Guides

Branded Search

Branded search refers to the results that appear when someone searches for your company’s name. Regardless of whether you are a start-up or an established business, securing the top spot for your branded search is crucial. However, achieving the number one ranking for your brand isn’t always straightforward.

What is a Branded Keyword?

A branded keyword is a search query that includes the name of your company, business, or brand. For example, if your brand is “Tomatotree Digital,” a branded search might be “Tomatotree Digital SEO” or “Kerala Tomatotree Digital.” Essentially, it means the search term contains your brand name.

What is a Non-Branded Keyword?

A non-branded keyword, on the other hand, is any search term that doesn’t include your brand name. For instance, instead of “Tomatotree Digital SEO,” a non-branded search might be “SEO agency,” “Kerala SEO services,” or “best SEO company in Kerala.” These terms don’t mention your brand directly but relate to the services or products you offer.

Branded Search Reflects User Intent

When users include your brand name in their search queries, it indicates that they are already aware of your business and are specifically seeking out your company. This suggests a strong intent to visit your website directly. Therefore, it’s crucial to ensure your site ranks at the top of search results for branded searches.

Is Ranking for Branded Search Easy?

Ranking for branded search can be straightforward, but it’s not always a given. Consider a global giant like Coca-Cola. With its extensive history and strong presence, Coca-Cola naturally dominates the search results for its name. The top results include its official website, social media profiles, news articles, and even a Wikipedia page.

This widespread recognition ensures that Coca-Cola consistently ranks at the top for its brand. But what if you’re a smaller business or just starting out with a new website?

If your branded search isn’t ranking high, an SEO agency can help diagnose the issue. Various factors could be at play, ranging from simple to complex:

Your site isn’t indexed
You’re competing with another brand with the same or a similar name
Your site isn’t optimized properly (ineffective SEO)
You have multiple brand names
You use an acronym that’s also used by another company or entity
Your brand name isn’t clearly displayed on your website

Boost Your Brand with Effective Brand Monitoring

Brand monitoring involves tracking online mentions of your brand across the web. This practice is essential for understanding and enhancing your brand’s online presence. Various tools can help you monitor these mentions, giving you and your team valuable insights. Additionally, there are several strategies your in-house team or marketing agency can use to increase the frequency of your brand mentions online.

While frequent brand mentions alone might not guarantee the top spot in branded searches, they significantly contribute to your overall online visibility.

Think of brand mentions and monitoring like public relations—you want your name to reach as many people as possible. Here are some effective ways to boost your brand mentions:

Mentions with Links on Other Websites: Secure mentions on industry blogs, newsletters, newspapers, and online magazines. Use branded anchor text to link back to your site.
Search Engine Business Listings: Ensure your business is listed on platforms like Google My Business, Bing Places, or Yandex’s Yext. Utilize Schema markup to maintain consistent name, address, and phone number information across all listings.
Social Media: Engage with your audience on platforms like Twitter, Facebook, Pinterest, and Instagram.
Reviews from Relevant Sites: Encourage reviews on platforms like Yelp, TripAdvisor, and industry-specific review sites.

Benefits of Ranking High for Branded Search

Increased Brand Trust and Credibility: When your website appears at the top of branded searches, it shows users that you are a legitimate and trustworthy business.
Improved Brand Awareness: High ranking for branded search terms increases brand recognition and keeps your brand at the forefront of users’ minds.
Enhanced Customer Acquisition: Users with high purchase intent are more likely to click on your website if it’s the top result for their branded search.
Better Control Over Brand Messaging: The top search results for your brand shape how users perceive your company. Ranking high allows you to control the narrative and ensure users see the most accurate and up-to-date information about your brand.

Strategies to Improve Branded Search Ranking

Claim and Optimize Your Google My Business Listing: A complete and optimized Google My Business profile improves local SEO and increases your chances of appearing at the top of branded searches, especially for location-specific searches.
Run Paid Search Campaigns for Branded Keywords: Consider pay-per-click (PPC) advertising for your brand name. This ensures your website appears at the very top of search results for branded terms.
Respond to Online Reviews: Actively respond to both positive and negative reviews on platforms like Google My Business and social media. This shows you care about customer feedback and builds trust with potential customers.
Create High-Quality Content: Publish informative and engaging content related to your brand and industry. This not only attracts organic traffic but also increases the chances of your content appearing in top search results.
Encourage Social Media Engagement: Run contests, giveaways, or polls on social media to encourage interaction and brand mentions.

Common Branded Search Mistakes

Neglecting Negative Brand Mentions: Ignoring negative online reviews or comments can damage your brand reputation. Address negative feedback promptly and professionally.
Inconsistent Brand Name Usage: Ensure your brand name is spelled and formatted consistently across all online platforms, including your website, social media profiles, and online listings.
Not Using Social Media Monitoring Tools: Utilize social listening tools to track brand mentions and identify potential brand reputation issues before they escalate.

By understanding the importance of branded search, implementing effective strategies, and avoiding common mistakes, you can significantly improve your brand’s online presence and achieve a top ranking for your branded keywords.

If you want to improve your branded search or understand why you’re not ranking number one for your brand name, get in touch with our SEO team today.

Additional Information

Search Engine Journal:

Guide to Branded vs. Non-Branded Keywords by Search Engine Journal, a leading online publication on SEO and digital marketing, offers a clear explanation of branded keywords and their role in SEO strategy.

SEMrush:

Insights on Branded Search by SEMrush, a renowned platform for SEO and digital marketing tools, provides a comprehensive guide on the significance and strategies for optimizing branded search queries.

Moz:

Guide to Optimizing for Branded Search by Moz, a leading authority in SEO, offers valuable techniques and best practices to enhance visibility and performance in branded search results.

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