{"id":18824,"date":"2025-06-04T17:15:33","date_gmt":"2025-06-04T21:15:33","guid":{"rendered":"https:\/\/ipullrank.com\/?p=18824"},"modified":"2025-06-05T09:43:46","modified_gmt":"2025-06-05T13:43:46","slug":"search-is-a-brand-channel","status":"publish","type":"post","link":"https:\/\/ipullrank.com\/search-is-a-brand-channel","title":{"rendered":"Why Search Has Always Been a Brand Channel"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"18824\" class=\"elementor elementor-18824\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-76e8b5d elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"76e8b5d\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-35f58f0\" data-id=\"35f58f0\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-d9d5a3b elementor-widget elementor-widget-text-editor\" data-id=\"d9d5a3b\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Your brand\u2019s loudest voice has always been the search results page. It\u2019s been shaping your brand\u2019s narrative since day one, and now there\u2019s even more emphasis on brand with the evolution of generative AI search and systems like AI Mode.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">It\u2019s never been more important to optimize what people see of your brand. If you Google your business right now, do you like what you see?<\/span><\/p><p><span style=\"font-weight: 400;\">These days, there\u2019s also a more educated searcher. While they used to perform a query and read some posts or watch some videos to answer their questions or find what they\u2019re looking for, now they\u2019re coming into the search with some familiarity with certain big-name brands.<\/span><\/p><p><span style=\"font-weight: 400;\">AI Overviews and AI Mode are intended to save the cognitive load of the searcher. What are the consequences of that?<\/span><span style=\"font-weight: 400;\"> It often leads to new, different AI searches and follow-up questions that build on the original query, but people are still not clicking around to different pages as frequently. We\u2019re in an era of zero-click searches.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">SparkToro released a report stating that <\/span><a href=\"https:\/\/sparktoro.com\/blog\/new-research-we-analyzed-332-million-queries-over-21-months-to-uncover-never-before-published-data-on-how-people-use-google\/\"><span style=\"font-weight: 400;\">44.19% of searches are branded<\/span><\/a><span style=\"font-weight: 400;\"> vs. more generic searches.\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9a8f873 elementor-widget elementor-widget-image\" data-id=\"9a8f873\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"800\" height=\"450\" src=\"https:\/\/ipullrank.com\/wp-content\/uploads\/2025\/06\/Slide5-1024x576-1.png\" class=\"attachment-large size-large wp-image-18832\" alt=\"Percentage of Google searches for brands\" srcset=\"https:\/\/ipullrank.com\/wp-content\/uploads\/2025\/06\/Slide5-1024x576-1.png 1024w, https:\/\/ipullrank.com\/wp-content\/uploads\/2025\/06\/Slide5-1024x576-1-300x169.png 300w, https:\/\/ipullrank.com\/wp-content\/uploads\/2025\/06\/Slide5-1024x576-1-768x432.png 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-cb2c807 elementor-widget elementor-widget-spacer\" data-id=\"cb2c807\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8a08f25 elementor-widget elementor-widget-text-editor\" data-id=\"8a08f25\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">What does this mean?\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">In a word: branding.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">As <\/span><a href=\"https:\/\/ipullrank.com\/resources\/best-of-mike-king\"><span style=\"font-weight: 400;\">Mike King<\/span><\/a><span style=\"font-weight: 400;\"> often says, \u201cSearch has always been a brand channel.\u201d Strong branding has always been vital for getting your business out there for the world to find, but now it\u2019s even more important as searchers are clicking less on links and focusing more on what\u2019s familiar to them.\u00a0<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Amazon and Walmart dominate retail<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Apple and Microsoft top any tech searches<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Forbes and the Wall Street Journal are still very well known in publishing<\/span><\/li><\/ul><p><span style=\"font-weight: 400;\">How can smaller brands possibly compete? Now is the time to build your brand for LLMs.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b3c6006 elementor-widget elementor-widget-heading\" data-id=\"b3c6006\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">The Importance of Building Your Brand<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b3e9187 elementor-widget elementor-widget-text-editor\" data-id=\"b3e9187\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><a href=\"https:\/\/blog.hubspot.com\/marketing\/branding#what-is-branding\"><span style=\"font-weight: 400;\">Branding is about identity, trust, and influencing<\/span><\/a><span style=\"font-weight: 400;\"> how people feel about your business. AJ Kohn wrote \u201c<\/span><a href=\"https:\/\/www.blindfiveyearold.com\/its-goog-enough\"><span style=\"font-weight: 400;\">It\u2019s Goog Enough!<\/span><\/a><span style=\"font-weight: 400;\">\u201d two years ago about the growing mediocrity of Google search and how a company like Forbes can rank high for every category under the sun despite not being an \u201cexpert.