Why Branded SEO Traffic is More Important Than Ever

For years, digital marketing (SEO in particular) was heavily focused on “non-branded traffic”, to the extent that growth in branded search was often overlooked or even dismissed as a measure of SEO success.  

Over time that attitude has softened slightly, but the rapid growth of AI, and the shifts it has triggered, mean that branded traffic (people actively searching for your business or product by name) has quickly become a key indicator of success, and arguably more important than ever. 

In this post we’ll take a deeper look at branded traffic, and the adaptations we’re going to have to make as marketers to keep up with these changes. 

Why Brand Strength Is SEO 

There’s an argument to be made that brand has been a key part of SEO for years now, but since 2023 this has become more indisputable. 

The infamous Google search leak in May 2024 revealed that Google’s APIs contain a function to reference the number of brand-specific searches that an entity receives, and factors that into rankings, essentially working as a trust factor similar to links. 

Later that year, Tom Capper from Moz carried out a study, which found that websites with a strong link profile, but low branded search volume were disproportionately impacted by Google’s Helpful Content Updates (HCU).  

The suggestion from this study is that Google uses brand strength as an indicator of genuine quality, and that the number of links you have should roughly be in line with this.  

Masses of links but very little branded traffic = suspicious. 

Enter AI and Zero-Click SERPs 

Brand strength was already gaining more importance in “traditional” SEO, but the rise of LLMs and the introduction of AI overviews into Google SERPs took this to the next level. 

SEO tool Ahrefs carried out research into AI overview ranking factors, which found that “Branded Web Mentions” was the factor which correlated most with being cited by AI overviews. As with organic rankings, branded search volume was also a strong factor, far outstripping traditional metrics such as number of backlinks. 

Appearing in AI Overviews can be a double-edged sword. You gain strong visibility, but often at the cost of a direct click, with a lot of AI overviews and LLM searches being for zero click terms. 

While this may seem counterintuitive and will likely lead to some short-term traffic declines, there’s also opportunity there. 

Being cited as a source in these overviews is a powerful form of exposure that reinforces credibility with both users and Google. 

This creates a self-reinforcing loop: 

1. AI Visibility Builds Awareness: Even without an immediate click, your brand appears as a trusted source within high profile AI answers, building recognition 

2. Awareness Drives Direct Traffic: As users become familiar with your brand over time through this exposure, they are more likely to search for you directly. 

3. Direct Traffic Protects Your Brand: Search engines may interpret these branded searches as a strong signal of authority, which in turn improves your organic rankings and helps insulate you from the very zero click landscape that introduced the challenge. 

Brand Demand Is More Stable Than Traditional Ranking Factors 

Whilst the importance of branded traffic is on the rise, it’s worth noting that the rewards from building a solid brand can be plentiful, and ultimately a lot more stable than traditional commercial or informational keyword rankings. 

Although these types of rankings do remain crucial, they’re only ever one core algorithm update away from potentially being wiped out. Brand awareness transcends Google’s algorithm and therefore carries an element of safety. 

If users are searching for your brand by name, it’s a clear, human-driven signal of trust and recognition that is difficult for an algorithm to misinterpret or devalue. Google’s primary mission is to serve users what they want; when a user explicitly requests your brand, Google has a powerful incentive to deliver your site, regardless of how other ranking factors might shift. 

And as discussed earlier, it could have a positive knock-on effect on those non-branded rankings too! 

How to Actively Grow Branded Search Demand 

The good news for marketers is that growing branded search demand involves many of the same principles as regular SEO and marketing, we all just need to start thinking a little more broadly. 

Branded search growth is something which will involve the whole team, from marketing, to design, sales, and development. 

Some examples of key things to try. 

Create Distinctive Content or Events 

Build content that becomes synonymous with your brand.  

Think signature industry reports, benchmarking tools, unique interactive experiences or annual events. These aren’t generic lead magnets, they’re recognisable assets that your audience can’t get elsewhere. Aim for something that gets mentioned by name, bookmarked or linked to directly. 

When your content is instantly recognisable and directly associated with your business, you create a mental shortcut that drives people back to you by name. 

Use Strategic Digital PR for Brand Mentions 

Earn media coverage that does more than drive backlinks. Target well-known publications and niche sites trusted by your audience. Appear on podcasts, industry panels or expert roundups. 

When your name is featured prominently in respected spaces, it builds authority and recall. This is especially important in sectors where expertise and credibility drive buying decisions such as technical sectors or YMYL. 

Keep Your Brand Identity Consistent Everywhere 

Whether someone visits your site, sees a social post, reads your newsletter or listens to you on a webinar, the message and tone should be easily recognisable as you. Consistent tone of voice, visual design and core messaging reinforces memory. Over time, users begin to connect your content and values with your name. It’s this familiarity that builds trust and turns into search demand. 

If you use AI to help with content development, then train your own GPT to use your brand voice. 

Build Communities That Centre Your Brand 

Communities fuel organic brand engagement. Whether it’s a LinkedIn group, a Substack newsletter or regular live Q&As, these are spaces where your audience doesn’t just follow you, they interact with you and each other. 

These shared experiences deepen the relationship, and they naturally lead to more brand-driven searches. 

Collaborate with Brands in Adjacent Spaces 

Co-marketing with other reputable brands in your industry can introduce your business to new and highly relevant audiences. Run a joint webinar, publish a shared research report, or host a virtual event together. 

A well-aligned partnership doesn’t just increase reach, it also builds legitimacy by association.  

Make Customer Experience Part of Your Brand 

The most powerful driver of branded traffic is satisfied customers. 

If your service is fast, your support responsive, your onboarding seamless, people will talk about it. They’ll recommend you, link to you and search for you by name. Make your performance and reliability a core part of your proposition, not just a backend function. 

This also ensures that once someone finds you, they stay with you. 

Conclusion 

If you ever thought branded search was a vanity metric, then it’s time to drop that mindset. It’s a signal of trust, demand, and your brand growing stronger in search. It protects you against algorithm volatility and strengthens your visibility in AI-powered search. 

Build something people ask for by name, and when they do, make sure your site is fast, secure and ready to convert.