Either you yourself or someone else has to create demand so that you can skim it off in the first place. The most companies focus only on capture demand. Using SEO as a channel to drive revenue is purely a non-brand strategy. It means that you are using the demand that exists on the internet that you would not leave on the table. If you are only getting rankings for branded search terms, it means your brand strategy is working well. ("dark social") No one is looking for your brand if they don't know it. (create demand) Watch the recording of the live-event: