{"id":189177,"date":"2025-06-24T06:59:27","date_gmt":"2025-06-24T11:59:27","guid":{"rendered":"https:\/\/ahrefs.com\/blog\/?p=189177"},"modified":"2025-12-18T08:34:40","modified_gmt":"2025-12-18T13:34:40","slug":"brand-seo","status":"publish","type":"post","link":"https:\/\/ahrefs.com\/blog\/brand-seo\/","title":{"rendered":"My Exact 7-Step Framework for Brand SEO (With Templates)"},"content":{"rendered":"<div class=\"intro-txt\"> Branding wasn\u2019t something SEOs traditionally thought much about. The real wins were in non-branded keywords, where the traffic and conversions lived.&nbsp;<\/div>\n<p>However, that changed when Google and OpenAI turned most of these queries into <a href=\"https:\/\/ahrefs.com\/blog\/zero-click-search\/\">zero-click searches<\/a>.<\/p>\n<p>For the remaining queries, search platforms directly reward authoritative and popular brands, so branding can no longer be ignored for&nbsp;SEO.<\/p>\n<p>Here\u2019s your brand SEO playbook for getting seen, trusted, and chosen in the future of AI-powered search.<\/p>\n<h2><a id=\"post-189177-_via3tnptozpo\"><\/a><div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\"> What is brand&nbsp;SEO?&nbsp;<\/div><\/div><\/h2>\n<p>Brand SEO is about clarifying and amplifying your brand\u2019s voice everywhere people search. It starts with a solid brand foundation. Without that, you\u2019ll struggle to improve visibility in AI-powered search systems.<\/p>\n<p>If branding is new to you, think of it as the process of creating a distinct identity in the minds of consumers. It differentiates your business from competitors and builds a lasting impression through your name, messaging, visuals, and reputation.<\/p>\n<p>So when you do brand SEO, it\u2019s about creating consistency and ensuring accuracy in how your brand presents itself everywhere people search (Google, ChatGPT, Reddit, and beyond).<\/p>\n<p>You\u2019ll be able to define and control some aspects of your brand. For example, here\u2019s <a href=\"https:\/\/ahrefs.com\/media-kit\">Ahrefs\u2019 media kit<\/a>, where we make it easy for others to reference our brand the same way we&nbsp;do.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-189178\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-1.png\" alt=\"Ahrefs' media kit containing a logo and &quot;About Us&quot; blurb.\" width=\"1172\" height=\"1444\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-1.png 1172w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-1-345x425.png 345w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-1-768x946.png 768w\" sizes=\"auto, (max-width: 1172px) 100vw, 1172px\"><\/p>\n<p>But you are not in control of the impression your brand makes in consumers\u2019 minds (and how AI summarizes those impressions).<\/p>\n<h2><a id=\"post-189177-_o2wrpzyfdtzg\"><\/a><div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\"> Why SEOs can\u2019t ignore branding anymore&nbsp;<\/div><\/div><\/h2>\n<p>As AI is integrated into search, brand signals are becoming a part of Google\u2019s ranking algorithm.<\/p>\n<p>For instance, <a href=\"https:\/\/www.youtube.com\/watch?v=_AQ9UDqES80\">Mark Williams-Cook discovered<\/a> that Google uses a <a href=\"https:\/\/patents.google.com\/patent\/US9031929B1\/en\">site quality score<\/a> to classify websites, and those that fall under a certain benchmark (0.4 on a 0-1 scale) do not qualify for visibility in rich snippets.<\/p>\n<p>This score is calculated based&nbsp;on:<\/p>\n<ul>\n<li><strong>Brand strength<\/strong>, measured by how many searches are made that include the brand\u2019s name<\/li>\n<li><strong>User interactions (like clicks)<\/strong>, especially when a brand does not rank in the top position<\/li>\n<li><strong>Branded anchor text<\/strong>, determining topic-to-brand connections from around the&nbsp;web<\/li>\n<\/ul>\n<p>Not to mention that <a href=\"https:\/\/ahrefs.com\/blog\/ai-overview-brand-correlation\/\">branded signals correlate with visibility in Google\u2019s AI Overviews<\/a>:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-189179\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-2.png\" alt=\"The top three factors that correlate with brand appearance in AI Overviews are branded web mentions, branded anchors, branded search volume.\" width=\"1600\" height=\"1769\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-2.png 1600w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-2-384x425.png 384w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-2-768x849.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-2-1389x1536.png 1389w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/p>\n<p>Brands are also being vectorized as <a href=\"https:\/\/ahrefs.com\/seo\/glossary\/entity-based-seo\">entities<\/a> in LLMs and <a href=\"https:\/\/ahrefs.com\/blog\/semantic-search\/\">semantic search<\/a> engines\u2019 embedding models.<\/p>\n<p>This means that machines treat your brand as a distinct organization. Then, they map other topics related to your brand to understand what you\u2019re all about so they can summarize this information directly in search results.<\/p>\n<p>When visualized, it looks like&nbsp;this:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-189180 size-full\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-3-e1750754435838.jpg\" alt=\"A visualization of entity relationships connecting Star Wars to Lucasfilm, sci-fi, Harrison Ford, Han Solo and more.\" width=\"1521\" height=\"2048\"><\/p>\n<p>Notice how the brand Lucasfilm is connected to its sub-brand Star Wars, which is connected to characters, actors, genres, and&nbsp;more?<\/p>\n<p>The same network of connections is built around your brand, too.<\/p>\n<p>This is the foundation of how AI systems understand your brand and how to summarize it best. So brand SEO is crucial for ensuring your&nbsp;brand:<\/p>\n<ul>\n<li>Shows up as a distinct entity, separate from other similar-sounding entities, like Apple the company vs apple the&nbsp;fruit.