When we talk about online exposure, branding isn’t always part of the conversation. But it should be! Branding plays a significant role in search engine optimisation (SEO) and can have a direct impact on a website’s visibility, credibility, and overall success in search engine rankings. 

Consumers are more inclined to actively seek out specific products or services associated with a strong brand identity rather than merely searching for a general product category. For example, they are more likely to search for “Fanta” or “Tango” instead of searching for “orange soda” or a similar generic term. In fact, 70% of consumers look for brands that they recognise in the search results.

How branding influences SEO

Brand recognition and trust

Strong branding helps to build recognition and trust among users. When people recognise a brand, they are more likely to click on its search engine results page (SERP) listings when faced with lots of options. Increased click-through rates (CTR) can positively affect organic search rankings, as search engines interpret higher CTR as a signal of user satisfaction.

Brand mentions and backlinks

Being talked about is definitely a good thing, and establishing a strong brand often leads to increased brand mentions and backlinks from other websites. When reputable websites mention or link to your brand, search engines interpret this as authority and relevance. These backlinks contribute to higher search rankings and more organic traffic.

Sending more social signals

Branding efforts often extend to social media platforms, where companies engage with their audience, share content, and build a community. Customers expect to be able to interact directly with their favourite brands this way. Social signals, such as likes, shares, and comments on social media platforms, can indirectly impact SEO. Engaging content and a strong brand presence on social media can generate more interactions, which in turn can contribute to improved search rankings.

A better user experience 

A strong brand is typically associated with a well-designed and user-friendly website. Positive user experiences, including easy navigation, fast loading times, low bounce rates, mobile responsiveness, and engaging content, contribute to better SEO performance. Search engines prioritize websites that provide a positive UX and rank them higher in search results.

Brand-related searches

Strong brands often receive a significant volume of branded searches, where users specifically search for the brand or its products/services. Search engines interpret these brand-related searches as a sign of relevance and popularity. Higher brand-related search volumes can positively impact a website’s organic rankings.

You are what you E-A-T 

Google considers expertise, authoritativeness, and trustworthiness (E-A-T) as important factors in determining search rankings. A well-established brand with a positive reputation is likely to be perceived as more authoritative and trustworthy. This can enhance a website’s E-A-T signals and improve its visibility in search results.

You’re in luck – we know branding AND SEO

Toast has been helping clients create powerful brands for decades, but did you know that we also build and optimise websites? We have a wealth of creative talent tucked away in our Oxfordshire studio and we’d love to help you build your next great brand.


Do you need help with your branding?

If you would like to discuss your branding, logo or identity project, call us on 01295 266644 or complete the form.

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