Not just on Google, but everywhere.

The Old Google vs. The New Google

The Wild West Days of SEO

Once upon a time, Google was a simpler beast.

Back in the day, climbing to the top of the search results was mostly about who could best game the SEO system—stuffing keywords, buying backlinks, and ticking all the technical boxes.

It was a bit of a Wild West that we’re not afraid to admit we played in. Clever tactics often trumped actual expertise. 

Times have changed.

 

The Rise of Topical Authority

Google has gotten much smarter in the last decade, and the focus of any decent SEO campaign has shifted from tricks to quality and authority.

It’s all about topical authority now.

In plain English, if your brand knows what it’s talking about (and proves it over time with great content and credibility), Google will give you the nod.

Understanding E-E-A-T

Google looks for E-E-A-T (experience, expertise, authoritativeness, trustworthiness) in content, which translates to “Is this a source we can trust?”.

Brands that consistently publish expert content in their field start accumulating topic authority in Google’s eyes. Google rewards that in a big way.

For example, if you search for medical information in the UK, you’ll almost always see the NHS or WebMD popping up.

They might not have every SEO trick in the book on each page, but they have years of trust and authority – they’re Google’s go-to experts.

The Power of Brand Authority

In fact, sites with strong topical authority have largely escaped volatile algorithm updates because search engines (and users) already trust them.

As far back as 2008, Google’s CEO Eric Schmidt noted, “Brands are the solution, not the problem… Brands are how you sort out the cesspool.”

In other words, being a recognised, authoritative brand is Google’s shortcut for quality. Today’s “New Google” rewards brands that stand for something and demonstrate expertise daily.

If you become the go-to voice in your field – the company that genuinely owns a topic – Google will notice. It’ll reward you with better rankings, rich snippets, and all the organic love of being at the top.

Users Are Wising Up Too

The Trust Factor in Search Results

Here’s where it gets interesting. Users aren’t daft. Over the years, searchers have become much more savvy about what they click. 

Many of us have been there – you search something, see a sketchy or overly-generic top result, and think, “Hmm, not sure I trust that,” and scroll a bit further. More and more, people are scrolling right past the top results looking for a name they recognise and trust.

A few years back, an eye-tracking study showed that 82% of people picked a brand they already knew — even if it was at result number 8 or 9 on the page.

 

Brand Recognition as a Trust Signal

Users have started using brand names as trust signals. Instead of blindly trusting Google to vet what’s best, people say, “Do I know this site? Have I heard of this brand?” If yes, click. If no, they’re wary.

They’ll sometimes skip an unknown first result entirely, because why risk it when you see, say, a BBC or an Apple or an NHS link a few slots down?

The rise of AI content in search results has only sharpened this instinct – users can be sceptical if a snippet looks auto-generated, so a familiar brand name is like a stamp of credibility.

 

The Impact on Click-Through Rates

Your brand’s reputation might be the deciding factor in whether you get the click. 

You could have the best SEO-optimised title and meta description in the world, but if it’s showing up next to a known competitor that people already trust, you might lose out.

Conversely, users will actively seek you out in the results if you’ve built a strong brand. They’ll scroll until they find you. Building brand recognition and trust isn’t just fluffy “marketing” – it directly boosts your organic performance.

Social Search Joins the Party

Search Discovery Is Happening Everywhere

Now, for the latest twist in the plot: social search. Google isn’t the only game in town for search anymore – platforms like TikTok, Pinterest, and Instagram have become de facto search engines for millions, especially younger users.

Each platform has its own flavour of how they rank and surface content, but they all share a common theme: brands (and creators) that people recognise and engage with tend to float to the top.

 

How TikTok Algorithm Works

The Platform That Doesn’t Care About Size

Take TikTok for example. TikTok’s algorithm is famously aggressive in how it picks winners. It doesn’t care if you’re a teenager in a bedroom or a Fortune 500 brand – if your video grabs people’s attention, TikTok will shove it in front of more eyeballs.

One of the most significant factors is watch time and engagement. If you can hook viewers in the first couple of seconds and get them to watch your video all the way through, TikTok’s algorithm smiles upon you.

 

Building Brand Presence on TikTok

Brands that nail this (often by making content that’s as entertaining or informative as any influencer’s) can go absurdly viral. And once you’ve gone viral a few times, you gain followers, recognition, and trust on the platform – essentially building a brand presence on TikTok. 

