Traditional SEO isn’t dead—but it is evolving fast. In 2025, if you’re only focused on ranking for generic keywords like “best protein powder” or “affordable running shoes,” you’re already behind.
Increasingly, branded search is driving the clicks that matter. According to research from SparkToro, nearly 60% of Google searches are zero-click, and when users actually do click, it’s often on something they already trust or recognize. That’s where branded search comes in.
So what is branded search, and how do you win with it? Read on.
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What is branded search?
Branded search happens when someone looks for your business or product by name. For example, searches like “Crocs for men,” “Calm meditation app,” or “Cheetos new flavors” are all branded search terms. These keywords are high-intent, typically bottom-of-funnel, and convert better than non-branded queries.
Branded queries don’t just show awareness. They signal an interest and increasing trust in your brand. Users already know who you are, which means your SEO strategy did something right. But to capitalize on that momentum, you need to do more than just show up.
Why keyword-only SEO is no longer enough
There was a time when dominating unbranded keywords was the holy grail of organic traffic. But with Google’s featured snippets, ads, shopping carousels, and AI overviews pushing organic results farther down the page, fewer people are clicking.
What’s more, fewer of those clicks are going to generic listings.
At the same time, branded queries are rising. Whether it’s from social media, influencer mentions, podcasts, or ads, people are skipping the research phase and going straight to search what they heard about.
That means SEO is no longer just about on-page optimization. It’s about brand presence, too.
3 ways to win with branded search
We officially live in a world where SEO starts before Google. Here are three ways to win with branded search strategies that build recognition and drive conversions.
1. Make your brand easy to remember
You can’t win branded search if people can’t recall your name. Keep your brand (and product names) short, sticky, and easy to spell. Avoid generic descriptors like “The Best Wellness Company” and go for something distinctive.
Pro Tip: Test brand memorability by asking 10 strangers to recall your company name 10 minutes after hearing it. If you’re already an established brand, do the same for new products.
2. Create content that reinforces your brand and your value
Build content that links your brand to key problems and categories. FAQ pages, customer stories, reviews, and blog content that pair your brand with your value prop help push branded queries higher.
In essence, you don’t just want to own the SERPs for “your brand.” You also want to optimize for branded searches like “[your brand] vs. [your competitor]”, “[your brand] reviews”, and “[your brand] sustainability.”
3. Expand your visibility beyond Google
Social profiles, blogger reviews, YouTube videos, podcast appearances, influencer mentions, and even Reddit comments can all drive branded search. The more your brand is seen outside of search engines, the more users will bring it into the Google search results.
Pro Tip: Optimize your product pages on brand partner sites, too, with keyword-rich product names, descriptions, and images. These brand partners can also rank well for your brand, enabling your brand to fully dominate the first page of search results.
For example, a search for “tatcha moisturizer” not only returns the listing for the brand’s own product page, but also their listings on Amazon and Sephora, and a healthy amount of Reddit reviews.
The future of SEO is brand-first
Organic search still matters, but the path to clicks now starts long before someone lands on Google. Winning SEO teams aren’t just optimizing websites. They’re creating content that gets people talking, sharing, and searching by your brand name.
Is it time to update your SEO strategy to capture more branded search? Contact Your Marketing People today to get started.
