What are branded keywords?

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Branded keywords are search queries associated with brands.

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

Branded search queries can take the form of:

The brand name itself . “McDonalds Menu”, “McDonalds Near Me” and “How to Work at McDonalds” all 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 game console sold by Nintendo.
Names of services offered by a brand . "FedEx SameDay Delivery" and "FedEx SameDay Tracking" refer to the FedEx SameDay delivery service.
Registered names . "Dockers Pants" and "Dockers D3 Classic" contain the "Dockers" trademark.
Semrush infographic listing different types of branded search queries
Imagine someone searches on Google for one of your brand keywords.

This means they're not looking for any random brand, product or service - they want information about your offerings.

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

What can you learn from tracking your brand's keywords?
Tracking your brand's key phrases can help you identify:

The extent to which your brand is known by the public . Search volumes for your branded keywords can indicate how well people know your brand. You can also find out what customers don't know bolivia phone number database about your brand based on the brand query keywords they use.
Potential reputation issues . Using branded keywords like “[your brand name] review” allows you to discover what others are saying about your brand. This way, you can take action on reviews that may be damaging to your brand’s reputation.
Your top competitors . Branded keywords like “[your brand name] vs [competition name]” tell you which companies people are comparing you to.
Content gaps . Get ideas for new content that educates searchers on the value of your offerings. And converts them into customers.
Your search share . Search share refers to the volume of search queries your brand has compared to all brands in your niche. The more search queries in your niche that include your branded keywords, the higher your search share.
The fact that branded keywords refer to your brand is precisely what makes them so valuable in providing brand insights.

So does this mean that keywords that don't include your brand aren't worth paying attention to?

Not at all. Let's look at it a little closer.

Branded Search vs. Unbranded Search
Unlike branded searches, non-branded searches are not related to a specific brand.