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.”

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 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 always easier to rank for?

No. Branded keywords can look “easy” in keyword tools, but the real search results are often dominated by the brand’s own site and big retailers.

For example, a search like “Lululemon yoga mats” can be packed with Lululemon, Amazon, and other high-authority sites. That makes it tough for a smaller blog to break in.

Before you write, search the keyword and scan the top 10 results. If you mostly see huge domains, you may need a longer timeline or a different angle to compete.

Should a new blog target branded keywords for SEO?

Usually, a new blog should be careful with branded keywords. Many of them require strong site authority, which takes time to build.

Instead, start with more specific, non-branded terms that still match what readers want. These tend to have fewer “giant” sites in the results.

As your blog grows, you can come back to higher-intent branded terms with better odds. Keep tracking what content earns clicks and links, then level up from there.

How do I check if a branded keyword is too competitive?

Open Google and look at who ranks on page one. If the brand, Amazon, Wikipedia, and major publishers take most spots, it is a sign the keyword is very competitive.

Next, compare your site to those results in authority and topic depth. If your site is newer or smaller, you may struggle to outrank them with a single post.

You can also use a tool to speed up research and organize ideas. The Keyword research tool can help you find related terms and variations to target that may be easier to win.

What is a smarter way to use branded keywords in blog content?

Use branded keywords when they fit your audience, but aim for a helpful, specific angle. “Squarespace reviews for photographers” is often more focused than “Squarespace reviews.”

Build content that answers the exact question behind the search. Include who the product is for, pros and cons, pricing basics, and a clear use case.

You can also pair branded terms with comparisons and alternatives. This can attract readers who are close to buying, while giving you a better chance to rank for longer, more specific phrases.

How can RightBlogger help me research and plan branded keyword content?

RightBlogger can help you find better keyword angles and turn them into a clear content plan faster. This matters because branded keywords are easy to waste time on if you pick the wrong target.

Start by collecting keyword ideas and variations with the Keyword research tool. Then group related terms into focused topics so you are not writing random, overlapping posts.

To organize those terms into a stronger SEO structure, use the Keyword clustering tool. Clusters make it easier to build topical authority, which can improve your ability to compete over time.