IT'S NUANCED
Brand searches improve rankings
The Myth
"Having people search for your brand name boosts overall rankings."
The Truth
Brand search volume may correlate with rankings, but causation is unclear. It's more likely that both result from overall brand strength and quality. Strong brands get searched AND rank well because they create quality content and earn links. Gaming brand searches (click farms) doesn't work. Build genuine brand recognition instead.
Various Correlation Studies
Brand search volume correlates with rankings, but causation unproven.
Google Patents
Patents suggest user behavior including brand queries may factor into authority.
DInsight from @dejanseo
"Brand building helps SEO, but not because of search volume signals. People who know your brand link to you, share you, return to you. That's the real mechanism."