Brand Search vs. Generic Search: What Your Google Data Reveals About Brand Awareness

Be honest: Do you really know how many people are actively searching for your company?

Most B2B companies check their Google Analytics, see rising visitor numbers, and think, Looks good. But on its own, that number tells you almost nothing about the true strength of your brand.

The key difference lies in how people are finding you.

Are they actively searching for your company name? Or are they stumbling upon you because you rank for a generic problem?

This distinction—Brand Search vs. Generic Search—is one of the most meaningful indicators of your brand awareness. And the best part: The data is already waiting for you in your Google Search Console.

In this article, we’ll show you how to tap into this goldmine of insights, what ratios are realistic, and how to strategically generate more brand searches.

What Brand Search Really Means – and Why You Need to Know the Difference

Brand Search: When People Want to Know You

Brand Search refers to every search query that includes your company name, your product names, or brand-specific terms.

Examples of Brand Searches:

• “Brixon Group
• “Brixon Marketing Agency
• “Brixon Group References
• “Brixon Prices
• Even misspellings like “Brixon Groop” or “Brikson Group”

What many don’t realize: .

Generic Search: When People Are Looking for a Solution

Generic Searches are search queries that describe a problem, a solution, or a topic—with no direct reference to your brand.

Examples of Generic Searches:

• “B2B marketing agency
• “Content marketing for B2B
• “Improve lead generation
• “Implement marketing automation
• “How do I generate more customer inquiries

These queries show: The user has a problem, but doesn’t (yet) know your company.

Why This Distinction Matters So Much

Imagine you get 10,000 visitors per month from Google. Sounds pretty good, right?

But if 9,500 of those visitors come via generic keywords and only 500 search for your brand, you’ve got a problem. That means almost no one actually knows you.

On the flip side: Brand search traffic converts three to five times better than generic search traffic, because those people have already completed their research phase.

People searching for your company by name are more qualified leads. They’ve heard about you—through a recommendation, on LinkedIn, a podcast, or some other touchpoint—and want to learn more.

That’s the difference between random traffic and genuine brand interest.

Why the Brand vs. Generic Search Ratio Is Crucial for B2B Companies

Brand Searches Indicate True Brand Awareness

If your brand search volume is increasing, it means your other marketing initiatives are actually working. People don’t search for your company name unless they’ve heard about you somewhere else first.

Every brand search is essentially proof that your visibility efforts are hitting home:

• Your LinkedIn content is being read
• Your podcast interviews are reaching people
• Your trade show appearances are memorable
• Your clients are recommending you
• Your PR is paying dividends

Brand searches are your marketing success control—far more honest than any vanity metric.

Conversion Rate Is the Game Changer

We’ve mentioned it already, but it’s worth repeating: Brand keywords have a higher click-through rate (CTR) than generic or non-brand terms.

In our experience with B2B clients, we consistently see:

Why? Because people searching for your brand have already built trust. Mentally, they’re a step further along in the buying process.

Brand Searches as a Shield Against Competitors

Here’s where it gets interesting: If someone is actively searching for your company name and you don’t dominate the results, your competitors can seize the opportunity.

Correct—rivals can bid on your brand name and place their Google Ads above your organic listing.

That’s why it’s important to:

• Bid on your own brand keywords (yes, even if you’re ranking organically)
• Own the entire first page with your own content
• Keep an eye on review sites and third-party pages

The Ratio Reveals Your Growth Phase

The split between brand and generic search says a lot about your market position:

• Very high brand search (>70%): Established brand with strong awareness, but possibly limited new customer acquisition
• Balanced mix (40–60% brand): Healthy growth, good balance between customer retention and new client generation
• Very low brand search (<20%): Low brand awareness, high potential but high risk (traffic is volatile)

There’s no “perfect” ratio, but the trend over time tells you if your brand strategy is paying off.

How to Analyze Your Google Data the Right Way: Measuring Brand vs. Generic Search

Step 1: Open Google Search Console and Understand the Basics

Google Search Console is your go-to tool for this analysis. If you haven’t set it up yet, do it now—without Search Console, you’re flying blind.

To get started:

1. Go to search.google.com/search-console
2. Select your property
3. Click on “Performance” in the left menu
4. Select a period of at least 3 months

You’ll now see your overall stats: clicks, impressions, CTR, and average position. But that’s just the surface.

