Google Can Steal Your Keywords. It Can’t Steal Your Name. (The "Brand Search" Strategy).
⚡ Key Takeaways:
The Reality: As AI answers get better, generic traffic ("How to do SEO") will drop to near zero.
The Defense: You must optimize for Navigational Queries (people searching for you).
The Tactic: Create "Branded Concepts" (Unique frameworks/names) that force users to search for your specific methodology.
Every SEO I know is terrified of the "Zero-Click" future.
They look at the AI Overview covering the top of the screen and say: "It’s over. Google is stealing our traffic."
They are half-right.
Google IS stealing traffic—but only Generic Traffic.
If your business model relies on ranking for "What is a CRM?", you are dead. Google can answer that better than you.
But Google cannot answer: "What is the Infomly Solar System Strategy?"
To answer that, it has to cite Me.
Or better yet, the user ignores the AI and clicks my site directly because they want the source.
In the Infomly Lab, I have stopped obsessing over "Keyword Volume."
I am now obsessed with "Brand Search Volume" (BSV).
The "Navigational" Safety Net
There are three types of queries:
Informational: "How to cook rice." (AI wins).
Transactional: "Buy rice cooker." (Ads win).
Navigational: "Reddit rice cooking tips." (The Brand wins).
When a user adds a brand name (Reddit, YouTube, Infomly) to their search, they are telling Google:
“I don’t want your AI answer. I want That Specific Site.”
This is a Navigational Query. It has a 100% Click-Through Rate (CTR). Google cannot hijack it without breaking its own product.
How to Manufacture Brand Search (The "Concept" Method)
You might be thinking: "But I’m not famous like Neil Patel. Nobody searches for me."
You don't need to be famous. You just need to own a Concept.
You need to coin terms that stick in people's brains.
The Lab Experiment:
Instead of writing a generic post called "How to prioritize SEO platforms," I wrote Post #2: "The Solar System Strategy."
Now, look at what happens:
A user reads it.
They tell a friend: "You should use the Solar System framework."
The friend goes to Google and searches: "Solar System Strategy SEO."
I am the only result.
I have created a "Blue Ocean" keyword that I own 100%.
The 3-Step "Concept" Formula
To build a moat around your traffic, stop using generic terms and start branding your methods.
1. Identify a Common Process
Find something everyone does but nobody has named.
Generic: "Writing content that is easy to read."
Infomly Brand: "The Intern Test."
2. Give It a Visual Name
Use a metaphor. Humans remember images better than abstract ideas.
Generic: "Using Google and ChatGPT together."
Infomly Brand: "The Solo Capitalist Stack."
3. Repeat It Until It Becomes an Entity
In Post #17 (Sentiment), I told you to inject adjectives.
Now, inject your Concepts.
Every time I mention prioritization, I link back to the "Solar System." Eventually, Google associates "Solar System" with "Infomly" in its Knowledge Graph.
The "Direct Traffic" Dividend
There is a hidden benefit to this strategy.
When people start searching for your Brand Concepts, your "Direct Traffic" increases.
Google’s algorithm (Navboost) sees this. It thinks:
“Wow, people are specifically asking for Infomly. This must be a high-authority entity.”
As a result, Google starts ranking you higher for the Generic Keywords too.
By not chasing the generic keywords, you actually win them.
Final Verdict: Own the Vocabulary
If you use everyone else's vocabulary, you are a commodity.
If you invent your own vocabulary, you are a Prophet.
Search Engine Land reports on the weather.
Infomly names the storm.
Don't just write content. Coin concepts.
That is the only traffic Google can't steal.
Frequently Asked Questions (FAQ)
How do I know if people are searching for my brand?
Go to Google Search Console. Look at the "Performance" tab. Filter by queries containing your brand name. If that line is going up, your business is healthy, even if overall traffic is flat.
Does this work for small blogs?
Yes. In fact, it works best for small blogs. You can't beat Forbes on volume. But you can beat them on "Unique Concepts." You can be the world's leading expert on "The Solar System Strategy" overnight because you invented it.
Should I trademark these terms?
You don't need legal trademarks yet. You just need "SEO Trademarks"—meaning you are the first and most authoritative source published on the web. Google timestamps your content.