indirectly improve your rankings for non-branded keywords as well.
Here is a table comparing the two together:
Feature | Branded SEO | Non-Branded SEO |
Definition | Optimising for keywords that include the brand name. | Optimising for general keywords without brand names. |
User Intent | Targets users familiar with the brand, often closer to purchase. | Attracts users in the research phase, less familiar with specific brands. |
Search Volume | Typically lower search volume but higher conversion potential. | Generally higher search volume, appealing to a broader audience. |
Competition | Usually faces less competition; easier to rank for branded terms. | Higher competition due to many businesses targeting generic terms. |
Click-Through Rate (CTR) | Higher CTR as users are specifically searching for the brand. | Lower CTR as users may not be familiar with the brand. |
Cost Per Click (CPC) | Often lower CPC in paid advertising due to less competition. | Higher CPC due to increased competition for generic terms. |
Conversion Rates | Higher conversion rates as users are often ready to purchase. | Lower conversion rates; users may still be in the consideration phase. |
Brand Awareness | Enhances brand recognition and loyalty among existing customers. | Increases visibility and awareness among potential new customers. |
SEO Strategy Focus | Focus on maintaining and improving rankings for branded searches. | Focus on ranking for relevant non-branded keywords to attract new visitors. |
Examples | “Nike running shoes,” “Apple iPhone.” | “Best running shoes,” “smartphones.” |
The Rising Trend of Branded SEO
The shift toward branded SEO is happening due to several factors, all of which are related to how consumer behaviour and search engines have evolved over the years.
1. The Shift in Consumer Search Behaviour
Consumers are increasingly using branded search terms as they seek out specific products or services from brands they know and trust. This shift is driven by familiarity and a desire for a seamless, reliable customer experience. A Nielsen study found that 60% of consumers prefer buying from familiar brands rather than taking a chance on a new one. This change in behaviour makes it crucial for businesses to focus on how they appear in branded searches.
2. Google Favouring Brands
Google has made it clear that brands play a significant role in search rankings. Whether through knowledge panels, featured snippets, or local search results, Google rewards established brands with prime visibility in search results. Big brands often occupy the top spots in search engine results pages (SERPs), and their presence is reinforced by branded queries.
Google’s algorithms favour brand recognition, considering it a strong indicator of authority and trustworthiness. Smaller businesses that fail to focus on branded SEO risk being left behind, as larger brands dominate the SERPs.
3. The Decline of Organic Clicks
Image Credit: SearchEngineLand
A significant portion of searches on Google no longer result in organic clicks. Research shows that more than 40% of searches end without the user clicking through to any site. Why? Since Google is increasingly pulling information directly into its search results via rich snippets, knowledge panels, and other SERP features, offering answers without the need for users to click on an actual link.
Brands that have optimised their online presence for branded SEO are far more likely to be featured in these SERP elements, thereby capturing the user’s attention before competitors have a chance to engage.
How the Use of Branded SEO Can Help Your Business
Image Credit: LinkDoctor
1. Building Brand Trust and Authority
Brand trust is one of the most important factors influencing purchase decisions. In an increasingly competitive online space, customers are more likely to click on brands they recognise and trust. Ranking well for branded searches reinforces your credibility and positions you as a trustworthy option in the minds of potential customers.
For example, if a user searches for “Adidas running shoes” and the first result is a poorly managed third-party site, the user may question the legitimacy of the site and reconsider their purchase. On the other hand, if Adidas has optimised its online presence, the user will find the official website or an authorised retailer, reinforcing trust and encouraging the purchase.
2. Boosting Organic Traffic
By focusing on branded SEO, businesses can significantly improve their organic traffic. When your brand ranks for relevant searches, users are more likely to click on your site, resulting in higher conversion rates. Furthermore, as Google continues to enhance its SERP features, branded search results are increasingly tied to high-visibility elements like knowledge panels and featured snippets.
These features help capture a user’s attention early in the search process, driving traffic and engagement.
3. The Future of SEO and the Role of AI
As artificial intelligence (AI) continues to evolve, its impact on SEO cannot be overstated. AI-powered algorithms like Google’s RankBrain are designed to deliver the most relevant results based on user intent. In many cases, this means prioritising branded content, as it aligns with user expectations. As AI continues to play a larger role in search, branded SEO will become even more critical.
Best Practices for Including Branded SEO in Your Strategy
Incorporating branded SEO into your digital strategy is essential for enhancing your brand’s visibility and authority online. Here are some best practices to effectively utilise branded keywords, along with examples to illustrate their application.
1. Identify Your Branded Keywords
Start by identifying the branded keywords relevant to your business. Use tools like Google Search Console and Google Analytics to discover how often users search for your brand name.
For example, if you run a coffee shop called “Brewed Awakenings,” you might find keywords like “Brewed Awakenings coffee” or “Brewed Awakenings reviews.”