<\/li>\n<li>Is connected to appropriate and accurate topics for your products and services, like how Dyson is connected to vacuum cleaners and seen as an authority for that&nbsp;topic.<\/li>\n<li>Has no gaps that can lead to misinformation or hallucinations in AI summaries. If your brand entity isn\u2019t connected to topics and other entities that matter, those are gaps you need to&nbsp;close.<\/li>\n<\/ul>\n<p>Brand SEO is not just about rankings (which only care about <em>if<\/em> you show up). It\u2019s about <em>how<\/em> you show up to ensure favorable and accurate mentions in AI-generated responses.<\/p>\n<p>Here\u2019s the exact 7-step brand SEO framework I&nbsp;use.<\/p>\n<h2><div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\"> 1. Set up your brand\u2019s online foundation&nbsp;<\/div><\/div><\/h2>\n<p>Start by defining your brand and any key topics or things you want to connect it to. I use the \u201c5 W\u2019s and How\u201d framework to get the ball rolling:<\/p>\n<h3><a id=\"post-189177-_srxkwt2s9c2\"><\/a>The \u201cwho\u201d element<\/h3>\n<p>There are two aspects here: who you help and who you&nbsp;hire.<\/p>\n<p>For your audience (who you help), tailor your branding to speak their language and give them the \u201cwhat\u2019s in it for me\u201d factor upfront. For example, Obsidian is a knowledge management app. But its tagline is 100% focused on the benefit it delivers to users, and it shows up where people search:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-189181\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-4.png\" alt=\"Example of Obsidian's tagline &quot;sharpen your thinking&quot; appearing in search results.\" width=\"1077\" height=\"221\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-4.png 1077w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-4-680x140.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-4-768x158.png 768w\" sizes=\"auto, (max-width: 1077px) 100vw, 1077px\"><\/p>\n<p>Also, show the team behind the brand (i.e., who you hire) and create profile pages for each of them, showcasing their industry experience and expertise.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-189182\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-5.jpg\" alt=\"Example of a team profile page for an attorney at Slater and Gordon.\" width=\"1225\" height=\"1964\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-5.jpg 1225w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-5-265x425.jpg 265w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-5-768x1231.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-5-958x1536.jpg 958w\" sizes=\"auto, (max-width: 1225px) 100vw, 1225px\"><\/p>\n<h3><a id=\"post-189177-_hpp0eb3f3wj7\"><\/a>The \u201cwhat\u201d element<\/h3>\n<p>What does the business do? What topics or product categories does it want to be known for? Create dedicated landing pages for the brand\u2019s flagship products or services.<\/p>\n<p>For example, instead of having a single page with all your services, split these up into separate landing pages and add the main ones in your navigation.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-189183\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-6.png\" alt=\"Example of denture service pages linked in a main navigation, including pages for full dentures, partial dentures, acrylic dentures and more.\" width=\"444\" height=\"968\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-6.png 444w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-6-195x425.png 195w\" sizes=\"auto, (max-width: 444px) 100vw, 444px\"><\/p>\n<p>You could also have separate pages for unique features and attributes that matter to your audience, showcasing the things that make your brand, products or services different. For example, here\u2019s a turf company promoting the unique qualities of its grass varieties:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-189184\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-7.jpg\" alt=\"Example of a landing page featuring flood-resistant properties of certain strains of turf.\" width=\"1358\" height=\"1768\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-7.jpg 1358w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-7-326x425.jpg 326w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-7-768x1000.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-7-1180x1536.jpg 1180w\" sizes=\"auto, (max-width: 1358px) 100vw, 1358px\"><\/p>\n<p>It helps with SEO and search ads since you can direct visitors to the exact service or feature they\u2019re interested in.<\/p>\n<h3><a id=\"post-189177-_nh79ifojvoan\"><\/a>The \u201cwhen\u201d element<\/h3>\n<p>Is time a potential factor influencing your brand? If so, include this in your brand messaging, such as \u201c24\/7 support\u201d or \u201cup-to-the-minute\u201d updates.<\/p>\n<p>Depending on your product or service, you could also create dedicated landing pages about this USP with details like:<\/p>\n<ul>\n<li>Locations open 24\/7, and their contact details<\/li>\n<li>Mobile services you offer for emergencies and the areas you&nbsp;cover<\/li>\n<li>How you collect up-to-the-minute updates to report on<\/li>\n<li>Express shipping you offer for \u201clast-minute\u201d purchases<\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-189185\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-8.jpg\" alt=\"Example of a 24\/7 emergency page for a local vet.\" width=\"1416\" height=\"1158\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-8.jpg 1416w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-8-520x425.jpg 520w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-8-768x628.jpg 768w\" sizes=\"auto, (max-width: 1416px) 100vw, 1416px\"><\/p>\n<h3><a id=\"post-189177-_kmqp7fd6cw6y\"><\/a>The \u201cwhere\u201d element<\/h3>\n<p>Think of physical locations (like cities and suburbs), virtual (like the metaverse), or conceptual (like fictional worlds) that are relevant to your&nbsp;brand.