Correlation between increase in branded searches and ranking for relevant keywords

[ruruuu99]

Hello all,

Just wanted some advice/thoughts on something we have noticed as a business.

Whenever we have an increase in branded search terms (as in people directly write the name of our business in Google and then click on it), shortly after that we start ranking higher for relevant keywords that are not branded (e.g. keywords with service names and location).

We are already on the 1st page of Google for the main search terms, but the position of the website does fluctuate regularly - one day it could be right in the middle, then the next day it would be more towards the middle-bottom part of the page.

Is this a coincidence, or could there be a link between an increased CTR for branded search terms and higher rankings for other industry-specific keywords that relate to our niche?

Hope this makes sense, any input into this matter would be greatly appreciated!

 

[George26]

Yeah, that actually makes sense — I wouldn’t treat it as a coincidence.

Branded search volume often acts as a signal of demand + trust, especially when people actively look for you and click through. It’s not a direct ranking factor in a simple way, but it correlates with other things Google does care about: engagement, recognition, and overall authority in a niche.

What I’ve seen is that when branded demand increases, it usually means your presence across channels is working — and that tends to lift performance on non-branded terms as well.

In practice, especially in areas like lead gen for SaaS, IT, or consulting, teams that actively build brand + demand (not just SEO) tend to stabilize rankings much more over time.

I’ve noticed a similar pattern with a team I know at Salesar. They focus a lot on consistent outbound, clean data, and tight alignment between marketing and sales — which drives more branded searches and repeat interactions. Over time, that kind of activity seems to support organic visibility beyond just direct traffic.

So I’d say there’s definitely a connection — not purely causal, but part of a bigger system where brand demand reinforces SEO performance.