Branded Keywords: Understanding Their Role in Blog SEO

Last Updated August 17, 2024

When working on SEO for your blog, you may encounter various types of keywords. Among these, branded keywords are often discussed. What is a branded keyword? Simply put, these are terms that incorporate a brand name or a specific product. Examples include names like “RightBlogger” or “Lululemon,” and even more specific phrases like “Lululemon yoga mats.”

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 strategic use essential for content creators looking to leverage these terms effectively.

Branded Keywords: Seemingly Low Competition

Branded keywords, such as “Lululemon yoga mats” or “Squarespace reviews,” often come up in SEO tools as having high search volume with low competition. This might suggest they are golden opportunities for your content strategy.

The logic is straightforward: fewer people are competing for these terms, so you should have a better chance at ranking high, right?

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 play a crucial role in your ability to rank well 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.

Conclusion

In summary, while “What is a branded keyword?” might seem a simple query, the strategic approach to incorporating these into your content requires careful thought.

Branded keywords are not the low-hanging fruit they appear to be in keyword research tools. Ensure your SEO strategy and site readiness align well with the realities of these competitive terms, setting realistic targets and timelines for your SEO gains.

As always, keep researching, experiment with different keywords, and refine your strategies based on actual results and analytics.

Are branded keywords easy to rank for?

Not always. Branded keywords can look “low competition” in SEO tools, but the search results are often dominated by the brand’s own site plus big retailers and review sites.

Before you target a branded term, search it on Google and study the top 10 results. If you see Amazon, the official brand site, and major publishers, you will likely need more authority to compete.

Branded keywords can still be worth it when they match your audience and you can bring a unique angle. Think comparisons, alternatives, or first hand experience that the brand pages do not cover.

If you want faster wins, mix in more specific long tail topics while you build authority. See how this works in the guide to long tail keywords for easier rankings.

What is a branded keyword (with examples)?

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

People who search branded keywords usually already know the company. That means they are often closer to buying, signing up, or comparing options.

Branded keywords are different from generic keywords like “best yoga mat” or “website builder.” Generic terms are broader and can be easier to approach when your site is new.

A simple way to spot branded keywords is to look for a company name, product line, or trademarked term inside the phrase.

Should a new blog target branded keywords or avoid them?

If your blog is new, it is usually smarter to be careful with branded keywords. You can spend a lot of effort and still lose to the brand’s site and other powerful domains.

Start by building topical authority with non branded, helpful posts in your niche. This grows trust over time and makes it easier to compete later.

If you do target branded terms early, choose very specific topics where you can add clear value. For example, “Brand X vs Brand Y for beginners” or “Brand X setup steps” can work better than a broad “Brand X review.”

A good workflow is to combine a few branded tests with a bigger set of long tail, low risk topics. That way you keep traffic growing while you learn what your site can rank for.

How do I check the real competition for a branded keyword?

Start by searching the keyword and reviewing the first page results. Look at who is ranking and what kind of content it is, like product pages, big retail listings, or major review sites.

Next, check search intent. If the results are mostly “buy now” pages, you will need strong authority and a strong page to compete.

Also look for gaps you can fill, like missing comparisons, beginner guides, or honest pros and cons. If every result is basically the same, it can be hard to stand out.

To speed up research, use a keyword tool to gather ideas, then validate them in the SERP. You can brainstorm and filter terms with the RightBlogger Keyword Tool.

How can RightBlogger help me plan content around branded keywords?

RightBlogger can help you find keyword ideas faster and turn them into a realistic content plan. The key is to pair branded topics with supporting non branded posts that build authority.

Use keyword research to collect branded and non branded variations, then group them by intent. This makes it easier to see which posts should come first and which ones should wait.

If you want to organize topics into clusters, try RightBlogger Keyword Clustering. Clusters help you build a clearer site structure, which can improve SEO over time.

Once you pick a topic, focus on being genuinely helpful and specific. Original experience, clear comparisons, and answers to common questions are often what help smaller sites compete.