TLDR:
- Branded search is crucial for businesses as most consumers search for a company’s name on Google before making a purchase.
- AI-driven search results might make it harder to convert searchers into buyers because the personalized snapshots may include negative information.
- Controlling branded search results, particularly in Google’s autocomplete suggestions, is important for AI-powered search.
- Creating a Subreddit for your company and using it for customer support and community building is a good way to control branded queries.
- Answering all questions in “People also ask” boxes and creating a Q&A knowledge base section on your site is crucial for attracting searchers.
- YouTube playlists can be used to drive branded search results from YouTube and rank in organic search.
Consumers frequently search for a company’s name on Google when considering a purchase. Brand name queries often include other keywords and imply a commercial intent, making them an opportunity to convert searchers into buyers. However, with AI-driven search becoming more prevalent, converting these shopping journeys may become harder. The personalized snapshots generated by AI may include negative information about a brand, which can deter consumers from making a purchase.
Controlling branded search results, especially in Google’s autocomplete suggestions, is key for the coming AI-powered search. One way to control branded queries is by creating a Subreddit for your company and using it for customer support and community building. Reddit threads often appear in search results, and having a Subreddit can help increase your brand’s visibility and control over the search results.
Google’s organic results often prompt searchers to ask more questions about a brand. Answering all questions in the “People also ask” boxes is crucial for bringing these searchers to your site. Additionally, having a Q&A knowledge base section on your website can help answer these questions and rank well in brand queries.
YouTube is a powerful tool for driving traffic and conversions. It ranks well in organic search and can produce listings for brand queries. To drive branded search results from YouTube, companies can turn user-generated content into videos and curate those videos via YouTube playlists. These playlists can help rank in organic search and drive traffic and conversions to your brand.