Learn why branding is so important in 2025 and how informing users and search engines about your brand can increase traffic.
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Serhiy Khilchenko , SEO Team Lead of Fortunatos , a graduate of the WebPromoExperts Academy, shared his observations with us :
For most small to medium-sized businesses and new creators/publishers, search engine optimization will likely show poor results until you build trust, navigational demand, and a solid reputation among a significant audience.
In other words, if you want to generate organic traffic, build your brand.
The question is, how do search engines measure brand and what does that mean for your SEO?
In this post, I will explain the impact of search engine optimization on brand building and show you:
- why branded SEO is an untapped opportunity that needs to be grabbed with both hands;
- How does branding in SEO differ from traditional brand strategy?
- ways to tell Google about your brand.
Branded SEO: An Untapped Opportunity
Branded SEO remains a largely untapped SEO opportunity. It’s untapped because we SEOs are trained to ignore branded traffic. However, by ignoring branded search, you are potentially missing out on some great opportunities to grow your business.
The reason is that users don’t just use search engines to find information and products. They also use search engines to find brands. By focusing on how your brand looks, you have the opportunity to influence how users in the middle of the funnel perceive your brand. If you do it right, this can grow into a long-term relationship with your brand. If you get it wrong, I’m sure you’ll have plenty of competitors who want to have that business.
This brings us to the most important question.
Is the brand SEO-oriented?
As search engine optimizers, we influence how content appears in search engines. The function of a search engine is to deliver quality content to end users. This means that we SEOs are not just concerned with how users perceive your brand. We are concerned with how search engines understand how users perceive your brand.
- Measuring branded search queries.
- Measuring brand engagement metrics.
- Understanding the essence of your brand.
So, if a search engine includes brand signals in how it generates search results, then we as SEOs should look for a strategic way to influence these signals.
Branded searches
The leaked Google documents reveal a crucial aspect of brand SEO: the strength of a brand significantly influences its ranking in search engines. This is measured by what we can call the BrandQueryFactor. This metric measures how often users search for a brand by name. The indonesia mobile database more queries a company receives about a particular brand, the more likely it is to rank well in search results.
We understand that brand searches affect your ranking. Now the question is, how do they affect your ranking?
Perhaps the answer lies in a jeff chadwick adjunct instructor photography Google patent titled “Search Result Ranking.” The patent describes how Google uses branded search queries as a quality metric similar to links. In effect, it describes branded and navigational queries as links that demonstrate user trust and intent.
These “understandable links” play a slightly different role in establishing a site’s authority than real links:
- Links act as a vote ws database of confidence from other websites, often indicating external recognition or authority.
- Branded queries reflect real user interest, showing how often users search for a resource and interact with it using queries.
Combining this with Google’s source metrics above, we see that brand signals include user engagement and brand query analysis. Google uses these signals to see how users are interacting with your brand.