As a digital marketing expert who has spent over 20,000 hours building and ranking websites, I've realised that brand search is an incredibly powerful ranking factor—perhaps more than many people give it credit for. Whether you're working to rank on Google, showing up in AI overviews, or getting your brand recognised in systems like ChatGPT, brand search signals to search engines that your brand is not just relevant but trusted.
Brand search is when people search for your name or your business on Google. When this happens frequently, Google sees it as indicating that your brand is authoritative. Think about it: When people actively seek out your business, it's a clear signal to search engines that you are a trusted source. This is similar to how backlinks work—Google interprets them as recommendations from other websites. Brand searches are like "referrals" from your audience, confirming your brand's credibility and importance.
So, why does brand search matter so much for your SEO efforts? Simply put, it directly influences your rankings. Google's algorithm is designed to recognise brands that are widely recognised and relevant to users. The more people search for your brand, the higher your site will rank for your branded terms and more generic, related keywords. It's like a snowball effect: The more brand searches you get, the more Google sees you as an authority, which boosts your overall SEO performance.
How Can You Increase Brand Search?
If you're wondering how to kickstart this process, the answer lies in providing value. The more people see your brand offering something useful, the more likely they will look for your name. Create content that speaks to your audience's pain points or interests. For example, instead of posting about your services, why not create a guide, checklist, or video tutorial on a topic your audience cares about? When you provide this value, people will naturally be inclined to search for your brand to learn more.
One of the most effective ways I've seen to increase brand search is through engagement ads. Platforms like Facebook and Instagram offer campaign types designed to boost brand awareness. The idea here isn't to sell anything but to get your name in front of as many people as possible. You can share posts or videos that provide real value, like tips, how-tos, or industry insights. The goal is to get people talking about your brand, leading to more brand searches.
Another strategy that has worked wonders is offering free resources. Whether it's a downloadable checklist, an ebook, or a step-by-step guide, people are more likely to search for your brand if they feel they're getting something useful in return. For example, if you're in the health and wellness niche, you could create a free guide on "5 Essential Tips for Staying Fit at Home" and promote it through your channels. Once someone engages with that content, they might be prompted to search for your website for further information.
And don't forget about the power of short-form videos. With platforms like Instagram Reels, YouTube Shorts, and Facebook Stories, you can create quick, engaging videos that increase visibility without overwhelming your audience. These videos should focus on providing useful information rather than trying to sell anything. For instance, if you run a cosmetic clinic, you could create a short video explaining "3 Things to Know Before Getting Laser Hair Removal." By creating content like this, you're not only positioning yourself as an expert but also prompting people to look up your brand and visit your website.
Utilising Free Platforms to Drive Brand Awareness
If you're looking for more ways to increase brand search, consider using job listings and classifieds. I've used this tactic myself, and it's incredibly effective. By posting job openings or product listings on SEEK or Gumtree, you can get people to Google your brand to learn more about your business. For example, you could post a job listing on a free job board and include a link prompting people to Google your brand name to find more information about the company. It's a simple way to increase the likelihood of people searching for you.
Another trick is posting a fake product or service listing on classified sites like Gumtree or Reddit. Let's say you have a product you want to promote, but you don't want to sell it directly. You could post the product with a call-to-action encouraging people to visit your website for more details. This strategy works because it puts your brand in front of people curious enough to search for you.
Paid Ads for Increased Visibility
While organic methods are crucial, there are times when investing in paid ads can accelerate the process. On platforms like Facebook, you can run ads designed to increase brand awareness rather than drive direct sales. These ads target people most likely to engage with your content, ensuring your brand reaches the right audience. The key is to focus on getting eyeballs on your brand, not immediately pushing for a sale.
Paid ads can complement your organic strategy by helping you build a wider audience and drive more brand searches. As we've already discussed, this can have a significant impact on your rankings.
The Connection Between Brand Search and Google's Algorithm
Google's algorithm is all about understanding authority, trust, and expertise. Brand search ties directly into this. When people search for your brand, they're giving a vote of confidence to your business. Google recognises this and takes it into account when ranking your site. The more brand searches you get, the more likely Google will elevate your authority in users' eyes.
In addition, Google uses the content from your website in its AI overviews—systems like ChatGPT often pull snippets directly from Google's search results. If people regularly search for your brand and engage with your content, there's a high chance that your brand will show up in these AI-driven overviews, further boosting your exposure.
Conclusion
Brand search is more than just a ranking factor; it's a sign that your brand is trusted and relevant. Whether creating engaging content, running ads for awareness, or leveraging free platforms to increase visibility, building brand recognition is essential for your SEO strategy. By implementing these tactics, you can drive more people to search for your brand, which will, in turn, help improve your rankings across search engines and even in AI-driven content overviews.
The bottom line? Brand search is crucial for SEO success, and the more people search for your brand, the more likely you are to see your rankings climb. So, start creating value, sharing your expertise, and getting your name out there in ways that encourage organic brand searches. It's a strategy that pays off in more ways than one.