Why SEOs Can’t Ignore Branding Anymore (Even If They Tried)

SEO Without Branding? That’s So 2005.

Remember when SEO was as simple as stuffing keywords into your website content? Maybe you even added some white text on a white background to hide them! Yeah, those were the days, but things have changed.

SEO isn’t just about the right words anymore. Now, it’s about trust, relevance, and, wait for it, branding.

If you’re not thinking about your brand in your SEO strategy, you’re missing out. Today, Google wants to know who you are, not just the words on your page. It’s time to accept it: branding is a core part of ranking well in search results.

TL; DR: SEO has changed. Google and even ChatGPT now prioritize trust and brand recognition. If you’re not focusing on building a strong brand, you’re already behind.

This post explains why branding and SEO are now tightly linked and how you can leverage both to stay ahead of the game.

SEO Isn’t Just About Keywords Anymore

Here’s the thing: SEO used to be all about picking the right keywords and packing them into your pages. Easy, right? Not anymore. Google looks at context, not just the words. It wants to understand the real meaning behind your content.

For example, if your website talks about “apples,” Google has to figure out: Are you talking about fruit, or are you selling iPhones? Google needs context, and that’s where branding comes in.

To put it simply: Google doesn’t just care about words; it cares about what your brand stands for. When you have a clear brand identity, Google understands you better, and so do your customers.

Enter the Age of Entity-Based SEO

Let’s talk about something called an “entity.” It’s a fancy term for anything recognizable. An entity could be a person, a company, a product, basically, anything that Google knows about and can connect to other things online.

For example:

Nike > Air Jordans > Michael Jordan > the iconic slam dunk.

Google understands all these links. It knows who Michael Jordan is because of his connection to Nike and Air Jordans. The same goes for your brand. When Google knows who you are, it can connect you to your industry, your audience, and your products.

We’ve been in SEO for 20 years, so we’ve watched this shift happen. SEO has gone from focusing on backlinks to focusing on brand mentions. Brands that are clearly defined and recognized are now the ones that win in search.

What is an Entity, anyway?

An entity is just something easily recognizable and unique. Think of your brand as an entity. When Google knows who you are and what you do, it can rank you higher in search results. Simple as that.

How Google Connects the Dots Between You and What You Do

Google is like the ultimate detective, connecting clues (or mentions) about your brand across the web to understand who you are and what you stand for.

Why Being “Known” Is the New Being “Optimized”

It’s simple: Visibility + Trust = Better Rankings. So, it’s not just about keywords anymore; it’s about making your brand visible and trustworthy. If people recognize you, you’re golden.

Why Branding Matters More Than Ever in SEO

Let’s talk data.

Branded searches (where users search for your brand by name) are one of the most important signals Google uses to assess authority.

If your brand name is synonymous with quality or expertise, it’s likely to boost your visibility, whether or not you’re in the #1 spot for a given keyword.

But does SEO still have a place in this world of rapidly advancing technology, like LLMs and AI-driven content? Absolutely.

It’s more critical than ever to ensure your brand has a clear and trusted presence across the web. While AI can help with content generation, human touch and trust still matter.

If you’re unsure whether SEO is still worth your investment in the era of AI, Does Businesses Still Need SEO in the Era of LLMs? Breaks down why SEO is still a must-have strategy for any business looking to grow.

Even if you’re not ranking #1 for a keyword, a strong brand can still get you clicks. Think about it: when people search for your brand by name, they’re saying, “I trust this company,” and Google loves that kind of trust.

Want to know how to optimize both your branding and SEO to boost your rankings? Our 10-Step Guide to Working on Branding and SEO offers step-by-step strategies for integrating the two.

Branded Clicks = Trust at Scale

When people search for your brand specifically, it’s a sign they trust you. The more people click on your brand’s name, the more Google says, “Oh, this brand’s a big deal.” This trust translates into better rankings and visibility.

AI Is Summarizing Your Brand, Better Hope They Get It Right

With AI now showing up in search results, your brand’s identity is being summarized automatically. If Google gets your brand wrong, because your online presence isn’t clear, it could hurt your reputation. Make sure your brand is unified and clear across all platforms to avoid any confusion.

We’ve Seen the Power of Branding Firsthand

We’ve worked with businesses that started from scratch and helped them build a brand people trust. The result? Over time, by investing in their brand’s identity and visibility, they went from being obscure to dominating search results. Trust us, branding works. We’ve lived it.

Common Branding Gaps (and How to Fix Them)

Let’s talk about some branding gaps that might be hurting your SEO. You’d be surprised how many brands don’t have their details straight. Things like inconsistent business names, outdated information, or even forgotten social media profiles can confuse both Google and users.

For example, if your business name on Facebook is different from the name on your website, Google is going to get confused. And so will your potential customers. Here’s a simple fix: Make sure your brand is consistent everywhere.

Here’s a fun analogy: Think of your brand like your favorite coffee shop. Would they still be using the same menu design from 10 years ago? Probably not. So why let your website look like it’s stuck in the past? Refresh it to make sure your brand feels fresh and up-to-date everywhere.

Quick Wins to Boost Your Brand in Search

No need to overcomplicate things. Here are some quick wins that can help boost your brand’s SEO:

• Claim and optimize your Google Business Profile
• Optimize your About page for both users and search engines
• Use schema markup to clearly define your brand
• Engage with brand mentions on platforms like Reddit and Trustpilot
• Align your social bios and images

These are easy, simple steps you can take today to start building a more recognizable, trusted brand.

Let’s Get Personal, Our 20-Year Branding Journey

Over the last two decades, we’ve seen SEO go from keyword-centric strategies to entity-driven tactics. Early on, we focused on getting the “right” keywords on the page. Fast forward to today, and we’re crafting brand narratives that connect with users and AI alike.

We’ve gone from worrying about meta keywords to crafting narratives that make both AI and humans say, “Now that’s a brand I trust.” It’s been a wild ride, but one thing’s for sure: branding and SEO are inseparable.

Conclusion: Branding & SEO, Better Together

Here’s the bottom line: Branding isn’t just important for SEO, it’s essential. If your brand isn’t trusted and recognizable, Google isn’t going to give you the rankings you deserve. So, focus on building your brand, making it consistent, and showing up everywhere.

And remember, if your brand doesn’t stand for something, Google might decide for you. Spoiler alert: It might not be what you want.

Ready to Build a Brand That Ranks and Resonates?

We’ve helped businesses, big and small, build trust and authority in search for over 20 years. If you’re ready to stop chasing algorithms and start building a brand people trust, let’s talk at care@thrillax.com.