Ranking only for branded kws: why is this happening?

[jediviper]

I started working on a new project for some new brands with presence in around 10 countries around EU.
All of these websites are based on JS and they don't have much content per page, but they are covering the basics.

What is really interesting for me is the fact that some of them are getting Impressions in Google Search Console mostly for branded kws. Like 90% of queries is "brand+keyword".
So I am trying to figure out what can cause this for this specific website.

[jediviper]

Any suggestions?
I have found some competitors that are also not including much text, but still they manage to rank for hundreds of kws.
Any ideas?

[RedBar]

Like 90% of queries is "brand+keyword

Meaning only 10% is for keyword alone?

Firstly how many months have these sites been live?

Do you feature widgets as "brand example Keyword widget" or "widget blah blah brand"?

Am I understanding you correctly?

All of these websites are based on JS

I have to ask, why could this make any difference?

[engine]

Search is doing its stuff and your sites are ranking for the brand and keyword.

they don't have much content per page, but they are covering the basics.

You may not have enough content on the page to rank purely for the keyword without the specific brand.

I'd start doing some research as to what other brands look like with their keyword.

[jediviper]

Thank u for your replies guys.

So first of all @RedBar
most of our sites are active for 2 years.
And yes, around 10% are the non branded kws.
All branded kws are in the typical format, where first word is always the brand and next you have different categories or kws following.
I am mentioning the JS in case it plays any role as we all know that there are some funny stories around about problems with this kind of framework.

Also, another brand from our portfolio, which is only only 6 months alive and with less visibility, has presence in the same countries and seem to do much better with the non branded kws.

@engine
As always, I am checking the competition to have something to compare with.
For start, most of them have older domains and I have discovered many of them to be without any content in their main pages. No pragraphs, no full phrases. There are only categories and description of events and they get hundreds of kws only from these terms. However these sites rank for thousands of kws (both branded and non-branded).

So this is what baffles me even more. These are big brands. Can it be that because of their heavy traffic and thousands of backlinks to have Google rank them higher without any decent content?

[engine]

jediviper, the age of the domain isn't that important as it used to be, so I wouldn't be concerned about the domain age. More likely is that they have built their sites over time and are ahead of the game.

I'd suggest that the site structure is helping with the keywords. Make a proper analysis of their sites to learn about their links and structure.

HTH

[RedBar]

All branded kws are in the typical format, where first word is always the brand and next you have different categories or kws following.

I have not done that for 20+ years, my brand is always the last.

When you say not much content is that 20-30 words or 75-150?

Does your <meta name ="Description" content="Include your product (no brand) and reflect your on-page text ?" />

I have absolutely no doubt some may disagree with me:-)

[jediviper]

Some of the pages have no paragraphs of text, but they do have descriptions of categories or of events. So I would say around 100 words in these cases with not much content.
Also there are some Promo pages that are including the same terms and conditions (but with unique Metadata) , which in some cases could be considered with duplicate content, but still I don't know why these should affect the whole website.

The metadata of all main pages has the main kws, but for sure it could be improved.