Aside from social media, brand-related keywords help you better understand the search presence and ad strategies of your competitors. As an example, having HVAC branded keywords related to services your company provides can help highlight search ads that your competitors are running.
But what’s the difference between branded and non-branded keywords?
With branded keywords, you will be shown all keywords that we find for the queried domain. Branded for other domains will show keywords that include another domain’s brand name that the queried domain is ranking for in Google’s top 100. Branded keywords are phrases directly associated with your brand, products and services. These types of keywords are discoverable through both social media and search engines.
Non-branded keywords show keywords that are not branded for any domain at all.
It’s important to understand what the needs of your audience if you want to offer a positive experience to them. With branded keywords, they allow you to direct your efforts to increase traffic to your pages so that your audience will be more likely to be converted.
But do branded keywords work with every audience?
Search Engine Journal has a post written by Jonathan Kagan where he talks about using ads to target brand searches, but with those who don’t know the brand already.
Could this be how you keep repeat buyers and first time customers engaged with your brand, all while saving some money?
Check out the SEJ post over here and see if Jonathan can convince you.