Branded search: a powerful factor for your SEO strategy
Many companies focus their SEO strategy primarily on generic keywords such as “shoes for running” or “healthy recipes.” Logical, because this is often where the greatest search volume lies. At the same time, an important part of SEO is still regularly overlooked: branded search.
Whereas generic keywords are often about visibility, branded search is about trust. Users who search specifically for a brand have often already established some level of interest or familiarity with your company.
In this article, we explain exactly what branded search is, why it plays such an important role within SEO and how you yourself can increase the number of branded searches around your brand name.
What does branded search mean?
Branded search is a search in Google, for example, in which a brand name is used. This can be a company name, but also a product name or specific service linked to a brand.
Examples of branded searches are:
- KLM flight tickets
- IKEA furniture
- Nike sportswear
The main feature of branded search is that the user is already familiar with the brand. Unlike generic searches, where someone is still orienting, with branded search there is often already some form of trust present.
Users use branded searches for a variety of reasons. Sometimes they want to navigate directly to a Web site, or they may be looking for more information about a brand, such as reviews, prices or experiences. Often, branded searches arise from previous interactions with a brand.
Consider:
- Marketing campaigns: Google Ads, TV commercials, online ads
- Social media: Instagram ads, Facebook posts, influencer collaborations, TikTok videos
- Recommendations from others: word of mouth, reviews on Trustpilot, for example, recommendations through friends
- Previous purchases or website visits: order history, product viewed on site [X], repeat purchases from [X]
This makes branded search a strong indicator of brand awareness and trust.
Branded vs non-branded searches
Branded and non-branded searches both play an important role in SEO, but they differ in their focus and how they contribute to the customer journey. In the table below, we have contrasted the key features:
Therefore, a strong SEO strategy combines both types of search. Non branded for reach and growth, branded for trust and conversion.
Feature | Branded searches | Non-branded searches |
Definition | Searches with a brand name | Searches without a brand name |
Example | Nike running shoes, HubSpot CRM | Comfortable running shoes, CRM software |
Search intent | User already knows the brand | User is still orienting |
Phase in customer journey | Consideration or decision phase | Orientation phase |
Click ratio (CTR). | Often higher through recognition and trust | Often lower due to more choice |
Competition | Bearing on own brand | High, many providers |
Conversion Rate | High, user is further along in the process | Lower, user is still comparing |
Purpose within SEO | Trust and conversion | Reach and new audience |
Therefore, a strong SEO strategy combines both types of search. Non branded for reach and growth, branded for trust and conversion.
Why branded search can be a strong indicator of SEO performance
Branded search is seen by many SEO specialists as an important indicator of brand authority (Brand Authority). When many users actively search for a brand, it shows that the brand is well-known and relevant within the market.
Strong brands are searched for more often. This not only drives more traffic, but also ensures a dominant presence in search engines.
In addition, branded searches often have a higher click rate. When users recognize a brand name in search results, they are more likely to click through. This behavior can be a positive signal for search engines because it indicates that the result matches the user’s expectations.
Branded search also contributes to the perception of expertise, domain authority (Domain Authority) and trustworthiness (Google’s E-E-A-T guidelines). When a brand is regularly searched for, it may be an indication that the brand is considered credible and trustworthy within a particular niche.
Indirectly, this can contribute to better SEO performance, as strong brands are chosen more often and therefore generate more interaction in search results.
Why branded searches often convert better
Branded traffic is often more valuable than generic traffic. Users searching for a brand are usually further along in the customer journey. They have seen the brand before, know the company or have already built interest.
This means that the threshold to take action is lower. The user needs less convincing and is often already making a choice.
As a result, branded searches often have higher buying intent. This translates into better conversion rates, for example, in the form of purchases, requests or contact moments.
How search intent makes the difference in branded searches
Not every branded search has the same intent. The motivation behind a search query largely determines the likelihood of conversion.
Some users are existing customers who want to find something quickly, such as a login page or contact information. Other users are still in the orientation phase and are looking for reviews, prices or experiences with a brand.
There are also users who combine branded searches with informational queries. They want to understand more before making a decision.
By recognizing these different intentions, companies can better tailor their content to user needs. This not only increases relevance, but also the likelihood of conversion.
Analyze branded keywords with Google Search Console
Google Search Console is an important tool for understanding branded searches. In this tool, you can see what searches users are using to find your website.
By filtering by your brand name, you can easily find out how many branded searches are taking place and how they are performing.
You will gain insight into:
- the number of clicks
- the number of screenings
- the click rate
- the position in the search results
This data helps you understand how visible your brand is in Google and how users respond to your branded search results. By analyzing the interaction on these searches, you can better respond to the behavior of your target audience and further optimize your SEO strategy.
Practical tips to optimize your own branded search strategy
Branded search is an essential part of an SEO strategy. By actively managing this, you’ll get a handle on your brand’s visibility in Google. Follow these steps for optimal results:
- Map all branded keywords: Look beyond just your company name. Also inventory product names, specific services and combinations of these with your brand.
- Categorize by intent: Differentiate between informational, navigational and commercial searches. This determines what type of content you should offer (informational, navigational, commercial and transactional).
- Prioritize: Focus first on branded keywords with high commercial intent; these have the greatest impact on your conversions.
Branded searches are the result of consistent brand building. The more often your brand is visible, the more likely users are to actively search for you. Use the following strategies to increase search volume:
- Content marketing: Build authority with valuable blogs, customer stories and industry insights. This strengthens brand recognition.
- Social media: Stay top-of-mind by having a regular presence on social media platforms where your target audience is.
- PR and brand-branding: Invest in press releases, influencer marketing or sponsorships. Media coverage translates directly to higher search queries in Google.
By repeating these steps structurally, you strengthen your brand’s position in the search engines and maximize the return on your own brand awareness.
Wondering how your brand is currently doing?
Optimizing branded search ensures dominance in search results and a lower threshold for customers to take action.
Want to know how your brand currently ranks in Google or looking for support analyzing your data in Google Search Console?
We would love to help you make your brand an indispensable authority. Contact us for a customized introductory meeting.