Just look at Currys. Their meme TikToks are viral everywhere, and the whole LinkedIn marketing community is swooning over how good their organic strategy is. They also dominate the entirety of a person’s headspace when tech comes to mind. All this from TikTok has nothing to do with what they sell, despite the funny inclusions of them. 

People see your name and stop scrolling because they remember, “Oh, these guys make great videos.” It’s no surprise 40% of Gen Z now turn to TikTok or Instagram over Google when looking for a place to eat or other recommendations.

They’re searching in these social apps and clicking the names that resonate with them (be it a familiar creator or a known brand). On TikTok, having a unique brand personality and a knack for quick, punchy storytelling is the killer combo that gets you ranked in search and on the coveted For You Page.

Pinterest’s Search Algorithm

The Visual Search Engine

The dynamic on Pinterest is slightly different, but the theme continues. Pinterest is less about instant virality and more about steady discovery. 

It’s often called a “visual search engine” in its own right. Content can live on for months or even years as users search for ideas and inspiration.

Key Factors for Pinterest SEO

Key factors for Pinterest SEO include relevance (your keywords and topic alignment) and engagement (saves, repins, clicks).

Critically, the account’s credibility (aka the Pinner’s authority) plays a role too – established brand accounts with a track record of quality Pins get a visibility boost. If you’re a known brand posting consistent, high-quality visuals (think home decor brands, food blogs, etc.), users will recognise your style or name and trust your Pins, making them more likely to click and save.

Those engagement signals tell Pinterest’s Smart Feed algorithm to show your content even more. It’s a virtuous cycle for brands that get it right. For example, a niche cookware brand that regularly posts great recipes might become the go-to source on Pinterest for “easy gourmet dinner” searches, simply because they’ve built that reputation (on-platform and off). By contrast, a generic Pin from an unknown source will have a harder time gaining traction.

Search Optimisation on Instagram

Building Loyalty for Visibility

Now consider Instagram. Instagram isn’t traditionally considered a “search engine,” but there are a ton of content discoveries between hashtag/keyword search and the Explore page.

Instagram’s algorithms (now powered by AI models) prioritise content based on what it thinks you will like. One primary signal is how much engagement a post gets and how much you’ve engaged with that account.

 

The Engagement-Loyalty Loop

So brands on Instagram win by cultivating a loyal following that consistently interacts with their posts. Instagram notices that loyalty if your brand’s posts reliably get people liking, commenting, sharing, and even clicking on your profile. Future posts from your brand will more likely show up high in those users’ feeds, and even sneak into the Explore page for others. A mix of instant engagement and long-term loyalty fuels Instagram visibility.

A unique, engaging brand voice or aesthetic makes people want to follow you and interact, which then helps you show up more in searches and suggestions. You’ll get lost in the algorithmic noise if you’re just another bland account posting the same stock content as everyone else. 

But if you develop a content style that fans rave about (think Gymshark’s fitness inspiration posts or GoPro’s epic user-generated action shots), you build an army of engaged followers. Then whenever someone searches, say, a fitness hashtag or looks for workout ideas, your content (and name) stands out from the crowd because you’ve got that proven engagement and brand appeal backing you up.

 

The Common Thread Between Social Search Algorithms

In all these cases – TikTok, Pinterest, Instagram and beyond – being a distinctive brand that people recognise and want to engage with is what sets you apart.

Social algorithms are increasingly sophisticated, but they all boil down to measuring people’s interest and trust. The algorithms will favour you if people are consistently interested in you (because you offer something unique, whether that’s style, substance, or story). If you’re just another generic producer of keyword-filled content, you won’t hit those engagement metrics, you won’t earn that follow or click, and you won’t rise in the ranks.

Lessons from the Giants

Let’s wrap this up by looking at a few giants who’ve nailed this whole brand game, and what we can learn from them.

In the last decade, brands like Apple, SharkNinja, and Gymshark have exploded by becoming household names that stand for something – and they reaped search benefits as a result.

 

Apple’s Brand Building Strategy

The Master of Brand Loyalty

Take Apple. Apple doesn’t need an introduction, but it’s worth considering how its brand power translates into search and market dominance.

Apple spent years cultivating an image of innovation, quality, and an almost cult-like community of users. So when Apple launches a new product, people don’t search for “best smartphone”; they search for “iPhone.” They skip right past competitors because Apple is the default for them.

