"Dyson" gets 165,000 searches a month in the UK, "vacuum cleaner" 60,500. "Charlotte Tilbury" gets 450,000, "lipstick" 14,800. "Emma mattress" gets 90,500, two thirds of what "mattress" gets on its own (135,000) (DataForSEO data, Google Ads, United Kingdom, October 2026). For a brand that sells to consumers, the most searched keyword is almost always its own name.
B2C SEO starts with the first page for your name, and you're not alone there: Amazon, price comparison sites, retailers and review sites take a share of the searches you created. The fight for generic categories comes after, and in the UK it's a harder fight than many brands expect.
This piece is about brands that sell to consumers, with or without their own online shop. The work on the catalogue (categories, product pages, filters) is in our guide to ecommerce SEO; the commercial differences between the two worlds are in the article on B2B and B2C. Below: what your name is worth, who occupies it, what happens when someone searches "[your brand] reviews" and why November decides the year.
Your brand name is the biggest keyword you have
| Keyword | Monthly searches | CPC (£) | Peak month (searches) |
|---|---|---|---|
| charlotte tilbury | 450,000 | 1.90 | November 2025 (1,000,000) |
| ninja | 246,000 | 0.74 | November 2025 (450,000) |
| air fryer | 201,000 | 0.66 | November 2025 to February 2026 (246,000) |
| dyson | 165,000 | 0.71 | November and December 2025 (246,000) |
| ninja air fryer | 165,000 | 1.24 | November 2025 (301,000) |
| coffee machine | 165,000 | 0.73 | November 2025 (301,000) |
| mattress | 135,000 | 5.40 | November 2025 (165,000) |
| emma mattress | 90,500 | 3.41 | November 2025 (135,000) |
| vacuum cleaner | 60,500 | 1.19 | September and November 2025 (74,000) |
| delonghi | 33,100 | 1.17 | November 2025 (49,500) |
| cordless vacuum cleaner | 18,100 | 1.79 | November 2025 and January 2026 (27,100) |
| lipstick | 14,800 | 0.70 | November and December 2025 (22,200) |
| dyson v15 | 12,100 | 1.40 | November 2025 and January 2026 (18,100) |
| emma mattress reviews | 3,600 | 3.70 | November 2025 (6,600) |
| dyson outlet | 2,400 | 1.35 | November 2025 (4,400) |
| charlotte tilbury black friday | 1,900 | 2.11 | November 2025 (18,100) |
| ninja air fryer amazon | 720 | 0.30 | October and November 2025 (1,300) |
| dyson amazon | 210 | 0.67 | November 2025 (320) |
Two differences from B2B can be read straight off the table. The first is the price of a click: £0.71 for "dyson", £1.17 for "delonghi". In B2B IT, "penetration testing" costs £95.64 a click in the UK (we looked at that sector in the article on SEO for IT companies). In B2C a single click is worth little and volume is what counts; in B2B it's the other way round. Mattresses are the exception in our list: "mattress" costs £5.40 a click.
The second is the calendar. In B2B, searches drop in August ("penetration testing" went from an average of 6,600 to 3,600 in August 2026); in B2C the month that counts is November. "Charlotte Tilbury" goes from 450,000 average searches to 1,000,000, "ninja" from 246,000 to 450,000, "emma mattress" from 90,500 to 135,000. Anyone selling kitchen appliances and gifts gets December too: "coffee machine" was still at 246,000 in December after 301,000 in November, and "dyson" held 246,000 in both months.
On your own name you compete with the people who sell you
The first page for "dyson v15" (12,100 searches a month) is an example of a brand defending itself well. We read it on 10 October 2026. The AI Overview at the top cites dyson.co.uk first. Of the eight organic results, four are Dyson's: the V15 Detect Absolute page with the specifications in the snippet, the V15 overview, the V15s Detect Submarine at £549.99 and a certified refurbished V15. The others are Currys, Which? (with a price range of £469 to £649.99 in the snippet), Pricehunter and Expert Reviews. The domain dyson.co.uk ranks for 7,695 UK keywords, 2,493 of them in first position.
"Ninja air fryer" (165,000 searches a month) tells another story. Currys is first, then AO Business, John Lewis, idealo and a Mumsnet buying guide. The brand's own page, on sharkninja.com, only comes sixth, followed by PriceRunner. The product carousel above lists ten models, sold by Asda George, Amazon (the AF140UK at £79), Sainsbury's, Costco, Currys, Tesco, John Lewis, Dunelm and others, and not one of them by Ninja. Someone searching for the product by name finds a dozen shops and comparison sites ready to sell it.
That isn't necessarily a problem: if Currys and John Lewis are your stockists, the sale happens anyway. It becomes one when a comparison site shows a lower price than your official site, or when the page that wins isn't the main product page. The check is simple: for each best-selling product, the search "[brand] [product]" should lead to the right page on your site, with price and availability visible in the snippet. Google explains how to get them in its documentation on Product structured data, which applies both to product pages and to review pages.