<\/p>\n<p>Create <a href=\"https:\/\/ahrefs.com\/blog\/location-pages\/\">location landing pages<\/a> if appropriate.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-189186\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-9.jpg\" alt=\"Ahrefs' anatomy of location pages that are credibility powerhouses.\" width=\"1014\" height=\"2048\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-9.jpg 1014w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-9-210x425.jpg 210w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-9-768x1551.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-9-761x1536.jpg 761w\" sizes=\"auto, (max-width: 1014px) 100vw, 1014px\"><\/p>\n<h3><a id=\"post-189177-_3n82gtth8oi6\"><\/a>The \u201cwhy\u201d element<\/h3>\n<p>Are the reasons why you started the brand or why you do things in a particular way important to your audience? Connect these to your unique selling proposition as part of your key messaging.<\/p>\n<p>For example, purpose-driven brands can inspire loyalty among their audiences, take Who Gives a Crap as an example:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-189187\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-10.png\" alt=\"Example of Who Gives a Crap's mission statement on their homepage.\" width=\"1435\" height=\"968\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-10.png 1435w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-10-630x425.png 630w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-10-768x518.png 768w\" sizes=\"auto, (max-width: 1435px) 100vw, 1435px\"><\/p>\n<p>Their branding is very loud when it comes to why they do what they do. On the surface, they just sell toilet paper. However, they\u2019ve had huge success on the sales and promotion side because of their \u201cwhy\u201d, earning thousands of links and mentions in premium publications:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-189188\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-11.png\" alt=\"An article on Vice which features Who Gives a Crap and their mission to make clean water accessible worldwide.\" width=\"1131\" height=\"564\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-11.png 1131w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-11-680x339.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-11-768x383.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-11-400x200.png 400w\" sizes=\"auto, (max-width: 1131px) 100vw, 1131px\"><\/p>\n<h3>The \u201chow\u201d element<\/h3>\n<p>For most brands, who they serve, what they do, or why they do it is often enough to unify their brand vision. But there are rare occurrences where it all comes down to how they do things.<\/p>\n<p>For example, a facilities management company I worked with struggled to define its brand. Its services spanned multiple categories (security, cleaning, labor hire, and investigations), and its audience ranged from small pubs to international government bodies.<\/p>\n<p>This made both the \u201cwhat\u201d and \u201cwho\u201d too broad to unify, a rare situation.<\/p>\n<p>Surprisingly, the answer came from the \u201chow.\u201d By articulating its unique process, it was able to clearly define what tied together its diverse services.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-189189\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-12.jpg\" alt=\"NHN Group's branding, centred on the 5 C's, the process that unifies their online presence and brand messaging.\" width=\"858\" height=\"1165\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-12.jpg 858w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-12-313x425.jpg 313w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-12-768x1043.jpg 768w\" sizes=\"auto, (max-width: 858px) 100vw, 858px\"><\/p>\n<p>For the first time, the brand\u2019s messaging was in alignment with how they operated offline.<\/p>\n<p>The \u201c5Ws and How\u201d is a simple yet powerful method for defining your brand\u2019s identity and planning how to represent it online, especially if you want people and LLMs to talk about it correctly.<\/p>\n<p>You\u2019re welcome to <a href=\"https:\/\/docs.google.com\/document\/d\/1Zeb4rPq_ZmVdDjUI-C6IaobqRxoKJ6_PCrx989NYLg0\/copy\">make a copy of my \u201cBrand Identity for SEO\u201d template<\/a> to get started.<\/p>\n<h2><div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\"> 2. Audit your existing brand and its visibility in search&nbsp;<\/div><\/div><\/h2>\n<p>Next, audit the current website, business profiles, social profiles, and the brand\u2019s other owned&nbsp;media.<\/p>\n<p>Look for inconsistencies in brand messaging or core details (like the brand\u2019s name, address, or phone number) that do not align with its current information or style&nbsp;guide.<\/p>\n<p>Start making a list in your project management tool, as you\u2019ll need to clean these inconsistencies up, pronto. Otherwise, they\u2019ll become a significant source of misinformation distributed through LLM responses.<\/p>\n<p>Next, check out Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/brand-radar\">Brand Radar<\/a> to assess your earned visibility.<\/p>\n<p>Look for:<\/p>\n<ul>\n<li><strong>Inconsistencies in brand messaging or core details <\/strong>like, incorrect name, address or phone number details could be a problem. As can mentions of old company slogans and taglines.<\/li>\n<li><strong>Brand sentiment (especially negative sentiment)<\/strong>: If mentions of your brand are predominantly negative, this could dissuade search engines and LLMs from including your brand in responses.<\/li>\n<li><strong>Weaknesses in brand authority affecting online visibility<\/strong>: If you do not have many brand mentions and links from authoritative sources, your brand\u2019s online authority may be&nbsp;weak.