What Is Branded SEO? How To Dominate Branded Search Results

What is branded SEO?

Branded SEO refers to the search engine optimization (SEO) tactics designed to help your brand dominate search engine results pages (SERPs) for queries that include your brand name. This includes searches like “[Your Company] pricing,” “[Your Company] reviews,” or simply “[Your Company].

When someone searches your brand name, what do they see?

If it’s not your website front and center — with glowing reviews, rich snippets, and sitelinks — you’re missing one of the biggest low-hanging fruits in digital marketing.

Branded SEO is your strategy for taking control of those searches — and turning your name into a traffic-generating, revenue-driving machine. By optimizing for searches that already include your name, you meet users exactly where they are — ready to engage.

Let’s break down exactly what branded SEO is, how it ties into branded search, and what it takes to win your brand’s slice of the SERP — without missing any crucial steps.

Here’s what you’ll learn:

What is branded SEO?

Over 44% of all Google searches are for branded terms.

Branded SEO refers to the search engine optimization (SEO) tactics designed to help your brand dominate search engine results pages (SERPs) for queries that include your brand name. This includes searches like “[Your Company] pricing,” “[Your Company] reviews,” or simply “[Your Company].”

According to recent research by SparkToro, over 44% of all Google searches are for branded terms. That’s nearly half of all search traffic already primed to engage with a brand they know.

The goal? Make sure you (not third-party sites or outdated listings) control the narrative around your brand.

Branded SEO definition

At its core, branded SEO means optimizing your web presence to rank for branded keywords — any search terms that contain your brand, product, or service names. That includes your homepage, location pages, support docs, blog content, social profiles, and even third-party listings.

Searches like “Nike returns,” “Nutshell CRM pricing,” or “WebFX SEO reviews” are all examples of branded queries. They reflect high intent and brand awareness — two ingredients for strong conversion potential.

Done right, branded SEO gives users what they want and keeps them inside your funnel.

What is branded search and why it matters

Branded search refers to any online query (user behavior) that includes your brand name. These users already know who you are — they’re just trying to find out more, take action, or make a purchase.

Examples of branded searches:

• “Spotify student discount”
• “WebFX SEO services”
• “Casper mattress shipping policy”

Branded searches also often lead to higher click-through rates and conversions compared to non-branded queries.

What are branded keywords?

Branded keywords are search terms that include your company, brand, product, service, or trademarked name. These terms are usually typed by people further down the sales funnel and often reflect high commercial intent and trust, which is why they’re vital to any SEO strategy.

Types of branded keywords

Branded keywords can include:

• Brand name alone: “Peloton”
• Brand + product: “Peloton bike accessories”
• Brand + service: “Peloton subscription support”
• Brand + intent: “Peloton return policy”
• Trademarked names: “Peloton All-Access Membership” or “Peloton Tread+”

These are high-value keywords because they signal intent to engage, convert, or learn more about your brand. Also, the more branded search terms you rank for, the more control you have over what people see and how they perceive your brand.

Branded SEO vs. non-branded SEO

While branded SEO focuses on ranking for your brand name and related queries, non-branded SEO targets more general keywords your audience might search before they know who you are.

Let’s have a closer look:

You need both. Non-branded SEO brings in new traffic. Branded SEO converts that traffic when people come back looking specifically for you.

How to optimize your website for branded search success

If someone types your brand in Google and your site isn’t leading the pack — your competitor just stole your thunder. Here’s how to take back control and turn branded searches into business growth:

1. Identify your branded keywords

Use tools like Semrush, Google Search Console, and Google Autocomplete to find branded search terms your audience is already using.

Look for patterns like:

• [Your Brand] + pricing
• [Your Brand] + login
• [Your Brand] + reviews
• [Your Brand] + vs. [Competitor]

These queries are gold mines for conversion.

2. Improve your on-page optimization

Make your site scream “authority.” Add branded keywords in key areas like:

• Title tags and meta descriptions
• H1s and subheadings
• URLs (where applicable)
• Internal links and image alt text
• Product or service pages

Search engines notice the details — and so do users. Make it clear that your site is the definitive source for everything related to your brand.

3. Boost your brand’s SERP features

Google often displays rich features like sitelinks, knowledge panels, and FAQs for branded searches.

Optimize for these features by:

• Adding structured data (schema markup)
• Strengthening internal linking
• Maintaining an accurate Google Business Profile
• Encouraging and responding to reviews

4. Build branded backlinks

Encourage press mentions, reviews, and guest posts that link to your site with your brand name in the anchor text. This helps search engines associate your name with authoritative sources.

To earn them:

• Write guest posts for relevant publications
• Launch share-worthy PR campaigns that create buzz
• Turn unlinked brand mentions into live links
• Collaborate with influencers or industry experts
• Submit your brand to trusted directories and review platforms
• Offer thought leadership (e.g., podcasts, interviews, webinars)

5. Create content that answers branded questions

People search for branded questions every day. Don’t let someone else answer them better than you.

If people search for “[Your Brand] shipping policy,” create a clear, optimized page that answers it. The more branded queries you own, the more control you have.

Build content that covers:

• Return and shipping policies
• Product tutorials or support
• Pricing comparisons
• Account and login help
• Blog content

Why branded SEO should be a priority

Most brands assume they’ll rank for their name by default — but that’s not always true. Unless your brand name is truly one-of-a-kind, you’re in a race you didn’t know you entered. Hence, you can’t afford to leave branded traffic up to chance.

Think of branded SEO as your digital reputation manager.

You’ve worked hard to build a brand people search for — branded SEO makes sure you’re the one they find.

Win more branded clicks with a strategic SEO partner

Branded SEO is how you show up strong when it matters most. Branded searches mostly happen when people are at the peak of their interest in your business — don’t miss that moment.

At WebFX, we help brands of every size dominate branded search results with custom SEO strategies powered by 29 years of experience, 220+ in-house SEO experts, and over 3 million hours of digital marketing expertise. Backed by 58 SEO awards and more than $91M in SEO revenue delivered, our results speak for themselves.

Ready to take control of your branded search traffic? Contact us online or call 888-601-5359 to speak with a strategist today about our high-impact, revenue-focused SEO services.