The future of business isn’t about AI – and this report proves it

That’s why I can confidently say this is a big deal and worth your attention.

BTW, if you’re interested in AI and marketing insights, sign up for my free newsletter, No Fluff Just Facts. I share key marketing trends and must-watch AI innovations.

Alright, enough about me. Let’s discuss this report while my esophagus recovers. 😅

Breaking down the data

Before we jump into the deets of the report, let’s define the term branded search.

A branded search is any search that includes the name of a company, product, or brand in the query. For example, “Nike Shoes” is a branded search, or “My fav writer, Les from ZDNET,” is also a branded search 🙃

Also: You can search Google with a new voice experience – and it’s pretty cool

Essentially, it’s the combination of “brand” and the thing you’re looking for, aka “the search,” that makes it a branded search.

Branded searches mean you already know what you’re looking for. Instead of just “shoes,” you know you want Nike shoes. Got it?

In contrast, non-branded searches are things like “shoes” or “best running shoes.” In these cases, you don’t know exactly what you want and are open to discovering something new.

So, which one do you need to be successful online? 🤔

Do you need a branded search where everyone knows who you are, or do you want a non-branded approach to capitalize on generic keywords? The answer, my friend, is both, but more on that later.

First, let me tell you about Ahrefs and why we should listen to them.

Trust me, the context is realllllly crucial to understanding your next move.

Ahrefs is an all-in-one SEO and marketing intelligence platform. It’s one of the most reliable and trusted sources for search engine keyword data. Over the years, they’ve built a strong reputation for accuracy and transparency.

In fact, 44% of marketers from Fortune 500 companies use Ahrefs, and while that’s very impressive, the real test is that I’ve been using it for almost 10 years – lol. 🤓

Also: You can turn your Google search into a podcast now – here’s how

Jokes aside, this tool is incredibly powerful! It’s one of the largest and most active web crawlers in the industry, second only to Google. Ahrefs users can analyze keywords, conduct technical site audits, track competitor keywords, and so on, making it easier to identify opportunities, resolve issues, and develop effective marketing strategies.

It’s not hard to see why their data is worth monitoring closely.

Now that we’ve got that out of the way, let’s discuss the report.

Here are the things that caught my eye: 👀

• Data was collected from a sample of approximately 150 million US keywords. The findings were based on a huge dataset, so the results are statistically significant. This sample size helps ensure the accuracy and reliability of the insights.

• Celebrity names were excluded from the branded search dataset. Searches for celebrities like “Taylor Swift” were not included as branded searches in this study. This maintains the focus on companies, products, and trademarks rather than individuals.

• 45.7% of all Google searches in the US are branded. Nearly half of all searches people type into Google include a brand, company, or product name. This is based on total search volume, so it counts every time someone searches, even if different people repeat the phrase multiple times.

• 36.9% of unique search queries are branded. Out of all the different search phrases people use, about 36.9% mention a brand, company, or product. This is about the variety of branded queries, not how often each one is searched.

• Longer branded queries (3+ words) make up the largest share of branded search volume. Most branded searches aren’t just single words, like “YouTube” or “Amazon,” but longer phrases, such as “Inside Out 2 showtimes” or “iPhone 15 Pro Max review.” This indicates that people often use branded searches for in-depth research or to address specific needs rather than just for quick navigation.

Your next move

The gurus will probably tell you something like “optimize for brand keywords” or some other time-wasting advice that treats the symptom, not the real problem.

Yes, you should do those things, but I promise you that alone won’t move the needle in a meaningful way unless you focus on something else. 😔

Also: How to remove your personal info from Google Search – it’s quick and easy

When you dig deeper, this report just solidifies that brand building is the “future” of marketing, and I say “future” somewhat sarcastically because it’s always been important. Tactics like Search Engine Optimization (SEO) and Artificial Intelligence Optimization (AIO) often make headlines because they’re perceived as quick fixes. But actually building a brand? That’s hard work, and there’s no shortcut. The time it takes is the time it takes.

It’s kinda like baking a cake at 350 degrees for an hour. Just because you turn the oven up to 700 doesn’t mean the cake will be done in 30 minutes. You’ll just burn the cake. Brand building is a lot like that. The time is the time.

Brand building is like a rising tide. It lifts all your other marketing efforts. Paid ads become cheaper, emails convert better, more engagement on social media pages, and so on.

Building a brand isn’t about colors, fonts, or any other surface-level details. Ultimately, it comes down to being consistent.

That’s literally it: consistency. 🤓☝️

How consistent can you be in creating an amazing product or service? How consistent is your customer service? How consistently can you show up for the people you choose to serve?

Also: Why the end of Google as we know it could be your biggest opportunity yet

Here’s the thing: good or bad, you have a brand. Think of your brand as the way people talk about you when you’re not in the room. Whether it’s your personal brand or the brand of your product or service, everyone has one. You might as well make yours epic.

In this fast-paced world, where everything is AI-driven or over-optimized, the fundamentals, such as people knowing, liking, and trusting you, haven’t changed. 

The more things change, the more they stay the same. 😊

People do business with people, and the best optimization isn’t some algorithm hack or secret keyword trick. You optimize by doing what’s best for your audience and trust that it will pay dividends over time.

My two cents

This report suggests that Google isn’t just the place people go to discover new things. It’s also where people go to affirm their decision. It highlights that consistency and connecting with your audience are the past, present, and future of business. 🎯

While embracing new strategies like AI is prudent, the fundamentals aren’t going anywhere. The best marketing tactic is consistently doing right by your customers.

😇 Hope this helps. I’m rooting for you.

P.S. If you want more easy and helpful AI tips and tricks, sign up for my free newsletter,No Fluff Just Facts.