Branded Queries
Branded queries are search queries in which users include the name of a brand, company, product, or variations of these.
Simply put:
when someone searches specifically by a brand name
Examples of branded queries
- “Nike sneakers”
- “Ozon delivery”
- “Apple iPhone 16”
- “Tinkoff credit card”
- “Yandex Market”
What types of branded queries exist
- Navigational
The user wants to find a specific website or service.
“Wildberries official website” - Commercial
The query is related to a purchase or service.
“buy Samsung Galaxy” - Informational
The user is looking for information about the brand.
“Skillbox reviews”
Why analyze branded queries
They help to understand:
- brand awareness level
- audience interest
- advertising and PR effectiveness
- product demand
- brand strength in the market
Why branded queries matter for SEO
Typically, they:
- have a high CTR
- deliver quality traffic
- convert better
- increase search engine trust
What influences the growth of branded queries
- advertising
- PR and media
- bloggers and influencer marketing
- word of mouth
- strong branding
- viral content
Example
After a major advertising campaign, people start searching for the brand more often on Google and Yandex.
The growth of such searches is an increase in branded queries.
Where branded queries are tracked
- Google Search Console
- Yandex Webmaster
- Google Trends
- Yandex Wordstat
- SEO tools and analytics
Why this is important for business
A high volume of branded queries indicates that:
- the brand is known
- people trust it
- the audience is purposefully searching for the company or product
Key takeaway
Branded queries are search queries that mention a brand or product name. They show the level of brand awareness and are often an important indicator of marketing and branding effectiveness.