2. Integrate Branded Keywords Naturally
Once identified, integrate these keywords naturally into your website content. Ensure they appear in key areas such as headings, meta descriptions, and URLs.
For instance, a product page for “Brewed Awakenings Espresso” should include the keyword in the title tag, such as “Brewed Awakenings Espresso – Rich & Smooth Coffee.”
3. Optimise Landing Pages
Create dedicated landing pages that focus on specific branded products or services. Tailor the content to address user intent and include clear call-to-actions (CTAs).
For example, a landing page titled “Order Brewed Awakenings Coffee Online” can encourage visitors to make purchases directly.
4. Leverage Paid Advertising
Utilise PPC campaigns targeting your branded keywords to increase visibility. When users see your ads, they are more likely to search for your brand name directly afterwards.
For instance, if you run a campaign for “Brewed Awakenings,” you may notice an uptick in searches for the brand following the ad exposure.
5. Focus on User Engagement Metrics
Monitor user engagement metrics such as click-through rates (CTR) and time spent on site. Enhancing site navigation and ensuring content meets user intent can improve these metrics.
For example, if users frequently leave your site after visiting a blog post about coffee brewing tips, consider adding links to related products from Brewed Awakenings.
6. Create Content for Brand Modifiers
Develop content that addresses common queries related to your brand using keyword modifiers like “Brewed Awakenings pricing” or “Brewed Awakenings reviews.” This approach not only captures traffic but also addresses potential customer concerns directly.
7. Educate Search Engines About Your Brand Entity
Establish a clear online presence by creating an entity homepage that describes your business and its offerings. Consistency across citations—such as social media profiles and guest posts—reinforces Google’s understanding of your brand.
For example, ensure that all mentions of “Brewed Awakenings” across platforms provide similar descriptions and links back to your homepage.
By implementing these best practices for including branded SEO in your digital strategy, businesses can enhance their online visibility and drive more targeted traffic. Regularly monitoring performance and adjusting strategies based on data will further strengthen your brand’s presence in search results, ensuring long-term success in a competitive digital landscape.
What Can You Do Today?
So, how can your business tap into the potential of branded SEO? Here are some key strategies to help you get started:
1. Focus on Brand Recognition
The first step in branded SEO is ensuring that your brand is recognisable and associated with positive experiences. This includes maintaining a consistent brand voice across all digital channels—your website, social media, and even offline marketing efforts. When customers search for your brand, they should be met with consistent messaging that reinforces trust.
2. Optimising for Branded Queries
To fully capitalise on branded SEO, you need to optimise your site for branded queries. Ensure that your website ranks well for not only your brand name but also for product-specific or service-specific queries that include your brand. For example, if you own a fashion brand, you should rank for searches like “XYZ clothing collections” or “XYZ summer dresses.”
3. Leveraging SERP Features
One of the best ways to improve your branded SEO is by optimising Google’s SERP features. These include knowledge panels, featured snippets, and local search results. Make sure that your Google My Business profile is up-to-date, that your site is listed on reputable review sites, and that you have a strategy in place to acquire positive reviews and mentions online.
Work With an Expert
In a landscape where consumers are overwhelmed with choices, branded SEO is not just a passing trend—it’s the future of digital marketing. As search engines evolve and consumer behaviour shifts, businesses that focus on building and optimising their brand presence online will be the ones that thrive.
By implementing branded SEO strategies, your business can increase visibility, build trust, and ultimately drive more qualified traffic to your website.
Now is the time to invest in your brand’s online presence. Contact us today to learn how we can help you develop a branded SEO strategy that aligns with your business goals.
Frequently Asked Questions
What is branded SEO, and why is it important?
Branded SEO refers to optimising online content specifically for search queries that include a brand name. It is important because it helps businesses enhance their visibility in search results, build brand authority, and attract users who are already familiar with the brand, ultimately leading to higher conversion rates.
How can I identify effective branded keywords for my business?
To identify effective branded keywords, use tools like Google Search Console and Google Analytics to analyse search queries that lead users to your site. Look for terms that include your brand name or variations of it, such as product names or services associated with your brand.
What role do user engagement metrics play in branded SEO?
User engagement metrics, such as click-through rates and time spent on site, are crucial indicators of brand strength in SEO. Higher engagement signals to search engines that users find your content valuable, which can positively influence your rankings for branded searches.
How does branded SEO impact my overall digital marketing strategy?
Branded SEO complements other digital marketing efforts by increasing brand recognition and driving targeted traffic to your website. By integrating branded keywords into your content strategy, you can enhance user trust and authority, making it easier for potential customers to find and engage with your brand.
What steps can I take to improve my brand’s visibility through branded SEO?
To improve visibility through branded SEO, create dedicated landing pages that focus on specific products or services, optimise content with relevant branded keywords, run PPC campaigns targeting these keywords, and ensure consistent messaging across all marketing channels. Additionally, monitor performance metrics to refine your strategy continually.