Learn why branding is so important in 2025 and how informing users and search engines about your brand can increase traffic.
THIS 2025
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Sergey Khilchenko , SEO Team Lead of the Fortunatos company , a graduate of the WebPromoExperts Academy, shared his observations with us :
For most SMBs and new creators/publishers, SEO is likely to underperform until you build trust, navigable 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 SEO on brand building and show you:
why brand SEO is an untapped opportunity that needs to be grabbed with both hands;
how does a brand in SEO differ from a 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 not used because we SEOs are trained to ignore branded traffic. However, by ignoring branded search, you are potentially missing out on some great opportunities to promote 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 what your brand looks like, you have the opportunity to influence how middle-of-the-funnel users perceive your brand. If you do it right, it can turn into a long-term relationship with your brand. If you get it wrong, I’m sure you’ll have a lot of competitors who would love 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 is displayed in search engines. The function of a search engine is to deliver quality content to end users. This means that we SEO specialists are not only concerned with how users perceive your brand. We deal with how search engines understand how users perceive your brand.
Brand search measurement.
Measuring brand engagement metrics.
Understanding the essence of your brand.
So, if a search engine is incorporating brand signals into how it generates search results, then we as SEOs should be overseas data looking for a strategic way to influence those signals.
Branded searches
Leaked Google documents reveal the most important aspect of brand SEO: the power of a brand significantly affects its ranking in hilfe bei der digitalisierung: redegal, digitalisierungsagent search engines. This is measured by what we might call the BrandQueryFactor. This metric measures how often users search for a brand by name. The more brand-specific inquiries a business receives, the more likely it is to rank well in search results.
We understand that brand cn numbers searches affect your ranking. Now the question is how do they affect your ranking?
Perhaps the answer can be found in a
Google patent titled “Search Results Ranking”. This patent describes how Google uses branded search queries as a quality indicator similar to links. In fact, he describes branding and navigation queries as links that demonstrate trust and user intent.
These “explicit links” play a slightly different role in establishing a site’s authority than real links:
Links act as a vote of confidence for other websites, often indicating external recognition or authority.
branded queries reflect real user interest by showing how often users search for and interact with a resource through queries.
Combining this with Google’s leak metrics above, we see that brand signals include user engagement and brand query analysis. Google uses these signals to see how users interact with your brand.
Increase brand signals with branded inquiries and direct traffic
As an SEO professional, can you increase brand traffic? The sad truth is that not directly. Once your SEO starts driving traffic, you’ll see an increase in branded searches. But this is an indirect benefit, not a brand search strategy.
Does this mean you can’t find brands?
To answer this question, it is important to first understand how to strengthen brand signals.
A few years ago, while working on various SEO projects, I noticed something. Whenever PPC campaigns were launched, we saw an increase in branded searches in our Search Console accounts.
The reason is quite simple. People saw the ad and Googled the brand name. Check out the Similar Web Channels report below (hint: the blue line is organic traffic).