<\/li>\n<li><strong>Brand popularity and traffic from <\/strong><a href=\"https:\/\/ahrefs.com\/seo\/glossary\/branded-keywords\"><strong>branded keyword searches<\/strong><\/a>: If your competitors have more brand searches and demand than you do, this could lead to them also being more visible in search.<\/li>\n<\/ul>\n<p>To find these potential brand-related visibility issues, start in the \u201cSearch demand\u201d tab to get a benchmark of your branded searches:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-189190\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-13.png\" alt=\"Ahrefs' Brand Radar showing a brand's search demand and range of branded keywords.\" width=\"1308\" height=\"1640\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-13.png 1308w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-13-339x425.png 339w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-13-768x963.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-13-1225x1536.png 1225w\" sizes=\"auto, (max-width: 1308px) 100vw, 1308px\"><\/p>\n<p>In the \u201cWeb visibility\u201d tab, you can find mentions of your brand around the web. I like to filter out mentions on the brand\u2019s own website here:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-189191\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-14.png\" alt=\"Example of a filter in Ahrefs' Brand Radar to remove the brand's URL from results when looking at branded mentions across the web.\" width=\"835\" height=\"242\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-14.png 835w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-14-680x197.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-14-768x223.png 768w\" sizes=\"auto, (max-width: 835px) 100vw, 835px\"><\/p>\n<p>It\u2019s also worth checking the other tabs to see the brand\u2019s mentions on different platforms and in AI responses.<\/p>\n<p>You can also look at your analytics or Google Search Console dashboards and filter for branded traffic or impressions. These are great indicators of your current level of <a href=\"https:\/\/ahrefs.com\/blog\/increase-brand-awareness\/\">brand awareness<\/a>.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-189192\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-15.png\" alt=\"Example of metrics for branded keywords in Google Search Console.\" width=\"1395\" height=\"531\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-15.png 1395w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-15-680x259.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-15-768x292.png 768w\" sizes=\"auto, (max-width: 1395px) 100vw, 1395px\"><\/p>\n<p>If your brand is fairly new and you want to confirm if it\u2019s seen as a distinct entity by Google, try searching <a href=\"https:\/\/audits.com\/tools\/knowledge-graph-search\/\">Carl Hendy\u2019s Knowledge Graph API Search Tool<\/a>. You\u2019ll also be able to see if your brand is getting confused with other things, or if it\u2019s been misclassified:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-189193\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-16.png\" alt=\"Results generated by Carl Hendy's tool that searches entities in Google's Knowledge Graph API.\" width=\"1056\" height=\"1391\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-16.png 1056w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-16-323x425.png 323w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-16-768x1012.png 768w\" sizes=\"auto, (max-width: 1056px) 100vw, 1056px\"><\/p>\n<p>The idea is to get a robust picture of how machines have classified and interpreted your brand. And if you notice any gaps here or incorrect information, add them to your project management tool.<\/p>\n<p>You\u2019ll need to correct those to ensure accurate information in search responses, especially in AI features. How you go about correcting them depends on the source of the inaccurate information:<\/p>\n<ul>\n<li>If it\u2019s an owned channel (like your social profiles or business citations), you can log in and change it directly.<\/li>\n<li>If it\u2019s on a forum or discussion thread, you can respond and become a part of the conversation, clarifying things for your audience exactly where they\u2019re talking about your&nbsp;brand.<\/li>\n<li>If it\u2019s on a third-party website or news, you could reach out to the author or editor and ask them to correct any misinformation they\u2019ve published.<\/li>\n<\/ul>\n<p>Your mileage may vary, but it never hurts to try. Here\u2019s an example of Common Room, a brand that <a href=\"https:\/\/www.linkedin.com\/posts\/kevbosaurus_this-is-a-post-about-aoe-answer-engine-optimization-activity-7318302852387336192-HoUW?utm_source=share&amp;utm_medium=member_desktop&amp;rcm=ACoAACCeNrQBZAak_5kRDCf8MZOzqmX2OTiFvvQ\">undertook such a task recently<\/a> and what worked for&nbsp;them:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-189194\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-17.jpg\" alt=\"Kevin White's LinkedIn post about rebranding Common Room and the actions taken to shift LLM responses to the new messaging.\" width=\"705\" height=\"1906\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-17.jpg 705w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-17-157x425.jpg 157w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-17-568x1536.jpg 568w\" sizes=\"auto, (max-width: 705px) 100vw, 705px\"><\/p>\n<h2><div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\"> 3. Find the topics your audience searches (and on what platforms)&nbsp;<\/div><\/div><\/h2>\n<p>Next, look into untapped opportunities to gain relevant visibility from your audience. With organic traffic going down across the board, clever brands are taking a more holistic view of SEO as \u201csearch everywhere optimization\u201d.