Brand Search: The Overlooked Factor in Sustainable SEO Success (What Top Marketers Know)

April 6, 2025 in Linkbuilding Strategies

Brand Search: The Overlooked Factor in Sustainable SEO Success (What Top Marketers Know)

Brands that dominate their own search results aren’t just getting more clicks—they’re converting at rates that far surpass generic traffic. According to Ahrefs, branded queries convert at a rate up to five times higher than non-branded queries, making them a goldmine for marketers focused on ROI (Ahrefs, 2023). Branded searches account for up to 60% of total search traffic for established brands (Moz, 2023). Google’s E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) framework is now a central factor in how branded search is valued.

Why Brand Search Is the Real Driver of Sustainable SEO

Branded search is the engine behind sustainable SEO performance. For organizations focused on long-term growth, prioritizing brand search isn’t optional—it’s mission-critical. Branded traffic is also less volatile during algorithm updates, protecting brands from sudden ranking losses (GSQi, 2024). Forward-thinking teams are investing in strategies that build brand authority, such as securing high-quality editorial links and fostering positive online sentiment. For those looking to understand what true brand authority looks like, see our DA 50+ Press Mentions Executive Guide.

Top marketers are leveraging the compounding nature of branded search to drive sustainable growth. As Rand Fishkin, founder of SparkToro, notes, “Branded search volume is the single best leading indicator of future growth in organic search” (SparkToro, 2023).

  • Long-Term Defensibility: Brands with strong branded search presence are less vulnerable to algorithm updates or competitive attacks.
  • Compounding Visibility: Each successful campaign, press hit, or editorial link increases branded query volume, which in turn boosts organic rankings.
  • Trust and Conversion: Users searching for your brand are already primed to trust and buy—making this traffic both high-quality and high-converting.

Nike, after sustained digital PR investment, saw a 28% year-over-year increase in branded search volume and an associated surge in organic traffic (Majestic, 2023). According to BuzzStream, 67% of SEOs cite digital PR and editorial links as the most effective link-building tactic for sustainable rankings (BuzzStream, 2024).

To understand how digital PR delivers these results, explore our in-depth comparison of digital PR and standard link building.

A brand’s search engine results page—or brand SERP—is no longer just a list of links. It’s a digital reputation that can either fuel growth or expose risk. The difference between brands that shine and those that struggle often comes down to the presence (or absence) of editorial links and digital PR.

Visual structure makes it easy to see how editorial links and digital PR transform the picture:

  • Brand SERP With Editorial PR
    Element Present Absent
    Knowledge Panel Accurate, detailed Missing/incomplete
    Top News Stories Positive press Negative/neutral
    Review Management Positive, visible Vulnerable to spam
    Competitor Ads Suppressed Prominent
    Authority/E-E-A-T Signals Strong Weak
  • Brand SERP Without Editorial PR
    Element Present Absent
    Negative Reviews More visible Suppressed
    Third-Party Content Uncontrolled Controlled
    Authority Signals Weak Strong

A Moz study found that brands with active editorial PR campaigns were 50% more likely to earn a complete Knowledge Panel and had significantly fewer negative results on page one (Moz, 2024). Editorial PR also amplifies authority signals, which are now a visible part of Google’s E-E-A-T evaluation. For a breakdown of how editorial link building sets champions apart, see our guide to PR-First Link Building.

Counterpoint: Why Ignoring Branded Search Puts Your SEO at Risk

It’s easy to assume that branded search will take care of itself, especially for established companies with a loyal audience. But the reality is stark: when brands neglect their branded search presence, they leave the door open for negative reviews, competitor ads, and damaging news stories to dominate their most valuable digital real estate.

Recent Google policy changes target “parasite SEO”—brands not managing their presence risk third-parties hijacking their SERPs (Search Engine Land, 2024). A Reputation X report revealed that nearly 40% of brands who experienced a PR crisis saw their negative reviews or competitor ads overtake their brand SERPs within just weeks—erasing years of positive reputation in a matter of days (Reputation X, 2023).

The smart move is to proactively manage your brand reputation management and invest in editorial, white-hat strategies that ensure your story—not your competitors’—controls the conversation. For practical steps on avoiding Google penalties, review our executive guide.

Nike is a brand that has consistently invested in digital PR and editorial coverage. According to Majestic, Nike’s Knowledge Panel and top branded SERPs are dominated by editorial coverage and PR-driven stories, minimizing negative or third-party content (Majestic, 2023). Only 2.2% of content gets more than one link—making editorial PR-driven syndication a standout win (Authority Hacker, 2023). This editorial focus not only secures positive visibility but also pushes down negative or irrelevant results, protecting the brand’s reputation and supporting organic growth.

This before-and-after shift demonstrates the measurable impact editorial PR can have on a brand’s search destiny. To see more examples of earned media coverage driving brand transformation, check our client successes page.

Success in sustainable SEO isn’t about chasing the latest hack—it’s about building a foundation that can weather any algorithm update. Here’s a proven playbook for dominating branded keywords and securing your authority:

  1. Establish Consistent Brand Identity: Use the same name, logo, and messaging across all properties.
  2. Prioritize Editorial PR: Focus on high-authority, earned media and avoid manipulative link tactics.
    (For a process breakdown, see our digital PR process.)
  3. Monitor and Manage Online Reviews: Actively solicit positive feedback and address negatives promptly.
  4. Leverage Social Media and Content Marketing: Share news, thought leadership, and engage with your audience.
  5. Track Branded Search Metrics: Use SEO tools to monitor search volume, CTR, and SERP composition for your brand terms.
  6. Comply with Data Privacy Regulations: Compliance with data privacy regulations like GDPR further strengthens brand trust and SEO sustainability.

BuzzStream’s State of Link Building Survey found that brands implementing these best practices see an average 35% increase in branded organic traffic within 12 months (BuzzStream, 2024).

Key Takeaway: Why Brand Search Is Every Marketer’s Hidden Growth Lever

Too many companies focus exclusively on ranking for non-branded keywords—missing out on the compounding value of their own brand search. The brands with the highest long-term returns are those who invest in branded presence, editorial authority, and positive digital PR.

A Similarweb study found that 70% of brands experiencing double-digit organic growth attributed the majority of their new traffic to increases in branded search volume (Similarweb, 2023). As Lily Ray of Amsive Digital notes, “Brands that invest in E-E-A-T and digital PR see the strongest, most sustainable results—even during major updates.”

If you’re looking to future-proof your position, see our guide on how to future-proof your brand’s authority signals.

Conclusion & CTA: Ready to Transform Your Brand Search Results?

The evidence is clear: digital PR and editorial authority are no longer optional for brands seeking to lead in search. By focusing on brand search and embracing sustainable, white-hat strategies, you’re not just protecting your reputation—you’re laying the groundwork for lasting growth and higher ROI. Continuous monitoring of your brand’s search results and social platforms is essential to safeguard your authority and reputation.

Ready to see what these strategies can do for your brand? Schedule a strategy session with Prism PR’s experts today.

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