\u201d Kohn acknowledges that Google is often accused of being biased toward brands, but only because searchers are biased toward brands.\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3819cf0 elementor-widget elementor-widget-image\" data-id=\"3819cf0\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"714\" height=\"413\" src=\"https:\/\/ipullrank.com\/wp-content\/uploads\/2025\/06\/goog-enough.jpg\" class=\"attachment-large size-large wp-image-18829\" alt=\"Goog Enough screen grab of CNN articles\" srcset=\"https:\/\/ipullrank.com\/wp-content\/uploads\/2025\/06\/goog-enough.jpg 714w, https:\/\/ipullrank.com\/wp-content\/uploads\/2025\/06\/goog-enough-300x174.jpg 300w\" sizes=\"(max-width: 714px) 100vw, 714px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ec56fa3 elementor-widget elementor-widget-spacer\" data-id=\"ec56fa3\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9c033fe elementor-widget elementor-widget-text-editor\" data-id=\"9c033fe\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">\u201cEvery Google search is essentially an aided awareness test of sorts,\u201d Kohn wrote.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">The way it used to work was that the more recognizable your brand, the more clicks you\u2019d earn, which pushed your content even higher in rankings. This reinforces the idea that search is a powerful brand channel.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Consider the results when you search for sneaker brands:<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b2afdf3 elementor-widget elementor-widget-image\" data-id=\"b2afdf3\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"800\" height=\"380\" src=\"https:\/\/ipullrank.com\/wp-content\/uploads\/2025\/06\/sneakers-1024x487.jpg\" class=\"attachment-large size-large wp-image-18833\" alt=\"Different brands of sneakers\" srcset=\"https:\/\/ipullrank.com\/wp-content\/uploads\/2025\/06\/sneakers-1024x487.jpg 1024w, https:\/\/ipullrank.com\/wp-content\/uploads\/2025\/06\/sneakers-300x143.jpg 300w, https:\/\/ipullrank.com\/wp-content\/uploads\/2025\/06\/sneakers-768x365.jpg 768w, https:\/\/ipullrank.com\/wp-content\/uploads\/2025\/06\/sneakers-1536x730.jpg 1536w, https:\/\/ipullrank.com\/wp-content\/uploads\/2025\/06\/sneakers.jpg 1595w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2cf071d elementor-widget elementor-widget-spacer\" data-id=\"2cf071d\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e72364e elementor-widget elementor-widget-text-editor\" data-id=\"e72364e\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">You\u2019ve probably heard of most of them already, but do you know all of them?<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Adidas<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Converse<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">ASICS<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">New Balance<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Onitsuka Tiger<\/span><\/li><\/ul><p><span style=\"font-weight: 400;\">One of those brands is not like the others. Which one are you least likely to buy?<\/span><\/p><p><span style=\"font-weight: 400;\">These days, with AI Overviews <\/span><a href=\"https:\/\/searchengineland.com\/google-ai-overviews-search-clicks-fell-report-455498\"><span style=\"font-weight: 400;\">stealing clicks from publishers<\/span><\/a><span style=\"font-weight: 400;\">, you need to focus on making your business name visible in LLMs, and your brand prominent enough to encourage direct traffic to your website. The more visible your brand is across the web, the more it becomes part of the AI\u2019s language model training data and retrieval pipelines. And then when searchers see a list of business names, they\u2019re more likely to go with the brand they recognize right away.\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e3c3ae6 elementor-widget elementor-widget-image\" data-id=\"e3c3ae6\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"727\" height=\"372\" src=\"https:\/\/ipullrank.com\/wp-content\/uploads\/2025\/06\/ctr-down.jpg\" class=\"attachment-large size-large wp-image-18826\" alt=\"Increase of impressions and decrease of clicks\" srcset=\"https:\/\/ipullrank.com\/wp-content\/uploads\/2025\/06\/ctr-down.jpg 727w, https:\/\/ipullrank.com\/wp-content\/uploads\/2025\/06\/ctr-down-300x154.jpg 300w\" sizes=\"(max-width: 727px) 100vw, 727px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4523463 elementor-widget elementor-widget-spacer\" data-id=\"4523463\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6b98fd3 elementor-widget elementor-widget-heading\" data-id=\"6b98fd3\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Overcoming the Limitations of Traditional Rank Tracking<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b1d2fb3 elementor-widget elementor-widget-text-editor\" data-id=\"b1d2fb3\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Google CEO Sundar Pichai has said that AI Overviews encourage more searching because users don\u2019t need to click elsewhere, but may have follow-up questions, so they will continue querying. <\/span><a href=\"https:\/\/blog.google\/products\/search\/ai-mode-search\/\"><span style=\"font-weight: 400;\">AI Mode<\/span><\/a><span style=\"font-weight: 400;\"> encourages similar conversational search behavior.