Growing branded search demand

What branded search is

Branded searches are searches that include your business name, such as "Hollybush Dental", "Hollybush Dental opening times" or "Hollybush Dental reviews". Non-branded searches don't, such as "dentist in Ashby".

Both matter, but they tell you different things. Non-branded search shows whether new customers can find you. Branded search shows whether people already know about you and want you specifically.

Why it matters

• It's a sign of reputation. People search for businesses they've heard about from friends, seen on vans, read about locally or used before.
• It converts well. Someone searching your name usually wants to contact or buy from you.
• It's more resilient. When search results change or competitors improve, people who search for you by name still find you.
• It reflects marketing beyond SEO. Leaflets, sponsorships, signage, radio and social media can all increase branded searches.

How to measure it

In Search Console's Performance report, add a query filter:

1. Choose "Queries containing" and enter your brand name, or its most distinctive part. 2. Note clicks and impressions. 3. Then switch to "Queries not containing" for non-branded figures.

Include common misspellings and shortened versions of your name. A regular expression filter can capture several variants at once, such as your full name, initials and a common typo.

Compare year on year. Branded search often follows seasonal patterns in your business.

What drives branded search up

Doing memorable work

Word of mouth is still the main driver for many small businesses. Customers who have a good experience tell others, who then search for you.

Being visible offline

Signage, vehicle livery, local sponsorships, events and print can all prompt searches. When you run something offline, note the dates and watch branded search afterwards.

Local press and community

Coverage in local news, community newsletters or industry publications gets your name in front of people. Our guide to ethical link building covers how to earn coverage.

Social media and content

People who see helpful posts or videos may search for you later. Content that answers real questions builds familiarity.

Reviews

Strong reviews make people more likely to remember and search for you.

Make the most of branded searches

When people search your name, make sure they find what they need:

• Your website should appear first. If it doesn't, check it's indexed and that your business name appears clearly in the home page title and content.
• Your Business Profile should be complete and accurate.
• Sitelinks, the extra links under your main result, should point to useful pages. Clear navigation and page titles help Google choose sensible ones.
• Review sites and social profiles should be up to date.

Search for your name on a phone and look at the whole page. Are there old listings with wrong details? A closed branch? A directory listing with a former phone number? Fix what you can.

Brand name choices

If you're naming a new business, consider how searchable the name is. Generic names like "Quality Builders" are hard to own in search because they match lots of other businesses and ordinary phrases. Distinctive names are easier to find.

If you've a generic name already, you don't need to rebrand. Add a location or specialism consistently, such as "Quality Builders Hexham", in your profile and site.

A worked example

A family-run bakery in Hebden Bridge started selling at weekend markets across West Yorkshire. The owners wanted to know whether the markets were bringing in new online orders.

They set up a branded query filter in Search Console and noted market dates in a spreadsheet. Branded searches rose after market weekends, especially searches for the bakery's name with "sourdough" and "delivery". They added a clear sourdough delivery page and made sure their Business Profile linked to it. They also put a QR code on their market stall linking to the order page.

Branded search became a simple way to judge whether offline marketing was working.

Branded search and your other channels

Branded search often reflects work done outside SEO, so share the numbers with whoever handles your marketing. If you send a newsletter, run social ads or appear at a trade show, mark the date and check branded queries over the following fortnight. You won't get a precise return figure, but over a year you'll see which activities make people look you up and which barely register. That helps you spend a limited budget where it has the most effect.

When branded search falls

A fall in branded searches can mean:

• Seasonal change.
• Less offline marketing.
• A competitor drawing attention.
• A reputation problem, such as bad press or a run of negative reviews.
• Tracking or filter changes in Search Console.

Look at timing and context before drawing conclusions.

Questions