Does having a strong brand lead actually impact your rankings? It’s a question we get asked all the time here at Wildcat Digital, and the answer isn’t a straightforward yes or no.
Brand isn’t a direct ranking factor in SEO, but it does correlate to some of the other ranking signals. Having a strong brand means you’re more likely to receive more of the mentions (both linked and unlinked) and other signals that Google treats as a sign of expertise and authority.
So while you won’t find any mention of brand in Google’s documentation, it can still have a strong impact on your website’s performance. Read on to discover how your brand’s expertise, authority and trust feed into your site’s ability to rank–and how to use it to your advantage.
At Wildcat Digital, we help businesses build brands that rank. Get in touch for a free consultation and let’s see how your brand can start working harder for your SEO.
Google shows millions of results for even the most niche terms—“what are ranking factors in seo” returns over 7 million. This raises an important question—one that keeps SEO managers up at night—how does Google decide what ranks first? That’s where ranking factors come in. Put simply, they’re signals used by search engines to work out the quality and relevance of a page to a query. By applying these criteria, Google gets the right page roughly 40% of the time.
To stop people from gaming the system, search engines don’t talk much about the ranking factors they use, leaving it up to us to fill in the gaps. As of 2025, there are an estimated 200 metrics that Google takes into account. These ranking factors range from the obvious to the obscure, but most are fairly common sense. And just as we treat brands as markers of trust in the real world, it’s not surprising that Google takes a similar view of them.
We’ve already teased the answer to this, but with Google tracking so many ranking factors, it’s not surprising to hear that brand might be one of them. Though it doesn’t translate directly to higher search engine rankings, a strong brand means more of the backlinks, social mentions and user engagement that signal to Google your website is trusted. And as we all know, trust is important! When put together, it’s no surprise that stronger brands tend to have a stronger SERP presence.
But what does it mean to have a strong brand in the online world? And how does it impact your site’s SEO performance? Let’s take a look at the key brand signals that can influence your rankings—and how you can start building them.
One of the most obvious brand signals is the amount of mentions your brand name gets. To Google, these mentions are a strong indicator that you’re a genuine brand users are interested in. Linked mentions come with the added bonus of a ranking boost, translating to more traffic coming to your website.
You can track online mentions of your brand with tools like Prowly or Mention, which can give you some insights into PR performance–as well as helping to catch and manage reputation issues early. You can also try converting some of these mentions into backlinks with an outreach email.
Another strong indicator of trustworthiness is the amount of searches for your brand name. These searches are easy enough for Google to track, so it’s not surprising they’re factored into the equation. The good news for marketers is you can see exactly how many branded search terms your website receives in Google Search Console. A rise in branded traffic often correlates with effective PR, content marketing and customer satisfaction–all of which feed back into your SEO efforts.
When users combine your brand name with a service or topic keyword, it shows they already associate your site with that offering. For example:
A benefit of receiving this kind of traffic is that it tends to have a much higher conversion rate. Users searching with branded keywords are much further along in the decision-making process–typically looking to make a purchase.
If you have a strong brand, and you’re receiving a lot of this traffic, Google may give you a slight rankings boost when people search for the non-branded keyword (e.g. ppc advertising). So it’s always worth tracking these keywords—they’re a strong indicator of what Google and its users think of your site.
If you’re seeing consistent branded search activity, it could be time to harness that intent with paid campaigns. Read our post on When to Bid on Branded Terms in PPC for more information.
While social media links and mentions don’t directly benefit your website’s SEO efforts in the same way regular backlinks do (after all, they’re normally no-follow), they’re still incredibly valuable.
If your social media game is on point, and you’re receiving a lot of traffic through your posts, that means more people are visiting your site in the first place. And if they like what they find there, they’ll likely share it with others. In the long-run, this creates more opportunities for your website to be ranked higher in search results.
As far as brand goes, having a strong social media presence is a sign that you’re an established authority within your niche. Engaging with your audience can lead to more organic searches for your site, signalling the popularity and relevance of your content.
Known authorship is another important factor in SEO, and if you have a strong brand, you’re likely to receive a big boost in this area. Why is that? Google wants to show content that reinforces expertise, authority and trust–key components of its E-E-A-T framework.
When your content is linked to a real, authoritative author, it signals credibility and subject expertise. Think about it–a blog post on investment strategy by Warren Buffet carries a lot more weight than one by “Admin”. What’s more Google increasingly understands entities–the relationships between people and companies. If you’re consistently publishing content by known experts, you’re positioning your site as the go-to authority.
So how does this relate to your brand? Well, it’s a virtuous circle. Having a strong brand means you have the pull factor to attract authoritative guest authors. And the more content you publish by them, the stronger your brand gets. Rinse and repeat, and watch the traffic roll in.
Keen to build your site’s topical authority? Read our post on What Is Topical Authority in SEO? (And How to Build It) to learn more.
