You're likely already familiar with optimizing your site for specific keywords. You may have a list of specific keywords and phrases you're targeting, or you may be more in the "add amazing content and see what happens," camp.
However, the idea of optimizing for branded keywords may not have crossed your radar. Branded terms are words or phrases that are specific to your company. They often include your business name, but also may include certain trademarked product names or your website name. For Apple, some examples of branded terms might be:
- Apple Computers
- Apple dot com
- Aple (a misspelled version)
- Apple Phone
We want to rank for these branded terms because there are three main types of search queries: informational (e.g., looking for answers to a question), transactional (e.g., looking to make a purchase), and navigational (e.g., looking for a specific company).
People who fall into the third category are specifically looking for your business or website. If your site doesn't show up in the first few spots in the SERPs, your competitors will be benefiting from these branded searches.
Fortunately, ranking for branded keywords isn't fundamentally different than ranking for more generic keywords. Here are four tips for ranking for your own branded terms.