Consumers often search a company’s name on Google when considering a purchase. Branded search is crucial for just about any business.
Brand name queries may include other keywords, such as “reviews” or “coupon codes.” Most imply a commercial intent — an opportunity to convert a searcher into a buyer.
If Google’s Search Generative Experience becomes public, converting such shopping journeys will likely be harder because the AI-driven snapshots are personalized and may include answers to a searcher’s past queries, not necessarily the brand.
The image below is an AI-generated answer to the query “spirit halloween reviews.” The snapshot states, “Reviews for Spirit Halloween are generally negative.” Not many consumers will likely buy from that brand if they read it.
Controlling branded search results, especially in Google’s autocomplete suggestions, is key for the coming AI-powered search.
Here’s how.
Branded Subreddit
Reddit threads increasingly appear in search results, frequently in higher rankings. Google’s “Discussions and forums” section is mostly Reddit. Here’s an example of Reddit dialog ranking for “spirit halloween reviews” in that section and immediately below in an organic listing.
“Reddit” itself is a popular query, indicating searchers value discussions of a product or brand on that forum. Thus a good way to control branded queries is creating a Subreddit for your company and using it for customer support and community building.
Comcast has two Subreddits, which...
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Published by: Book Club