Here’s How Branded Searches Are Dominating Google and Why You Need to Adapt Your Approach

According to data by Datos and Sparktoro, 15% of all Google searches are focused on just 148 specific keywords, highlighting how a small number of terms generate substantial search volume. This means that these 148 popular keywords account for a significant portion of all search activity, while the rest of the queries are spread across countless other terms. This discovery happened after analyzing 332 million queries of more than 320,000 query terms. This study needed to be done because organic traffic on different websites is decreasing a lot and in 2024, it was very hard for websites and blogs to pull through immense competition. Mostly it is because of a lot of new Google rules and also Google’s AI Overviews which are making it harder for websites to attract traffic.

The top nine most searched terms on Google are Facebook, YouTube, Google Maps, Google Docs, ChatGPT, Gmail, WhatsApp Web, Google Translate and Amazon. The analysis of Google searches on the basis of topic, brand and intent were also done and it was found that 44% of the searches on Google are for branded keywords, while the rest are unbranded or generic keywords. The total search volume of generic searches is 55.82% while searches for brands are 44.19%. 33% of the searches are navigational, 51% of them are informational and 14.5% of the searches are commercial.

The most navigational search on Google between 2023 to 2024 was TikTok with 352,334 unique searches. Carl Jung (3240) was the most searched informational search, while Verizon Business (2124) was most searched in the commercial searcher category. Pho Near Me was searched 3041 times. Most of the Google Search Volume was from Arts & Entertainment category, with Computer and Technology being the second.

Rand Fishkin said that most of the Google searches are about big brands and popular topics. The traffic is also attracted towards this category and there are only a number of people who want to search for something unique and different. The data by Datos also showed that 130k devices in the UK are active daily on Google search. If brands and websites need to reach out to larger audiences, they need to diversify their brand or business. This means that they will also have to bring their business to other platforms like LinkedIn, YouTube and other platforms. Marketers shouldn't be just caught up on PPC and SEO because now it is beyond that if you need to get discovered by a large audience. Google is going to push only a few keywords and websites no matter what, so it's time to take a stand to expand your business.

Read next: Is AI Changing Search Forever? UK Users Still Stick to Traditional Methods
by Arooj Ahmed via Digital Information World