What are Branded Keywords?
Branded keywords (often called navigational queries) are search terms/queries associated with a brand, product, or variation of either. They often contain brand names, and organic traffic from branded keywords is usually more transactional.
For instance, if we take a look at our branded keywords, they include “digital nomads hq” and “digital nomads.”
The Importance of Branded Keywords
Optimising for branded keywords might seem unnecessary at first glance. After all, if a searcher already knows about your brand, isn’t your work already done? However, branded keywords are important for the following reasons.
First, searchers who know your brand are among the most valuable to attract. These individuals have already moved past the initial stage of the buyer’s journey, making them prime candidates to convert into customers. By optimising for branded keywords, you can effectively capture this low-hanging fruit and guide these searchers further down the sales funnel.
Additionally, branded searches often have navigational intent, meaning the searcher is actively looking to find your website or specific products and services. By ranking well for your branded keywords, you help potential customers locate your site quickly and efficiently, improving their overall user experience and increasing the likelihood of conversion.
It’s also important to note that while you might automatically rank highly for your core brand name, other sites could potentially outrank you for long-tail branded keywords. These are more specific keyword phrases that include your brand name but also additional terms related to your products or services. Without proper optimisation, you risk losing visibility to competitors or other websites that might target these long-tail branded searches.
Optimising for Branded Keywords: Key Tips
Optimising for branded keywords will help strengthen your online presence and ensure your brand is visible in relevant search results.
Here’s a step-by-step guide on how to effectively optimise for branded keywords:
1. Identify Your Branded Keywords
Start by identifying all the variations of branded keywords that you can rank for. Use tools like Google Search Console to find keywords your site currently ranks for by filtering performance reports with your brand name or product-related phrases. Export these keywords into a spreadsheet for further analysis.
To discover additional branded keyword ideas, especially those you aren’t ranking for, utilise keyword research tools like Ahrefs’ Keywords Explorer. You can generate a comprehensive list of related branded keywords by inputting your existing branded keywords into the tool. This process should be repeated for each country if you aim to reach a global audience.
2. Choose Which Keywords to Target
After compiling your list of branded keywords, categorise and prioritise them based on different types:
- Underperforming Keyword Rankings: Focus on keywords that rank lower than #1. Create or optimise content to improve their rankings.
- Pages with Mismatched Intent: Identify keywords where your page ranks well but doesn’t fully satisfy the user’s search intent. Adjust your content to match user expectations better and improve the relevance of the ranking page.
- Valuable New Keywords: Target high-search-volume branded keywords that can drive more traffic to your site.
3. Add Internal Links
Enhance your branded keyword optimisation by strategically placing internal links on your website. This practice helps Google understand your site structure and reinforces the relevance of your branded keywords.
High-impact areas for internal linking include:
- Site navigation
- Important pages like your homepage or product pages
- Any page where branded keywords are mentioned
You can identify additional internal linking opportunities using tools like Ahrefs’ Site Audit, which can highlight areas where branded keywords can be linked internally. This reinforces the connection between your branded keywords and the content on your site, boosting your overall SEO performance.