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Pichai even announced at Google I\/O this year that AI Overviews are driving a 10% increase in search queries. However, we\u2019ve seen reports that show a <\/span><a href=\"https:\/\/searchengineland.com\/google-ai-overviews-mail-online-ctr-drop-455393\"><span style=\"font-weight: 400;\">decrease in clicks when AI Overviews are present<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">MailOnline found that AI Overviews had a negative impact on their CTR:<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Desktop CTR falls from about 13% to less than 5% when an AI Overview appears.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Mobile CTR drops from about 20% to 7% due to AI Overviews.<\/span><\/li><\/ul><p><span style=\"font-weight: 400;\">I don\u2019t doubt that features like AI Overviews and AI Mode both encourage more searching. The essence of semantic search requires follow-up and conversational-style questioning. But if you\u2019re just stuck in a search loop and querying over and over in AI Mode and AI Overviews, you probably won\u2019t ever click away to an actual website. Therein lies the problem for publishers.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">In this example of searching for treatment for the common cold, AI Overviews show up at the top of the page before the Mayo Clinic and even the CDC site. However, the AI Overviews use the information from those sites in their answer, eliminating the need to click on the sites:<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5ffc66c elementor-widget elementor-widget-image\" data-id=\"5ffc66c\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"472\" src=\"https:\/\/ipullrank.com\/wp-content\/uploads\/2025\/06\/Treating-the-common-cold-SERP-1024x604.jpg\" class=\"attachment-large size-large wp-image-18838\" alt=\"SERP for how to treat the common cold\" srcset=\"https:\/\/ipullrank.com\/wp-content\/uploads\/2025\/06\/Treating-the-common-cold-SERP-1024x604.jpg 1024w, https:\/\/ipullrank.com\/wp-content\/uploads\/2025\/06\/Treating-the-common-cold-SERP-300x177.jpg 300w, https:\/\/ipullrank.com\/wp-content\/uploads\/2025\/06\/Treating-the-common-cold-SERP-768x453.jpg 768w, https:\/\/ipullrank.com\/wp-content\/uploads\/2025\/06\/Treating-the-common-cold-SERP-1536x905.jpg 1536w, https:\/\/ipullrank.com\/wp-content\/uploads\/2025\/06\/Treating-the-common-cold-SERP.jpg 1605w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0232026 elementor-widget elementor-widget-spacer\" data-id=\"0232026\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b67d6ae elementor-widget elementor-widget-text-editor\" data-id=\"b67d6ae\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Regardless of how much (or how little) you trust AI Overviews, you might feel better knowing that they cited reputable brands like the Mayo Clinic and the CDC. Then you will see if all the information you need is there or if you need to refine your search (maybe you prefer more natural and holistic recommendations) and ask more questions. You may not click on the CDC website at all during this process.\u00a0\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Traditional SEO practices typically relied on keyword rank tracking to gauge online visibility. However, LLMs interpret user intent and understand semantic relationships, making simple rank tracking less effective.<\/span><\/p><p><span style=\"font-weight: 400;\">Modern search engines personalize results based on user history and context in a number of ways, making universal rankings less meaningful:<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Search history<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Browsing history<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Click behavior<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Location data<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Device type<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Language and region settings<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Search session context<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Logged-in account data<\/span><\/li><\/ul><p><span style=\"font-weight: 400;\">Zero-click search results in LLMs also reduce the importance of traditional rankings. However, LLMs can be queried to reveal how they associate various concepts with a brand, providing insights into brand perception, related entities, and sentiment.<\/span><\/p><p><span style=\"font-weight: 400;\">There are endless types of search intents, but you probably know the <\/span><a href=\"https:\/\/searchengineland.com\/search-intent-more-types-430814\"><span style=\"font-weight: 400;\">four main ones<\/span><\/a><span style=\"font-weight: 400;\">:<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><b>Commercial intent:<\/b><span style=\"font-weight: 400;\"> where a user intends to buy a product or service but needs more information, like searching for the best hiking boots and comparing brands.\u00a0<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><b>Transactional intent:<\/b><span style=\"font-weight: 400;\"> when the user is ready to buy, like selecting the specific boot they want.\u00a0<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><b>Informational intent:<\/b><span style=\"font-weight: 400;\"> when a user wants to gain further knowledge, like researching what qualities make a good hiking boot.