Why Branded Searches Dominate Google and How They Impact Your SEO Strategy
The Prevalence of Branded Searches
Nearly 46% of Google searches include a brand or product name, based on a study of approximately 150 million U.S. keywords by Ahrefs. While 37% of unique queries are branded, their search volume is higher, making branded searches a significant portion of all search traffic.
Types of Branded Searches
- One-word branded queries: e.g., “YouTube”, “Amazon”, “Facebook”
- Two-word branded queries: e.g., “Google Translate”, “Bank of America”
- Three or more words: e.g., “Inside Out 2 showtimes”, “iPhone 15 Pro Max”
Longer branded queries often indicate deeper research and stronger purchase intent.
Why Branded Search Matters for Marketers
- Users frequently search for specific brands rather than generic categories, showing brand awareness and preference.
- Branded searches tend to come from users further down the purchase funnel, indicating higher intent.
- Controlling your branded search results—including support pages, product info, and local listings—is key to owning your brand’s reputation online.
SEO Strategy Implications
Marketers should filter branded vs. non-branded keywords when estimating keyword difficulty or forecasting traffic, as ranking for branded terms is often uncompetitive for anyone except the brand owner.
Ahrefs introduced a “Search Intent” filter to help segment branded and non-branded queries, allowing marketers to optimize their branded search presence and identify gaps.
Insights and Industry Perspectives
- Some branded searches are navigational habits rather than brand awareness.
- Demand is often created outside Google (social media, podcasts), with Google serving as a discovery or verification tool.
- Branded search volume can be influenced by offline channels like billboards.
- Strong brand presence positively impacts rankings for related generic keywords.
Conclusion: Brand as an SEO Powerhouse
Brand marketing is an underappreciated but powerful SEO strategy that influences search visibility, user intent, and competitive positioning. Investing in brand awareness translates into more branded searches and better organic performance over time.
Source: Data & Studies – SEO Blog by Ahrefs by Mateusz Makosiewicz. Read original.