Step 2: Define and Filter Brand Keywords

Now for the nitty-gritty. You need to use the shortest version of your brand name as the keyword. For example, if your brand is “Kimpton Hotels,” use “kimpton.” If your brand is “Wild Birds Unlimited,” use the full “Wild Birds Unlimited” (since “wild birds” would bring lots of non-brand queries).

To filter in Search Console:

1. Click “+ New” under the chart
2. Select “Query”
3. Choose “Queries containing…”
4. Enter your brand name (e.g. “brixon”)

You’ll now see all queries containing your brand name. Note the number of clicks.

Important: Remember to include all variations:

• Typos and misspellings
• Abbreviations
• Combinations with city names (“Brixon Munich”)
• Combinations with product names

Step 3: Identify Non-Brand Traffic

To see your generic (non-brand) traffic, simply reverse the filter:

1. Again, click “+ New”
2. Select “Query”
3. This time, choose “Queries not containing…”
4. Enter your brand name again

You’ll see your click numbers drop dramatically. That’s mostly non-brand traffic.

The difference can be shocking. We’ve seen B2B companies who thought they had 5,000 clicks per month—when in reality only 200 were non-brand.

Step 4: Calculate and Track the Ratio

You can now calculate your ratio:

Brand Search Share = (Brand Clicks / Total Clicks) × 100

Example:

• Total clicks: 4,500
• Brand clicks: 2,700
• Generic clicks: 1,800
• Brand share: 60%

Do this monthly and chart the growth in an Excel sheet. This time series is worth its weight in gold.

Advanced: RegEx Filters for More Accurate Analysis

For even more precision, use regular expressions (RegEx). To exclude your brand queries, use the following formula and choose “does not match regex”: .(brandname|brandname 2|brand variant|brand variant|brand variant).

Example for Brixon Group:

.(brixon|brikson|brixxon|brixon group|brixongroup).

It may sound tricky, but the accuracy is worth it if you need tighter data.

Google Analytics 4 as a Supplement

The Search Console only shows search data. For the full picture, combine it with Google Analytics 4.

Start with GA4 and Search Console as your primary tools. GA4’s event-driven model is perfect for tracking user interactions and lets you create up to 50 custom dimensions for segmenting your traffic. In tandem with Search Console, you can dive into keyword performance data.

This way, in GA4, you can see which of your brand vs. generic visitors actually convert.

Benchmarks and Realistic Expectations: What’s Normal?

Brand Search Benchmarks by Company Size

A strong benchmark for established brands is typically between 10,000 and 100,000 searches per month. Newer or less well-known brands usually see lower volumes, ranging from 1,000 to 5,000 searches.

Here’s how it tends to break down for B2B companies:

Industry-Specific Differences

Technology brands usually see brand search volumes between 10,000 and 50,000 per month. The competitive nature of the sector means marketing is vital to keep up brand visibility.

From our experience across B2B industries:

• SaaS and Tech: Higher generic search volumes with many “how to” queries, typically 40-60% brand
• Consulting and Professional Services: Often higher brand share (60-75%), as referrals play a major role
• Industrial Suppliers: Lower total traffic, but often high brand share for established players
• Agencies: Highly variable, typically 30-50% brand

What Counts as Healthy Growth?

A healthy brand search growth rate is around 10–20% year-over-year. This reflects increasing brand awareness and consumer interest.

If you grow your brand searches by 15-20% within a year, you’re on the right track.

But beware: Growth alone isn’t everything. Pay attention to quality as well:

• Which pages are visited via brand searches?
• How long do visitors stay?
• How many convert to leads?

The 44/56 Rule: What Current Data Shows

Contrary to expectations, only 44% of Google searches are for brands—the remaining 56% are generic queries.

That’s important: Even if your brand share is just 40–45%, you’re average. The majority of searches will always be generic—people seek solutions, not brands.

But: Brand queries now make up almost 50% of all Google searches. That’s nearly half. When someone wants a solution, they often skip “show me options” and go straight to “show me Nike” or “show me Starbucks.”

The trend: Brand search is growing in importance, not fading.

Setting Realistic Targets

Based on where you are now, sensible targets might be:

• If you’re below 20% brand: 12-month target: +10 percentage points (e.g. from 15% to 25%)
• If you’re at 20–40% brand: Target: steady growth + absolute increase of 20%
• If you’re above 60% brand: Focus on generic search to tap into new markets

Not every company needs 80% brand search. Sometimes, a healthy balance is the better path.

Brand Searches as an Indicator of Successful Brand Communication

The Link Between Offline Marketing and Brand Searches

This is where things get interesting: Brand searches are often the very first measurable sign that your offline activities are working.