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><b>Navigational intent:<\/b><span style=\"font-weight: 400;\"> in which a user searches for a specific brand\u2019s page, like looking for the Instagram account of a hiking boot brand to see the boots in use.\u00a0<\/span><\/li><\/ul><p><span style=\"font-weight: 400;\">These search intents are expanded in Google&#8217;s &#8220;query fan-out,&#8221; which is key to how AI Mode finds content. Instead of running one search, it generates a set of related subqueries, with some directly based on the original and others inferred from context. These varied queries pull a broad range of documents, helping capture user intent that wasn\u2019t clearly stated:<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1a8fc4f elementor-widget elementor-widget-image\" data-id=\"1a8fc4f\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"778\" src=\"https:\/\/ipullrank.com\/wp-content\/uploads\/2025\/06\/fan-out-query-types-1024x996.png\" class=\"attachment-large size-large wp-image-18828\" alt=\"Query fan-out types\" srcset=\"https:\/\/ipullrank.com\/wp-content\/uploads\/2025\/06\/fan-out-query-types-1024x996.png 1024w, https:\/\/ipullrank.com\/wp-content\/uploads\/2025\/06\/fan-out-query-types-300x292.png 300w, https:\/\/ipullrank.com\/wp-content\/uploads\/2025\/06\/fan-out-query-types-768x747.png 768w, https:\/\/ipullrank.com\/wp-content\/uploads\/2025\/06\/fan-out-query-types.png 1456w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d2fdaa3 elementor-widget elementor-widget-text-editor\" data-id=\"d2fdaa3\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Dan Petrovic\u2019s <\/span><a href=\"https:\/\/dejan.ai\/blog\/beyond-rank-tracking-analyzing-brand-perceptions-through-language-model-association-networks\/\"><span style=\"font-weight: 400;\">DEJAN Methodology<\/span><\/a><span style=\"font-weight: 400;\"> tackles this by systematically probing LLMs to map out a brand&#8217;s association network. By analyzing the associations over time, businesses can track changes in brand perception and identify emerging trends. It leverages the power of LLMs to analyze brand perception and positioning in a way that surpasses the limitations of traditional rank tracking.<\/span><\/p><p><span style=\"font-weight: 400;\">In his SEO Week presentation, <\/span><a href=\"https:\/\/www.linkedin.com\/in\/jr-oakes-3660546\/\"><span style=\"font-weight: 400;\">JR Oakes<\/span><\/a><span style=\"font-weight: 400;\"> discussed the association of brand names with specific industry phrases and attributes, highlighting the importance of establishing your brand:\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e335db3 elementor-widget elementor-widget-image\" data-id=\"e335db3\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"428\" src=\"https:\/\/ipullrank.com\/wp-content\/uploads\/2025\/06\/top-industry-brand-mentions-1024x548.jpg\" class=\"attachment-large size-large wp-image-18837\" alt=\"Top industries and brand mentions\" srcset=\"https:\/\/ipullrank.com\/wp-content\/uploads\/2025\/06\/top-industry-brand-mentions-1024x548.jpg 1024w, https:\/\/ipullrank.com\/wp-content\/uploads\/2025\/06\/top-industry-brand-mentions-300x160.jpg 300w, https:\/\/ipullrank.com\/wp-content\/uploads\/2025\/06\/top-industry-brand-mentions-768x411.jpg 768w, https:\/\/ipullrank.com\/wp-content\/uploads\/2025\/06\/top-industry-brand-mentions.jpg 1283w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-69a2cfe elementor-widget elementor-widget-text-editor\" data-id=\"69a2cfe\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">This all ties into <\/span><a href=\"https:\/\/ipullrank.com\/relevance-engineering-introduction\"><span style=\"font-weight: 400;\">Relevance Engineering<\/span><\/a><span style=\"font-weight: 400;\"> and how we measure relevance based on how close together the related content is in vector space. LLMs look at semantic relationships like related keywords and synonyms as they retrieve information. You must keep all of this in mind when engineering relevant content.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Relevance Engineering for LLMs doesn&#8217;t always play by the old search engine rules. Any brand mention, citation, or association with a respected site still drives value. It&#8217;s about the overall authority and relevance of the source, not just the link value.<\/span><\/p><p><span style=\"font-weight: 400;\">The below table from Mike King\u2019s <\/span><a href=\"https:\/\/ipullrank.com\/how-ai-mode-works\"><span style=\"font-weight: 400;\">article on AI Mode<\/span><\/a><span style=\"font-weight: 400;\"> can help your content hit all the pillars for successful appearances in searches:<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Fit the reasoning target<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Be fan-out compatible<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Be citation-worthy<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Be composition-friendly<\/span><\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4982179 elementor-widget elementor-widget-image\" data-id=\"4982179\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"472\" height=\"1024\" src=\"https:\/\/ipullrank.com\/wp-content\/uploads\/2025\/06\/structure-content-to-pass-through-reasoning-layers-472x1024.jpg\" class=\"attachment-large size-large wp-image-18834\" alt=\"Content pillars for query