For SEM and SEO purposes, keywords are the words or phrases that a search engine user types into a search engine to find what they are looking for. Branded keywords are the search words or phrases that include the brand name or a variation of the brand name. Examples of branded keywords that deliver traffic for “Company X” include:
• Company X
Branded keywords can also be long tail keywords and can include:
• Company X information
• Company X reviews
• Company X careers
Branded keywords are used by searchers that have already heard of your brand or business through other marketing efforts and are looking for a website for more information. The primary goal of an SEO campaign is to improve traffic from an audience that hasn’t yet heard of the brand or business (using non-branded keywords) however it is still important to include branded keywords in the mix, especially on interior “About Us” type pages so that searchers using branded keywords can easily access the correct page.