Are Brand Keywords Truly Brand Keywords?
What are Brand Keywords?Brand keywords are queries, phrases or keywords that contain the brand name in your search query. To further simplify this, they are simply search queries that include different variations of the brand you want to research.
For those that still don't understand, here's a simple illustration to help break it down. An example of a brand keyword is "Infinix smartphones". The word "Infinix" in the keyword made it a brand keyword hence Google will return results related to smartphones that are mainly Infinix.
So, when is a keyword really considered as a Brand keyword? Just because a user searches on Google with these phrase "Cheap Tecno smartphones". Is it safe to consider this as a brand keyword for Tecno?
Here is my explanation on the topic.
There are different stages in the marketing funnel. Branded keywords depends on which stage the user is in before it can be truly considered as one. Below is an image of the marketing funnel for every consumer.
You have research three brand keywords, which of these brands should be considered as a brand keyword?
Yes, according to SEO, these three keywords are brand keywords but the reality is, a brand keyword should be a keyword that converts. Conversion can be a goal completion but in this case, the gaol completion is actually purchasing. Hence the "Nokia smartphones" keyword is the loyal brand keyword because it converted.
Not all brand keyword are brand keywords but any brand keyword that completes a set goal or conversion should be regarded as a brand keyword.