Ever feel like Google is showing a little extra love to big brands?
You’re not alone. After Google’s March 2024 core update, the SEO world started buzzing: “Is Google now ranking brands over content?” If you run a plumbing, HVAC, or electrical company and saw some weird fluctuations in your rankings, you might’ve thought, “Well great… guess it’s impossible to compete unless you’re a national chain now.”
But here’s the deal: Google says it doesn’t rank “brands.” And technically, that’s true.
But practically? It’s a little more complicated.
Google might not have a ‘brand ranking system,’ but when your business looks credible, polished, and trustworthy, you send all the right signals to win in search.” — Ryan Redding, CMO of KickCharge Creative
So let’s unpack what that means and why your branding might affect your SEO more than you realize.
Right after the March update dropped, a bunch of SEO professionals started asking if brand authority had become a ranking factor. Why? Because branded websites—companies with a clear identity and online reputation—were suddenly climbing to the top.
Google’s response? “Nope, we don’t rank brands.”
In fact, here’s what Danny Sullivan, Google’s Search Liaison, said on the record:
“We don’t have anything called a brand ranking system. We look at all kinds of things that align with what people generally consider to be signs of helpful content.”
Translation: Google doesn’t give you a ranking boost just for being a brand. But strong brands naturally produce the kind of content and signals Google loves.
Let’s call out the obvious: well-branded companies show up higher and more often in search results. But that’s not because Google is playing favorites. It’s because strong brands tend to check all the boxes of what Google looks for:
And all of that plays into Google’s trust framework: E-E-A-T—which stands for:
If your business shows these qualities online, you’ll likely rank better. It just so happens that having strong branding makes it easier to hit all four.
Let’s get into the real-world stuff. These aren’t “ranking factors” you’ll find in an SEO checklist, but they send strong signals that Google can’t ignore:
A high-quality logo that’s consistently used across your website, truck wraps, uniforms, and social media makes you look like a legit operation. It tells Google (and customers), “Hey, we’re the real deal.”
If your website looks like it was built in 2009, people bounce, and Google notices. Clean, modern design with strong branding gives your site more staying power and credibility.
Stock photos are fine in a pinch, but they don’t build trust. When your website shows your actual team doing real work in your community, it gives Google the kind of authentic content it wants.
If your name is on trucks, in local directories, in Chamber of Commerce listings, or on sponsorship banners at Little League games, you’re building digital (and real-world) authority.
When your info is the same across Google Business Profile, Yelp, Facebook, and industry directories, you look more trustworthy—not just to Google, but to customers too.
Let’s be honest: your competitor with the white van and pixelated logo isn’t killing it in search. And there’s a reason.
When a company looks unprofessional—poor branding, outdated website, no social presence—it feels untrustworthy. Customers sense it. And yes, Google does too.
No matter how good their technical SEO might be, a poorly branded company will struggle to rank because everything about them sends weak or confusing signals.
Compare that to a company that looks polished, consistent, and confident. Even if it’s a small, family-run shop with a team of five, they still come across as legit. And that goes a long way online.
Let’s say there’s a local HVAC company with a killer new brand from KickCharge. We’re talking:
Now, stack that against a national chain that has a generic site, templated service pages, and no local personality.
Guess what? The local brand is going to win, especially in local search results. Because Google’s not just ranking who’s big. It’s ranking who’s the most helpful, trustworthy, and real.
You don’t have to be a huge company to act like a big brand. Here are some simple, high-impact ways to build branding that helps your SEO:
A logo from Fiverr isn’t going to cut it. Get a professionally designed logo that reflects your personality, works across platforms, and shows customers you’re serious.
Your fleet is free ad space. Make it count! A well-designed wrap boosts local awareness and even helps with search perception when people look you up after seeing your vehicles.
Photos of your team, your trucks, and your shop build authenticity. Google eats that stuff up.
FAQs, blog posts, and detailed service pages aren’t just for SEO. They show that you know your stuff and are here to help.
Update your Google Business Profile. Make sure your name, address, and phone number are consistent everywhere. Join local groups and get listed in directories. Sponsor events. Build trust locally, and it pays off online.
This is where the rubber meets the road.
Google’s not giving you bonus points for being a brand. But branding helps you check every box that Google does care about.
“Disruptive branding makes your business unforgettable—but it also makes it easier for Google to see you as trustworthy, authoritative, and relevant. That’s the real SEO superpower.”
— Ryan Redding, CMO of KickCharge Creative
If your business looks buttoned-up, gets talked about, has happy customers, and shows real value, Google takes notice. That’s not favoritism. Those are just good signals.
At KickCharge Creative, we don’t just give you a logo and call it a day. We build brands that disrupt markets, win trust, and yes, rank better on Google.
Whether you’re starting fresh, renaming, or rebranding for growth, we’ll help you look like the kind of business Google and your customers love.
Let’s make your brand the most powerful marketing tool you’ve got online and off. Call us at 908.835.9000 or request a quote to get started.
Ryan Redding