Searches without a brand name, otherwise known as unbranded or non-brand searches, have been on the rise since 2016, according to MomentFeed.[1] Brand searches can refer to the brand name itself; executives at the company, parent companies, or affiliates; initiatives; names of services or products; trademarks; and more.
https://www.pagesseomagazine.com/blog/the-lost-art-of-branded-queries
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