Daniel Melkersson
If you’re confused about Google’s Branded search, and how it differs from Direct and Discovery search, you’re not alone. Here’s a quick explainer, plus some tips for how to show up in branded results.
What is Branded search?
The rule of thumb for Branded search is that if the search query contains a brand name but no location indicator, it’s a branded search. That brand name could be the name of the store (if it’s a chain), or it could be the name of a brand the location sells.
For example, the following are both Branded searches:
“Nudie Jeans near me.”
“Coca Cola near me.”
About the “no location indicator” part of the rule of thumb above: if a search contains an indication of a particular location, i.e. a city or address, then it’s no longer a Branded search but a Direct search.
For example, the following would be Direct searches:
“Nudie Jeans Shoreditch”
“Nudie Jeans 19-29 Redchurch St.”
If the search doesn’t include a brand name or a location indicator, it’s a Discovery search. Discovery searches usually happen when someone knows in general what they’re looking for, but doesn’t know where to find it.
Here are two examples:
“Jeans shops in London”
“Soda near me”
What can Branded search do for my multi-location brand?
Depending on what industry your org is in, you may have one type of search that you value above others – e.g. if your brand isn’t well known, you may want to put extra effort into showing up in Discovery searches. But having your information well-structured and accurate across all your locations will ensure you’re in the best position to show up in all kinds of search results.
Branded search is one more place your customers will be looking for you, so make sure you’re giving Google the complete, accurate information it needs to make you show up there. To see how PinMeTo can help you do so, get in touch for a free demo!
