Why Branded Search Builds a Moat

Your “source of truth” for customer acquisition isn’t GA4. It’s what people tell you when they sign up — and right now, that story is changing fast.

In this episode, we unpack a simple but brutally effective tactic: adding a required “How did you hear about us?” field to your signup form — and using that data to understand where real discovery is happening. The surprise? More and more B2B customers are saying social media, even when analytics tools claim otherwise.

But here’s the deeper shift: organic social is hard to measure… unless you track the right trailing indicator. That indicator is branded search.

You’ll learn how to use Google Search Console to track brand-name impressions over time, why it’s becoming the only KPI that matters for modern founder-led marketing, and how branded search creates a defensible moat competitors can’t easily steal.

If you’re planning your marketing strategy for 2026, this is the measurement system you need.

What You’ll Learn

• Why signup form attribution is often more reliable than your analytics dashboards
• The biggest B2B acquisition shift happening right now: from search → social
• Why organic social is nearly impossible to ROI… and how to measure it anyway
• The “branded search” metric that acts as a trailing indicator for social discovery
• Why branded search is a marketing moat your competitors can’t take from you
• How to build a branded-search chart using Google Search Console in minutes
• The exact prompt to pull branded impressions by query and track them over time

Timestamps

• 00:00:00 - Customer Discovery Starts at Signup
• 00:00:10 - The Shift: Search → Social
• 00:00:31 - Why Organic Social Now Matters Most
• 00:00:52 - The Measurement Problem (and the Fix)
• 00:01:12 - Branded Search = Your Trailing Indicator
• 00:01:33 - Why Branded Search Is a Moat
• 00:01:54 - Where to Invest Time, Money, and Energy
• 00:02:04 - The 2026 Strategy: Grow Brand Searches
• 00:02:15 - How to Track Branded Search in GSC
• 00:02:25 - Building the Branded Impressions Chart
• 00:02:46 - Live Demo: Google Search Console Setup
• 00:03:07 - Final Thoughts

Key Topics & Insights

1. Signup Attribution Beats Analytics (Almost Every Time)

One of the fastest ways to understand how customers actually found you is simple: add a required “How did you hear about us?” field in your signup form.
Why it works:

• It captures customer intent in their words
• It reveals channels analytics often misattributes
• It shows the real discovery story (not the last-click story)

And the punchline: it often contradicts what GA4 says.

2. The B2B Discovery Shift: Search → Social

If you’ve been paying attention to the data, something big is happening:

People aren’t discovering new software products through search anymore. They’re discovering them on social — then Googling them afterward.

This shift has accelerated over the past 12–18 months. Even in B2B, where trends typically lag behind DTC.

What this means:

• SEO is no longer the first touchpoint
• Social is becoming the top-of-funnel discovery engine
• Search is evolving into a validation channel

3. Organic Social Has a Measurement Problem

The hardest part about investing in organic social is that it’s difficult to tie to ROI.

Whether you’re doing:

• Founder-led content
• Creator sponsorships
• Community distribution
• Organic growth loops

…it doesn’t fit neatly into traditional attribution.

So instead of forcing bad ROI models, track the trailing indicator that proves social discovery is working.

4. Branded Search Is the Trailing Indicator That Matters

Here’s the key idea:

When someone discovers your product on social, they don’t click your link. They Google your name.

That branded search becomes the measurable proof:

• A discovery event happened
• People care enough to look you up
• Your brand is entering the market’s memory

This is why branded search growth is one of the strongest indicators of momentum.

If branded search is increasing month-over-month, your brand is winning.

5. Branded Search Creates a Defensible Moat

This is where it becomes more than measurement — it becomes strategy.

Branded search is difficult for competitors to steal. Once people are searching your name, you own that demand.

The only way competitors can interfere:

• They bid on your brand in Google Ads
• They try to outspend you
• Or they attempt to confuse the market

But that’s expensive, obvious, and usually temporary.

So branded search is not only a KPI — it’s defensibility.

6. How to Track Branded Search in Google Search Console

This is the tactical part.

To track branded search over time, you want a chart that shows:

• Impressions over time
• For queries containing your brand name
• Captured in every format your audience might type it

And this is surprisingly easy to pull from Google Search Console.

7. The Exact Chart & Prompt to Build It

The goal is to extract Search Console impressions where queries include your brand name.

Example prompt:

Then your job becomes simple:

Increase branded impressions month-over-month through:

• social content
• distribution
• creator partnerships
• podcast mentions
• repeated brand exposure
• consistent visibility

This becomes the clearest signal that marketing is compounding.

Action Steps (Do This Today)

1. Add a required “How did you hear about us?” field on signup
2. Review responses weekly (and compare against analytics)
3. Use Google Search Console to track branded query impressions
4. Create a monthly KPI: branded impressions growth
5. Use branded search growth as the scoreboard for your organic social efforts

Sponsor
Today’s episode is brought to you by Graphed – an AI data analyst & BI platform.

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Connect data like GA4, Facebook Ads, HubSpot, Google Ads, Search Console, Amplitude
Build interactive dashboards just by chatting (no Looker Studio/Tableau learning curve)
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Ask:
“Build me a stacked bar chart of new users vs. all users over time from GA4”
…and Graphed just builds it for you.

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