The Membership Blast — 008
Brand vs. Informational Search
Hey there,
Writing to you from a rainy day in Chicago ☔
I recently came across a LinkedIn post by Tim Soulo, CMO at Ahrefs, where he shared a stat that stopped me mid-scroll:
45.7% of all Google searches are branded
(Based on Ahrefs’ study of 150M+ U.S. search queries)
Another independent study by Datos found 44% of searches are branded, too.
That’s a big shift for anyone running a membership business.
If you offer yoga classes, fitness programs, or finance courses, here’s what that might look like:
A traditional informational search would be:
“10-minute yoga for beginners”
“how to start investing”
“best dumbbell workouts at home”
A newer branded search sounds more like:
“Yoga with Adriene beginner video”
“Ramit Sethi investment strategy”
“Alo Moves strength program”
“Peloton 20-minute arms and shoulders”
People aren’t just looking for answers. They’re looking for specific brands and trusted voices.
How did we get here?
1. AI changed the rules.
Google and other search platforms now answer many common queries instantly using AI summaries. No click required.
Google and other search platforms now answer many common queries instantly using AI summaries. No click required.
2. SEO content got repetitive.
For years, the standard strategy was:
For years, the standard strategy was:
- Pick a popular keyword
- Rewrite what already ranks
- Add a few tweaks
- Hope to land on page one
3. AI now treats most of that content as “common knowledge.”
Since so many sites publish nearly identical content, large language models treat it like public domain.
If your blog post doesn’t add anything unique, it blends into the noise.
Since so many sites publish nearly identical content, large language models treat it like public domain.
If your blog post doesn’t add anything unique, it blends into the noise.
4. But trusted brands stand out.
AI platforms often surface or mention trusted, original sources, especially those with a strong reputation or lots of backlinks.
So while the average “Ultimate Guide” fades into the background, names like WebMD, NerdWallet, or Yoga with Adriene still get referenced.
AI platforms often surface or mention trusted, original sources, especially those with a strong reputation or lots of backlinks.
So while the average “Ultimate Guide” fades into the background, names like WebMD, NerdWallet, or Yoga with Adriene still get referenced.
Why this matters more than ever
The internet is only getting louder and more crowded.
People don’t have time to sift through 20 identical blog posts.
Instead, they look for:
- Creators they already trust
- Brands they recognize
- Communities they identify with
AI is doing something similar.
It is trained to favor original ideas and trusted sources, because that reduces hallucinations and boosts reliability.
It is trained to favor original ideas and trusted sources, because that reduces hallucinations and boosts reliability.
If you’ve built trust and share something worth citing, AI is much more likely to include you. If your content is just a remix of what’s already out there, it likely won’t be seen at all.
How to build a trusted brand in 2025 and beyond
1. Invest in brand design
Your website, logo, and visual identity should immediately convey professionalism and clarity. People make split-second decisions about trust based on how your brand looks and feels.
This doesn’t mean fancy, just clean, consistent, and credible.
2. Grow both rented and owned audiences
- Rented: Followers on Instagram, YouTube, TikTok, and podcasts
- Owned: Email list, SMS subscribers, customer base, or private community
Rented audiences help you grow reach. Owned audiences help you deepen relationships and drive conversions.
3. Publish original content
Don’t just repeat what’s already been said.
Share behind-the-scenes insights, unique strategies, personal experiences, and strong opinions.
AI and humans both favor content that feels authentic and fresh.
Don’t just repeat what’s already been said.
Share behind-the-scenes insights, unique strategies, personal experiences, and strong opinions.
AI and humans both favor content that feels authentic and fresh.
We’re entering a new era.
The winners will be the ones people search for by name, and the ones AI tools trust enough to mention.
The winners will be the ones people search for by name, and the ones AI tools trust enough to mention.
Stay dry out there ☔
Marvin
Chief Growth Officer
MemberSpace