The biggest brands make headlines—even when the news isn’t good. This visibility signals relevance, and to Google, that often translates to authority. It’s as strong an indicator of brand strength as you could hope to achieve, acting as third-party validation to search engines and your audience.
But visibility alone isn’t enough. To benefit fully from brand mentions, they need to be connected to your core topics or industry. After all, Google doesn’t just count the amount of coverage you receive–it pays attention to the where and why. Being featured in positive stories from trusted sources is more likely to impact your SEO traffic for the better. And having a strong brand means you’re more likely to receive media pick-up in the first place.
Want to get your brand featured in top stories? Read our post on How To Build a Media Outreach List to get the ball rolling.
Even though brand isn’t a direct ranking factor, it can be a big boost to your SEO efforts–leading to more of the mentions and searches that help Google understand your site. The bottom line? SEO isn’t a silver bullet. Real success comes from aligning your online and offline strategies so they work for each other–building a brand that people (and search engines) can’t ignore. And while content is key, it’s not all about quantity, but carefully curating an authoritative brand that your audience trusts.
Here at Wildcat Digital, we help businesses punch above their weight online by building strong, search-friendly brands that rank. Want to hear what we could do for you? Give us a call or check out our case studies to see how we’ve helped others do the same.
SEO Account Manager
Founder
Our founder, Will Hitchmough, worked at a number of high profile Sheffield Digital Agencies before founding Wildcat Digital in 2018. He brings an extensive knowledge of all things related to SEO, PPC and Paid Social, as well as an expert knowledge of digital strategy.
Digital Marketing can be a minefield for many businesses, with many agencies ready to take your money without knowing how to deliver results. I founded Wildcat Digital to deliver digital success to businesses with smaller budgets in a transparent way.
Head of Growth
Rich joined us in May 2024 to head up our growth team. With years of experience helping other agencies to grow, Rich joins us at an exciting time as Wildcat is working on a five-year plan to become one of the biggest agencies in the UK.
Outside of work, Rich is a father to three children, which keeps him very busy! He’s also recently started running again to keep fit and loves a bit of DIY.
Head of Digital
Sarah joined Wildcat in January 2025, bringing over seven years of SEO expertise to the team. With a background in Fashion Communication and Promotion, she has worked both in-house and at agencies, covering a range of digital marketing specialisms before focusing on SEO.
Passionate about all things search, Sarah thrives on helping brands grow their online presence.
Outside of work, she enjoys walking her dog, running, and shopping for vintage clothing.
Office Manager
Amelia joined Wildcat Digital in January 2025, bringing extensive experience in HR, Health & Safety, Facilities Management and IT Support. Previously an Operations Manager at The University of Sheffield, she has a strong background in creating efficient and well-organized work environments.
Specialising in HR, Health & Safety, and Facilities Management, Amelia ensures the Wildcat Digital team has the resources and support needed to thrive. Whether managing office operations, maintaining compliance, or fostering a positive workplace culture, she keeps everything running smoothly.
Outside of work, Amelia loves trying new things, traveling, camping, and walking. She also enjoys socialising and exploring new places with friends and family. Her adventurous spirit and proactive approach make her a valued member of the team.
Client Success Coordinator
Siena joined us in 2023 with a background in sales and digital marketing. She leads on client relationships across the company, ensuring that our customers are happy throughout their journey with us, from their initial consultation through to onboarding and beyond.
Outside of work, Siena enjoys travelling and getting stuck into the local culture. She likes to make the most of her experiences and particularly enjoys watching sunrises and sunsets from beautiful locations around the world.
SEO Account Director
Paul has a strong background in SEO, having previously founded and ran a successful eCommerce business, as well as running a personal blog that achieves an average of 17K users per month. Paul’s knowledge of SEO is extensive, with a strong emphasis on client handling and technical SEO.
Outside of work, Paul enjoys spending time with his family and staying active with weight lifting and combat sports.
Team Lead & Technical SEO Account Manager
With a degree in Computer Science and SEO experience dating back to 2017, Dariusz has a wide range of SEO skills and knowledge. His specialist knowledge of Technical SEO has firmly landed him the title of Wildcat’s Technical Wizard, and he has recently taken on the responsibility of Team Leader for the Panthers Team.
In his spare time, Dariusz loves hiking, experimenting and trying new coffees and loves learning new things. He is currently learning more about CRO and AI and how this could benefit our clients.
Team Lead & Senior SEO Account Manager
With a background in sales, Molly is a natural Account Manager, brilliantly handling any issues that come her way. Having joined us as a Digital Marketing Executive, and working part-time through her final year of University, Molly is a shining example of how hard work pays off. She is now an SEO Account Manager with a particular interest in Content and Client Management.
In her spare time, Molly loves to get out in nature, hiking and exploring the Peak District. She also loves cooking and likes to unwind with a bit of yoga.