 

The Search Impact of Brand Preference

Apple’s brand loyalty is so strong that, despite Samsung and others sometimes selling more units, Apple has pocketed the lion’s share of profits in the smartphone industry – at one point 87% of all smartphone profits – largely thanks to its brand prestige and loyal fanbase.

That’s insane. It shows that being the brand people think of first (and are willing to pay a premium for) changes the game completely. From a search perspective, Apple’s authority in its space is unshakeable: tech sites and blogs link to Apple, people click Apple’s pages, and even Google knows that when someone types “Apple event” or “iPhone features,” they’re probably looking for Apple’s own content.

The lesson from Apple is that branding isn’t just about awareness – it creates a trust and preference so strong that you become the automatic answer to relevant searches. They didn’t just play the SEO game; they changed the playing field by becoming the benchmark.

 

SharkNinja’s Search Marketing Strategy

Social-First Brand Building

Now, look at SharkNinja, the company behind the Shark vacuum cleaners and Ninja kitchen appliances. Ten years ago, SharkNinja was not the behemoth brand it is now – but today it’s a case study in brand-building translating to search success.

They’ve become a social-media-driven marketing machine. While competitors might rely solely on traditional ads or basic e-commerce SEO, SharkNinja made its products famous on platforms like TikTok and Instagram.

 

The Power of Viral Product Marketing

They are what their Global CMO calls a “social-first organisation,” where storytelling and hype-building around products is as important as the products themselves.

From the Ninja Creami (an at-home ice cream maker that blew up on TikTok) to their Shark FlexStyle hair dryer (riding the coattails of viral beauty trends), SharkNinja’s innovations keep trending.

One of their latest hits was a humble oscillating fan – hardly the sexiest product, right? Yet a TikTok of their Ninja TurboBlade fan with a catchy soundbite racked up over 32 million views, becoming the most-viewed TikTok in the company’s history and driving massive sales spikes.

 

How Viral Content Drives Search Demand

When all your new products become TikTok sensations, what happens in search? People start googling those product names, searching for reviews, comparison videos, where to buy, etc., and SharkNinja is everywhere.

They dominate the search results because they created the demand and brand context around their own products. They’ve even structured internally to support this rapid, trend-driven content strategy—quick turnarounds on campaigns, in-house creative teams churning out relatable content, and tight feedback loops with what customers are buzzing about online.

 

Brand Defensibility in a Competitive Market

Most importantly, SharkNinja’s brand-building has given it defensibility. When discussing all the cheaper copycat products out there, their CMO said it herself: “The products that might be around the corner won’t necessarily have the brand to back up what the product will do. We believe we have both.”

In other words, no matter if a knockoff appears with similar features, consumers trust Shark and Ninja to deliver quality because they’ve invested in that trust. That means higher click-through for SharkNinja in search results (even if the copycat tries to bid on their keywords), and an easier time launching future products (since any new Shark or Ninja gadget already has built-in interest). They’ve become the brand people think of first for innovative kitchen and home gadgets, which is precisely what you should aim for in your niche.

 

Gymshark’s Brand Building Search Marketing

From Garage to Billion-Dollar Brand

Let’s not forget Gymshark, a homegrown fitness apparel brand that went from a UK teenager’s garage to a $1+ billion global brand in under a decade, all by building a fanatical community online.

Gymshark is a masterclass in leveraging influencers, content, and social engagement to become a brand people search for. In the early days, they didn’t have big ad budgets to outrank Nike or Adidas on Google with PPC.

 

The Influencer-Driven Growth Strategy

Instead, they built such a strong presence on Instagram, YouTube, and later TikTok, that a whole generation of fitness enthusiasts learned about Gymshark through their favourite creators. They famously cultivated a roster of Gymshark athlete influencers who wore and promoted their gear.

As a result, Gymshark didn’t need to stuff “best workout shirt” keywords into its site—people were directly searching “Gymshark leggings” because the brand itself became synonymous with fitness wear. By 2020, Gymshark had hit a valuation of over £1 billion, and the founder, Ben Francis, noted that young people want to buy community-driven brands that align with their values.

 

Building Search Authority Through Community

Gymshark gave them precisely that. The takeaway is that brand-building can catapult you to the top of a crowded market, even when you’re up against giants. In search terms, Gymshark now has the authority (links from countless fitness blogs, mentions in press, massive direct traffic) to rank for all sorts of relevant queries – not because they gamed SEO, but because they genuinely became a leader in their space.

