What are branded searches in marketing and how to measure them

When we optimize our online presence, we want to know how many people are searching specifically for our brand. Branded searches give us a sense of this number and are a crucial metric for every digital marketing campaign. Here's everything you need to know about tracking branded searches and increasing brand visibility.

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What are branded searches?

Branded searches include a company's name, product, or specific branded keywords, distinguishing them from non-branded search queries. These searches appear on search engine result pages (SERPs) when users look for a particular brand or its offerings, typically indicating high user intent and familiarity with the brand. Branded searches often increase organic search traffic, as users are likelier to click on results directly related to the brand they seek.

Monitoring and optimizing for branded searches while considering search intent can significantly impact a company's visibility and performance in SERPs. This approach and strategies for non-branded search queries ultimately drive more qualified leads and conversions.

How to calculate branded searches

First, to calculate branded searches, identify your branded keywords, including your company name, product names, and branded slogans or taglines. Use SEO tools like Google Analytics, Google Search Console, or SEO platforms like SEMrush or Ahrefs to gather data. Set up tracking by creating segments for branded keywords and setting appropriate date ranges for analysis. Collect data on total search volume, click-through rates, and impressions.

Branded searches KPI examples & templates

Your SEO metrics can be added to multiple different types of reports. Here are some of them:

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SEO report template

A report with all the key metrics for your SEO strategy, you can track your Google Search Console, Moz, Ahrefs, or SEMrush data alongside Google Analytics or any other SEO tool. Track your keyword research strategies, search engine results pages, and analytics data.

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Google Analytics report template

Track all your webpage data, from referral traffic, organic traffic, guest post-performance, and more.

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Digital marketing report template

From SEO to social media and PPC, this report provides a comprehensive view of your online marketing strategy metrics and overall online performance.

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Branded searches best practices

To achieve branded searches, here are some of the best practices you should keep in mind:

Consistent brand messaging

Maintain a cohesive brand identity across all marketing channels, including your homepage and content marketing efforts. This involves using consistent logos, slogans, and tone of voice in all communications to reinforce your own brand. Ensure a seamless user experience that aligns with your brand identity, making it more likely for your target audience to search for your brand specifically.

Monitor and optimize branded keywords

Track your branded search terms and their performance regularly, incorporating them into your keyword research strategy. Optimize your website and content for these keywords to ensure you capture the maximum organic traffic from branded searches. This includes creating targeted landing pages for popular branded queries and implementing link-building tactics to boost website traffic.

Integrate online and offline marketing efforts

Align your digital marketing with traditional advertising campaigns. Ensure that offline marketing initiatives (e.g., TV ads, billboards, print media) prominently include your brand name, encouraging viewers to search for your brand online. This integration can significantly boost branded search volume.