4 risks hiding in your branded search results

Consider the role that branded search results play in consumer decisions. Say a consumer types “company X + name of newest product” into their search bar. The results that display first will generally be those directly related to the company the consumer is searching for.

The benefits of a typical branded search are numerous. They provide visibility for your brand, and they educate customers and build consumer sentiment. And this search type may lead to higher conversion rates.

But various risks are also hiding in branded search results. You must pay attention to the stability, composition, and potential drawbacks of these results. Let’s walk through each of the four risks associated with branded search results.

Risk 1: You may rely too heavily on a few positive results

The first page of Google search results is no longer as simple to influence as it used to be. Many of the results that now appear on the first page are just as likely to be third-party results as owned or influenced assets.

As a result, you might end up relying too much on a small number of positive search results. This makes your brand vulnerable, as you don’t want these results to appear inauthentic.

The key is to have a range of positive, highly authoritative assets directly linked to your brand. You want these assets to come from sources that potential customers will immediately trust and that will maintain visibility over the years.

Dig deeper: Why AI search is your new reputation risk and what to do about it

Risk 2: Negative results are more prominent than ever before

With the rise of Google AI Overviews and ChatGPT searches, negative search results are vaulting to the top in AI-powered surfaces.

This is just as true with branded search results as it is with regular searches. One unfavorable Reddit thread can negatively impact your branded results. A questionable review on YouTube from an influencer or an outlandish blog post can do the same.

For this reason, it’s critical to monitor the placement of these results. For example, is negative content rising from the second page of search results to the first? Are those Reddit threads increasing in popularity and visibility?

In addition to monitoring traditional search, you should track AI search. And if you notice that negative results associated with your brand are rising, it might be time to get an online reputation management (ORM) specialist involved.

Dig deeper: How AI search gives old negative content new life

Risk 3: Search features can bring unwanted consequences

There are many other search engine features that you often neglect. For instance, have you been paying attention to the image results, People Also Ask, autocomplete, and news results features? Or how about features like Google Discover, Google Trends, and Top Stories?

These features can be hard to access and harder to assess. But they can reveal just as much information about a brand as Google’s top organic listings. So, go beyond simply analyzing AI Overview results and the blue links on page one.

Risk 4: Your positive results aren’t diverse enough

It’s not enough to duplicate owned content or place brand mentions on third-party websites. Instead, you need to build your reputation with trusted media organizations and third-party outlets.

In other words, you need to diversify. Seek out opportunities to earn mentions of your brand and products or services on third-party properties and trusted websites. Think Wikipedia and trusted media organizations like Reuters and the Associated Press.

Having varied and trusted mentions of your brand reduces the dependence you’d otherwise have on any single ranking asset.

Dig deeper: How to earn brand mentions that drive LLM and SEO visibility

How to conduct a branded search risk audit

To identify and address potential issues facing your brand, conduct a branded search risk audit. The steps are simple:

• Identify branded queries: What are your customers searching for in relation to your brand? Answer these questions first to improve your brand’s position in traditional and AI search results.
• Record initial results: What does page one of Google search results look like? Record third-party results and search features.
• Categorize your results: Once you’ve recorded all your branded search results, move on to analyzing them. Sort them into categories based on whether they’re positive, negative, neutral, owned, or third-party.
• Track themes and movement: New themes related to your brand can surface at any time. Track movement related to branded searches, whether positive or negative.
• Prioritize vulnerability: Prioritize potential weak spots. Focus on vulnerabilities related to visibility, authority, ranking, and potential conversion impact.

View branded search results as an early warning

In online reputation management, being proactive reigns supreme. Regular branded SERP monitoring is essential for identifying early warning signs.

But monitoring isn’t the only way you can be proactive with your branded search results. Your mission should be to build an authoritative, diverse, and trusted search presence. This way, your company will be more resilient if reputation issues arise.