There\u2019s 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. <\/p>\n\n\n\n
The infamous Google search leak<\/a> in May 2024 revealed that Google\u2019s 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. <\/p>\n\n\n\n Later that year, Tom Capper from Moz carried out a study<\/a>, which found that websites with a strong link profile, but low branded search volume were disproportionately impacted by Google’s Helpful Content Updates (HCU). <\/p>\n\n\n\n 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. <\/p>\n\n\n\n Masses of links but very little branded traffic = suspicious. <\/p>\n\n\n\n Brand strength was already gaining more importance in \u201ctraditional\u201d SEO, but the rise of LLMs and the introduction of AI overviews into Google SERPs took this to the next level. <\/p>\n\n\n\n SEO tool Ahrefs carried out research into AI overview ranking factors<\/a>, which found that \u201cBranded Web Mentions\u201d 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. <\/p>\n\n\n\n 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. <\/p>\n\n\n\n While this may seem counterintuitive and will likely lead to some short-term traffic declines, there’s also opportunity there. <\/p>\n\n\n\n Being cited as a source in these overviews is a powerful form of exposure that reinforces credibility with both users and Google. <\/p>\n\n\n\n This creates a self-reinforcing loop: <\/p>\n\n\n\n Whilst the importance of branded traffic is on the rise, it\u2019s 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. <\/p>\n\n\n\n Although these types of rankings do remain crucial, they\u2019re only ever one core algorithm update away from potentially being wiped out. Brand awareness transcends Google\u2019s algorithm and therefore carries an element of safety. <\/p>\n\n\n\n If users are searching for your brand by name, it\u2019s 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. <\/p>\n\n\n\n And as discussed earlier, it could have a positive knock-on effect on those non-branded rankings too! <\/p>\n\n\n\n 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. <\/p>\n\n\n\n Branded search growth is something which will involve the whole team, from marketing, to design, sales, and development. <\/p>\n\n\n\n Some examples of key things to try. <\/p>\n\n\n\n Build content that becomes synonymous with your brand. <\/p>\n\n\n\n Think signature industry reports, benchmarking tools, unique interactive experiences or annual events. These aren\u2019t generic lead magnets, they\u2019re recognisable assets that your audience can\u2019t get elsewhere. Aim for something that gets mentioned by name, bookmarked or linked to directly. <\/p>\n\n\n\n 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. <\/p>\n\n\n\n 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. <\/p>\n\n\n\n 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. <\/p>\n\n\n\n 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\u2019s this familiarity that builds trust and turns into search demand. <\/p>\n\n\n\nEnter AI and Zero-Click SERPs<\/strong> <\/h3>\n\n\n\n
![\"Ahrefs](\"https:\/\/www.20i.com\/blog\/wp-content\/uploads\/2025\/10\/AIO-Ranking-Factors.jpg\")
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Brand Demand Is More Stable Than Traditional Ranking Factors<\/strong> <\/h3>\n\n\n\n
How to Actively Grow Branded Search Demand<\/strong> <\/h3>\n\n\n\n
Create Distinctive Content or Events<\/strong> <\/h5>\n\n\n\n
Use Strategic Digital PR for Brand Mentions<\/strong> <\/h5>\n\n\n\n
Keep Your Brand Identity Consistent Everywhere<\/strong> <\/h5>\n\n\n\n