Set up branded keywords

Abstract

Set up a predefined list of branded keywords.

In Sitecore Experience Analytics, you can set up a list of predefined branded keywords, so you can separate them from non-branded keywords.

A branded keyword includes your brand or company-specific name, while a non-branded keyword does not. By separating branded and non-branded keywords, you can improve your marketing effectiveness and customer engagement, as well as measure brand awareness.

For example, if you add the keywords Sitecore, Sitecore CMS, and Experience Platform to the list, when a contact searches for any of those terms in a search engine, and then clicks on a link to come to https://www.sitecore.com, Experience Analytics identifies the keyword used by the contact as branded.

You can add as many branded keywords to the list as you like.

To set up your branded keywords:

  1. In the Content Editor, in the content tree, navigate to and select the Organic Branded Keywords item (sitecore/System/Settings/Analytics/Organic Branded Keywords).

  2. In the right pane, in the Data section, in the Keywords field, enter the keywords that identify a branded search, separated by a line break. For example:

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  3. Click Save.

  4. On the ribbon, on the Publish tab, in the Publish group, click the Publish drop-down arrow and click Publish item.

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In future searches, when a contact enters one of the predefined keywords from the list in a search engine, and then clicks a link, the keyword appears in the Experience Analytics dashboard. You can see it on the Acquisition tab, on the Keywords subtab, in the Organic branded report.