It isn't always easy to define a brand. Many times, people define a brand as being the tangible sum of its product's attributes. However, a brand isn't always something offering a product, a brand may also be offering a service, so this definition wouldn't be considered entirely accurate.

When you discuss branding with Google, on the other hand, you will find that the search engine depends on other factors to define a brand. Some of these factors include branded searches, business signals, and mentions.

What are Brand Signals?

Brand signals are often referred to as the building blocks of brand identity. They are signals that have been instilled by the brand owner and then reinforced and enhanced by their target audience.

Some of these brand signals include having a real address, phone number, or some other point of contact on your site, a strong About Me page, public reviews alongside other company information, and an active social media presence.

Connecting to a Google My Business account is always a good idea, and the higher the ratings are for your business and the more reviews, the better Google can see you.

Your Branded Searches

This is the number of Google searches that happen with your brand name. When this happens, Google will see that you are an actual real brand that many users are interested in. This can also have more of an impact on your organic searches and improve your brand presence.

To get ahead of your competition, don't forget about SEO (search engine optimization) and focusing on building your brand. SEMrush and Ahrefs are just two tools you can use to help estimate the number of brand searches you and your competition are receiving.

Ranking Factors

While your brand isn't necessarily a ranking factor, it is still important to realize that users do prefer brands. People are more likely to click on a link if they are familiar with the brand. In the same respect, CTRs (click-through-rates) is also not a direct ranking factor, but this kind of buyer behavior still has a great impact on your organic rankings.

There is no doubt that Google does prefer brands. It has been shown that brands receive more preferential treatment, including better rankings, even with fewer links. If you want those clicks, then brand recognition is imperative.

More than 70 percent of consumers in the United States will click on a brand in a search engine search because they are a known retailer. So, when Google analyzes sites, they are looking at search queries and clicks to see what the users prefer and what they are clicking on. Without brand awareness, you aren't getting those clicks. You need to show Google that you are relevant and important to the search, and you are something the users can connect to.

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