Branded traffic isn’t just one more type of traffic to keep track of. It offers fast results and is key to the long-term success of your business.
Statistics from August 2018 to August 2019 found that 42% of online searches worldwide are branded.
The implications of this are huge. It means over 40% of consumers already have their minds made up when shopping online. Four out of ten shoppers want something they’re familiar with.
Branded traffic delivers results. It plays a vital role in any SEO strategy. It’s also key to engendering brand loyalty that drives long-term sales, profits, and organic SEO.
Decoding Branded vs. Non-Branded Traffic
Branded traffic is traffic directly related to your brand. It’s not just a search for a general product, i.e., “fast food.” It’s a search for a specific product, such as Whopper, Happy Meal, or Kentucky Fried Wings.
If you’ve just opened a new business, the odds are that most or all your traffic isn’t branded. That’s OK, as non-branded organic traffic can be effective too. However, as you gain a following, the amount of branded traffic should steadily grow.
Some of your branded searches will originate with former customers. Others will come from people who’ve heard of your brand via social media. Some queries will come from a word-of-mouth recommendation.
Branded Keywords Unveiled: What Sets Them Apart?
Branded keywords generate more sales than non-branded ones. The fact is that people who specifically search for your goods already know what they want. They’re more likely to convert than those just checking you out for the first or second time.
It’s easy to overlook how much intent is packed into a branded search. If I’m googling “Nike running shoes,” I’m not in the mood to browse generic options or get sidetracked by unknown brands—I already trust Nike, for whatever reason, and chances are I’m pretty ready to buy. This is the magic: branded keywords cut through the noise and grab shoppers who’ve moved clear past the early, indecisive phases of browsing or comparison. You’re tapping into momentum that’s already there, rather than trying to manufacture it from scratch. Sometimes, honestly, it feels like half the battle is just being present for those intent-driven moments.
This isn’t just about making the sale, though. These branded queries can reveal little trends, sometimes before you even spot them in your analytics. Say there’s a sudden uptick in people searching for your brand plus a phrase like “vegan option” or “eco-friendly packaging”—that’s real-time market research handed to you for free. When you listen closely to what people are actually typing, a whole bunch of hidden opportunities can pop up, and you can pivot much faster than your competitors who are still just shooting in the dark.
What’s more, tracking branded queries helps you know your audience’s needs. If you see a particular keyword is very popular, you’ll know what your audience wants or expects from you. You can then focus on that product or start offering it.
Why Branded Traffic is a Game-Changer for SEO
Google uses various factors to rank a website. One of these is domain authority. If someone searches for your company name, your website home page will top search engine results. If someone searches for a branded keyword, your relevant site pages will be on the first page of the results.
When people click on these results, Google sees your site as valuable. The search engine sees you have authority, answer people’s questions, and give results. This boosts your rank online, which increases traffic to your site.
Moreover, branded keywords generate results even if they aren’t the first listing displayed on Google. A 2018 study found that over 80% of consumers prefer familiar brands. Your listing may be fifth or sixth, but it can still get more clicks than a higher listing for an unfamiliar brand name.
Strategies to Boost Branded Traffic
There are several ways to boost branded traffic to your website. You’ll want to use all the methods outlined below for optimum results.
Choose the right branded keywords
Which products/services do you want to be known for? What target audiences are you trying to reach? What is the competition like in your niche? These are all questions to ask yourself when selecting branded keywords. You’ll likely want to start by focusing on just a few, so make sure they’re the most effective.
At the same time, remember that choosing branded keywords isn’t a one-time job. Track your results and re-evaluate your campaign periodically. You may need to adjust your strategy due to new trends, seasonal traffic, etc.
Optimize your website for branded search
Use branded alt tags and file names for all your images. Instead of “large coffee cup,” for example, use “MyBrand large coffee cup.”
Create specific landing pages for certain brand names and products. This makes it easy for people to find exactly what they’re looking for.
Use social media to promote specific branded products. Hashtag these and link them to specific pages on your site.
Create a branded content marketing strategy
Branded content marketing isn’t just about including branded keywords in your text. In fact, it isn’t really about promoting yourself at all. Rather, branded content marketing is about building connections with people. It’s about helping people get to know and trust you. You want to generate an emotional response from people visiting your site.
To start, you’ll need to choose a brand voice. Do you want to be funny, comforting, formal, authoritative, or casual?
Next, you need to help people get to know you. Tell a story or encourage others to tell stories about your brand. Focus on delivering valuable content rather than making sales.
Real-Life Success Stories: Branded Traffic in Action
Hawaiian Airlines created a search campaign that combined its company name with non-branded keywords such as “flight to Hawaii.” It then used video and search marketing to promote the campaign. Flight bookings increased by 185, and the cost per acquisition decreased by nearly 70%.
Dove Real Beauty created a successful branded campaign by associating its brand name with improved self-esteem. The campaign focused on helping women feel comfortable with themselves rather than generating sales. It went viral, and sales went from $2 billion to $4 billion in just three years.
Spotify Wrapped is another great example of branded traffic in action. It went viral because it associated Spotify with great memories and users’ favorite brands. While the brand is part of the name, it’s all about storytelling rather than sales promotion.