A practical example:

One of our clients, a B2B software provider, had a major trade show appearance. The week after the show, brand search volume jumped 340%. Even two weeks later, searches were still 60% above pre-event levels.

This shows: People hear about you at a trade show, don’t necessarily jot anything down right away, but google your name later.

Similarly for:

• Podcast interviews: Brand searches spike within 24–48 hours of release
• PR and media mentions: Immediate increases if you’re featured in high-reach media
• LinkedIn activity: Steady, long-term increase with frequent presence
• Speaking engagements: Similar to trade shows, but with a lag of 1–2 weeks

Brand Searches as a Leading Indicator for Pipeline

This is the holy grail for B2B marketing: Can you use brand searches to predict future pipeline?

The short answer: Yes, with some caveats.

From our experience, there’s usually a 4–8 week lag between a brand search spike and actual inquiries. In B2B, nobody buys on impulse—but more people searching for you means more inquiries over the coming weeks.

This makes brand search an early warning signal:

• Rising brand searches: Your awareness efforts are working—pipeline will grow in 4–8 weeks
• Flat brand searches: Time to boost your visibility
• Falling brand searches: Warning—your relevance is slipping

How Brand Searches Interact with Other Channels

Brand searches never exist in isolation. They’re part of a larger ecosystem:

What Rising Brand Searches Really Mean

Let’s be honest: Not every brand search spike is positive.

Sometimes, people look for your name because:

• They read a negative review
• There were service issues
• A scandal or crisis was covered in the media
• Former employees spoke about you publicly

So always check the quality of your brand searches:

• Which pages are they visiting? (Careers vs. contact page)
• What search combos are used? (“Company reviews,” “experiences,” “complaints”)
• What’s the time on site?
• What’s the split between returning and new visitors?

Brand Searches in Management Communication

A practical tip: Brand searches are one of the best metrics for demonstrating the value of brand communications to management or leadership.

Why? Because it’s a number that everyone understands:

“In the last quarter, 2,847 people actively searched for our company. That’s 34% more than in the previous quarter. These people had already heard of us—through our LinkedIn strategy, the Frankfurt trade show, or our press release.”

It’s tangible. It’s relatable. It proves impact.

Unlike abstract metrics like “impressions” or “reach,” brand searches reflect real, active interest.

5 Targeted Strategies to Increase Brand Searches

Strategy 1: Systematically Build Thought Leadership on LinkedIn

LinkedIn is by far the most effective channel for B2B companies to boost brand searches.

Why? Because people seek business solutions on LinkedIn, see inspiring content, and wonder, “Interesting, who’s behind this?”—then they google you.

How to do it:

• Personal branding for company leadership: Your CEO or founder should post at least 2–3 times per week on LinkedIn
• Consistency over perfection: Better to post regularly and authentically than rarely with polished content
• Share bold opinions: People remember strong positions, not generic takes
• Be active in engagement: Reply to comments, jump into discussions

Result: After 3–6 months of steady LinkedIn activity, we typically see brand searches jump by 20–40%.

Strategy 2: Content Marketing with a “Memorability Factor”

Creating high-quality, informative, and engaging content builds your authority and encourages users to search for your brand. Focus on blog posts (publish deep dives on your target audience’s pain points), guides and e-books (offer downloadable, value-packed resources), and videos (create tutorials, product demos, or behind-the-scenes content).

But not just any content—content that truly sticks:

• Frameworks & models: Develop your own methods with catchy names
• Data-driven insights: Original studies and surveys always stand out
• Controversial theses: “Why X is dead” or “The 3 Biggest Myths About Y”
• Personal stories: Case studies with real names and results

The goal: After reading, people should think “That was great—who wrote that?” and search for your name.

Strategy 3: Strategic PR and Media Relations

Every mention in a relevant medium drives brand searches. But not all media are created equal.

Focus on:

• Industry outlets: One article in a sector publication can do more than 10 in general media
• Podcasts: 45–60 minutes on a B2B podcast can generate more branded searches than a brief newspaper mention
• Guest posts on relevant blogs: With your byline and bio
• Expert statements: Make yourself available to journalists as an expert

Pro tip: Set a Google Alert for your brand name to monitor mentions—and ask for links if they’re missing.

Strategy 4: Events and Community Building

Events—online or offline—are brand search engines.

Why? Because after an event, people are mentally primed and want to learn more about you.

