Look, I’ve been doing SEO since 2007, and I’ll be the first to admit: I was wrong about branded search. Dead wrong.
Fast forward to my recent conversation with Charlie Sells of Clarity Over Everything, and here’s what I’ve learned: ignoring branded queries in favor of non-branded volume is completely backwards. And given everything since the 2023 Helpful Content Update, it’s time we had an honest conversation about why branded SEO needs to be your first priority, not your afterthought.
The Service Business Branding Problem
Charlie’s approach: look at the data top to bottom, find inconsistencies first, create a roadmap. His insight on service businesses: “They’re like bowling alleys — trying to stay hyper local.” Business owners who think too big and too regional spin their tires. Narrowing focus is the most important piece.
The Two-Part Brand Audit Framework
Charlie always looks for two things: consistency (does every touchpoint look, sound, and feel the same?) and competitive advantage (are you actually leaning into the thing that makes you different?). His Florida staffing client had a retention rate in the 80s-90s — an extraordinary differentiator they weren’t using. His advice: “Don’t try to be bigger. Don’t try to be flashier. Don’t try to be anything other than who you are.”
Why I Was Wrong About Branded Search
Tom Capper’s Moz study revealed that the number of branded searches to a site — not the helpfulness of its content — may have been the real predictor of HCU treatment. If you get your branded terms right, then you can focus on non-branded. But shiny object syndrome keeps businesses chasing volume while their brand foundation is broken.
The Entity Problem: A Real-World Example
My client “Save Fry Oil” didn’t show up as a brand entity at all — AI overviews, videos, and articles about how to save fry oil completely dominated. No about page, no entity home. After adding one and building branded anchor text mentions across the web, they now show up as an entity. Sometimes the fix is that simple.
Charlie’s Two Essential Switches
First: Adopt curiosity. Ask: “What is it like to be on the receiving end of your brand?” Put yourself in the customer’s seat — not just your reviews or metrics. Second: Hold it with an open hand. There is no single lever that floods your funnel. Think 12 months ahead, build a roadmap, fix what’s bleeding you now, and zoom out.
Charlie has a free assessment at clarityovereverything.com — how clear and aligned vs. confused and complex is your brand right now.