Brand keywords are specific terms or phrases directly associated with a brand, such as its name, products, or services. They help improve brand visibility and recognition in search engines and marketing campaigns. Search Engine Journal contributor Mark Sansum has published an article answering the question ‘Should You Be Bidding On Your Brand Keywords In 2025?’. He says, “The most common keyword marketers will include in their strategy is the company name. But depending on search demand, there may be additional keywords that are included. Such as: Brand keyword + product. Brand... [...]

Search Engine Journal has published a new case study ‘Are Brand Keywords Valuable for Every Audience?’ Jonathan Kagan says, “If you’ve followed me, you know I am a staunch supporter of using branded search keywords (and those New York Jets). So this column may throw you for a little bit of a loop. We’re talking about using ads to target brand searches – but only from those who don’t know the brand. Hear me out. I also thought the concept was illogical and went against industry best practices. But there is a way to make it work and make it purposeful. Interestingly, two... [...]