fan-out\" srcset=\"https:\/\/ipullrank.com\/wp-content\/uploads\/2025\/06\/structure-content-to-pass-through-reasoning-layers-472x1024.jpg 472w, https:\/\/ipullrank.com\/wp-content\/uploads\/2025\/06\/structure-content-to-pass-through-reasoning-layers-138x300.jpg 138w, https:\/\/ipullrank.com\/wp-content\/uploads\/2025\/06\/structure-content-to-pass-through-reasoning-layers-768x1665.jpg 768w, https:\/\/ipullrank.com\/wp-content\/uploads\/2025\/06\/structure-content-to-pass-through-reasoning-layers-708x1536.jpg 708w, https:\/\/ipullrank.com\/wp-content\/uploads\/2025\/06\/structure-content-to-pass-through-reasoning-layers-944x2048.jpg 944w, https:\/\/ipullrank.com\/wp-content\/uploads\/2025\/06\/structure-content-to-pass-through-reasoning-layers.jpg 968w\" sizes=\"(max-width: 472px) 100vw, 472px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d27bdc0 elementor-widget elementor-widget-spacer\" data-id=\"d27bdc0\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7dea7ef elementor-widget elementor-widget-heading\" data-id=\"7dea7ef\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Getting Brand Visibility<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b0193ea elementor-widget elementor-widget-text-editor\" data-id=\"b0193ea\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Historically, search engines trained us to use simple, short keyword phrases. Today we can use more nuanced queries with all of the individual context that matters to our search and focus on the breadth and depth of our specific topics.<\/span><\/p><p><a href=\"https:\/\/www.linkedin.com\/in\/garrettsussman\/\"><span style=\"font-weight: 400;\">Garrett Sussman<\/span><\/a><span style=\"font-weight: 400;\"> believes that for smaller brands, this means creating highly specific content that addresses precisely what your audience is looking for. It won&#8217;t generate massive traffic, but it will deliver more valuable and targeted content to help you get discovered organically and build a loyal audience.<\/span><\/p><p><span style=\"font-weight: 400;\">\u201cThe biggest and most recognizable brands still dominate because people trust them, even if their content isn&#8217;t the best. It&#8217;s not exactly fair, but it&#8217;s the reality,\u201d Sussman said. \u201cThat doesn&#8217;t mean we should stop creating great content for people. We should still aim to produce quality, audience-focused content, distribute it across various channels, and hope that search engines catch up and reward that effort.\u201d<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8b6bf13 elementor-widget elementor-widget-heading\" data-id=\"8b6bf13\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Digital PR and its Impact on Traffic<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3b974bf elementor-widget elementor-widget-text-editor\" data-id=\"3b974bf\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Digital PR has long been a staple of SEO strategy that was valued for the backlinks it could generate, but its purpose has changed. As <\/span><a href=\"https:\/\/www.linkedin.com\/in\/rosshudgens\/\"><span style=\"font-weight: 400;\">Ross Hudgens<\/span><\/a><span style=\"font-weight: 400;\"> said at SEO Week 2025, \u201cDigital PR is an amplifier, not a creator of brands.\u201d In other words, PR doesn\u2019t build your brand from scratch. It can take what you\u2019ve built and make it louder, more credible, and more visible.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-81f956d elementor-widget elementor-widget-image\" data-id=\"81f956d\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"450\" src=\"https:\/\/ipullrank.com\/wp-content\/uploads\/2025\/06\/brand-as-an-amplifier-1024x576.jpg\" class=\"attachment-large size-large wp-image-18825\" alt=\"PR is a brand amplifier\" srcset=\"https:\/\/ipullrank.com\/wp-content\/uploads\/2025\/06\/brand-as-an-amplifier-1024x576.jpg 1024w, https:\/\/ipullrank.com\/wp-content\/uploads\/2025\/06\/brand-as-an-amplifier-300x169.jpg 300w, https:\/\/ipullrank.com\/wp-content\/uploads\/2025\/06\/brand-as-an-amplifier-768x432.jpg 768w, https:\/\/ipullrank.com\/wp-content\/uploads\/2025\/06\/brand-as-an-amplifier.jpg 1209w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b2a22a9 elementor-widget elementor-widget-text-editor\" data-id=\"b2a22a9\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Once upon a time the goal was volume (links, mentions, and placements), but today it\u2019s about resonance and that shift requires a mindset change. We need to get comfortable with less volume and less links if the quality and strategic value are higher. It\u2019s no longer just about how many links a campaign earns. It\u2019s about whether a brand is worth amplifying.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-74266bc elementor-widget elementor-widget-image\" data-id=\"74266bc\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"213\" src=\"https:\/\/ipullrank.com\/wp-content\/uploads\/2025\/06\/then-vs-now-search-1024x272.jpg\" class=\"attachment-large size-large wp-image-18842\" alt=\"Search then vs. now\" srcset=\"https:\/\/ipullrank.com\/wp-content\/uploads\/2025\/06\/then-vs-now-search-1024x272.jpg 1024w, https:\/\/ipullrank.com\/wp-content\/uploads\/2025\/06\/then-vs-now-search-300x80.jpg 300w, https:\/\/ipullrank.com\/wp-content\/uploads\/2025\/06\/then-vs-now-search-768x204.jpg 768w, https:\/\/ipullrank.com\/wp-content\/uploads\/2025\/06\/then-vs-now-search.jpg 1085w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c2c712b elementor-widget elementor-widget-text-editor\" data-id=\"c2c712b\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Hudgens challenged the SEO Week audience with an intriguing question: \u201cWould we do this content today if SEO didn\u2019t exist?