Ways to do this:

• Host your own webinars: Monthly on relevant topics
• Lunch & Learn sessions: Short, impactful events for your audience
• Networking events: Meet your audience face to face
• Annual conference: The ultimate positioning play—an annual event puts you at the industry’s center

Important: Follow up after events. Send slides, recordings, or extra resources—this extends the brand search effect.

Strategy 5: Make Client Successes Visible

Your happy customers are your best brand ambassadors.

How to leverage that:

• Highlight case studies: Use real company names and results
• Video testimonials: People trust video more than text alone
• Share client stories on LinkedIn: Tag your clients (with permission)
• Be active on review platforms: Clutch, Google My Business, and others
• Set up a referral program: Reward clients for introductions

Every mention by a customer sparks brand searches—from their network as well as from people searching for solutions who discover your case study.

The 3-Channel Rule for Sustainable Growth

Don’t put all your eggs in one basket. For sustainable brand search growth, you should pursue at least three of the above strategies in parallel.

Why? Different channels reach different segments and amplify each other.

Our proven combo:

1. LinkedIn thought leadership (steady, long-term)
2. Content marketing (steady, SEO-driven)
3. Events/PR (punctual, short-term spikes)

This way, you ensure both a constant buzz and targeted spikes around special initiatives.

The Most Common Mistakes in Brand Search Analysis

Mistake 1: Only Looking at the Total Number

Many companies focus only on the absolute number of brand searches.

The problem: Out of context, that number means little. 1,000 brand searches can be wonderful—or disastrous—depending on your company size and industry.

Better: Always check the ratio and track its trend over time.

Mistake 2: Ignoring Typos and Variations

This also includes everything that ought to relate to your brand—including misspellings. While you might think there are just 3 ways to spell your brand, trust me, the Internet will find 50 more.

People constantly get brand names wrong.

Be sure to include all major variations in your analysis:

• Common typos
• Abbreviations
• Old company names (if rebranded)
• Product or service names

Mistake 3: Treating Brand Search as Just an SEO Topic

Brand searches aren’t an SEO KPI—they’re a business KPI.

The mistake: Companies leave the whole issue with marketing and only look at it a few times a year.

Better: Integrate brand search trends into your monthly business reviews. It’s a leading indicator for market position and pipeline growth.

Mistake 4: No Brand Search Strategy for Negative Queries

What happens when someone googles “[Your Company] reviews” or “[Your Company] criticism”?

Many companies ignore these queries—a big mistake.

You should be prepared for critical brand searches as well:

• An FAQ page covering common objections
• A review page with authentic testimonials
• Respond to reviews (even negative ones)
• Content addressing typical concerns

Mistake 5: Expecting Results Too Fast

Brand building is a marathon, not a sprint.

We often see unrealistic targets: We want to double our brand searches in three months.

Reality: Sustainable brand growth takes time. Six to twelve months for significant results is perfectly normal.

Exceptions are external shocks (viral campaigns, huge PR wins, crises)—but you can’t plan for those.

Mistake 6: Playing Brand and Generic Off Against Each Other

Some believe: “We need to prioritize brand OR generic.”

Incorrect. You need both.

Using both brand and non-brand keywords allows you to reach different customer segments in different purchase stages.

• Generic search: Brings new people into your funnel who don’t know you yet
• Brand search: Captures those who already know you and converts them

The best strategy fuses both. Generic for the top of the funnel, brand for the bottom of the funnel.

Looking Ahead: Brand Search in 2025 and Beyond

AI Search and the Future of Brand Searches

The landscape is shifting. With ChatGPT, Google SGE (Search Generative Experience), and other AI tools in play, search behavior is changing.

Currently, AI chatbots account for just a small share of total search traffic. This contradiction reveals the deeper truth: We’re living through a paradigm shift in consumer search behavior, not the extinction of SEO. Consumers are testing new tools like ChatGPT, but for most queries, they still rely heavily on traditional search engines.

What does this mean for brand searches?

• People will search for brands more directly (Show me providers for X)
• Brand authority will matter even more (AI favors established sources)
• Structured data will be critical for AI visibility

The Growing Importance of Brand Trust

In a world full of options, trust will be the ultimate differentiator.

Brand searches are the best proxy for that trust: People search for you because they already trust you—at least a little.

Therefore: Invest in your brand, not just performance marketing. The companies that win in 2025 and beyond will be those with the strongest brands.

The Return on Brand Investment Becomes Measurable

For a long time, brand marketing felt intangible. But with brand searches as a KPI, it becomes measurable.

