Did you know that almost half of Google searches include a brand name? That’s right, according to an Ahrefs study based on more than 150 million searches in the US, 45.7% of Google searches are branded. That’s how important branded searches are!
Let’s put this into perspective: A non-branded or brand-related query might be:
“What are the best running shoes?”
While a branded search might be:
“Best Nike running shoes.”
Do you see the difference? Once a brand is top of mind, consumers are more likely to target it specifically. The importance of branded searches in this context cannot be underestimated, as this trend reflects how the strongest brands gain prominence even before the consumer clicks on a link.
The importance of brand searches: sales and a strong digital presence
It’s true that many brand-related searches may be directly purchase-oriented (e.g., “iPhone 16 deals”), but not all are. Some searches are purely informational or exploratory, such as:
- “Who founded Nike?”
- “Is it ethical to shop on Shein?”
- “Netflix prices 2025.”
What does this tell us? It’s not just about selling, it’s about being present. This 45.7% represents not only the strength of brands but also their ability to remain top of mind at all stages of the customer journey.
In a digital world hyper-saturated with content, the importance of brand searches lies in maintaining a continuous connection with users and capitalizing on each interaction as an opportunity to strengthen the relationship.
Does AI change SEO and search? Spoiler alert: Yes.
Let’s talk about the elephant in the room: artificial intelligence, or AI… a topic that’s making SEO professionals nervous for one simple reason: the immediacy of the response.
Thanks to Google Gemini, ChatGPT, Claude, and new tools like Perplexity, DeepSeek, or SearchGPT (which combine search and AI), users are getting faster answers without having to visit a website.
For example, ask ChatGPT,
“What are the best running shoes?”
And voila, it will give you recommendations based on reviews or general information, without you having to go to a single page.
This has two brutal implications: 1️⃣ General (non-branded) searches are losing traffic to AI-powered LLMs like ChatGPT or Gemini. 2️⃣ Brands need to work harder to appear as trusted sources cited by AI.
This is where the importance of branded searches comes into play again because in an environment where general searches are being taken over by AI, branded searches ensure that consumers arrive directly to your site.
Google meets demand; the challenge is creating it
One of the most relevant insights from this analysis is that Google doesn’t create demand; it only satisfies it. This means that Google won’t drive people to your site… unless you’ve first built brand awareness and then people search for your brand directly, as in the examples we cited at the beginning.
Therefore, if you’re not investing in awareness-building strategies, you simply won’t appear in branded searches.
Think about it: if no one knows you exist, who will search for you? This is where holistic marketing comes in —creating awareness content on ideal channels: social media, YouTube, podcasts, creative campaigns… Anything that helps position you in the mind of your buyer persona. Because when you achieve that, generic searches like “best Italian pasta” become “best Barilla pasta.” Capisci?
What does this mean for your marketing?
Let’s move from shock to action. Here are three steps any marketer can take to adapt:
1. Building a brand is not optional, it is mandatory
The 45.7% figure makes it clear: if you don’t have a strong brand, you’re suddenly losing 50% of your audience. And building a brand isn’t just about having a pretty logo or posting on social media without rhyme or reason. It’s about offering value, connecting emotionally, and building long-term trust.
An example is Patagonia, whose combination of purpose (sustainability), personality, and powerful branding has led people to look not for trekking jackets, but for Patagonia jackets.
2. SEO and awareness go hand in hand
Your SEO team needs to understand that non-branded searches will continue to lose relevance to AI. So what should you do?
- Create AI-optimized content. Make it clear, concise, and based on reliable data. FAQs and tip lists are great for this.
- Develop content that builds authority. The more citable your content is by AI, the more likely you are to be mentioned in general search results.
3. Don’t think in silos: connect your entire ecosystem
Digital strategy can no longer be separated into “SEO on the one hand” and “social media on the other.” Branded searches are the result of a connected ecosystem: the brand awareness you build on social media, creative campaigns, or even at physical events is directly reflected in branded searches.
Two examples are Dr. Ourian, the Beverly Hills cosmetic dermatology expert who even treats the Kardashians and Barbie. The film was not only a box office phenomenon but also generated millions of brand-related searches, from “Barbie movie outfits” to “Barbie Mattel store,” all thanks to a holistic strategy that connected film, social media, PR, and more.
The formula is Search + Awareness + AI
Digital marketing is constantly evolving. Between the evolution of SEO, the importance of branded searches, and the impact of AI, brands must adapt or be left behind.
The 45.7% figure is a reminder that brand building isn’t just important, it’s urgent. Furthermore, SEO can’t remain stuck in old-fashioned tactics. Today, it needs to include strategies that consider interaction with AI and an integrated marketing ecosystem.
Because at the end of the day, marketing can no longer exist in silos. The awareness you build in one channel impacts all the others. The future belongs to brands that understand this and act quickly.
And you? What are you doing to adapt to this new era of marketing?