<\/p>\n<p>I start with <a href=\"https:\/\/ahrefs.com\/keywords-explorer\">Ahrefs\u2019 Keywords Explorer<\/a>. For example, the topic of \u201cergonomic chairs\u201d has over 1,400 queries being searched in the US per month, 25,000 times.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-189195\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-18.png\" alt=\"The topic &quot;ergonomic chairs&quot; has 1,490 keywords searched over 25,000 times a month in the US.\" width=\"771\" height=\"453\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-18.png 771w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-18-680x400.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-18-768x451.png 768w\" sizes=\"auto, (max-width: 771px) 100vw, 771px\"><\/p>\n<p>This gives me a great overview of what topics I can align the brand to, especially when filtering for commercial or transactional intent. Queries with these intents lead to higher click-through rates from AI-powered search engines compared to informational queries.<\/p>\n<p>However, for brand SEO, I take it a step further by looking at keyword modifiers, features, and attributes mentioned in keywords that can be used in USPs and brand messaging.<\/p>\n<p>For example, for a local aged care home, there were many keywords relating to quality and&nbsp;price:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-189196\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-19.jpg\" alt=\"Example of price and quality related features and attributes included in keywords about local aged care facilities.\" width=\"1536\" height=\"812\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-19.jpg 1536w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-19-680x359.jpg 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-19-768x406.jpg 768w\" sizes=\"auto, (max-width: 1536px) 100vw, 1536px\"><\/p>\n<p>So, we adapted the brand\u2019s messaging around the USP of \u201cvalue for money\u201d, making them a top recommended choice in AI responses as a result:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-189197\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-20.jpg\" alt=\"ChatGPT's response that listed a local aged care home first when asked about value for money.\" width=\"1301\" height=\"601\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-20.jpg 1301w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-20-680x314.jpg 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-20-768x355.jpg 768w\" sizes=\"auto, (max-width: 1301px) 100vw, 1301px\"><\/p>\n<p>I also go further and assess what platforms are a part of the audience\u2019s search journey to ensure holistic brand visibility everywhere searchers are likely to&nbsp;look.<\/p>\n<p><a href=\"https:\/\/sparktoro.com\/\">SparkToro<\/a> is a great tool for seeing the most popular platforms for a topic. For example, for \u201cergonomic chair\u201d, Twitch, Github, and Discord are used above average, indicating a strong audience demographic among coders and gamers:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-189198\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-21.png\" alt=\"SparkToro's column graph indicating most popular platforms used for the topic &quot;ergonomic chair&quot;.\" width=\"1426\" height=\"643\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-21.png 1426w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-21-680x307.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-21-768x346.png 768w\" sizes=\"auto, (max-width: 1426px) 100vw, 1426px\"><\/p>\n<p>Discussions are happening on these platforms that relevant brands can contribute to. For instance, here\u2019s a thread discussing recommendations for ergonomic chairs on GitHub:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-189199\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-22.jpg\" alt=\"Example of a conversation thread about the best ergonomic chairs in GitHub.\" width=\"1415\" height=\"1265\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-22.jpg 1415w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-22-475x425.jpg 475w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-22-768x687.jpg 768w\" sizes=\"auto, (max-width: 1415px) 100vw, 1415px\"><\/p>\n<p>To find the conversations you can join, try using the Web Visibility report in Brand Radar. Filter the data to the platform you care about (like Reddit, in the image below) and then search for mentions of the topic on that platform:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-189200\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-23.png\" alt=\"Ahrefs' Brand Radar showing conversations on Reddit about ergonomic chairs.\" width=\"1239\" height=\"788\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-23.png 1239w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-23-668x425.png 668w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-23-260x166.png 260w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-23-768x488.png 768w\" sizes=\"auto, (max-width: 1239px) 100vw, 1239px\"><\/p>\n<p>Try out different things here:<\/p>\n<ul>\n<li>Search for your brand mentions on each platform and assess sentiment among your audience<\/li>\n<li>Search for competing products and get your product featured in similar conversations to&nbsp;them<\/li>\n<li>Consider paying for ad real estate on pages or conversations about related topics<\/li>\n<\/ul>\n<p>The idea is to protect your existing visibility and amplify it everywhere your audience searches for your brand, products, or services.<\/p>\n<p>Remember to keep adding interesting insights and action items as tasks in your project management tool as you&nbsp;go.<\/p>\n<h2><div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\"> 4. Analyze competitors and protect your branded real estate&nbsp;<\/div><\/div><\/h2>\n<p>At this stage, you can also do a brand gap analysis.