When developing a search engine optimization strategy, we often opt for search terms we believe will be searched by the largest amount of people. Non-branded searches can be lucrative, as they can be expected to deliver high traffic owing to how many people search for common words or phrases.
However, branded searches can also be a worthwhile point of interest for anyone concerned with search engine optimization (SEO). Utilizing branded search terms—searches featuring the specific name of your business or of a specific product—can be a useful technique for developing your search presence even further.
Non-branded vs. Branded Searches
Non-branded searches typically encompass any search terms you would find in an encyclopedia or the dictionary. This covers a lot of search engine results, of course, and any proper SEO strategy will be required to include non-branded searches in their oeuvre in order to be successful. However, branded searches are an essential component of proper search engine optimization as well.
A branded search-oriented strategy involves focusing on funneling users to search for your business itself or the products that you carry. This has several advantages: first, your search presence is going to have more detailed information relating to your specific business, service, or product, meaning the search audience will learn more about your company than they would by just searching for a non-branded term.
Building on that, the types of people searching for your product will be different than those looking for information about the non-branded term. People who type your business’s name into Google, for example, are more likely to be consumers rather than people who are merely interested in information adjacent to your business. They are already into what you have to offer and want to know more about you specifically.
Using Branded Searches
Branded searches focus less on the traffic a search term will generate and more on the conversion rate of your search audience. While you want people to check out your website, not all traffic is created equally. Focusing on the conversion rate means you’re focusing on potential customers—people who are actually like to make a purchase or complete a specific action (like signing up for your cool newsletter).
Therefore, focus on ensuring your branded search presence is as comprehensive as possible. Ideally, your business should be the top result when a user searches for your targeted branded term(s). Businesses should take advantage of Google and Yelp listings as well—the more information a user can see about your business at a glance, the better your chances of earning a new customer.
Other Tips and Tricks
Smart businesses will craft their image with search engine optimization in mind. That means choosing a name that is easy to remember, and if you are interested in extending your global reach, one that is catchy and applicable to everyday situations.
Many of the greatest businesses have become synonymous with the type of product or service their business offers. When people say they want to search for something, for example, they typically say they’re going to “Google it.”
In the same way, your business should be developed with this singular principle in mind. After all, the best way to take advantage of branded search engine optimization is to have a brand name or product name that people feel compelled to search for. Capitalizing on a search engine niche where you can develop a detailed search listing is essential for creating brand legitimacy and extending your presence as widely as possible.