Branded search in B2B: why 1 in 3 searches is your brand name

Branded search is the search in which someone types your brand name, either on its own or in combination (“[brand name] pricing”, “[brand name] review”). It is not a niche detail: more than 1 in 3 Google searches is branded. For a Belgian B2B company that is the most valuable traffic you have, because whoever searches your name is close to a decision. In this article you will read why brand SEO matters right now and how to win your own brand SERP, without steering on vanity numbers.

Measure it yourself: turn your organic traffic into revenue with our SEO ROI calculator.

What exactly is branded search?

Branded search covers every search that contains your brand name, a definition Moz explains sharply. Non-branded search is the opposite: generic terms such as “seo agency” or “b2b lead generation” that do not yet include your brand.

The difference in intent is huge:

• Non-branded is someone with a problem who does not know you yet. High volume, low qualification.
• Branded is someone who picked up your name somewhere (a recommendation, a LinkedIn post, an earlier visit) and is now looking for you specifically. Low volume, high qualification.

For B2B, that second type is gold. The buying decision hinges on trust and multiple decision makers, not on an impulse purchase. Someone searching your brand name has already cleared part of that trust barrier. Our SEO approach therefore does not start from as much traffic as possible, but from traffic that leads to customers.

How many searches are really branded?

More than you think. An Ahrefs analysis of some 150 million search terms found that 36.9% of unique Google searches are branded. Factor in how often each term is searched and that share climbs to almost half. Either way: every time someone searches, there is often a brand name in there.

Even more interesting is what that says about strong versus weak brands. Top-performing sites pull a far larger share of their traffic from brand terms than average sites do. That gap is substantial.

Do not read this as “I need to push branded traffic”. Branded traffic is a result, not a goal. It is a symptom of a brand people remember and trust. You do not steer on it directly, you build it by being visible, recognisable and reliable in the places where your buyers spend their time.

Why does branded search matter more right now?

Two shifts make brand SEO more important than it was a few years ago.

First, AI overviews and LLMs pick up trusted brands. Whoever turns themselves into a recognisable entity for Google and for AI systems gets named and cited correctly more often. A vague brand without a clear identity disappears into the noise. This is where SEO and GEO (generative engine optimization) meet: the same signals that strengthen your brand SERP also help your visibility in AI answers.

Second, the honest truth is that in a B2B niche you rarely beat the big players on broad non-branded terms. Competing on “crm software” or “accounting software” costs years and a lot of budget. Claiming your own brand name does not, and it delivers better qualified leads. That fits our thesis: steer on customers and revenue, not on search volume that looks good in a report.

How do you win your own brand SERP?

Your brand SERP is what someone sees when they type your name. Ideally you dominate that entire page, so a potential customer only sees positive signals you control. Concretely:

• A strong About page. Explain clearly who you are, what you do and for whom. This is a core signal for E-E-A-T (experience, expertise, authoritativeness, trustworthiness) and for AI systems trying to understand your brand.
• Consistent mentions. Make sure your name, address and description are the same everywhere: your website, LinkedIn, Google Business Profile, industry platforms. Inconsistency confuses both Google and buyers.
• Cases and social proof. Whoever searches your name is often looking for confirmation. Make it easy to find with concrete results instead of vague claims.
• Claim the related searches. “[brand name] pricing”, “[brand name] reviews”, “[brand name] vs [competitor]”: build your own pages for these, so you determine the answer and not a forum or a competitor.
• Structured data and internal links. Help Google understand your brand as an entity. Our guide on internal links shows how to concentrate authority within your site.

The goal is not to pull in every search, but to control the page people see at the moment they are already considering working with you.

When is branded search NOT your priority?

Honest advice is part of the job. If almost nobody knows your brand name, investing in your brand SERP makes little sense. There simply is no branded volume to claim yet. In that case your gains lie first in building awareness: being visible on the non-branded and demand-driven searches where your buyer is, creating strong content and building relationships.

Branded search is a sign that earlier efforts are working. It comes after people have run into you somewhere. See it as the harvest phase, not the sowing phase. For a brand that already has some awareness, it is low-hanging fruit. For a completely unknown brand it is too early, and we would rather tell you that than push a brand campaign on you that has no demand to serve yet.

Want to take a broader look at where your effort pays off most? Our SEO strategy helps you prioritise based on leads instead of isolated numbers.

Frequently asked questions about branded search

Is branded search the same as protecting your brand name against competitors? Partly. Claiming your own brand SERP prevents competitors or unhappy mentions from shaping the picture. But branded search goes wider: it is the whole system through which people who know you find you back and look for confirmation before they get in touch.

Should I pay for ads on my own brand name? In B2B that is rarely needed if you dominate your brand SERP organically. It sometimes pays off when a competitor bids on your name, but always start by getting your organic presence in order. Spending money on clicks you already get for free organically is usually waste.

How do I measure branded search? In Google Search Console, filter for queries that contain your brand name. Compare that share over time: a rising share of branded traffic is a healthy sign that your awareness is growing. Tie it to enquiries and revenue, not to the number itself.

Does branded search also help visibility in AI answers? Yes. The same signals that strengthen your brand SERP (a clear identity, E-E-A-T, consistent mentions) make it more likely that AI overviews recognise and name your brand correctly.

Ready to get started with your brand SEO?

Branded search is not a separate trick, but the result of a brand people remember and trust. For a Belgian B2B company it is the most qualified traffic you have: people who already know you and are ready for a conversation. We help you claim your own brand SERP and tie it to leads and revenue, not to vanity numbers. No webshop approach, but honest advice and a small team that moves fast.

Book your free intake