Tools are improving, attribution models are more precise, and the connection between brand searches and pipeline is clearer.

That means: Brand marketing shifts from a “nice to have” to a strategic growth lever.

Conclusion: Your Roadmap to Brand Search Optimization

Let’s recap your action steps:

Short-term (next 2 weeks):

1. Analyze Google Search Console and establish your brand vs. generic baseline
2. Record all brand variants and misspellings
3. Set up monthly tracking (Excel or a tool of your choice)

Medium-term (next 3 months):

1. Implement at least 2 out of the 5 brand search strategies
2. Measure and document your first successes
3. Optimize based on your data

Long-term (next 12 months):

1. Integrate brand searches into management reporting
2. Analyze the link between brand searches and your pipeline
3. Continually optimize all brand-building measures

The most important step: Get started. Most B2B companies never look at this data—missing out on valuable insights.

You now know how it works. Put this knowledge to use.

Your Google data tells the story of your brand. Listen to it.

Frequently Asked Questions About Brand Search vs. Generic Search

What’s the difference between brand search and generic search?

Brand search refers to queries containing your company name, product names, or brand terms (e.g. “Brixon Group Marketing”). Generic search means queries about solutions or problems without any brand reference (e.g. “B2B marketing agency”). The main difference: With brand searches, people already know you; with generic searches, they’re looking for a solution and don’t know you yet.

How can I analyze brand vs. generic search in Google Search Console?

Open Google Search Console, go to “Performance,” click “+ New,” and select “Query.” Filter for “queries containing…” and enter your brand name to see brand searches. For generic searches, use the filter “queries not containing…” with your brand name. Jot down both numbers and calculate the ratio.

What’s a good brand-to-generic ratio for B2B companies?

A healthy ratio for most B2B organizations is 40–60% brand search. Startups often only have 10–30% brand, while established companies reach 60–80%. More important than the absolute number is positive growth over time: 10–20% increase per year is a solid benchmark.

Why do brand searches convert better than generic searches?

Brand searches convert 3–5x better because those users already trust your brand. They’ve heard of you—through recommendations, content, events, or another touchpoint—and are searching for you intentionally. They’re mentally further along in the buying process and have often completed their research. Generic searchers tend to be at the beginning of the buyer journey.

How long does it take to significantly increase brand searches?

It typically takes 6–12 months to see meaningful results from organic initiatives like content marketing and LinkedIn activity. Events, PR, or viral campaigns can yield short-term spikes (1–2 weeks), but sustainable brand growth takes time. An annual increase of 15–20% in brand searches is a healthy, achievable benchmark.

Should I run Google Ads for my own brand keywords?

Yes, in most situations you should. Even if you rank #1 organically, running branded ads protects your position from competitors who might bid on your brand. Brand ads have very low CPCs and high conversion rates, help you dominate the SERP, boost CTR, and allow you to show more with extensions. The cost is minimal compared to the risk of losing traffic to rivals.

How can I tell which marketing initiatives are boosting brand searches?

Track your brand searches weekly and compare spikes to your marketing calendar. Events and PR drive immediate increases (within 1–7 days), LinkedIn activity shows up after 1–4 weeks, and content marketing works gradually (3–6 months). Google Analytics 4 can tell you which pages brand searchers are visiting. You can also use UTM parameters in campaigns and watch how brand search trends shift in the following weeks.

What does it mean if my brand searches are dropping?

A drop in brand searches is a warning that brand awareness is fading. Possible causes: fewer marketing activities, negative press or reviews, rising competition, market changes, or slipping customer interest. Analyze if query quality is changing (more searches for “reviews” or “alternatives”). Check your LinkedIn visibility, content frequency, and whether your competition has become more active.

Can I analyze brand searches for competitors?

Yes—use tools like SEMrush, Ahrefs, or Google Trends to estimate your competitors’ brand search volumes. Google Trends shows relative search interest over time and in comparison to other brands. This helps you benchmark your market position and gauge competitive brand strength. However—these are estimates, not exact numbers like those from your own Search Console.

How does brand search strategy differ for B2B versus B2C?

B2B brand searches typically have lower volume but higher value per conversion. The sales cycle is longer (weeks to months), searches are more research-driven (“Vendor X references”), and decisions more rational. B2C involves higher volume, shorter cycles, and more emotional purchases. LinkedIn, industry outlets, and events matter more for B2B; B2C leans on social media and mass advertising. B2B should focus on thought leadership and expertise.