45.7% of searches are branded—why consistent branding wins

A new report from Ahrefs, a leading SEO analytics platform, reveals that 45.7% of all Google searches in the US are branded searches, meaning they include specific company, product, or brand names. This finding challenges the prevailing focus on AI optimization and generic SEO tactics, suggesting that traditional brand building remains the most critical factor for online business success.

What you should know: The data comes from a comprehensive analysis of approximately 150 million US keywords, providing statistically significant insights into search behavior.

• 45.7% of all Google searches include a brand name, while 36.9% of unique search queries are branded.
• Longer branded queries with three or more words make up the largest share of branded search volume.
• Celebrity names were excluded from the dataset to focus specifically on companies, products, and trademarks.

The big picture: This data suggests Google serves dual purposes—not just for discovering new products, but also for validating decisions about brands people already know and trust.

• People increasingly use specific brand names in their searches rather than generic terms.
• Searches like “iPhone 15 Pro Max review” or “Inside Out 2 showtimes” demonstrate that users often combine brand names with specific research needs.

Why this matters: The findings reinforce that brand building, not AI optimization or SEO tactics alone, drives long-term business success in an increasingly competitive digital landscape.

• Branded searches indicate higher intent and conversion potential since users already have specific companies or products in mind.
• Strong brands benefit from lower advertising costs, better email conversion rates, and increased social media engagement.

What the expert says: Performance marketer Lester Mapp, who has a successful business exit and uses AI tools in his agency, emphasizes the enduring importance of fundamentals over quick-fix tactics.

• “Building a brand isn’t about colors, fonts, or any other surface-level details. Ultimately, it comes down to being consistent.”
• “The best marketing tactic is consistently doing right by your customers.”
• He argues that brand building works like “a rising tide” that “lifts all your other marketing efforts.”

Key insight: While AI and advanced optimization techniques capture attention as potential shortcuts, consistent brand building remains irreplaceable—much like baking a cake requires proper time and temperature regardless of technological advances.