The future of business is not about AI – and this report proves that

So I can confidently say this is a big deal and worth your attention.

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Well, enough about me. Let's discuss this report while my esophagus is recovering. 😅

Data decomposition

Before diving into the report's Deets, let's define the term brand search.

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

You can also search Google with new audio experiences – it's pretty cool

Essentially, it's a combination of “brand” and what you're looking for, alias “search”, and that's what your brand is searching for.

A brand search means you already know what you're looking for. Instead of just “shoes”, you know you want Nike shoes. Understood?

In contrast, non-brand searches include “shoes” and “best running shoes.” In these cases, you don't know exactly what you want and are open to discovering something new.

So which one needs to be successful online? 🤔

Do you need to search for brands where everyone knows who you are, or do you need a non-brand approach to leverage common keywords? The answer is also my friend, but I'll go into it in more detail later.

First, let's talk about Ahrefs and why you need to hear them.

Trust me, the context is very important to understand your next move.

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

In fact, 44% of marketers at Fortune 500 companies use Ahrefs, which is very impressive, but the actual test is what I've been using for almost 10 years – LOL. 🤓

Also: You can turn Google Search into a Podcast now – how is this?

Jokes aside, this tool is super powerful! It is 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, identify opportunities, resolve issues, and develop effective marketing strategies.

It's not difficult to see why their data is worth closely monitoring.

Now that I'm out of the way, let's explain the report.

This is what caught my eye: 👀

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

• Celebrity names were excluded from the brand search dataset. Searches for celebrities like “Taylor Swift” were not included as brand searches in this study. This focuses on businesses, products and trademarks, not individuals.

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

• 36.9% of unique search queries are branded. Of all the different search phrases people use, around 36.9% refer to the brand, company, or product. This is about different brand queries, not how often each is searched.

• Longer brand queries (words of 3 or more) constitute the largest share of the brand search volume. Most searches for brands are not just single words like “YouTube” or “Amazon”, but also long phrases like “Insider Out 2 Showtimes” and “iPhone 15 Pro Max Review.” This shows that people often use brand searches for in-depth research rather than quick navigation, or to address specific needs.

Your next move

Guru will probably give you something like “optimizing for brand keywords” or other time-wasting advice to treat symptoms rather than actual issues.

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

Also: How to remove personal information from Google search – it's quick and easy

Driving deeper, this report reinforces that brand building is the “future” of marketing, and I say, somewhat ironically, “future” because it has always been important. Tactics like Search Engine Optimization (SEO) and Artificial Intelligence Optimization (AIO) are often headlined because they are perceived as quick fixes. But do you actually build a brand? It's a tough job and there are no shortcuts. It's time that takes time.

It's like baking a cake at 350 degrees for an hour. Just because you turn the oven to a maximum of 700 doesn't mean that the cake will be completed in 30 minutes. You'll just burn the cake. That's what brand building is like. Time is time.

Brand building is like a trend. Lift all other marketing activities. Paid ads are cheaper, and emails convert more engagement and more engagement on social media pages.

Branding is not about colour, font, or other surface-level details. Ultimately, it will be consistent.

It's literally it: consistency. 🤓☝🤓☝️

How consistent is it when you create great products and services? How consistent is customer service? How can you consistently show up for those who you choose to serve?

Also: What we know about Google's end is why it could be your biggest opportunity

Here it is: good or bad, you have a brand. When you're not in the room, think of your brand as a way for people to talk about you. Whether it's your personal brand, your product or the brand of service, everyone has it. You might even make your epic.

In this fast-paced world where everything is AI-driven or over-optimized, the basics of knowing, preferences, and trusting you remain the same.

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

People do business with people, but the best optimizations aren't algorithm hacks or secret keyword tricks. We optimize by doing what's best for our audience, and trust us to pay dividends over time.

My 2 cent

The report suggests that Google is not just the place people go to discover new things. It is also where people go to affirm their decisions. It emphasizes that consistency and connection with your audience is the past, present and the future of business. 🎯

It's wise to embrace new strategies like AI, Fundamentals don't go anywhere. The best marketing tactic is for customers to do it consistently and correctly.

😇I hope this helps. I'm rooting for you.

PS If you want easier and more useful AI tips and tricks, sign up for our free newsletter.It's not just fluff.