\u201d It was a gut-check that forces us to prioritize storytelling, values, and genuine audience engagement over gaming algorithms. The best digital PR campaigns are authentic and brand-forward.<\/span><\/p><p><span style=\"font-weight: 400;\">But it can go both ways. A negative PR event can derail even the strongest digital presence and have a direct impact on traffic. Beyond the drop in clicks and visits, there\u2019s also a dip in trust. A reputational misstep can hurt your image and your discoverability.<\/span><\/p><p><span style=\"font-weight: 400;\">Consider the recent example of the language app Duolingo, which <\/span><a href=\"https:\/\/economictimes.indiatimes.com\/magazines\/panache\/duolingo-ceo-sparks-outrage-with-ai-first-shift-is-the-owl-phasing-out-people-power-for-automation\/articleshow\/120756338.cms?from=mdr\"><span style=\"font-weight: 400;\">faced backlash<\/span><\/a><span style=\"font-weight: 400;\"> when its CEO announced it would become an \u201cAI-first\u201d model and replace contractor roles. As a result, Duolingo faced attacks online, a loss of social media followers and users of the app, and had to delete many of its social media posts.\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0265624 elementor-widget elementor-widget-image\" data-id=\"0265624\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"433\" src=\"https:\/\/ipullrank.com\/wp-content\/uploads\/2025\/06\/Duolingo-outrage-1024x554.jpg\" class=\"attachment-large size-large wp-image-18827\" alt=\"Bad press for Duolingo\" srcset=\"https:\/\/ipullrank.com\/wp-content\/uploads\/2025\/06\/Duolingo-outrage-1024x554.jpg 1024w, https:\/\/ipullrank.com\/wp-content\/uploads\/2025\/06\/Duolingo-outrage-300x162.jpg 300w, https:\/\/ipullrank.com\/wp-content\/uploads\/2025\/06\/Duolingo-outrage-768x416.jpg 768w, https:\/\/ipullrank.com\/wp-content\/uploads\/2025\/06\/Duolingo-outrage.jpg 1352w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0d3d7c7 elementor-widget elementor-widget-spacer\" data-id=\"0d3d7c7\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c7a739e elementor-widget elementor-widget-text-editor\" data-id=\"c7a739e\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">When Target rolled back its Diversity, Equity, and Inclusion (DEI) initiatives back in January 2025, they <\/span><a href=\"https:\/\/finance.yahoo.com\/news\/ditching-dei-hurt-targets-sales-014733276.html\"><span style=\"font-weight: 400;\">faced a boycott<\/span><\/a><span style=\"font-weight: 400;\"> from angry customers, and a lawsuit from angry shareholders. As a result, Target stores faced a 9% decrease in foot traffic and a 37% drop in stock price this year. <\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-362bb3a elementor-widget elementor-widget-image\" data-id=\"362bb3a\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"692\" src=\"https:\/\/ipullrank.com\/wp-content\/uploads\/2025\/06\/Target-backlash.jpg\" class=\"attachment-large size-large wp-image-18835\" alt=\"Bad press for Target\" srcset=\"https:\/\/ipullrank.com\/wp-content\/uploads\/2025\/06\/Target-backlash.jpg 815w, https:\/\/ipullrank.com\/wp-content\/uploads\/2025\/06\/Target-backlash-300x260.jpg 300w, https:\/\/ipullrank.com\/wp-content\/uploads\/2025\/06\/Target-backlash-768x664.jpg 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3560983 elementor-widget elementor-widget-spacer\" data-id=\"3560983\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ec138d7 elementor-widget elementor-widget-text-editor\" data-id=\"ec138d7\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">We\u2019ll have to wait and see if there are long-term implications for the retail giant, but just by googling Target, you can see almost all of the People Also Ask questions are negative and reference the boycott:<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-837945c elementor-widget elementor-widget-image\" data-id=\"837945c\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"428\" src=\"https:\/\/ipullrank.com\/wp-content\/uploads\/2025\/06\/target-PAA-1024x548.jpg\" class=\"attachment-large size-large wp-image-18836\" alt=\"People Also Ask results for Target\" srcset=\"https:\/\/ipullrank.com\/wp-content\/uploads\/2025\/06\/target-PAA-1024x548.jpg 1024w, https:\/\/ipullrank.com\/wp-content\/uploads\/2025\/06\/target-PAA-300x161.jpg 300w, https:\/\/ipullrank.com\/wp-content\/uploads\/2025\/06\/target-PAA-768x411.jpg 768w, https:\/\/ipullrank.com\/wp-content\/uploads\/2025\/06\/target-PAA.jpg 1097w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9085be6 elementor-widget elementor-widget-spacer\" data-id=\"9085be6\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7bdc0f6 elementor-widget elementor-widget-text-editor\" data-id=\"7bdc0f6\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Even AI Mode mentions the boycott in its summary for Target:<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6319d29 elementor-widget elementor-widget-image\" data-id=\"6319d29\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"394\" src=\"https:\/\/ipullrank.com\/wp-content\/uploads\/2025\/06\/Rename-2025-05-30-at-10.14.37@2x-1024x504.png\" class=\"attachment-large size-large