Branded searches are a growing phenomenon in digital marketing. According to a study by Ahrefs, which analyzed more than 2.5 million user queries on Google, nearly 46.51% of Google searches are related to a specific brand. These findings underscore the great value of brand recognition and name in the online world. When users type a keyword along with the name of a business or product, it indicates a clear interest in that particular brand. At the same time, for professionals and online store owners, branded searches can act as a catalyst for strengthening SEO strategy and improving ROI.

The difference between generic and branded searches is significant:

Generic searches are those that include keywords such as “online sales,” “SEO strategy,” or “content marketing” and do not refer to a specific company.
Branded searches occur when a user types in the name of a company or product, such as “Nike sneakers” or “Apple iPhone.”

In this article, we will examine why branded searches are a decisive factor in the success of an online store and how you can leverage the findings of the research for a more effective SEO strategy.

Why branded searches are crucial for Google SEO

A good SEO strategy includes actions for both generic and branded searches. However, Ahrefs' research has shown that branded searches have high search intent, as the user is likely to be specifically interested in your company or products. This translates into a higher probability of sales or increased trust.

Increased Google traffic: Since the user is already typing in your brand name, the CTR (Click Through Rate) on your pages often appears higher. This leads to more traffic.
Promote trust: When users search for your brand by name, it's a sign that they already know and trust your business. This can help increase conversions and retain long-term customers.
Reduced competition: Branded searches usually do not compete as directly with generic terms, as the user wants your brand specifically.

Practical steps to boost branded searches

To increase branded searches, you need to invest in creating a powerful online profile. This includes:

Informative website with clear messages: Present your products and services in a professional and understandable way, optimizing your pages with keyword research that meets the needs of your audience.
Active presence on social media: Use channels such as Instagram, Facebook, or LinkedIn to reach different audience groups.
Digital marketing tips: Focus on creating useful content, from informative articles to infographics and videos, so that your audience associates your brand with quality information.

Although organic searches are fundamental, paid ads on Google Ads or other advertising networks can boost branded searches.

Branding campaigns: Invest in campaigns that emphasize your company name.
Competitive analysis: Monitor how your competitors are performing in terms of digital marketing and adopt best practices for your own brand.

It's not enough to attract users. You also need to keep them satisfied. Positive reviews and a reliable customer experience lead to more branded searches, as:

Customers know exactly what they want and type your name directly.
Happy customers share their experiences online, encouraging other users to seek out your brand.

Content marketing can serve as a vehicle to further spread your brand identity. Create useful, attractive, and original content that highlights your business's capabilities. The right strategy may include:

Video guides about your product or case study.
Articles that answer frequently asked questions.
White papers with detailed advice.

With the right content plan, you will help your audience get to know you better, thereby boosting branded searches and online sales.

Once you have optimized your SEO strategy, don't forget to monitor the results. Use tools such as Google Analytics or other SEO tools:

Watch how the search volume of your keywords increases.
Study which queries bring targeted traffic to your site.
Check CTRs, user behavior, and average time spent on the site.

This information is invaluable for further improving your strategy.

The particular dynamics of branded searches in the Greek market

In the Greek environment, branded searches take on special significance because the market is relatively smaller compared to other European countries, but very competitive in certain sectors. In short, if users start searching for your brand, this can give you an advantage over the competition.

Increased trust: When someone chooses to find information about you by typing your name directly (e.g., “Company X”) instead of general keywords, they consider you to be the ultimate authority.
Facilitating customer retention: It is much easier to repurchase from someone who already knows your brand.

The Ahrefs study showed that almost half of Google searches are related to a specific brand. This speaks for itself about the importance of a strong brand identity. In a world where information is instantly accessible, professionals who invest in creating and maintaining a strong brand gain the upper hand.

To make the most of branded searches, follow a holistic SEO strategy. Invest in campaigns to increase your visibility, encourage satisfied customers to share positive reviews, and make sure to maintain a strong reputation. At the same time, don't neglect the importance of generic terms and maintain a balance in your keyword selection.

The bottom line is that people no longer just wait to stumble upon your product; they actively seek you out. If you take advantage of this trend, you can significantly increase Google traffic, boost consumer confidence, and, of course, improve the profitability of your online store.

Source: https://ahrefs.com/blog/almost-half-of-google-searches-are-branded-study/