Branded search volume refers to the number of searches people perform for your specific brand name, company name, or branded terms each month. You can find this data using Google Keyword Planner, Google Search Console, third-party SEO tools, and Google Trends. Tracking branded searches helps measure brand awareness, customer loyalty, and the effectiveness of your marketing campaigns while providing insights into how people discover and engage with your business.
What is branded search volume and why does it matter for SEO?
Branded search volume measures how many times people search for your specific brand name, company name, product names, or other branded terms within a given timeframe. These searches indicate that users already know about your brand and are actively looking for information about your business, products, or services.
Unlike non-branded searches where users look for general solutions, branded searches show direct brand recognition and intent. When someone searches for “Nike trainers” instead of “running shoes,” they’re specifically seeking your brand rather than exploring options.
Branded search volume matters enormously for SEO because it demonstrates brand authority and trust signals to search engines. High branded search volume indicates strong brand awareness and customer loyalty, which search engines interpret as quality signals. This correlation becomes even more significant with AI-powered search results, where brand popularity serves as a strong predictor for visibility in ChatGPT responses and AI Overviews.
Additionally, branded searches typically convert better than non-branded searches because users already have familiarity with your brand. They’re often further along in the customer journey, making these searches valuable for both traffic quality and conversion rates.
How do you find branded search volume using Google Keyword Planner?
Google Keyword Planner provides free branded search volume data through your Google Ads account. Access the tool by logging into Google Ads, navigating to Tools & Settings, then selecting Keyword Planner under the Planning section.
Start by selecting “Discover new keywords” and enter your brand name variations in the search box. Include your exact company name, common abbreviations, and any product names. Set your location and language preferences to match your target market for accurate local data.
The results will show monthly search volumes for each branded term. Look for your exact brand name first, then explore the “Keyword ideas” section for related branded variations you might not have considered. Pay attention to the competition level and seasonal trends displayed in the data.
Export the results to analyse patterns and identify which branded keyword variations generate the most search interest. This data helps prioritise which branded terms deserve more attention in your content and SEO strategy.
Remember that Google Keyword Planner shows ranges rather than exact numbers for accounts with lower ad spend, but it still provides valuable insights into relative search volumes and trending patterns for your branded terms.
What other tools can help you track branded search volume?
Google Search Console offers the most accurate branded search data because it shows actual queries that brought users to your website. Access the Performance report to see which branded searches generated clicks, impressions, and your average position for these terms.
Third-party SEO tools like Ahrefs, SEMrush, and Moz provide comprehensive branded search analysis with historical data and competitor comparisons. These platforms often show more detailed volume estimates and can track branded searches for competitors, helping you benchmark your brand awareness against others in your industry.
Google Trends reveals branded search patterns over time and geographic distribution. It’s particularly useful for identifying seasonal trends, comparing branded search interest between different regions, and spotting sudden spikes or drops in brand interest that might correlate with marketing campaigns or news events.
Analytics platforms like Google Analytics show branded traffic patterns through organic search reports. Filter your organic search traffic by branded keywords to understand user behaviour, conversion rates, and the customer journey for people who find you through branded searches.
Brand monitoring tools specifically designed for tracking mentions and searches can provide alerts when your branded search volume changes significantly. These tools often combine search data with social media mentions and unlinked mentions across the web, giving you a comprehensive view of brand visibility.
How do you identify all the branded keyword variations people search for?
Start with Google’s autocomplete suggestions by typing your brand name into the search bar and noting all suggested completions. These suggestions reflect real user search behaviour and reveal common ways people search for your brand combined with other terms.
Check the “People also ask” sections and related searches at the bottom of Google results pages when you search for your brand name. These sections show questions and variations that real users frequently search for in connection with your brand.
Analyse common misspellings and abbreviations of your brand name. Include shortened versions, acronyms, and phonetic spellings that users might naturally type. For example, if your brand is “Technology Solutions,” users might search for “tech solutions,” “techsolutions,” or even misspell it as “tecnology solutions.”
Study competitor analysis tools to see what branded variations they track for similar companies. This research can reveal industry-specific terminology and search patterns you hadn’t considered for your own brand.
Review your website’s search console data for queries that included your brand name but weren’t obvious branded searches. Look for long-tail combinations where users searched for your brand plus specific products, services, or questions.
Monitor social media and customer service channels to understand how customers naturally refer to your brand in conversation. The language they use often translates directly into search query variations you should track.
What’s the difference between branded and non-branded search volume?
Branded searches include your company name, product names, or other terms uniquely associated with your brand, while non-branded searches focus on general products, services, or solutions without mentioning specific companies.
The customer journey position differs significantly between these search types. Non-branded searches typically occur during the awareness and consideration stages when users explore options and compare solutions. Branded searches usually happen during the decision stage when users have already identified your brand as a potential solution.
Conversion rates for branded searches are typically much higher because users already have some familiarity with your brand. They’re often looking for specific information to complete a purchase or engage with your services, rather than researching multiple options.
Competition levels vary dramatically between branded and non-branded terms. You should naturally rank well for your own branded searches, while non-branded terms often face intense competition from multiple companies targeting the same keywords.
From an SEO strategy perspective, branded searches help measure brand awareness and marketing effectiveness, while non-branded searches drive new customer acquisition. Both types serve important but different roles in your overall search strategy.
Balancing both types requires protecting your branded search presence while investing in non-branded terms that introduce new audiences to your brand. The ratio between branded and non-branded search volume can indicate your brand’s market position and growth opportunities.
How do you track branded search volume changes over time?
Set up regular monitoring schedules using Google Search Console’s performance reports filtered by branded keywords. Export monthly data to create spreadsheets tracking search impressions, clicks, and average positions for your branded terms over time.
Create custom dashboards in your preferred SEO tools that automatically update with branded search volume data. Most professional SEO platforms allow you to set up alerts when branded search volume changes by significant percentages, helping you respond quickly to trends.
Use Google Trends to monitor long-term patterns and seasonal variations in branded search interest. The platform’s comparison features let you track multiple branded terms simultaneously and identify which variations are gaining or losing popularity.
Correlate branded search volume changes with your marketing activities, product launches, PR campaigns, and external events. This analysis helps you understand which activities most effectively drive brand awareness and search interest.
Monitor unlinked mentions alongside branded searches to get a complete picture of brand visibility. When your brand gets mentioned without links across the web, it often leads to increased branded search volume as people seek more information about your company.
Document significant changes with context about potential causes, whether positive spikes from successful campaigns or drops that might indicate competitive pressure or reputation issues. This historical record helps you understand patterns and make informed decisions about future brand marketing investments.
