What Are Branded Searches and Branded Keywords?

A branded search is an online search for information about a specific brand; branded keywords are search terms that identify a brand. They describe different aspects of the same activity: one is the act of searching, and the other is the wording used. Branded keywords are not limited to company names. They can also include name variations and the names of a brand’s products, services, or trademarks. Searching for a brand’s prices, usage instructions, or job openings may therefore count as a branded search without necessarily indicating that the searcher is ready to buy.

A branded search specifies a particular brand

According to Semrush’s definition of branded search, the key distinction is whether the searcher is looking for information about a specific brand rather than just a category of products. For example, “where to buy Swatch watches” asks where to buy Swatch watches, not watches from just any brand.

This distinction also appears in everyday questions: “How to wash a Speedo swimsuit” specifies a Speedo swimsuit, while “How to wash a swimsuit” simply asks how to clean a swimsuit. Both seek cleaning instructions, but only the first names a brand. Even when they cover similar topics, branded and non-branded searches are not the same.

Branded keywords can include more than a brand name

Branded keywords can consist of a brand name alone or include words before or after it that describe what the searcher needs. They can include the following types of names:

• Brand names or variations: For example, “McDonalds menu” adds “menu” to the brand name to indicate that the searcher wants to find a menu.
• A brand’s product names: For example, “Nintendo Switch price” asks for the price of a specific Nintendo game console.
• A brand’s service names: For example, “FedEx SameDay tracking” asks for tracking information for a specific FedEx delivery service.
• Trademark names: For example, “Dockers pants” includes the Dockers trademark.

Identifying branded keywords therefore involves more than checking whether a company’s full name appears. Another Semrush article defining the term also lists “iPhone” as a branded keyword, showing that a product name alone may identify a brand without including the company name.

Distinguish brand references from search intent

Non-branded keywords are generally generic terms that do not mention a specific brand, such as “smartphone” or “SEO software.” These terms focus on a product or service category. By contrast, “Semrush SEO tools” names a brand, narrowing the search to that particular brand.

But a brand name does not necessarily mean the searcher wants to buy something. For example, “McDonalds near me” is a search for nearby locations, “how to work at McDonalds” concerns employment, and “How to wash a Speedo swimsuit” asks about use and care. When classifying search terms, you can first determine whether they identify a brand, then consider what the user wants to know. A term should not automatically be treated as expressing purchase intent simply because it is branded.