Why Your Funnel Starts Further Down Than You Think
Here’s something that might rattle your SEO playbook a bit: nearly half of all Google searches now include a brand name. Not a category, not a question, not a how-to. A brand.
That stat comes from a new study by Ahrefs, which found that 45.7% of Google searches are branded. That’s a big number; and it flips the old funnel logic on its head. Users aren’t wandering around looking for options, they’re heading straight toward something they already have in mind. Discovery is getting edged out by decision.
The Funnel Has Shifted
Now, the long-standing SEO play has always been to chase
non-branded keywords at the top of the funnel. The idea was to catch people early, before they knew what they wanted. But if nearly half of all searches are brand-specific, then the top of the funnel isn’t as top as it used to be. It’s compressed, squished—maybe even
sideways.
And here’s the kicker: branded queries don’t just reflect awareness; they shape visibility. A strong brand doesn’t just get searched more, it starts showing up in places where generic terms used to dominate. So if you’re still treating branded SERPs like a vanity metric, you’re missing the point. They’re a control panel.
What Do Your Branded SERPs Say?
Ask yourself: when someone searches your brand, what do they see? Is it your homepage? A glowing review? A reseller with outdated pricing? Or worse, a competitor bidding on your name? That’s not just reputation management; that’s lead capture. That’s conversion. That’s your funnel, right there, halfway down.
Beyond Search: The Buyer Journey
But this goes beyond search.
Let’s talk buyer journeys for a second. HubSpot just released a refreshingly practical 8-step guide to B2B buyer journey mapping. It’s not rocket science, but it does cut through the fluff. And the big idea is this: buyers aren’t starting from zero. They’re showing up with context, expectations, and a pretty good idea of what they want from you.
The guide walks through persona development, touchpoint mapping, friction spotting, and sales alignment. Nothing groundbreaking; but it’s the tone that matters. It treats journey maps not like a one-time diagram you print and forget, but like a living document—one that evolves as your buyers do.
And that’s the whole point. When someone searches your brand, they’re not asking who you are. They’re asking why you matter. You’re not just introducing yourself. You’re proving your relevance, clearly and consistently. Across every channel. Every time.
Why Journey Mapping Matters
That’s where journey mapping earns its keep. It helps you see the seams—the moments where your brand promise slips through the cracks. The places where your messaging says one thing, but your product says another. You can’t fix what you don’t see. And you can’t see it unless you map it.
Quick Detour; Worth Your Time
- Generative AI is quietly breaking web analytics by stripping referral data. So if your traffic sources suddenly look murky, it’s not just you. It’s the bots.
- Thinking of buying Instagram followers? Don’t. It’s a shortcut to lower engagement and algorithm purgatory.
- If your KPI dashboard still looks like a spreadsheet from 2012, HubSpot’s new guide might help you clean it up without losing the plot.
So, Where Does This Leave Us?
Somewhere between brand strategy and search strategy. Somewhere between the first click and the final pitch. The funnel hasn’t disappeared; it’s just moved. And if you’re not paying attention to where your buyers are actually entering, you’re probably talking to them too late.
Start with your branded SERPs. Then follow the trail. See where the gaps are. Fix the ones that matter. And remember, your buyer’s journey might not look like a funnel anymore. It might look more like a loop. Or a maze. Or a game of telephone with fewer chances to get the message right.
But hey, that’s marketing.
That’s it for today, folks.
Catch you in the next post.
Until then, keep building.
– Perfect Sites Blog