When it comes to your brand name and everything associated with your brand, it should always come back to you. It wouldn't make sense to walk into a McDonald’s front door and then walk in only to see its actually a Burger King now does it? This is the same concept that businesses should take when it comes to branded keyword. Say, for example, that your company is called “Jeff’s Fancy mustaches” and that you specialize in mustaches. So if someone would enter “jeff’s fancy mustaches” into the search engines, you should be the first company that shows up.
However, there are companies that are losing out on their own branded keywords. Pretty crazy right? When this is the case, usually competitors are taking your rankings and taking advantage of your negligence. Don’t get me wrong: it’s hard to keep track of all of these keywords. But wait! Don’t worry! You can keep it stache-y using the fancy tools in SEMrush.
You're likely already aware of most of the branded keywords you should be targeting. These would be the keywords that are literally your brand name. If we are using the same as example before these would be keywords such as “jeff’s fancy mustaches,” “jeff fancy mustache,” “jeff’s fancy,” “fancy mustache,” etc. However, other keywords you will want to consider are every variation of your brand name. These would include keywords like “mustaches fancy.”
Even some of the bigger domains are not ranking for their own branded keywords such as the one listed below. Although they have an SEMrush Rank of 111K, which is not as bad as it sounds, they are still not currently ranking for their own brand name.
Another form of keywords you should look at: misspellings of your brand. For example, there are some domains that receive traffic from keywords that are variations of their brand. For example, lets take a look at eBay. You can see results for eBay by typing in ebay.com and going to the Domain Overview. Once you are on this page, in the Organic Research section, you will see the Branded Keywords section.
Once you click the link in the Branded Keywords section, you will be redirected to the Organic Research Positions report with a filter applied for branded keywords. However, please note that this option will only be available if the domain is listed in the SERPs as having a site links block. When you enter the domain of these websites, they show up for multiple links. If this is not an option for you, you can always go to the Organic Research Positions report and apply a filter which is set up by doing Include -> Keyword -> Containing -> “name of brand.” Please see this example below:
Here you will notice where the given domain is ranking for these branded keywords. You can then audit your domain to see where you are ranking for these keywords and find where you need to improve your rankings. Also, you can use this report as well to assist you with any of your competitors. Some of your competitors may be slacking for their own branded keywords, opening the door for you to try and rank for it. This will help steal away some of your competitor’s traffic. Its also never a bad idea to try bidding on the keywords if you use AdWords.
Branded keywords can play a strong contributor for your website and its important to take these keywords into consideration when you are conducting your SEO/PPC. It won't give you the immediate results that JG Wentworth will provide but you should notice a change long term.
Just remember: it's your brand, use it when you need it!
Has this strategy worked for you? Do you think this can help you in your marketing efforts? Let us know your thoughts below!
If you still have questions about any of this information, please feel free to reach out to our Customer Success Team at: (855) 814-4510 or by email at firstname.lastname@example.org. You can also contact us on Twitter by using the #semrushcare hashtag.
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