PPC Team Leader
Libby joined Wildcat in 2021 as our first PPC hire. With a degree in Digital Media Production, a Master’s in Digital Media Management and previous experience in Social Media Management, Libby hit the ground running and has since climbed the ranks to Senior PPC Account Manager and has a particular interest in the eCommerce sector.
Outside of work, Libby likes gaming, and cooking and likes to keep active by lifting weights.
Senior SEO Account Manager
With a degree in Film and TV production, and a varied career history, Jamie made the move to marketing with a Masters degree in Digital Media Management. He has since worked in SEO at Agencies across Sheffield, before joining Wildcat and working his way up to SEO Account Manager. Jamie has a particular interest in backlinks and Digital PR and has recently gained a client a valuable backlink from Forbes!
In his spare time, Jamie is an avid foodie and loves trying new restaurants and cuisines. He also loves to travel and spent a year travelling to Australia after university.
SEO Account Manager
Jasmine joined Wildcat in 2022 with a strong background in SEO and Account Management. At the time, she was finishing up a Level 4 Apprenticeship in Digital Marketing from the Chartered Institute of Marketing, and has since worked her way up to SEO Account Manager. Jasmine excels at content writing and promotion, and particularly enjoys finding creative ways to join the dots on multi-channel campaigns.
In her spare time, Jasmine volunteers at a charity, helping combat loneliness & social isolation experienced by older neighbours. Outside of Wildcat, she owns a catering company, Savery Grazing, creating delicious grazing tables & platters for a range of events. She also loves skiing and exploring the Peak District.
SEO Account Manager
Thea has a wealth of experience in SEO, having previously worked for other Digital Marketing Agencies in Sheffield. She has a particular interest and skills in Technical SEO, but is more than willing to get stuck in and give anything a go.
Outside of work, Thea spends most of her time with her children, but also loves reading, photography and gardening.
PPC Account Manager
Masilda joined the Wildcat team in October 2024 with over seven years of experience in digital marketing. She specialises in Google Ads, but is also certified in Google Analytics, YouTube Ads, Google Ads for Ecommerce and Apple Search Ads. She has extensive expertise in performance marketing, display advertising, online lead generation and market planning.
In her free time, Masilda likes staying active, cooking, trying new restaurants and exploring new places.
Senior PPC Executive
Prior to joining Wildcat, Braden founded and ran his own Social Media Management agency where he gained valuable skills in growing brands’ online presence, which has since proven invaluable in his role at Wildcat.
Outside of work, Braden is a big football fan, regularly travelling to Pride Park to support Derby County. He also enjoys watching and playing snooker, hiking in the Peak District, and attending air and car shows.
Senior SEO Executive
After spending ten years managing businesses, restaurants, cafes and event spaces across Sheffield, Jon decided to change careers and joined Wildcat as an SEO Executive in 2022. He especially enjoys the client management side of the job, helping them to understand digital marketing and ways in which they can build their business’s presence online.
Outside of work, Jon likes to keep fit with running, badminton and football, and also loves music.
Senior SEO Executive
Rachel joined us as a graduate, having recently graduated from Sheffield University with a degree in English Literature. Since joining, Rachel has proven herself to be a Content Queen, and particularly enjoys getting stuck into projects that allow her to explore her creative side.
Outside of work, Rachel enjoys a wide range of hobbies, including rugby, singing, reading, and spending time with her family and three labradors.
Senior SEO Executive
Andy joined Wildcat in 2023 after starting his digital marketing career in-house for a local Sheffield company. Since joining, he has developed a strong interest in Technical SEO and has strong skills in Account Management.
Outside of work, Andy loves music and plays in a couple of bands. He also enjoys rock climbing, cycling, photography and good food.
Senior SEO Executive
Kezia joined us in July 2024 after completing a CIM Certificate in Digital Marketing and gaining experience in Content SEO at another Sheffield agency.
In her spare time, Kezia loves to get outdoors, bouldering, hiking and travelling.
Senior PPC Executive
Alex joined Wildcat Digital in December 2024 as a Senior PPC Executive, bringing a strong background in Paid Media, Paid Social, and Programmatic advertising. With a degree in Business & Marketing and Google Ads certifications, she has the expertise to craft high-performing campaigns that drive results.
Before joining Wildcat Digital, Alex worked at two leading agencies in Leeds, honing her skills across various digital advertising platforms. Her analytical mindset and strategic approach help businesses maximize their online presence and advertising budgets.
Outside of work, Alex enjoys spending time with her dog, Lola, and going on walks with her dog walking group. She’s also a keen footballer and loves playing five-a-side whenever she gets the chance. Her enthusiasm and team spirit make him a great addition to the Wildcat Digital team.
SEO Executive
Amy joined Wildcat in 2024 with a background in journalism, having worked as a News Editor and Editor-in-Chief at The Sheffield Tab. She is naturally interested in Content SEO and research, so will no doubt prove to be a content power-house.
In her spare time, Amy loves watching crime shows, listening to music and hanging out with her dog, Eddie!
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