What’s interesting about this is that YouTube isn’t at the top. This means that users often have multiple search intents and are willing to scroll down the page to find what they’re looking for.
Screenshot from search for “ninja creami”, Google US, October 2025
In this case, depending on which videos users are clicking on, it may make sense for a brand to create video content designed to appear in search results.
A great example of a brand that got this right is wildgrain.com. In 2024, the keyword “wild grain reviews” was trending. Luckily for the brand, they already had a japan mobile database reviews page on their site.
When users googled this keyword, they saw that Wildgrain’s review page was ranked first. What’s more, the rich results included a review rating of 4.7 out of 5. It also listed the number of reviews (which currently stands at 31,460).
Screenshot from search for “wildgrain reviews”, Google US, October 2024.
Our data shows that 72% of search queries resulted in no clicks, meaning that most users were ws database happy with what they saw in the search results.
Interestingly, of the remaining 28% of users, 57% clicked on Wildgrain’s own result.
Screenshot from Similarweb, October 2024.
Conclusion: With the right david grainger managing partner and co-founder content, you can influence how users interact with your brand, even things like reviews.
Informing search engines about the essence of your brand
Another aspect of how Google evaluates your brand is your brand essence. Google’s machine learning allows the search engine to understand real-world objects. It does this by gathering information about objects mentioned online and organizing that information in a similar way to how the human brain organizes information.
The goal of this is to understand the relationships between people, places, and things so that Google can provide more relevant and contextual information in search results.
Google’s knowledge is constantly expanding and updating as new information becomes available.
How does Google understand your brand?
To find out, just google it. If there are strong signals online, Google will give you things like knowledge panels, Twitter (X) boxes, image boxes, and more.
If you don’t see anything, then you have some work to do, as I mentioned above, most users hear about your brand and then Google you. What they see when they land on your brand’s search results is up to you.
The good news is that you can tell Google what your brand is all about. When you do this, you will not only improve your brand’s search rankings, but you may also see your brand appear in other strategically important places.
How do you communicate your brand identity to Google?
There is a clear way to communicate your brand identity to Google.
- Create a homepage for your business. Create a dedicated page that describes your business. This page should clearly describe what your business does and who it serves. While this can be any page on the web, it is best to do this on your About Us page.
- Build Citations: Mentions of your brand online will reinforce the information presented on your brand’s homepage. It’s important to ensure that your brand’s online description is consistent so that Google can compare each mention to your organization’s homepage. Citations can appear on pages you control, such as social media profiles, but citations on pages you don’t control often carry more weight and provide the most benefit.
- Link from your organization’s homepage to quotes from your organization. This could mean including links to your social media profiles, as well as any guest posts, videos, or podcasts that feature your brand.