This article tackles a common misconception in SEO: the fear of using branded keywords hurting your content’s ranking. We’ll explore Google’s official stance on the matter and how it aligns with best SEO practices.
The Debate: Branded Keywords and Ranking
A recent exchange on Twitter sparked a discussion about branded keywords in content. Content creator Jake Boly questioned why his unique content ranked low, suspecting the presence of branded terms as a culprit. This led to conflicting advice from SEO experts, with some like Taleb Kabbara suggesting branded keywords could negatively impact rankings.
Google Weighs In: Quality Over Keyword Manipulation
Thankfully, Google’s Search Liaison intervened, clarifying that using branded keywords is not detrimental. Their response emphasized that content quality and reader relevance are paramount. Omitting brand names in reviews, for instance, would be counterintuitive and hinder reader experience, something Google’s algorithms prioritize.
Evidence Supporting Reader-Centric SEO
To solidify their point, the Search Liaison showcased a search result for “new balance minimus tr v2 review.” The top result wasn’t from a major brand, but from an independent reviewer. This exemplifies how Google prioritizes relevant and helpful content, regardless of branding.
Best Practices: Embrace Branded Keywords
The discussion concluded with Google reaffirming their stance against avoiding branded terms. When Mike Hardaker mentioned advice suggesting the opposite, the Search Liaison simply stated, “Yeah, don’t do that.” This reinforces the message that using branded keywords naturally and within context aligns with SEO best practices.
