Understanding how a brand’s name is used in search queries can inform brand building efforts.
This article suggests conducting branded search audits is a time-efficient measure to identify and capture brand-aware audiences most likely to convert. Many of these consumers could be the brand’s customers already or could be looking to purchase again.
Identifying the top branded queries can also allow marketers to focus on the searches which best serve users. Tracking how branded queries are trending over time helps marketers estimate brand interest among consumers. This can influence future performance marketing strategies.
The author highlights that such audits can help maintain brand reputation by flagging up instances where the brand might appear in a negative light. And focussing on understanding the top ten searches featuring the brand name allows marketers to identify issues and opportunities.
[10 minute read]