<\/p>\n<p>This is different from a content or link gap analysis. It\u2019s about finding gaps in your brand positioning, messaging, market perception, and visibility compared to competitors while protecting your branded search results.<\/p>\n<p>For example, if you want to be known as the #1 brand for a specific topic or product category, you can see how you compare against competitors. This doesn\u2019t come down to how much content you\u2019ve created about a topic, but rather how closely the market thinks your brand is connected to&nbsp;it.<\/p>\n<p>I use Ahrefs\u2019 Brand Radar for this by adding the brand I\u2019m working on alongside its competitors:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-189201\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-24.png\" alt=\"Ahrefs' Brand Radar showing which car brands are closest to the topic of SUV's from Toyota, Honda, Ford, Tesla and Ferrari.\" width=\"1339\" height=\"1315\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-24.png 1339w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-24-433x425.png 433w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-24-768x754.png 768w\" sizes=\"auto, (max-width: 1339px) 100vw, 1339px\"><\/p>\n<p>In this example, Toyota is most closely connected to the SUV product category, and (unsurprisingly), Ferrari is the least connected to&nbsp;it.<\/p>\n<p>You can also see the exact terms and responses to get an idea of what topics, features, and attributes each brand is connected to:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-189202\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-25.png\" alt=\"Example of an AI Overview response as show in in Ahrefs' Brand Radar which connects brands to product categories, features and attributes consumers care most about.\" width=\"1301\" height=\"475\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-25.png 1301w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-25-680x248.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-25-768x280.png 768w\" sizes=\"auto, (max-width: 1301px) 100vw, 1301px\"><\/p>\n<p>For instance, Tesla is lagging behind more established car brands when it comes to its connection to the main category of SUV\u2019s, but it\u2019s leading the way for electric SUV\u2019s, it\u2019s specialty.<\/p>\n<p>These AI responses are a great data source for analyzing your positioning against competitors and seeing how LLMs view your brand compared to theirs.<\/p>\n<p>Make sure you also review your branded search results to ensure competitors aren\u2019t hijacking them. For example, Honda is mentioned 482 times in keywords that are specifically about Toyota.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-189203\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-26.png\" alt=\"Ahrefs' Brand Radar showing competitors who are mentioned in search results for keywords that contain the brand &quot;Toyota&quot;.\" width=\"1361\" height=\"1288\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-26.png 1361w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-26-449x425.png 449w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-26-768x727.png 768w\" sizes=\"auto, (max-width: 1361px) 100vw, 1361px\"><\/p>\n<p>If someone searches for your brand and sees a competitor or affiliate outrank you, that\u2019s a clear sign you\u2019ve left the door open, and they\u2019ve stepped in to claim your visibility.<\/p>\n<p>Keep an eye on who appears in your branded SERPs. Figure out why they\u2019re there, and how to win that space&nbsp;back.<\/p>\n<p>For example, one client of mine, a medico-legal expert, was being outranked by a competitor for her own name. She only had a single-page site. Despite her unique name, it wasn\u2019t enough. So we focused on reclaiming her results by:<\/p>\n<ul>\n<li>Creating a Google Business Profile<\/li>\n<li>Adding an About&nbsp;page<\/li>\n<li>Cleaning up citations and social profiles<\/li>\n<li>Ensuring consistent brand content<\/li>\n<\/ul>\n<p>Afterwards, her competitor was pushed very far down the page, so she now owns the key areas of the SERPs for her name. Don\u2019t leave the door open for others to control your branded results.<\/p>\n<h2><a id=\"post-189177-_8aqedlz0kjso\"><\/a><div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\"> 5. Implementing SEO for brand awareness&nbsp;<\/div><\/div><\/h2>\n<p>So far, you\u2019ve done a lot of strategizing, analyzing, and researching. It\u2019s time to start implementing it&nbsp;all.<\/p>\n<p>If you\u2019ve followed the instructions above, you should have some tasks planned out in your project management tool after doing the audit and brand gap analysis. If not, take the time to add specific tasks for you or your team to implement.<\/p>\n<p>For instance, common tasks I plan out for brand SEO include:<\/p>\n<ul>\n<li>Create or update Google, Bing, and Apple business profiles<\/li>\n<li>Create profiles on alternative search platforms, like Reddit<\/li>\n<li>Update branded social media pages with new messaging<\/li>\n<li>Create or update Wikipedia pages (for larger brands)<\/li>\n<li>Clean up inconsistent citations and mentions on third-party sites within our control<\/li>\n<li>Redesign the Home and About pages for consistency and adding <a href=\"https:\/\/ahrefs.com\/blog\/eeat-seo\/\">EEAT<\/a> elements<\/li>\n<li>Create individual staff profile pages for leadership and key team members<\/li>\n<li>Add or update organization schema to codify the technical elements of the&nbsp;brand<\/li>\n<li>Optimize branded image files, like logos and favicons, to appear in search results<\/li>\n<li>Create a <a href=\"https:\/\/ahrefs.com\/blog\/seo-topical-map\/\">topical map<\/a> that aligns specific topics, features, and attributes to the&nbsp;brand<\/li>\n<li>Contribute to relevant conversations on forums and discussion threads<\/li>\n<\/ul>\n<p>The overall aim is to create a consistent brand footprint online so you\u2019re seen as the go-to brand for your main product or service category.