wp-image-18843\" alt=\"Target AI Mode results\" srcset=\"https:\/\/ipullrank.com\/wp-content\/uploads\/2025\/06\/Rename-2025-05-30-at-10.14.37@2x-1024x504.png 1024w, https:\/\/ipullrank.com\/wp-content\/uploads\/2025\/06\/Rename-2025-05-30-at-10.14.37@2x-300x148.png 300w, https:\/\/ipullrank.com\/wp-content\/uploads\/2025\/06\/Rename-2025-05-30-at-10.14.37@2x-768x378.png 768w, https:\/\/ipullrank.com\/wp-content\/uploads\/2025\/06\/Rename-2025-05-30-at-10.14.37@2x-1536x756.png 1536w, https:\/\/ipullrank.com\/wp-content\/uploads\/2025\/06\/Rename-2025-05-30-at-10.14.37@2x-2048x1008.png 2048w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9401752 elementor-widget elementor-widget-spacer\" data-id=\"9401752\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-968065f elementor-widget elementor-widget-text-editor\" data-id=\"968065f\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">This raises the question of whether brands will be able to circumvent negative mentions in LLMs through sneaky content strategies like <\/span><a href=\"https:\/\/www.wired.com\/story\/taylor-swift-jets-travis-kelce-theory-google-seo\/\"><span style=\"font-weight: 400;\">this conspiracy theory<\/span><\/a><span style=\"font-weight: 400;\"> that Taylor Swift attended a Jets football game to cover up negative SERP mentions of her extreme private jet usage. This would assure that her name plus the word \u201cjet\u201d only showed positive results.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Digital PR today is about reinforcing the core of your brand because perception increasingly dictates performance. Think of your brand as the message and PR as the megaphone. But your message has to be one that\u2019s worth hearing.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">At SEO Week, Ross Hudgens pointed out that our industry used to treat PR as a numbers game, just cranking out links regardless of quality. That old-school, black-hat mindset was all about quantity over quality and Google got wise to that.<\/span><\/p><p><span style=\"font-weight: 400;\">On the other side, Garrett Sussman explains the white-hat approach, which is building genuine digital PR by getting your brand mentioned in meaningful ways through strong content, creative campaigns, and notable achievements. Even if high-authority sites add a nofollow tag to your link, it doesn\u2019t devalue your mention in the same way.<\/span><\/p><p><span style=\"font-weight: 400;\">ChatGPT doesn&#8217;t have the same search engine algorithms as Google (or Bing), so when it&#8217;s pulling recommendations, how much does a link vs. a text mention differ? If ChatGPT is mostly focused on the words and not weighing links, a simple mention may have more value now.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-589e688 elementor-widget elementor-widget-heading\" data-id=\"589e688\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Brand is the Benchmark<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-03916f9 elementor-widget elementor-widget-text-editor\" data-id=\"03916f9\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Search may have started as a game of keywords and rankings, but today, it\u2019s a reflection of reputation. AI shapes search experiences, and recognition and trust have become the new SEO currency. The brands that stand out are remembered, respected, and show up wherever their audience is.<\/span><\/p><p><span style=\"font-weight: 400;\">From visibility in AI-generated summaries to amplified reach through digital PR, the message is clear: your brand is your most powerful search strategy. Ultimately, success in this new era of search hinges on more than technical SEO. It demands clear, consistent, and credible storytelling, and content that matters whether or not Google exists.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Or, as <\/span><a href=\"https:\/\/www.linkedin.com\/in\/jeffcoyle\/\"><span style=\"font-weight: 400;\">Jeff Coyle<\/span><\/a><span style=\"font-weight: 400;\"> said at SEO Week 2025: \u201cOnly editorial excellence survives.\u201d<\/span><\/p><p><span style=\"font-weight: 400;\">Need help building a digital identity worth searching for? We can help you <\/span><a href=\"https:\/\/ipullrank.com\/services\/relevance-engineering\"><span style=\"font-weight: 400;\">engineer relevant content<\/span><\/a><span style=\"font-weight: 400;\"> to get your business seen. <\/span><a href=\"https:\/\/ipullrank.com\/contact\"><span style=\"font-weight: 400;\">Drop us a line<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t<div class=\"elementor-element elementor-element-2b1ab80 e-flex e-con-boxed e-con e-parent\" data-id=\"2b1ab80\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-4dbac99 e-con-full e-flex e-con e-child\" data-id=\"4dbac99\" data-element_type=\"container\">\n\t\t<div class=\"elementor-element elementor-element-ad1da0c e-con-full e-flex e-con e-child\" data-id=\"ad1da0c\" data-element_type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-79a9eb3 e-con-full e-flex e-con e-child\" data-id=\"79a9eb3\" data-element_type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-8729a2a elementor-widget elementor-widget-heading\" data-id=\"8729a2a\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h6 class=\"elementor-heading-title elementor-size-default\">Want to find out about how Relevance Engineering can help your business?