Different keywords will tell you different things about the health and success of your brand and your online marketing efforts. Keywords which relate to your brand (such as your company name or the name of your products) show how successful are your brand awareness campaigns. These keywords are unique to your business, so the potential client more than likely already knows your brand and what you have to offer. In order to successfully incorporate these keywords into your SEO strategy, you not only need to optimize pages and content for these branded keywords, but also need to make sure you’re communicating with these readers in the correct way, For example, when writing content about your brand, include your brand history, information related to specific branded products and explain what sets your brand apart from other related products.
Problems can arise, however, when you begin to notice your organic website traffic is mainly coming from branded keywords. This indicates that you are not pushing generic keywords that are related to what you have to offer and it could also mean that you are missing out on a lot of search engine traffic.
To keep attracting new visitors and converting people who are interested in what you have to offer, you need to focus on branded as well as generic keywords in your SEO strategy. Your best bet is to partner with an experienced SEO consultant who also specializes in conversion strategies. This way, you can leverage branded and generic keywords together and create clear content plans that allow you to give the potential client the information they need at the various stages of the buyer’s process.