Amazon is a case of its own. The domain amazon.co.uk ranks for almost 4 million UK keywords, with an estimated 113.6 million organic visits a month. "Ninja air fryer amazon" gets 720 searches a month and "dyson amazon" 210: some customers add "amazon" to your name because that's where their card and address already are. You can't do SEO against that. You choose the channel: if you sell on Amazon yourself, the official store is one more result for you; if a third party sells there, it's a competitor on your name.
Recommended reading: the article on fashion marketing shows the same balance of power with a marketplace: ASOS is searched 1,830,000 times a month in the UK, and a small brand is left with the niches.
Someone else writes the reviews on your name
"Emma mattress reviews" gets 3,600 searches a month, with a peak of 6,600 in November 2025. It's the search of someone who has almost decided and wants confirmation before paying. On 10 October 2026 the first page looked like this:
- an AI Overview at the top that sums up "mixed reviews regarding long-term durability and customer service", citing Reddit and Trustpilot;
- WhatMattress in first organic position, with the title "Emma Mattress REVIEW : Scam or Legit? (2026)" and 4.4 stars from 92 ratings in the snippet;
- a "Discussions and forums" block with two Reddit threads (r/AskIreland and r/BuyUK, "Any long term users of Emma mattress?") and a Mumsnet thread;
- three separate reviews from Sleep Hero and one from Want Mattress;
- a guide from John Ryan By Design titled "Emma Mattress Pain Problems: Fix or Replace Guide 2026";
- then Sleep Goodness and Mattressman, and not a single page from Emma's own site.
Among the related searches Google suggests "Emma mattress reviews complaints". On the plain "emma mattress" search, the "People also ask" box includes "Why are Emma mattresses being taken to court?", and on "dyson v15" it includes "Is Dyson V15 being discontinued?". In B2C the first page for your name also holds what the public thinks of you, and you don't write it.
You can't delete a Reddit thread. You can do other things: reply to reviews on Trustpilot and Google, ask every customer for a review after delivery, publish a page of verified reviews on your own site, and answer the questions Google shows with a page of your own, such as "How many years will a Dyson V15 last?". The company that makes the product is the most credible source on how to use it and how long it lasts, and that page brings in traffic every month. How to build a steady flow of reviews is covered in our guide to Google reviews.
November decides the year, but categories are won all year round
"Charlotte tilbury black friday" got 18,100 searches in November 2025 and 30 in August 2026. "Dyson black friday" got 14,800 in November 2025 and 50 in July 2026. These searches are packed into a single month. A Black Friday page created in November on a new URL doesn't have time to rank. The same page kept online all year on a fixed URL, and updated every autumn, reaches November with the links and history of previous years. You can check the peak in advance on Google Trends.
On generic categories, UK brands win less than you might expect. For "bean to cup coffee machine" (33,100 searches a month, 60,500 in November) none of the nine organic results belongs to a manufacturer: they are specialist coffee retailers and roasters (Redber, Simply Great Coffee, Mr Bean2Cup, Ue Coffee Roasters, Caffe Society, Coffee Friend), review publishers (TechRadar, Good Housekeeping) and PriceSpy. De'Longhi, Siemens and Ninja appear only in the AI Overview's picks and in the product carousel. On "cordless vacuum cleaner" Samsung is the only manufacturer, second with its stick vacuum category page. Dyson has no page of its own there, but it is "best overall" in three of the guides that do rank (The English Home, Mumsnet and Expert Reviews). Amazon isn't in the organic results for either search.
So a brand has two ways in. One is a category page built properly, as Samsung did, with useful text above and below the products: the manufacturer knows things the retailer doesn't. The other is getting its products into the reviews that rank, because in the UK those reviews hold much of the category. The method for the category pages is the same as for an online shop, and you'll find it in our guide to ecommerce SEO.
Frequently asked questions
In B2C volume counts and a click is worth little: "dyson" costs £0.71 a click on 165,000 searches a month in the UK. In B2B volumes are small and a click is worth a lot, up to £95.64 for "penetration testing". The calendar changes too: B2C peaks in November, while B2B drops in August.
Because amazon.co.uk ranks for almost 4 million UK keywords and some shoppers prefer to buy there: "ninja air fryer amazon" gets 720 searches a month. If the Amazon store is yours, it's one more result for you; if a third party sells there, it's a competitor on your name.
You don't delete them, you balance them. Reply on Trustpilot and Google, ask every customer for a review after purchase and publish a page of verified reviews on your site. On "emma mattress reviews" the brand's own site isn't on the first page at all: that's the space to win back.
Yes, but in the UK it's harder than it looks. On "bean to cup coffee machine" no manufacturer is in the organic top ten, while on "cordless vacuum cleaner" Samsung is second with a category page. A category page with information only the manufacturer has can get there, and the reviews that rank are the other way in.
Months ahead, and on a fixed URL that stays online all year. "Charlotte tilbury black friday" gets 18,100 searches in November and 30 in August: a new page created in November doesn't have time to rank.
Where to start
Open an incognito window on your phone and search your brand name followed by "reviews". Count how many of the first ten results are yours and note the average rating shown in the snippets from Trustpilot or other sites. Then search the name of your best-selling product and check whether the first result is your product page, with the right price.
Those two lists are your work plan for the next three months. If you'd like to do it with us, get in touch or see how we work on SEO.
