Google is once again reshaping its Search Engine Results Pages (SERPs).
With AI-driven features and structured data snippets dominating the top positions, many websites ranking organically in positions 1–10 are seeing fewer clicks. Data shows a rise in “zero-click” searches, where users find answers directly on Google without visiting other websites.
This trend can frustrate users who miss trusted websites in their searches. However, there’s good news: businesses that invest in building a strong, recognisable brand stand a better chance of being featured prominently in the long term. Even better, a well-known brand can inspire customers to bypass Google entirely by typing the brand name directly, cutting out the competition.
In this blog, we’ll explore why brand-building is crucial in this AI-driven landscape and outline practical steps your business can take to create a memorable online presence.
1. Zero-Click Searches: A Growing Challenge
What does “zero-click” mean?
A zero-click search happens when users don’t click on any organic results because Google provides the information directly on the results page. Features like Featured Snippets, People Also Ask boxes and AI-generated answers are key contributors to this trend.
Statistic: According to SparkToro, approximately 65% of Google searches in 2022 ended without a click.
Quote: Rand Fishkin, founder of Moz and SparkToro, has called this “the problem of zero-click searches” and highlighted its impact on organic traffic.
Why is this happening?
Google’s aim is to provide users with instant, relevant answers. Tools like the Multitask Unified Model (MUM) and Search Generative Experience (SGE) are designed to meet this demand, presenting detailed responses without requiring users to click on external links.
2. Understanding Google’s AI Features
Google’s new AI tools are changing how information appears in search results. These features aim to give users instant, detailed answers, often without the need to visit a website. Here’s a simple breakdown:
Search Generative Experience (SGE):
Launched in 2023, SGE uses artificial intelligence to create short, easy-to-read summaries of information from multiple sources. These summaries often appear right at the top of Google’s search results, making it easier for users to get the details they need in one glance.
MUM (Multitask Unified Model):
MUM is another powerful AI tool from Google. It can process different types of content—like text, images, and even videos—to answer complicated questions. For example, if you ask, “What are the best places to hike in Europe and what gear do I need?” MUM can provide a comprehensive answer in one go, reducing the need for multiple searches.
Featured Snippets & Structured Data:
Google also uses features like Featured Snippets (those boxes with quick answers) and tools like People Also Ask, product carousels, and local business panels. These are designed to deliver answers quickly, often without users needing to click through to a website.
Takeaway:
Just having a high-ranking website isn’t enough anymore. To stand out, your business needs to build a strong brand that Google’s AI sees as trustworthy and worth mentioning in these summaries and panels.
3. The Importance of Brand Recognition
Brand familiarity often outweighs Google’s AI-generated suggestions. When users trust a brand, they’re more likely to search for it directly, bypassing generic results.
Example: A customer looking for trainers might search for “X Brand trainers” instead of “trainers,” demonstrating the power of a recognised brand.
Industry Insight: John Mueller, Google Search Advocate, notes that brand searches are a powerful ranking signal, influencing user behaviour and organic visibility.
4. How to Build a Strong Brand Building a Memorable Brand: Expanded Strategies
Building a brand that people remember doesn’t have to cost a fortune. By focusing on smart, practical strategies, you can create a strong identity that resonates with your audience and keeps them coming back. Here’s how:
Digital PR Campaigns
Digital PR involves reaching out to journalists, bloggers, and influencers to showcase your business, products, or services. This could include pitching story ideas to news outlets, getting your brand featured in industry blogs, or collaborating with influencers for reviews or promotions.
Why it matters:
- Being mentioned on trusted, high-traffic websites not only improves your brand’s visibility but also boosts your search engine ranking.
- A glowing article or review on a reputable platform introduces your business to new audiences and positions you as an authority in your field.
- These backlinks from authoritative websites signal to Google that your site is trustworthy, further enhancing your SEO efforts.
Example: A small food business can collaborate with food bloggers to showcase their unique recipes, driving traffic and gaining loyal customers.
Events & Networking
Participating in or hosting events can help you build connections and spread the word about your business. Attend industry conferences, trade shows, or local meetups, and consider hosting your own workshops or pop-up events.
Why it matters:
- Meeting people face-to-face humanises your brand and builds genuine relationships with customers, partners, and influencers.
- Events often attract press attention, creating opportunities for media coverage and social media buzz.
- They provide a platform to showcase your expertise, helping you stand out in a competitive market.
Example: A small skincare brand hosting a workshop on “Natural Beauty Tips” can not only engage directly with potential customers but also position itself as an expert in natural skincare.
Tell Your Brand Story
Your brand story is more than just a description of your business; it’s the narrative that connects you with your audience. Share how your business started, the challenges you’ve overcome, and what drives your mission.
Why it matters:
- Stories create an emotional connection. When people relate to your values or your journey, they are more likely to support your brand.
- A compelling story makes your brand memorable, differentiating it from competitors.
- It gives customers a reason to choose you, especially when your story aligns with their own values or aspirations.
Example: A family-owned restaurant could share its journey of preserving traditional recipes passed down for generations, appealing to customers seeking authentic dining experiences.
Engaging Content Creation
Creating high-quality, engaging content tailored to your audience’s needs is one of the most effective ways to build your brand. This includes blog posts, videos, podcasts, eBooks, and social media content.
Why it matters:
- Informative and entertaining content keeps your audience coming back, building loyalty over time.
- It positions your brand as a helpful resource or thought leader in your niche.
- Search engines reward valuable content, improving your website’s ranking and visibility.
Tips for Success:
- Focus on solving your audience’s problems or answering their questions.
- Use multiple formats to cater to different preferences (e.g., short videos for social media, and detailed blogs for in-depth information).
- Share behind-the-scenes insights to give your content a personal, authentic touch.
Example: A fitness brand could create workout tutorials, healthy recipes, and motivational blogs, building trust with their audience while showcasing their expertise.
5. Strong Brands and Google’s AI
Google’s AI relies on trusted sources to generate answers. Brands frequently cited across authoritative sites, discussed on social media, and reviewed positively are more likely to feature in AI-driven summaries.
Key point: A strong brand naturally attracts backlinks, social signals, and traffic, reinforcing its credibility with Google.
Thriving Despite Google’s Changes
Rather than “beating” Google, the goal is to ensure your brand remains visible and trusted. Strong brands benefit from:
- Direct searches: Customers type your brand name, bypassing competitors.
- Authority: Google’s AI recognises your brand as a credible source.
- Reduced competition: Brand searches limit competitors’ influence on your audience.
Final Thoughts
Building a strong, recognisable brand is the best defence against the challenges of zero-click searches. By focusing on authenticity, collaborations, and engaging content, your brand can remain a go-to choice—even as Google’s SERPs evolve.
About Strategy Plus
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