Did you know that almost half of Google searches include a brand name? That’s right, according to an Ahrefs study based on over 150 million queries in the US, 45.7% of Google searches are branded. This is why branded searches are so important!
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 in the consumer’s mind, they are more likely to direct their searches specifically towards it. The importance of branded searches in this context cannot be understated, as this trend reflects how stronger brands gain prominence even before the consumer clicks on a link.
The importance of brand searches: sales and a lot of digital presence
It’s true that many brand-related searches may be directly purchase-oriented (e.g. “iPhone 16 deals”), but not all of them are. Some searches are purely informational or exploratory, such as:
- “Who founded Nike?”
- “Is it ethical to buy from Shein?”
- “Netflix prices 2025.”
What does this tell us? That it’s not just about selling, but about being present. This 45.7% not only represents the strength of brands but also their ability to remain in the consumer’s 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 with them.
Is AI changing SEO and search? Spoiler alert: Yes.
Let’s talk about the elephant in the room: artificial intelligence or AI… a topic that is 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 mix search and AI), users are getting faster answers, without needing to visit a website.
For example, ask ChatGPT:
“What are the best running shoes?”
and it will give you recommendations based on reviews or general information, without you having to go to a single page.
This has two huge implications: 1️⃣ General ( non-branded
) searches are losing traffic to AI LLMs like ChatGPT or Gemini. 2️⃣ Brands have to work harder to appear as trusted sources that AI cites.
This is where branded searches come into play again because in an environment where general searches are being absorbed by AI, branded searches ensure that consumers are delivered directly to your site.
Google is meeting the demand; the challenge is creating it
One of the most relevant insights from this analysis is that Google does NOT create demand, it only satisfies it. This means that Google will not make people go to your site… unless you have previously created brand awareness and then people search for your brand directly, as in the examples we mentioned at the beginning.
So if you’re not investing in awareness-building strategies, you simply won’t show up in branded searches.
Think about it: if no one knows you exist, who will look for you? This is where holistic marketing comes into play, that is, creating awareness content on ideal channels for it: social networks, YouTube, podcasts, creative campaigns… Everything 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 nice logo or posting on social media without rhyme or reason. It’s about offering value, connecting emotionally and generating long-term trust.
One example is Patagonia, whose combination of purpose (sustainability), personality and powerful branding has made people look not for hiking jackets, but for Patagonia jackets.
2. SEO and awareness go hand in hand
Your SEO team needs to understand that unbranded searches will continue to lose relevance to AI. So what do you do?
- Create AI-optimized content. Make it clear, concise, and based on reliable data. FAQs and tips lists are great for this.
- Develop content that builds authority. The more your content is citable by AI, the more likely you are to be mentioned in general search queries.
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 the case of Dr. Ourian, the cosmetic dermatology expert from Beverly Hills who even treats the Kardashians, and also the case of Barbie. The film was not only a box office phenomenon but generated millions of searches related to the brand. 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 undergoing a constant revolution. Between the evolution of SEO, the importance of branded searches, and the impact of AI, brands have to adapt or get left behind.
The 45.7% figure is a reminder that building a brand is not just important, it is urgent. Furthermore, SEO cannot be stuck in old tactics. Today it needs to include strategies that contemplate interaction with AI and an integrated marketing ecosystem.
Because at the end of the day, marketing can no longer live in silos. The awareness you build on one channel impacts all the others. The future belongs to the brands that understand this and act quickly.
And you? What are you doing to adapt to this new era of marketing?