<\/p>\n<p>Clean up as many inconsistencies as are within your control. Then amplify the brand\u2019s messaging and topic alignment through its owned and paid media channels.<\/p>\n<h2><div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\"> 6. Promote your brand to build awareness&nbsp;<\/div><\/div><\/h2>\n<p>Once you have all your ducks in a row, your brand\u2019s online footprint has been cleaned and inconsistencies removed, it\u2019s time to promote, promote, promote.<\/p>\n<p>Core marketing skills like distribution and promotion are becoming critical to SEO for brand awareness. <a href=\"https:\/\/ahrefs.com\/blog\/seo-plus-lazy-marketing-wont-cut-it-anymore\/\">Good SEO plus lazy marketing doesn\u2019t cut it anymore<\/a>.<\/p>\n<p>It comes down to embracing \u201csearch everywhere optimization\u201d and getting your brand visible on all the platforms you found in Step 3. These will generally consist of:<\/p>\n<ul>\n<li>Traditional search engines<\/li>\n<li>Social media platforms<\/li>\n<li>Marketplaces and aggregators<\/li>\n<li>Forums and discussion threads<\/li>\n<li>Generative AI, LLMs, and chatbots<\/li>\n<\/ul>\n<p>For example, here are all the platforms I visited when looking for the best laser cutter to&nbsp;buy:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-189205\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-27.jpg\" alt=\"Example of all platforms visited on a search journey to buy a laser cutter.\" width=\"1316\" height=\"1200\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-27.jpg 1316w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-27-466x425.jpg 466w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-27-768x700.jpg 768w\" sizes=\"auto, (max-width: 1316px) 100vw, 1316px\"><\/p>\n<p>You need to understand what the typical search journeys your audience goes through look like so you can show up with the right message on the right platforms.<\/p>\n<p>It\u2019s important to <a href=\"https:\/\/ahrefs.com\/blog\/search-experience-optimization\/\">optimize the entire search experience<\/a>, not just individual searches on Google.<\/p>\n<p>Every question you answer on Reddit, every review you reply to on TrustPilot, and every post you make on social media become potential touchpoints, exposing your brand to a high-intent audience that\u2019s actively looking for a solution you can&nbsp;offer.<\/p>\n<p>Brand-focused link building will also help here. Think of it like doing PR. The goal isn\u2019t to sculpt link&nbsp;juice.<\/p>\n<p>It\u2019s about getting your brand mentioned on authoritative and relevant publications your audience read. It focuses on:<\/p>\n<ul>\n<li>Getting linked (or even linked) brand mentions<\/li>\n<li>Aligning your brand mentions with specific topics<\/li>\n<li>Improving the sentiment around your&nbsp;brand<\/li>\n<li>Being seen by the right audiences<\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-189206\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-28.jpg\" alt=\"Example of linked and unlinked brand mentions in an article by Futurism.\" width=\"1086\" height=\"1166\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-28.jpg 1086w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-28-396x425.jpg 396w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-28-768x825.jpg 768w\" sizes=\"auto, (max-width: 1086px) 100vw, 1086px\"><\/p>\n<p>These days, even without the link, brand mentions are powerful because they are still recognised by AI systems and contribute to your online brand footprint.<\/p>\n<p>The stronger your footprint across all relevant platforms, the easier it is to attract profitable, repeat customers, too.<\/p>\n<p>Without active promotion and amplification of your brand across these platforms, potential customers are more likely to choose a competitor they have become more familiar with over you instead.<\/p>\n<h2><div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\"> 7. Track and monitor your brand\u2019s visibility everywhere people search&nbsp;<\/div><\/div><\/h2>\n<p>The last step is to set up alerts and tracking dashboards to <a href=\"https:\/\/ahrefs.com\/blog\/how-to-measure-brand-awareness\/\">measure brand awareness<\/a> so you can stay on top of your brand SEO efforts and make future brand SEO audits easier.<\/p>\n<p>The easiest way to go about it is to use my colleague, Louise\u2019s, <a href=\"https:\/\/ahrefs.com\/blog\/brand-awareness-dashboard\/\">Brand Awareness Dashboard template<\/a> in Looker Studio:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/04\/word-image-187106-1.gif\" alt=\"A gif flicking through 6 pages of Ahrefs' brand awareness Looker Studio dashboard, complete with scorecard stats, tables, and history charts\" width=\"1920\" height=\"1441\"><\/p>\n<p>It\u2019s already hooked up to all our main tools via the API and makes it easy to create a live, auto-updating dashboard of the key organic brand metrics you care about, like:<\/p>\n<ul>\n<li>Branded traffic over&nbsp;time<\/li>\n<li>Share of Voice for branded keywords<\/li>\n<li>Top pages and how they\u2019re contributing to branded traffic<\/li>\n<li>Branded keyword performance (volume, CPC, ranking)<\/li>\n<li>The location and quality of branded backlinks<\/li>\n<li>New\/lost branded backlinks<\/li>\n<li>Branded SERP feature ownership<\/li>\n<\/ul>\n<p>If you want to be updated on new links and brand mentions more frequently, you can also set up mention alerts that go straight to your&nbsp;inbox:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-189208\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-30.png\" alt=\"Ahrefs Alert settings to track your brand mentions.