Everything about Branded Keywords and How to Protect Them from Competitors

 Digital marketing has given branding a new definition, and they reciprocate each other. Traditionally, branding means presenting a brand's identity on conventional communication channels such as television, newspaper, radio etc. 

However, this digital era demands unique digital branding. This can be done by implementing different creative strategies to propagate brand value among potential customers. 

Therefore, branding helps in digital marketing both directly and indirectly. For this, an important strategy can be using branded keywords that can serve both in branding and digital marketing.

Following part will discuss this.

What Are Branded Keywords and How To Optimize Them?

Keywords directly mentioning a brand, its services and products are called branded keywords. For this, business owners first need to analyze:

• Demands of audience

• Competitor's strategies

• Types of content that websites provide

• Reputation 

• Services or products that have high search volume, etc.

Hence, after analyzing these, one should choose a key phrase to present his or her brand's core idea. For this, there are certain methods, for example,

1. Conducting Google Search

One can type a company name in search bar and let Google autocomplete the search. Google can suggest a lot of phrases to match that company name.

2. Finding in the Related Searches Section

At very bottom of the search page, one can easily find a related search section. This can also help choose some effective phrases with a brand name.

3. Analysing Queries Report

Connecting a website with Google search console will show a report of a website's performance. Here one can find a query report as well. Therefore, these queries can help choose a brand's key phrase.

Hence, after keyword research, one needs to optimize them for ranking purposes. This following process can do this,

• Checking competitor's site rankings with the same topic

• Making a website eligible to feature in knowledge panel

• Checking reputation issues and implementing modifications accordingly

After conducting the whole process, a website owner can get a comprehensive idea of branded key phrases that can work on enhancing their brand image. Hence, these keywords hold the benefits that are essential for brands. However, there is also a concept of non-branded keywords that contrasts the branded ones. Next segment will discuss this briefly.

Branded vs Non-Branded Keywords

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A basic difference between branded and non-branded keywords is branded ones have brand names, and non-branded ones do not. Regarding visibility, non-branded ones have better visibility as they target many audience searches.

Further, these non-branded ones have high competition, which is why they are not that useful for ranking. On the other hand, branded ones have less search volume, so a website can easily rank better by implementing them properly.

The CPC of brand-specific keywords is comparatively lower than the non-branded ones.

As a main concern of digital marketing is to elevate the conversion rate, branded ones can play a great role in this part. Searchers who find accurate results after searching for brand-specific ones are potentially turned into buyers.

Therefore, it can be seen that keywords related to brands are likely to have more advantages than those unrelated. The next segment will discuss these advantages more widely.

The Advantages of Branded Keywords

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Optimum performance of the brand-specific keywords adds wide-ranging benefits to digital marketing. These are:

1. Helps to Create A Customer Base

A main point of marketing is to have a considerable customer base. Hence, implementing branded key phrases means applying the potential customer's queries to the website or social media content Writing. These keywords target the customers on different platforms such as Facebook, Instagram, LinkedIn and more.

2. Improves Connection

The keywords that brands choose are unique and effectively connect with the audience. This happens mainly on the social media handles. Here, people mainly stay connected via virtual means of communication. Therefore, if the brands use keywords that deliver the brand's personality with a personal approach, it will be greatly beneficial to establish a connection with the audience.

3. Control of the SERP

With the smart inclusion of branded keywords, a website owner can regulate the site's organic ranking on SERP. However, in this case, paid advertising works much better. Therefore, choosing perfect brand-specific keywords also has the quality to improve SEO of the site.

4. Talk about the Services

Enhancing the brand image is the main cause for choosing the optimized brand key phrases. They are the representatives of the service and products that a brand offers. Therefore, they are responsible for proper broadcasting of the specific services of the brands.

Thus, considering the huge impact of the branded key phrase, much competition is involved. Sometimes, competitors bid on keywords as a digital marketing practice. However, in this case, website owners can follow some methods to save their unique keywords.

What to Do When Competitors Target Brand-Specific Keywords?

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Biding on the competitor's brand-specific keywords is a common practice in digital marketing. Here, a brand uses another brand's name by bidding a price to get the ranking. Sometimes, as it deranks a website, one should know some methods to protect their brand-specific keywords. The methods are:

1. Bid on the Own Brand

When a brand owner finds out about the issue of biding, at the first stage, it is suggested to bid on its own brand. There are some potential benefits of it:

• It heightens the CTR

• Biding on own brand lowers the CPC compared to ads

• Restraint rivals from getting a hold of your brand

Biding on the own brand increases incremental clicks and reduces the risk factors. Therefore, defending without creating any offence can be an effective step.

2. Bid on the Competitor's Brands

Next, what one can do is bid on the competitor's brand. The benefits are:

• Expands brand awareness

• Increases sales

• It also increases CTR

When doing this, one can follow the below-mentioned suggestions:

• Consider the cost of the biding

• Use unique ad copy

• Use comprehensive ad extensions.

• Keep an eye on the high bounce rates

• Bid on the cheapest keywords of the competitors

In this context, one major aspect to consider is to choose the rival brand wisely. One should choose the same service providing as well as the same size of brands to bid on.

3. Ask for Protection

To protect the brand, an operative step one can take is to trademark the keywords. There are several processes available to do so. However, sometimes competitors bid on trademark keywords as well. It can be done by using ad copies that contain the trademarked keywords. If one finds such things, he or she has a right to put a complaint and remove that phrase.

Conclusion

Therefore, protecting these brand-specific keywords is important to hold the value of a brand. Hence, if business owners want to be successful in digital marketing, the concept of branding and using branded keywords should be very clear to them. It will help them to understand the market and create better strategies.