<\/h6>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b58bce9 elementor-widget elementor-widget-heading\" data-id=\"b58bce9\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h5 class=\"elementor-heading-title elementor-size-default\"><a href=\"https:\/\/ipullrank.com\/services\/relevance-engineering\" target=\"_blank\">Learn about iPullRank's Relevance Engineering Services<\/a><\/h5>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6a7664b elementor-widget elementor-widget-button\" data-id=\"6a7664b\" data-element_type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm\" href=\"https:\/\/ipullrank.com\/services\/relevance-engineering\" target=\"_blank\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t<span class=\"elementor-button-icon\">\n\t\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"25\" height=\"8\" viewBox=\"0 0 25 8\" fill=\"none\"><path id=\"Arrow 1\" d=\"M24.3536 4.20609C24.5488 4.01083 24.5488 3.69425 24.3536 3.49899L21.1716 0.317005C20.9763 0.121743 20.6597 0.121743 20.4645 0.317005C20.2692 0.512267 20.2692 0.82885 20.4645 1.02411L23.2929 3.85254L20.4645 6.68097C20.2692 6.87623 20.2692 7.19281 20.4645 7.38807C20.6597 7.58334 20.9763 7.58334 21.1716 7.38807L24.3536 4.20609ZM0 4.35254H24V3.35254H0V4.35254Z\" fill=\"#6F6F6F\"><\/path><\/svg>\t\t\t<\/span>\n\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Your brand\u2019s loudest voice has always been the search results page. It\u2019s been shaping your brand\u2019s narrative since day one, and now there\u2019s even more emphasis on brand with the evolution of generative AI search and systems like AI Mode.\u00a0 It\u2019s never been more important to optimize what people see of your brand. If you [&hellip;]<\/p>\n","protected":false},"author":72,"featured_media":18852,"comment_status":"open","ping_status":"open","sticky":false,"template":"elementor_theme","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[229,1,9,227,26],"tags":[],"diagnosis-deliverable":[],"class_list":["post-18824","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ai-overviews","category-uncategorized","category-content-strategy","category-generative-ai","category-seo"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Why Search Has Always Been a Brand Channel<\/title>\n<meta name=\"description\" content=\"If you Googled your business right now, would you like what you saw? Read why brand representation has never been more important in 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:\/\/ipullrank.com\/search-is-a-brand-channel\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Why Search Has Always Been a Brand Channel\" \/>\n<meta property=\"og:description\" content=\"If you Googled your business right now, would you like what you saw? Read why brand representation has never been more important in search.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/ipullrank.com\/search-is-a-brand-channel\" \/>\n<meta property=\"og:site_name\" content=\"iPullRank\" \/>\n<meta property=\"article:published_time\" content=\"2025-06-04T21:15:33+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-06-05T13:43:46+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/ipullrank.com\/wp-content\/uploads\/2025\/06\/Frame-1597879947.png\" \/>\n\t<meta property=\"og:image:width\" content=\"699\" \/>\n\t<meta property=\"og:image:height\" content=\"400\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Francine Monahan\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@ipullrankagency\" \/>\n<meta name=\"twitter:site\" content=\"@ipullrankagency\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Francine Monahan\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"13 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/ipullrank.com\/search-is-a-brand-channel#article\",\"isPartOf\":{\"@id\":\"https:\/\/ipullrank.com\/search-is-a-brand-channel\"},\"author\":{\"name\":\"Francine Monahan\",\"@id\":\"https:\/\/ipullrank.com\/#\/schema\/person\/fcf6f6aadcea7ff7ff5453dfaa9ffb36\"},\"headline\":\"Why Search Has Always Been a Brand Channel\",\"datePublished\":\"2025-06-04T21:15:33+00:00\",\"dateModified\":\"2025-06-05T13:43:46+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/ipullrank.com\/search-is-a-brand-channel\"},\"wordCount\":2278,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/ipullrank.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/ipullrank.com\/search-is-a-brand-channel#primaryimage\"},\"thumbnailUrl\":\"https:\/\/ipullrank.com\/wp-content\/uploads\/2025\/06\/Frame-1597879947.png\",\"articleSection\":[\"AI Overviews\",\"Content\",\"Content Strategy\",\"Generative AI\",\"SEO\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/ipullrank.com\/search-is-a-brand-channel#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/ipullrank.com\/search-is-a-brand-channel\",\"url\":\"https:\/\/ipullrank.com\/search-is-a-brand-channel\",\"name\":\"Why Search Has Always Been a Brand Channel\",\"isPartOf\":{\"@id\":\"https:\/\/ipullrank.com\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/ipullrank.com\/search-is-a-brand-channel#primaryimage\"},\"image\":{\"@id\":\"https:\/\/ipullrank.com\/search-is-a-brand-channel#primaryimage\"},\"thumbnailUrl\":\"https:\/\/ipullrank.com\/wp-content\/uploads\/2025\/06\/Frame-1597879947.png\",\"datePublished\":\"2025-06-04T21:15:33+00:00\",\"dateModified\":\"2025-06-05T13:43:46+00:00\",\"description\":\"If you Googled your business right now, would you like what you saw? 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