Branded search and its role in increasing company recognition
Generative AI is changing online user behavior. More and more people are using bots to find information about brands or products. In this new reality, branded search is becoming particularly important. It enables AI to analyze companies more thoroughly and recommend them to potential customers.
Due to the accessibility and prevalence of AI, its growing influence on information searches is evident. This forces businesses to adapt their strategies to include intelligent applications and new analysis algorithms. However, traditional search engines should not be discounted. Research shows that 99% of ChatGPT users turn to Google for more information after interacting with the chatbot. Most often, people search for the names of brands that AI systems have provided them with previously.
This behavior underscores the importance of marketing optimization for both chatbots and classic search queries. The best solution would be to improve your branding strategy.
The importance of increasing visibility
Statistics show that the number of clicks on branded queries is steadily declining. At the same time, impressions play an important role in increasing a company’s visibility. You can use the Search Console tool to check the dynamics of queries by company name. The “Query” filter shows user interest in the brand. Regularly tracking the number of mentions is an effective way to monitor consumer sentiment. This can help turn dissatisfied users into loyal customers.
There are already tools on the market that automatically track brand mentions online. They send notifications every time new information appears. These services also help analyze the effectiveness of marketing efforts.
Negative comments require special attention because they directly affect the company’s image. To reduce their impact, consider using the following techniques:
- create press releases with positive news about the company and share them on social media.
- transform positive mentions into reviews;
- write reviews and share them on social networks;
- add the most significant mentions of the brand to the panel or pin them as important posts;
- encourage interaction with users and thank them for their positive feedback.
These steps help to reduce the impact of negative messages and increase brand recognition.
A strong branding strategy makes your business more visible to search algorithms and chatbots. This is particularly important as users increasingly rely on ChatGPT and Gemini. Regularly monitoring mentions allows you to understand the role branded queries play in promotion. It is important to increase the number of branded queries to improve the company’s online visibility.