\" width=\"1187\" height=\"1178\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-30.png 1187w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-30-428x425.png 428w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-30-768x762.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-30-120x120.png 120w\" sizes=\"auto, (max-width: 1187px) 100vw, 1187px\"><\/p>\n<h2><a id=\"post-189177-_8ksibmknviiz\"><\/a>Final thoughts<\/h2>\n<p>As AI reshapes how people find and trust information, brand SEO is no longer optional; it\u2019s foundational.<\/p>\n<p>The sooner you invest in building a clear, consistent, and credible brand across all search surfaces, the more defensible your visibility becomes. It\u2019s not just about showing up anymore. It\u2019s about showing up with authority, accuracy, and credibility.<\/p>\n<p>Start now, and future-proof your brand for the future of AI-powered search.<\/p>\n<p>If you have any questions, feel free to reach out <a href=\"https:\/\/www.linkedin.com\/in\/despina-gavoyannis\/\">on LinkedIn<\/a> anytime, or check out our growing portfolio of posts about improving your brand\u2019s visibility in search and LLM responses.<\/p>\n<div class=\"further-reading\"><div class=\"reading-title\">Further reading<\/div><div class=\"reading-content\">\n<ul>\n<li><a href=\"https:\/\/ahrefs.com\/blog\/llm-optimization\/\">LLMO: 10 Ways to Work Your Brand Into AI Answers<\/a><\/li>\n<li><a href=\"https:\/\/ahrefs.com\/blog\/increase-brand-awareness\/\">8 Effective Strategies to Increase Brand Awareness<\/a><\/li>\n<li><a href=\"https:\/\/ahrefs.com\/blog\/almost-half-of-google-searches-are-branded-study\/\">Almost Half of Google Searches Are Branded. Here\u2019s Why That Matters<\/a><\/li>\n<li><a href=\"https:\/\/ahrefs.com\/blog\/seo-plus-lazy-marketing-wont-cut-it-anymore\/\">Good SEO Plus Lazy Marketing Won\u2019t Cut It Anymore<\/a><\/li>\n<li><a href=\"https:\/\/ahrefs.com\/blog\/websites-with-more-traffic-have-more-mentions\/\">Websites With More Organic Search Traffic Get Mentioned More in AI Search<\/a><\/li>\n<\/ul>\n<\/div><\/div>\n","protected":false},"excerpt":{"rendered":"<p>However, that changed when Google and OpenAI turned most of these queries into zero-click searches. For the remaining queries, search platforms directly reward authoritative and popular brands, so branding can no longer be ignored for&nbsp;SEO. Here\u2019s your brand SEO playbook<span class=\"ellipsis\">\u2026<\/span><\/p>\n<div class=\"read-more\">Read more \u203a<\/div>\n<p><!-- end of .read-more --><\/p>\n","protected":false},"author":195,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"wp_typography_post_enhancements_disabled":false,"footnotes":""},"categories":[390,335],"tags":[],"coauthors":[458],"class_list":["post-189177","post","type-post","status-publish","format-standard","hentry","category-marketing","category-general-seo","odd"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>My Exact 7-Step Framework for Brand SEO (With Templates)<\/title>\n<meta name=\"description\" content=\"Brand SEO is about clarifying and amplifying your brand\u2019s voice everywhere people search. Here\u2019s your brand SEO playbook for getting seen, trusted, and chosen in the future of AI-powered search.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ahrefs.com\/blog\/brand-seo\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"My Exact 7-Step Framework for Brand SEO (With Templates)\" \/>\n<meta property=\"og:description\" content=\"Brand SEO is about clarifying and amplifying your brand\u2019s voice everywhere people search. Here\u2019s your brand SEO playbook for getting seen, trusted, and chosen in the future of AI-powered search.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/ahrefs.com\/blog\/brand-seo\/\" \/>\n<meta property=\"og:site_name\" content=\"SEO Blog by Ahrefs\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/Ahrefs\/\" \/>\n<meta property=\"article:published_time\" content=\"2025-06-24T11:59:27+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-12-18T13:34:40+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-189177-1.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1172\" \/>\n\t<meta property=\"og:image:height\" content=\"1444\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Despina Gavoyannis\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@ahrefs\" \/>\n<meta name=\"twitter:site\" content=\"@ahrefs\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/brand-seo\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/brand-seo\\\/\"},\"author\":{\"name\":\"Despina Gavoyannis\",\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/#\\\/schema\\\/person\\\/143d08bacfea1ed0736d76ad138ce704\"},\"headline\":\"My Exact 7-Step Framework for Brand SEO (With Templates)\",\"datePublished\":\"2025-06-24T11:59:27+00:00\",\"dateModified\":\"2025-12-18T13:34:40+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/brand-seo\\\/\"},\"wordCount\":3623,\"publisher\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/brand-seo\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/wp-content\\\/uploads\\\/2025\\\/06\\\/my-exact-7-step-framework-for-brand-by-despina-gavoyannis-general-seo.jpg\",\"articleSection\":[\"General Marketing\",\"General SEO\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/brand-seo\\\/\",\"url\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/brand-seo\\\/\",\"name\":\"My Exact 7-Step Framework for Brand SEO (With Templates)\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/brand-seo\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/brand-seo\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/wp-content\\\/uploads\\\/2025\\\/06\\\/word-image-189177-1.png\",\"datePublished\":\"2025-06-24T11:59:27+00:00\",\"dateModified\":\"2025-12-18T13:34:40+00:00\",\"description\":\"Brand SEO is about clarifying and amplifying your brand\u2019s voice everywhere people search. 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