Branded keywords: Why they matter and how to track them

Chances are you're familiar with the concept of monitoring keywords.

From ranking in search results to figuring out how customers found out about you, keywords often represent a treasure trove of marketing data.

However, there's a particular type of keyword that often gets overlooked.

That is, branded keywords.

Although they're often treated as an afterthought versus @mentions and #hashtags, monitoring branded keyword conversations should be a top priority for companies today.

In this guide, we'll break down what branded keywords are, why you need to track them and the best way to do so.

What are branded keywords, anyway?

Branded keywords are phrases directly associated with your brand, products and services. These types of keywords are discoverable through both social media and search engines.

Here's a rundown of some of the most common types of branded keywords you'll see in the wild.

Brand names

No surprises here. The most common types of branded keywords are literal brand names, such as:

'Sprout Social''Google''Patagonia'

Mind the distinction between branded keywords, #hashtags and @mentions.

For example, someone mentioning 'Sprout Social' in a tweet represents the former, while someone tagging the @SproutSocial account or using the #SproutSocial hashtag would represent the latter.

Product names (or product lines)

Here we're talking about mentions of specific products or product lines tied to a particular brand (think: 'McRib'):

'Impossible Burger''Frappuccino''Pixel 4a'

And in some cases, product-related keywords might also be coupled with the brand it's produced by ('Amazon Alexa,' for example):

'Echo Dot''Google Pixel''Apple Watch'

Brand misspellings or name variations

Whether due to typos, misremembering unique brand spellings or the Mandela Effect, many branded keywords worth tracking are actually misrepresentations of the brands that they're referencing.

For example, the term 'Hydroflask' might refer to the actual Hydro Flask (@HydroFlask) brand or similar types of water bottles. Some other examples might include:

'Camelpak' or 'camel pack' (for @CamelBak)'Northface' (for 'The North Face,' @TheNorthFace)'Tim Horton's' (for @TimHortons, which cannot include an apostrophe due to character limitations)'Fruit Loops' (for '@FrootLoops)

Also, consider common typos such as extra spaces and swapped vowels which could impact a branded phrase (think: 'Sprout  Social' or 'Spruot Social'). If you’re getting overwhelmed by the possibilities when it comes to these potential variations, keyword research can confirm the most common ones that people use to find your brand online.

Why branded keywords matter (and why you should track them)

Keeping track of your @mentions is a no-brainer.

Meanwhile, most brands obsess over their SEO performance and appearance in Google Search.

So why do branded keywords fly under the radar?

Food for thought: unlike @mentions or #hashtags, branded keywords on social media do not trigger notifications. This means that many brands are totally oblivious to these non-tagged interactions unless they're name-searching themselves.

As for branded search via Google, such keywords are often of less interest to search marketers who rightfully want to rank for terms beyond their business' name.

That said, let's look at some key reasons why branded keywords deserve your undivided attention via social.

More opportunities for meaningful customer interactions and support

It's no secret that people overwhelmingly use social media as a support channel.

However, not everyone that mentions you via social is necessarily going to tag you with a concern or compliment.

Perhaps they're venting. Maybe they've tagged the wrong brand or simplify forgot to tag you at all.

Either way, having a pulse on your branded keywords means that you'll never miss opportunities to interact with customers.

chewy has the best customer service i swear. we accidentally ordered the wrong sized crate for poppy, so i messaged them asking if we could return it. they said that they'd give us a refund and to give it to a local pet shelter 🥺

— westernhaiku (@westernhaiku) October 26, 2020