Entrepreneur, May 25, 2016 -- You're likely already familiar with optimizing your site for specific keywords. You may have a list of specific keywords and phrases you're targeting, or you may be more in the "add amazing content and see what happens," camp.

However, the idea of optimizing for branded keywords may not have crossed your radar. Branded terms are words or phrases that are specific to your company. They often include your business name, but also may include certain trademarked product names or your website name. For Apple, some examples of branded terms might be:

• Apple
• Apple Computers
• Applecom
• Apple dot com
• Aple (a misspelled version)
• Apple Phone

We want to rank for these branded terms because there are three main types of search queries: informational (e.g., looking for answers to a question), transactional (e.g., looking to make a purchase), and navigational (e.g., looking for a specific company).

People who fall into the third category are specifically looking for your business or website. If your site doesn't show up in the first few spots in the SERPs, your competitors will be benefiting from these branded searches.

Fortunately, ranking for branded keywords isn't fundamentally different than ranking for more generic keywords. Here are four tips for ranking for your own branded terms.

1. Build up citations.

While it's obviously important to build up high-quality links to your site, non-linked mentions ("citations") can be just as important, particularly for locally-based businesses. When Google sees a website with many citations, it recognizes your website is an ongoing concern, active and current, and therefore worth being in the search results.

One of the best ways to build up these citations is to register your business with big data aggregators like Factual and Acxiom. Local search engines (including Google) license data from these aggregators to populate their own index with business-related data. So, if the data they have is inaccurate, your local search listings will also be inaccurate.

Other ways to gather citations include:

• Getting your business listed in local directories
• Getting mentions in local blogs
• Getting listed in Yelp, Yellow Pages and Yahoo Local

If you're currently being outranked for your own branded keywords by other local businesses, try a tool like the Local Citation Finder. After plugging in your keywords, the tool will return a list of all the citation site listings for the top-ranking pages.

Related: Position Yourself as an Authority, and Watch Business Boom

2. Keep your Google My Business listing up to date.

Considering the entire right-hand site of the SERPs is often dominated by Google maps and business listings, you'll definitely want to make sure your business name is listed here. You can enter or update your Google My Business listing here.

When adding or reviewing your listing, make sure the following elements are in place:

• Your business is properly categorized.
• Ensure your NAP (name, address, phone number) are consistent with your other listings and citations.
• Add relevant photos to jazz up your listing.
• Include business hours and methods of payment.
• Encourage customers or clients to leave reviews on your listing.

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