Search terms are at the heart of all SEO and PPC strategies. However, not all search terms are created equal. One key difference is between branded and non-branded search terms. Branded search terms are your brand name or longer phrases that include your brand name. Branded search terms often indicate the searcher already knows about your brand, while non-branded terms, or terms that don't include your brand name, don't. Non-branded terms are used to reach an audience earlier in the buyer's journey, and they need to learn about your brand to call you by your name.
So, what's so great about branded search terms?
In this article, we'll explore why using branded terms in your search marketing strategies can be a game changer. With benefits like stronger conversion rates, more brand credibility, and more personalization, we will explore in depth what makes branded search terms great.
What are Branded Search Terms?
Branded search terms are keywords that include your brand name. They could be your brand name or a combination of your name and another phrase.
For example, if your company is called "WidgetWear," a branded search term might be "WidgetWear," "WidgetWear sustainable clothing," or "WidgetWear jackets." Non-branded search terms like "sustainable clothing" or "eco-friendly jackets" are broader.
This distinction makes branded terms valuable for a few key reasons, which we'll discuss below.
The Advantages of Branded Search Terms
Here are the benefits of focusing on your branded terms.
Branded Terms Convert Better
When people search using branded terms, they already know your brand to some extent.
Think of it this way: a branded search term reaches an audience that "knows, likes, and trusts" you. We know that to be true because they already know to search for your brand by using its name.
This familiarity with your brand leads to higher conversion rates, as these users are often further along in their buyer journey and more likely to buy, subscribe, or engage with your brand.
Branded Search Terms as a Measure of Brand Demand
Your brand's monthly Google search volume for your brand name strongly indicates its overall search marketing health. This metric measures the number of people actively searching your brand name (or your primary branded search term) on Google monthly.
A higher monthly search volume for your brand name means that your brand has a strong demand and awareness in the search market at any moment.
As your brand grows, you'll continue to see more searches for your branded search terms as people actively look for you after learning about you from word of mouth, advertising, or other forms of digital marketing.
SEO Benefits of Branded Search Terms
Branded search terms are critical for organic search marketing (SEO) efforts.
Branded Terms Are Simple to Rank For
Google tends to rank branded terms higher due to relevance to what the searcher is looking for. When someone knows to search for your brand by name, your official website will often have the most relevant result for that term.
This relevance works in your favor by putting your site at the top for branded queries with minimal SEO effort. In other words, you won't have to work nearly as hard to rank for a branded term as you will for one that doesn't.
Branded Searches Affect Personalization in Search Results
Branded searches also play a significant role in the level of personalization in search results.
Google is in the business of delivering the best or most relevant result for searchers, and over the years, they have started to work on brand affinity among users who are logged in.
For example, if a user constantly likes to visit "WidgetWear's" website, that logged-in visitor is likely to see more results from WidgetWear for other search results (branded and non-branded) whenever they are relevant.
PPC Benefits of Bidding on Branded Terms
On the other hand, in PPC, branded search terms also have a few strategic advantages.
A Level of Control With Your Search Page Visibility
When you bid on branded terms, you can control how your brand appears at the top of the search results.
Building Credibility with Branded PPC Ads + Organic Listings
Branded PPC ads can also be a powerful way to build additional trust and credibility with searchers.
When a searcher sees your brand at the top of the results in both organic and paid listings, it further reinforces your brand's authority and messaging and gives the searcher another vote of confidence in your brand.
A dual organic / paid search presence can be a great way to capture clicks from people who are uncertain about your brand or want to be assured about it.
How Branded PPC Ads Can Beat Competitors
Bidding on branded search terms can also prevent competitors from siphoning off traffic by bidding on your branded trademark terms.
By owning the top spot for all of your branded terms, you reduce the visibility of competitors in your branded space, preserve your audience's attention, and prevent losses to competing ads.
Branded Searches and User Experience
Branded search terms also can improve the user's overall experience.
Users searching for your brand want quick results, and by consistently ranking at the top for your branded terms, you're meeting their expectations. This alignment between their search term expectation and your visibility gives them a positive experience and encourages them to return and engage with your brand even more.
Branded Search Terms and Customer Loyalty
Repeat branded searches are a strong indicator of customer loyalty.
When users return to search for your brand in the search results, it's often because they've had a good experience with you in the past. This loyalty builds over time as branded searches signal a deeper connection to your brand and tend to signal that you have users who will drive repeat engagement.
Branded Search ROI
Investing in branded search terms usually yields a higher return on investment and a greater customer lifetime value (CLV).
In PPC, branded terms tend to have a lower cost per click and better conversion rates, so you spend less for better results. Over time, this can mean a healthier ROI and a greater lifetime value from a segment of your paid search budget that's typically cost-effective.
How to Optimize Branded Search Terms
To get the most out of branded search terms:
- SEO Tips: Ensure your branded keywords are on relevant pages like your homepage, about, and contact us pages.
- Additionally, you may want to append "| Your Brand Name" to the end of each of your page title's so your brand name appears in the metadata of all your pages.
- PPC Strategies: Set up campaigns for branded keywords and monitor who is bidding on them.
- Remember to monitor these campaigns as frequently as your non-branded campaigns.
- We also recommend using BrandVerity's PPC search monitoring tool to help protect your branded search term from trademark offenders.
In Conclusion
Branded search terms are a win-win in both SEO and PPC. They help build trust and credibility and deliver cost-effective, high-converting traffic that's already aware of your brand. By bidding on branded terms, you connect more with your audience, have higher search engine rankings, and have a more personal user experience.
