What Is Branded Search? (And How to Optimize Your Site for It)

What Is Branded Search?

A branded search is a search engine query that contains the name of your brand or product.

This use of branded keywords results in branded traffic. In other words, website traffic from users looking for information on specific brands.

What Are Branded Keywords?

Branded keywords are search queries associated with brands.

Like “Pepsi Black,” which is a branded search term for a product from the soft drink manufacturer. Or “where to buy Swatch watches,” a branded keyword for Swatch.

Branded search queries can come in the form of:

• The name of the brand itself. “McDonalds menu,” “McDonalds near me,” and “how to work at McDonalds” contain the McDonald’s brand name.
• Names of products offered by a brand. “Nintendo Switch games” and “Nintendo Switch price” refer to the Nintendo Switch gaming console sold by Nintendo.
• Names of services offered by a brand. “FedEx SameDay delivery” and “FedEx SameDay tracking” refer to FedEx’s SameDay delivery service.
• Trademarked names. “Dockers pants” and “Dockers D3 Classic” contain the “Dockers” trademark.

So, imagine if someone were to Google one of your branded keywords.

This means they aren’t looking for any random brand, product, or service—they want information on your offerings.

An effective branded keyword strategy helps you to direct that person to your website.

What Can You Learn from Monitoring Your Branded Keywords?

Tracking your branded keyphrases can help you identify:

• The extent of audience...