01/03/2023

Branded Keywords: what are they and why are they important for your digital strategy?

Valeria Semprevivo
01/03/2023
4 min

Branded Keywords play an important role, much more than we usually think. Let's find out why.

What are Branded Keywords?

Branded Keywords are those keywords that can be explicitly and directly attributed to your Company, such as the Brand name itself.

These keywords are relevant because they are often used by potential customers to search for more specific information about a particular product/service.

These searches, in particular, occur close to the moment of conversion and they may affect sales opportunities: they represent a real strategic value for the company that must be, therefore, ready to intercept the query with the most relevant content.

These keywords, as we have seen, are very valuable and they may:

  1. Increase traffic and help the target audience
  2. Direct search queries to specific pages aimed at finalizing conversion

Why should we invest in Branded Keywords?

Often, Brands prove reluctant or at least skeptical when budget has to be invested in the Branded Keyword purchase.

The much-shared thought is: why spend money to buy a Brand Keyword if, on the SEO side (organic search), we are already at the top of the SERP?

To answer this question, it is necessary to take a step back and go back, specifically, to 2008 - the year when Google, the main search engine, lifted its ban on paid campaigns on competitors' keywords, thus legitimizing what is called bidding.

Has it ever happened to you, for instance, that you want to buy a certain product, search for it on Google and click (perhaps unintentionally!) on the first ad, only to land on the site of a brand that is different from the one you were looking for?

Well, this is what happens when there is a competitor bidding and a company that is not implementing the right Brand Protection strategies.

Therefore, it becomes crucial to defend and protect Brand keywords as well as possible. Not doing so, as we have just seen, inevitably means losing traffic and, consequently, not reaching potential customers who are ready for the conversion phase, facilitating competitors at the expense of your Brand.

On top of this, there is another important element, and that is the functioning of Google's SERP. Even if you rank first in organic search, this does not mean that your site is actually the first result that other people see.

This is because the first section that any user sees in Google is the one dedicated to paid ads, which supersede the organic results. By the way, over the years, these adverts have undergone several transformations until they have become increasingly similar to organic results.

Branded Keyword and Google Search campaigns: all the advantages of a consistent approach

So: what are the tangible advantages of buying Branded Keywords and activating Search campaigns on Google?

The first advantage  is the possibility of implementing specific Brand Protection strategies to avoid competitors bidding against your Brand.

We would like to reiterate that monitoring the SERPs has a concrete and significant impact on the performance of your business and can, on the one side, exponentially increase your visibility and, on the other side, increase the competitive gap between you and your competitors.

Another important advantage is the potential to optimize the landing page strategy: if the organic result points to your site's homepage, with the paid ad you can decide to direct people to a different page that is more valuable for you. In other words: you will be able to drive traffic strategically.

Finally, you will be able to increase the level of customization of your message and thus exploit mor powerful marketing levers.

Don't let your traffic be lost or, even worse, 'stolen' by your competitors' paid activities. Start defending your Branded Keywords today!

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