Branded Keywords

Branded keywords are search terms that include the name of your brand, company, product, or a specific branded variation. When someone searches for a branded keyword, they are already aware of your brand and are often closer to making a purchase or taking an action.

Examples of branded keywords include:

• Nike running shoes
• HubSpot CRM
• Starbucks near me
• Zara return policy
• Apple iPhone 14

These types of keywords are different from non-branded keywords, which are more general and don’t mention a brand (e.g., “running shoes,” “best CRM software,” or “coffee shop near me”).

Why branded keywords matter

Branded keywords are important for both SEO and paid search strategies because:

• They show strong user intent – Someone searching for your brand likely knows you and is further along the buyer’s journey.
• They drive high-converting traffic – These visitors are more likely to take action, such as making a purchase, signing up, or contacting you.
• They help you control your brand presence – Ranking for your own branded keywords ensures your website, social media, or trusted partners appear at the top of search results.
• Competitors may bid on your brand – If you don’t target your own branded keywords in ads, competitors might run paid search ads that show above your listings.

Types of branded keywords

Branded keywords can take several forms:

1. Exact brand name – e.g., ZippCall
2. Brand + product – e.g., ZippCall international calling app
3. Brand + service – e.g., ZippCall rates
4. Brand + location – e.g., ZippCall France
5. Brand + action – e.g., ZippCall login, ZippCall customer support

How to optimize for branded keywords

To improve your visibility for branded searches:

• Create pages that clearly reference your brand – Include your brand name in page titles, headings, and meta descriptions.
• Use structured data – Help search engines understand your brand, products, and services with schema markup.
• Claim and optimize your Google Business Profile – This helps with branded local searches (e.g., “your brand near me”).
• Monitor and manage reviews – Third-party reviews often appear for branded queries.
• Bid on branded keywords in Google Ads – Even if you rank #1 organically, a paid ad can secure more real estate on the results page.

Branded vs. non-branded keywords

In summary, branded keywords are essential for capturing high-intent traffic, building trust, and protecting your brand in search results. Whether through SEO or paid ads, targeting your branded keywords ensures your audience finds you when they’re ready to take action.