What is online brand search?

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Brand search is exactly that: someone searching online for the name of your company, your brand, or one of your products. For better or worse, potential customers, investors, job candidates, partners… they all search for your name on Google.

And no, they don't just go with what your website says. They look for what's being said about your brand elsewhere, in the media, on product comparison sites, on job portals and on engineering directors email list specialist websites. What if they don't like what they find? Well, it's a lost opportunity forever. Your version is on your website, but everyone else's is out there in the vast online world.

So, have you checked out what Google says about your brand? Go ahead and open a new browser tab and do it. That's where you'll start seeing your online reputation.

Here we can see the first page of the search engine results page (SERP) for Bannister Global. Your results will likely look the same.

Google Search - Bannister Global
In addition to the company's own website, the results are likely to include a newspaper article or a specialist website, which can be a good thing. It's also possible that a competitor has bid on your name as a keyword in Google Ads and is appearing ahead of your website when your name is searched. This can be remedied by countering with another bid. It will cost money, but it can be done.