What the Data Just Uncovered You’ve probably heard that AI is transforming everything, but a new report may challenge that narrative. According to Ahrefs, nearly half of Google searches in the U.S. are now branded. That’s a major shift—and it could change how businesses approach SEO, marketing, and customer engagement in an AI-first era.
Report Breakdown:
What Ahrefs Just Proved A new analysis of 150 million U.S. keywords by SEO giant Ahrefs revealed a surprising truth: 45.7% of all search volume involves branded terms. And when looking at unique queries, 36.9% still mention brand names.
These aren’t just one-word searches like “YouTube.” Most branded queries now include three or more words—things like “Inside Out 2 showtimes” or “iPhone 15 Pro Max review.” That suggests users aren’t just typing in a brand, they’re researching in detail.
The report excluded celebrity names to keep the focus squarely on businesses, products, and services. And with 44% of Fortune 500 marketers using Ahrefs data, the signal is hard to ignore: modern search behavior is driven by brand familiarity more than generic discovery.
The Bigger Picture:
Brand vs. Buzzwords This data throws cold water on the idea that AI, SEO hacks, or keyword chasing alone drive traffic. What really builds authority online? A trusted brand.
Think about it. Someone searching for “shoes” is up for grabs. But someone searching for “Nike running shoes 2024” already knows what they want. That intent matters—and so does the relationship they have with the brand.
AI can optimize content. SEO can refine targeting. But neither replaces the time it takes to build a consistent, recognizable name people trust. That trust turns search traffic into conversions, and impressions into revenue.
Expert Insight
Les, a founder and performance marketer, summed it up well: “Brand building is like baking a cake. You can’t rush it by turning up the heat—you’ll just burn it.”
Ahrefs’ long-standing role as a go-to platform for keyword analysis adds credibility to this conclusion. Their crawler is second only to Google’s, and their insights often drive decisions at major marketing firms.
What Comes After This?
For businesses chasing the next big thing in AI, this is a reminder to look backward to move forward. Building a brand is the original marketing strategy—and it’s more relevant than ever.
That doesn’t mean ignoring tech. Use AI to support consistency, not shortcut it. Invest in quality experiences, honest messaging, and clear identity. That’s the kind of strategy search engines—and people—remember.
Reader Prompt
Is brand equity your top priority in the age of AI? Or are quick wins still your go-to move?
About Author:
Eli Grid is a technology journalist covering the intersection of artificial intelligence, policy, and innovation. With a background in computational linguistics and over a decade of experience reporting on AI research and global tech strategy, Eli is known for his investigative features and clear, data-informed analysis. His reporting bridges the gap between technical breakthroughs and their real-world implications bringing readers timely, insightful stories from the front lines of the AI revolution. Eli’s work has been featured in leading tech outlets and cited by academic and policy institutions worldwide.
