Word of the week: branded keywords
Branded keywords are search terms or phrases containing a company’s name or variation of its name. Examples of branded keywords include “Dodge Communications,” “Dodge Communications content marketing,” and “leadership Dodge Communications.” Branded keywords can have an impact on SEO, but on paid search particularly. Bidding on brand terms is a widely disputed subject that can vary by person. Organizations sometimes bid on competitors’ branded keywords in an attempt to capture searchers who are interested in service or product, yet are not loyal to a specific company. Placing a cost-per-click (CPC) bid on your own brand keywords is a great defensive move to ensure competitors are not steal away your traffic, while also increasing the likelihood searchers click through to your website due to organic and paid search results.