However, not all SEOs understand the key elements of brand marketing – and if you’re fortunate enough to have specialist brand marketers in your organisation, take advantage of that!

Joshua says: “Brand marketers should be SEOs’ best friends.”

Why is that?

“Brand marketing reaches where SEO can't. It drives demand, and it drives search interest.

SEO has always been an inbound channel, but lately, inbound is getting harder. With things like zero-click searches and AI overviews, the opportunities for getting the click are increasingly challenging, but brand search has always been very high intent and very high click-through rate, and it's also a ranking signal.

Working with our friends over in the brand channel, we should be devising strategies to drive more branded search, and SEO should be doing more to help the brand teams deliver on all of their work and communicate those results.”