Branded Search

Branded search is any search that includes your business, product or personal name, such as “Paul Hoda SEO” or “Nike running shoes”. Non-branded searches describe a need without naming a company, such as “SEO consultant London” or “running shoes”. Both matter, but branded search is a strong sign that people know and trust you.

Written by Paul Hoda, SEO consultant since 2005. Last updated 8 November 2026.

Why branded search matters for SEO

  • It shows real demand. People searching for you by name are often ready to buy or enquire.
  • It converts well. Branded visitors usually have the highest conversion rates of any organic traffic.
  • It signals trust. A brand people search for is more likely to be a genuine, established business, which supports E-E-A-T.
  • It protects you from updates. Sites with strong brand demand tend to be more resilient to Google Algorithm Updates.
  • It helps AI visibility. AI assistants are more likely to mention brands that are widely discussed online (see AI SEO).

How to measure branded search

In Google Search Console, filter the Performance report by queries containing your brand name and its common misspellings. Compare branded clicks with non-branded clicks over time. Tools such as Google Trends also show how interest in your brand changes.

Separate the two in your reporting. A rise in total organic traffic driven only by branded searches may reflect advertising or word of mouth, not better SEO, while growth in non-branded traffic shows you are reaching new customers.

How to grow branded search

  • Be memorable. A distinctive name and consistent visual identity help people remember you.
  • Earn press coverage. Digital PR and media mentions put your name in front of new audiences.
  • Speak and publish. Conferences, podcasts, webinars and guest articles build recognition.
  • Deliver great service. Happy customers recommend you, and recommendations lead to searches.
  • Stay active on social media and video platforms where your audience spends time.
  • Run advertising that makes people curious enough to search for you.

How to win your own branded results

You should own as much of the first page for your brand name as possible:

  1. Make sure your homepage ranks first with a clear Title Tag.
  2. Claim and complete your Google Business Profile.
  3. Use Organization Schema Markup to help Google build a knowledge panel.
  4. Keep social profiles, directory listings and review profiles up to date.
  5. Respond to reviews, including negative ones, professionally.

If your website does not rank for its own name, there is usually a technical or trust problem. My guide on how to rank for your domain name explains the common causes and fixes.

Brand mentions without links

Even when a website mentions you without linking, it still helps search engines connect your brand with your topic. You can also turn some of these into links; see Unlinked Brand Mentions.

Key Takeaways

  • Branded searches include your business or product name.
  • They convert well and signal that people know and trust you.
  • Separate branded and non-branded traffic in reporting.
  • Grow branded search through PR, content, service quality and visibility.
  • Make sure you own the first page of results for your own name.

Related Terms

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