Definition
Branded search is a query that contains a specific brand or business name, signaling that the searcher already knows who they are looking for. It contrasts with unbranded search, where the searcher describes a need and the brand is still to be discovered.Why It Matters for AI Search
Branded queries are where entity confidence gets tested directly. When someone asks an assistant about a business by name, the model needs a clean, resolvable entity record to answer accurately. A weak record produces a vague or wrong description of a business the searcher already trusts. Owning the branded answer, making sure a model describes you correctly when asked about you by name, is the floor of AI search presence. Losing it means a buyer who came looking for you leaves with someone else’s version of you.Related Terms
Keyword search
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Brand mention
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Entity confidence
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SERP
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Keyword research
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