Branded keywords are search terms that include a specific brand's name or variations of it. These keywords are used by people who are specifically searching for a particular brand, product, or service. For example, a search for a brand name followed by "shoes" or by a product name is a branded keyword because it includes the brand name.
Branded keywords are valuable for businesses because they typically attract users who are already familiar with the brand and may be further along in the purchasing process. These keywords often have less competition and higher conversion rates compared to generic or non-branded keywords, as users searching for a brand are more likely to make a purchase.