Branded Keywords: Understanding Their Role in Blog SEO

Q: Should a new blog target branded keywords or non branded keywords first?

Most new blogs should focus on non branded keywords first. These topics usually give smaller sites a better chance to rank and grow steady traffic. Branded keywords can still be useful later, especially for reviews, alternatives, and tutorials. But they tend to work better after your site has built more trust and authority. A smart approach is to win easier topics first, then expand into branded searches over time. That gives your blog a stronger base before you compete with bigger sites.

Last Updated March 22, 2026

When you’re learning about SEO and keywords, you’ll run into a lot of different types. One that trips people up is branded keywords: search terms that include a brand name or specific product name. Think “RightBlogger,” “Lululemon,” or “Lululemon yoga mats.”

Watch "Branded Keywords: What SEO Tools Won't Tell You" on YouTube

What is a Branded Keyword?

A branded keyword incorporates the name of a brand or one of its products. Examples include “Apple” for the brand or “iPhone 14” for a product. These keywords are tied directly to the brand, unlike generic keywords that are broader and not brand-specific.

Branded keywords attract users who are already familiar with the brand and are often further along in the buying process. However, the ease of ranking for these terms varies significantly based on factors like the brand’s online authority, competition strength, and the keyword’s specificity.

This makes it important to be realistic about which branded terms you can actually compete for.

Branded Keywords: Seemingly Low Competition

A lot of keyword tools will tell you that branded terms like “Lululemon yoga mats” or “Squarespace reviews” have high search volume and relatively low competition. On the surface, they look like golden opportunities.

But here’s the little secret about branded keywords: that “low competition” score is deceptive.

The Reality of Ranking for Branded Keywords

However, there’s a twist in the narrative. Although these keywords appear less competitive, the reality on the ground is quite different. Searching for a term like “Lululemon yoga mats” predominantly pulls up Lululemon’s official site along with major retailers like Amazon. The presence of such heavyweight domains means the actual competition is fierce.

Furthermore, high-intent terms like “Squarespace reviews” might attract visitors with a strong purchase intent — ideal for driving affiliate sales. But here’s the catch: to genuinely compete for such terms, your site needs to have established substantial authority and longevity.

Newer sites or those with lower domain authority will find it challenging to make a mark against well-entrenched competitors.

Key Takeaways for Bloggers

Branded keywords might seem an alluring path due to apparent low competition and high search volumes, but they often prove to be more challenging than many keyword tools indicate. For bloggers, especially those just establishing their presence online, it’s important to approach these keywords with caution.

Here are some points to consider when using branded keywords:

Site Authority Matters: Your site’s age and authority directly affect your ability to rank for branded keywords.
Check the Competition: Always analyze the top-ranking pages for the keyword. If major brands dominate the search results, ranking high will be a significant challenge.
Adjust Your Strategy: Depending on your website’s current status, you might need to target less competitive niches initially.

The Bottom Line

Branded keywords aren’t the low-hanging fruit they appear to be in keyword research tools. They can be worth pursuing once your site has the authority to compete, but for most bloggers starting out, your time is better spent on non-branded keywords where the playing field is more level.

Use RightBlogger’s keyword research tool to find terms where you can actually win, then build your way toward branded keywords as your site grows.

What counts as a branded keyword?

A branded keyword is a search term that includes a brand name or product name. Examples include "Apple," "iPhone 14," or "Lululemon yoga mats."

People who search branded keywords usually already know the brand. That often means they are closer to clicking, comparing, or buying.

These keywords are different from broader terms like "yoga mats" or "website builder." A strong SEO plan often uses both branded and non branded keywords at different stages of site growth.

Why do keyword tools say branded keywords are low competition?

Keyword tools can make branded keywords look easier than they really are. Their scores do not always show how hard it is to outrank the brand itself or other major websites.

In real search results, branded terms often bring up the official site, Amazon, or big review publishers. Even if the tool shows low difficulty, the actual first page can still be very tough.

That is why it helps to check Google before you choose the topic. If strong brands dominate the results, treat the keyword as competitive.

How can I tell if a branded keyword is too hard for my site?

A branded keyword is probably too hard if the first page is filled with the brand's own pages and other large websites. That usually means Google already trusts those results.

Look at the top pages and compare them to your site. If they are more established, have deeper content, and match the search better, ranking will be difficult.

Also check the search intent. If people want a product page, comparison, or review and your post does not match that need, even good content may not rank well.

Should a new blog target branded keywords or non branded keywords first?

Most new blogs should focus on non branded keywords first. These topics usually give smaller sites a better chance to rank and grow steady traffic.

Branded keywords can still be useful later, especially for reviews, alternatives, and tutorials. But they tend to work better after your site has built more trust and authority.

A smart approach is to win easier topics first, then expand into branded searches over time. That gives your blog a stronger base before you compete with bigger sites.

Can branded keywords still work for affiliate posts and reviews?

Yes, branded keywords can work very well for affiliate content because they often show strong buying intent. Searches like "brand review" or "brand alternative" usually come from people close to making a decision.

To compete, your content needs to add something useful. Clear pros and cons, honest comparisons, and real examples will help more than repeating what the brand already says.

You can speed up the writing process with the AI Article Writer for faster first drafts. Then add your own insights so the post feels more helpful and trustworthy.

How can RightBlogger help with branded keyword strategy?

RightBlogger can help you choose better keyword targets and improve the content you publish. That matters when a branded keyword looks exciting but may be too competitive for your site right now.

Start with RightBlogger's keyword research tool to compare branded and non branded ideas. This can help you spot easier opportunities before you spend time writing.

After that, use SEO Reports that flag on page issues to improve headings, keyword use, and content gaps. This saves time and helps you publish posts that are better aligned with search intent.