Branded keywords are search queries that contain your brand name or a close variation. Creating quality content around these keywords helps you control the narrative around your brand.
In other words, it is an effective form of online reputation marketing.
For example, Airbnb has an article malaysian numbers titled “How Airbnb is working to make it safe to share your home.”
This ranks when people search for terms like “is Airbnb safe?”
Airbnb article in Google SERP for the query "is airbnb safe"
Apply SEO best practices like these to increase your chances of ranking well:
Use your target keyword in the title tag , meta description , H1 tag , and the first paragraph of the body content
Demonstrate experience, expertise, authority and reliability (EEAT)
Build backlinks from authoritative sites in your industry
To further dominate the SERP for a branded keyword, you can:
Post relevant content on social media
Send out press releases that encourage journalists to write positive stories about the topic
Write guest articles on the topic for other sites
Let's learn how to find and prioritize your branded keywords.
How to define your brand's keywords
To find out what branded keywords people are searching for, use Semrush's Organic Research tool .
Enter your domain and navigate to the " Positions " report.