The Power of Branded Searches: What the Data Tells Us
When we think about search engine optimization (SEO), we often focus on non-branded keywords—those generic queries that help us reach new audiences. But a recent study by Ahrefs analyzing ~150 million keywords in the U.S. highlights the importance of branded searches in Google.
Understanding Branded Searches vs. Non-Branded Searches
Branded searches contain a specific brand name, such as “Nike running shoes” or “Apple MacBook Pro.” Non-branded searches, on the other hand, include more general queries like “best running shoes” or “laptop reviews.”
According to Ahrefs’ study:
- 45.7% of all Google searches are branded, meaning nearly half of all searches contain a brand name in some form.
- 36.9% of search queries are branded, indicating that when breaking down searches into distinct query types, a significant portion still involves brand-specific terms.
Breaking Down the Data
The study also provides insight into how people search for branded terms:
- Branded searches with 1 word: 12.3% (searches) vs. 6.4% (queries)
- Branded searches with 2 words: 14.1% (searches) vs. 1.7% (queries)
- Branded searches with 3+ words: 19.3% (searches) vs. 28.8% (queries)
This shows that longer branded queries (three or more words) are more common in search queries than in searches overall. People searching for brands tend to be more specific, perhaps looking for product details, locations, or comparisons.
The Role of Branded Leads and Marketing in Advertising
Branded searches not only drive organic traffic but also play a significant role in pay-per-click (PPC) advertising. Branded leads—potential customers searching for your brand specifically—tend to convert at a much higher rate compared to non-branded leads. This is because these users are already aware of your brand and are more likely to be further along in the buying journey.
How Branded Marketing Helps PPC Campaigns
- Higher Click-Through Rates (CTR): Branded PPC ads often have much higher CTRs than non-branded ads, as searchers already recognize and trust the brand.
- Lower Cost-Per-Click (CPC): Branded keywords typically cost less than non-branded ones, making PPC campaigns more cost-effective.
- Better Conversion Rates: Users who search for branded terms are often ready to make a purchase, leading to higher conversion rates.
- Competitive Defense: Bidding on your own branded keywords prevents competitors from capturing your traffic by running ads targeting your brand name.
Leveraging Branded PPC for Growth
Investing in branded PPC campaigns is an excellent way to maximize visibility while maintaining control over your brand presence in search results. By optimizing branded search ads, companies can ensure that potential customers find the right landing pages and are not lured away by competitors.
Additionally, remarketing strategies can be implemented to target users who have searched for branded terms but have not converted yet, further increasing the chances of engagement and sales.
Local Insights: Branding in College Station
For businesses in College Station, focusing on branded searches is crucial for standing out in a competitive market. Local businesses can leverage branded SEO and PPC strategies to capture high-intent traffic from users searching for services within the region.
An example of a business that effectively utilizes branding and digital marketing is Branding Iron Management. With expertise in brand development and digital strategies, they help businesses optimize their search presence and strengthen their online identity.
Conclusion
Branded searches play a crucial role in search traffic, consumer behavior, and paid advertising. Whether you’re a business owner, a marketer, or an SEO professional, understanding how branded searches work can help refine your digital strategy and improve your brand’s visibility.
With nearly half of searches including a brand name, the data is clear—building and maintaining a strong brand presence is just as important as targeting non-branded keywords in the SEO world. Moreover, leveraging branded PPC campaigns can drive high-intent traffic, reduce ad costs, and improve conversions, making it a powerful tool for digital marketing success. For businesses in College Station, prioritizing branded search strategies can be the key to long-term success in the digital marketplace.
About Branding Iron Management
Branding Iron Management is a dedicated media management company based in the Bryan-College Station area, boasting over 60 years of experience. Proudly hiring talent from Texas A&M University, our team is composed almost entirely of Aggies, reflecting our commitment to helping local businesses.
We specialize in helping businesses grow through tailored media strategies, digital marketing, graphic design, and social media management. Our comprehensive marketing management services simplify the complexities of advertising, enabling you to effectively engage your target audience and achieve your business goals. At Branding Iron Management, we are in the business of helping businesses grow. Call at (979) 571-9919 or email Branding Iron Management for a free consultation today.
Facebook
Instagram
LinkedIn
YouTube
Yelp
Address: 1733 Briarcrest Dr. Bryan, TX 77803
Phone: 979-571-9919
Email: Hans@BrandingIronMGT.com
