Story Based Question
Imagine you own a local bakery, “Sweet Cravings,” in a bustling neighborhood. Your shop is known for its delicious cupcakes, and while you’ve been building your reputation, you’ve noticed something interesting: when people search for your bakery by name—“Sweet Cravings Bakery”—they easily find your website and location on Google. But when they search for more general terms like “best cupcakes near me,” your business doesn’t show up as prominently.
You begin to wonder how your bakery’s name search impacts your visibility in local search results. Does this branded search have anything to do with how well your bakery ranks in more general local searches?
Exact Answer
A branded search occurs when someone searches for a specific business or brand by name, like “Sweet Cravings Bakery.” Branded searches can positively affect local SEO because they signal to Google that your business has authority and recognition in your area. When people search for your brand directly, Google understands that your business is trusted and relevant, potentially boosting your rankings for both branded and non-branded local searches.
Explanation
Branded searches play a crucial role in local SEO because they can enhance your business’s visibility in both branded and non-branded searches. Here’s why:
- Increased Trust and Relevance
When people search for your business by name, it signals to Google that your business has recognition and trust within your local community. This trust can extend to more general searches related to your industry. For example, if your bakery is getting frequent branded searches, Google sees your business as relevant and authoritative, increasing your chances of ranking for broader local terms like “best bakery in [City].” - Improved Local Search Rankings
Branded searches directly impact your local SEO rankings. The more people search for your business by name, the more signals Google receives that your business is a trusted source. Google’s algorithm tends to favor businesses that have positive signals like branded searches, so these searches can indirectly improve your rankings for other local search queries. - Enhanced Google My Business (GMB) Profile
Branded searches often lead to more clicks and interactions with your Google My Business (GMB) profile. For instance, if someone searches for “Sweet Cravings Bakery” and clicks on your business listing, it sends a positive signal to Google that your business is relevant to users. As a result, your GMB profile becomes more authoritative, potentially boosting your visibility in local map packs or other search results. - Increased Conversions
When people search for your brand, they are often further down the decision-making funnel and more likely to visit your website, call, or stop by your physical location. Branded searches often result in higher conversion rates, meaning that they not only help with visibility but can also directly drive more business to your door.
Example
Let’s apply these concepts to your bakery, “Sweet Cravings.”
- Increased Trust and Relevance: As your business name, “Sweet Cravings Bakery,” becomes more well-known in your community, more customers begin searching specifically for your bakery. This surge in branded searches tells Google that your business is trusted and relevant, which may help boost your ranking for broader local searches like “best cupcakes in [City].”
- Improved Local Search Rankings: Over time, as more customers search for “Sweet Cravings Bakery” on Google, your bakery’s profile starts showing up more frequently for related searches like “cupcakes near me” or “bakery in [Neighborhood].” These branded searches send signals to Google, enhancing your local SEO and improving your overall ranking.
- Enhanced GMB Profile: Every time someone clicks on your GMB profile after searching for your brand, Google takes note. These interactions help establish your business as authoritative in your area. If your bakery has a strong GMB profile with positive reviews and fresh content, it will improve your visibility in local searches for both branded and non-branded terms.
- Increased Conversions: When potential customers search for “Sweet Cravings Bakery” by name, they are more likely to click on your website and either make an order or visit the bakery. These highly relevant searches are a great signal to Google that your business is offering exactly what people are looking for, which can directly impact conversions and sales.
By focusing on building brand recognition and encouraging branded searches (for example, through social media or word-of-mouth marketing), you indirectly improve your bakery’s performance in general local searches as well.
Branded searches help build trust and relevance for your business, signaling to Google that your brand is a local authority. This leads to improved local SEO rankings, better visibility in search results, and higher conversion rates. Encourage branded searches by promoting your business and creating a memorable experience for customers.