Branded search and SEO: What you need to know

Brand search optimization: securing your online identity

Google and LLMs (like ChatGPT) display branded search results when users search for your brand name. High ranking for these searches is crucial for all businesses, regardless of size, but achieving this isn't always straightforward. New brands or those sharing names with other entities face challenges in search engine prioritization. Even unique brand names require time for search engine and user recognition. Optimizing for branded search ensures accurate and prominent brand visibility in search results.

What are branded keywords?

Branded keywords or searches include a company, business, or brand name. This extends to brand compounds—additional words like:

• Company contact (e.g., "Acme Corp customer support")
• Company careers (e.g., "Acme Corp job openings")
• Company locations (e.g., "Acme Corp near me")

Branded searches always contain the brand name. For instance, a search for "Acme Corp" clearly targets that specific company, unlike a general search like "widget supplier," which is broader. Branded queries can also include trademarked products or services (e.g., "Acme Widget X"). Google determines how a trademarked product is categorized—as a standalone entity or primarily linked to the parent brand. Dominating branded search requires consistent marketing, market presence, and time. While digital PR helps, lasting brand recognition needs ongoing investment in marketing, education, and customer engagement.

Why optimize for brand search?

Many companies wrongly assume brand SEO is automatic, especially after rebranding. However, a brand name might have multiple meanings or connotations. If it's a common word, it won't automatically rank highly. Even unique names need time for search engines and audiences to recognize them.

Optimizing for branded queries based on audience segments

Effective branded search optimization requires understanding user search intent and aligning the search experience with their journey. This applies to existing and potential customers, and other key audiences.

Existing Customers: These searches often relate to:

• Account access: "Brand login," "reset password."
• Customer support: "Brand X contact," "customer service," "refund policy."
• Subscription details: "Brand X renewal," "cancel subscription."

Optimizing for these ensures a smooth customer experience.

Prospective Buyers: This audience performs searches like:

• "Brand X vs. Competitor Y"
• "Is Brand X better than Competitor Y?"
• "Best [product] for [need]."

Companies often use blog posts or dedicated pages to address these, frequently creating "Top 5" or "Top 10" lists. Google assesses whether this content objectively compares brands or merely aims for higher rankings. While common, especially in SaaS, the focus should be on providing genuinely valuable comparisons.

Neutral Information Seekers: This includes:

• Journalists seeking media contacts.
• Procurement teams gathering vendor information.

Content should be clear, concise, and easily understood by non-decision-makers. The ideal buyer persona may not align with the needs of those conducting the research. Content must be easily accessible and actionable for this audience.

4 steps to optimize for branded search

Four key steps are essential for optimizing branded search:

1. Identify Branded Keywords: Gather keywords from various sources, including brand-specific searches and search behavior insights from tools like Google Search Console and Bing Webmaster Tools.

2. Categorize Branded Keywords: Classify keywords into: marketing/pre-purchase, post-purchase, and unwanted/uncontrollable.

3. Allocate Resources: Prioritize keywords based on their value. Pre-purchase keywords usually take precedence, followed by post-purchase keywords. Analyze underperforming keywords to assess optimization potential.

4. Identify Mismatches: Find instances where searches lead to irrelevant or outdated content. Review AI-generated summaries and ensure accuracy. Address inaccuracies through content updates or structured data.

Conclusion

As a company grows, branded searches increase. While separating branded and non-branded traffic KPIs remains crucial, optimizing for branded search offers significant ROI. Addressing branded search can uncover untapped potential and enhance brand user journeys, ultimately benefiting the business.

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