Almost half of all Google searches are branded

Never underestimate the importance of a strong brand.

January 29, 2025 | Reading time: 3 minutes

In a pioneering study, tech entrepreneur and co-founder of SparkToro Rand Fishkin, in collaboration with Datos, a Semrush company, has unveiled unprecedented insights into Google search behavior. Analyzing 332 million queries over 21 months, this research sheds light on how users interact with the search giant, revealing patterns in search intent, branded versus generic queries, and the topics that dominate Google searches.

The Power of Google

In the last quarter of 2024, Google’s global search market share fell below 90% for the first time since 2015, with Bing, Yandex, and Yahoo capturing some of the lost share. This suggests users may be exploring alternatives, including AI-driven search engines, potentially signaling a shift in search engine preferences. Despite this, Google continues to be a major source of web traffic, directing over 60% of all referring traffic to other sites.

Search Intent Breakdown

The Rand Fishkin and Datos study categorizes Google searches into four main intents: informational, navigational, commercial, and transactional. Over half of all searches are informational, as users seek knowledge on various topics. Navigational searches, where users aim to reach specific websites, account for a third of the queries. Commercial searches, which include product comparisons and information, make up 14.5%, while transactional searches, indicating a direct intent to purchase, are a mere 0.69%.

Branded vs. Generic Searches

The study shows that 44% of all Google searches are branded. This finding highlights brands’ significant strength and influence, as branded terms often have more searches per query, bringing the branded versus generic search ratio closer to an even split. This trend underscores the power of branding, especially in commercial and B2C sectors, where branded searches often surpass generic ones. Despite many Google searches being informational, the strong presence of branded searches demonstrates the enduring impact of brand recognition.

Discussions suggest that AI search may prioritize strong brands with established authority, highlighting the impact of brand strength across channels. This trend underscores the importance of maintaining a strong brand presence for visibility in the evolving digital landscape.

Strategic Implications for Marketers

• Prioritize Brand Development
  With 44% of searches being branded, businesses should prioritize building a recognizable and trusted brand. This approach will drive more direct traffic and improve search engine visibility.
• Integrate Branded Searches into SEO Strategy
  SEO teams should incorporate branded search terms into their strategies, recognizing their significant impact on search traffic. This focus can enhance search performance and drive more qualified leads.
• Create Demand Beyond Google
  While Google serves existing demand, marketers should invest in diverse marketing activities to create brand awareness and demand across multiple channels.

Read more about our SEO offerings.

Source
The study by Rand Fishkin