ALMOST HALF OF GOOGLE SEARCHES ARE BRANDED

Summary from the TLDR Marketing newsletter

Branded searches make up 45.7% of total Google search volume. 36.9% of unique queries include a brand name. Users aren't just looking for a homepage, they're seeking specific content like support pages, product comparisons, reviews, or local listings. If these results aren't optimized, it can lead to a poor experience or even competitor visibility. Branded search isn't just about ranking, it's also about shaping how people engage with your brand once they already know it.