Non-Brand 📉 𝗕𝗿𝗮𝗻𝗱 📈

Here’s a recent Google SERP for “𝘄𝗵𝗼 𝗮𝗿𝗲 𝘁𝗵𝗲 𝗯𝗲𝘀𝘁 𝗰𝗮𝗿 𝗮𝗰𝗰𝗶𝗱𝗲𝗻𝘁 𝗹𝗮𝘄𝘆𝗲𝗿𝘀 𝗶𝗻 𝗽𝗵𝗶𝗹𝗮𝗱𝗲𝗹𝗽𝗵𝗶𝗮.”

Ads? ❌
LSAs? ❌
Local Pack? ❌
Links? ❌

🔷 AI Overview? ✅

6 firms listed.

Only one tiny 🔗.

Click the 𝗦𝗵𝗼𝘄 𝗺𝗼𝗿𝗲 button?

𝗬𝗼𝘂 𝗴𝗲𝘁:

Here’s a more detailed look at some of these firms:

THE PEARCE LAW FIRM, P.C.
Edith Pearce, the founder, has extensive experience in car accident law and has secured multi-million dollar settlements. 🔗

The Levin Firm:
This firm offers personalized attention and aggressive representation, with lawyers handling cases personally from start to finish. 🔗

Rosen Justice
This firm is known for its dedication and experience.

van der Veen, Hartshorn, Levin & Lindheim:
This firm is recognized for its strong reputation and success in car accident cases.

Ciccarelli Law Offices:
With over 20 years of experience, they have a proven track record of helping clients win their cases.

Anapol Weiss:
This firm offers support and guidance to clients, focusing on maximizing compensation and recovery.

𝗕𝘂𝘁 𝗵𝗲𝗿𝗲’𝘀 𝗮 𝘁𝗵𝗶𝗻𝗴…

The firms link to, get this, a new search on the firm’s name!

So, clicking on one of the firms from the 𝗡𝗢𝗡-𝗕𝗥𝗔𝗡𝗗 search generates a new 𝗕𝗥𝗔𝗡𝗗 impression for the firm.

Assuming the user clicks from the brand SERP, a new 𝗕𝗥𝗔𝗡𝗗 click.

Assuming the user calls, a new 𝗕𝗥𝗔𝗡𝗗 call.

Assuming the user hires a new 𝗕𝗥𝗔𝗡𝗗 client.

So, even with a more sophisticated data infrastructure, this will cause overreporting on brand and underreporting on non-brand.

In other words, it will make it look like more people are searching on brand than are, and fewer people searching on non-brand than actually are. Even though non-brand impressions may not be impacted, clicks, calls, and clients will be.

A data-informed firm might deploy more budget to the brand and less to non-brand.

Don’t get me wrong; statistically speaking, most firms would benefit from more investment in demand generation.

However, they’re being misled about actual brand demand.

I’d be very cautious about making significant resource adjustments as we navigate this massive flux and disruption in SERPs.

All the more reason for better data infrastructure and attribution systems.

It’s a massive competitive advantage to those who have invested in their data.