So, there you have it. It’s not just about SEO tricks anymore. It’s about building a brand that people care about and seek out. If you do that, both Google and the social algorithms will treat you right. The playing field is constantly changing – Google’s introducing AI summaries, TikTok’s search is growing, who knows what’s next – but brand trust is the one constant north star. Build trust, build a following, build a brand, and you build a moat around your search presence.

The Universal Truth About Brand Building

How to Build Your Brand’s Search Presence (Actionable Advice)

Now, let’s get practical. How can you leverage search marketing tactics to build a brand like the success stories above? Here are some search-focused strategies to get you started:

  • Content Marketing for Topical Authority:

    Invest in creating genuinely helpful, expert content on your site that covers your niche from every angle. Start a blog or resource hub that answers the questions your target audience is asking. For example, if you’re an outdoor gear brand, publish in-depth hiking guides, gear comparison videos, and survival tip infographics. Over time, this content library signals to Google that you’re the authority in your domain, and you’ll begin to rank higher for a wide range of keywords. Plus, when users see your content coming up repeatedly (because you’ve covered the topic thoroughly), they’ll start recognising your brand and trusting it. Consistency is key here – publish regularly and demonstrate expertise in every piece.

     

  • Digital PR and Link Building for Authority & Awareness:

    Content alone isn’t enough if nobody sees it. This is where Digital PR comes in. Craft stories or research that journalists and industry sites want to talk about. That could be a proprietary study your company releases, a bold opinion piece, or a viral campaign. When credible websites (ideally those in your industry and hence where your ideal audience hangs out) start mentioning and linking to you, it’s a double win: your brand gets in front of new audiences and those links act as “votes of confidence” in Google’s eyes. For example, SharkNinja sent out creative products to influencers and got featured in countless “TikTok made me buy it” articles – generating buzz and backlinks. Aim to get your brand featured on high-authority sites in your industry (news outlets, popular blogs, etc.) via smart outreach. Over time, those mentions build your backlink profile, boost your SEO rankings, and make your brand name familiar to readers. The next time they see you in the search results, they’ll recall “Oh yeah, I read about them on TechCrunch (or Forbes, etc.),” and that trust is already seeded.

     

  • Leverage Search Features to Showcase Your Brand:

    Take advantage of search engine features highlighting brands. Make sure you have an updated Google Business Profile (formerly Google My Business) if local search matters – it puts your brand info front and center for relevant queries. Use Schema markup on your site for things like organisation info, product reviews, and FAQs – this can enhance how your brand appears in search results (maybe with star ratings, knowledge panels, sitelinks, etc.), which increases credibility at a glance. If people see a polished, information-rich result from your brand, they’ll trust it more. Also, create content that has the potential to land in featured snippets (quick answers) or video carousels. For instance, a well-structured how-to article or a tutorial video could get pulled into the spotlight. This is like a free billboard on the SERP, building recognition.

     

  • Consistency and Authentic Engagement:

    Across all channels – your site, social media, email newsletters, you name it – maintain a consistent brand voice and interact authentically. This isn’t a direct “SEO trick,” but it amplifies everything else. Customers now move fluidly from Google to your Instagram to your website and back again. They’ll remember you if they see the same personality and attitude everywhere. Encourage reviews and testimonials, and proudly display them (people search for “[Your Brand] reviews” often). Respond to comments and engage in online communities in your niche (like subreddits or Quora), not by selling, but by helping. Over time, these grassroots efforts create a community around your brand. You’ll start seeing people recommending your brand in forums or on social – that’s when you know brand trust is taking hold. And yes, those recommendations often find their way back into Google search results too!

     

In the end, building a brand that dominates search isn’t about choosing one of these tactics – it’s about the cumulative effect of all of them working together.

Content marketing feeds your PR efforts (great content gives PR something to talk about), PR boosts your SEO, and a strong brand makes all those efforts convert better. It’s a virtuous cycle.

So, focus on that big picture. Aim to be the brand that people think of first and the one that search engines can’t help but rank.

Build a brand that people love, and you’ll win on Google, on social, and everywhere in between. Both the algorithms and your audience will treat you right for it. Good luck out there, and get building that brand authority!