In this Whiteboard Friday, Tom Capper of Moz discusses the importance of measuring brand for SEOs. He introduces Moz’s new metric, Brand Authority, and explains why it is valuable in understanding the correlation between branded search volume and rankings. Tom explores how brand and links are interconnected, how brand impacts click-through rates from search engine results pages (SERPs), and its relevance to expertise, authority, and trust (E-A-T) factors. He also discusses how recognizing the influence of brand on rankings can change the approach to SEO and provides insights on using Brand Authority for competitive analysis and strategy work. Overall, the article emphasizes the significance of measuring brand and shares details about Moz’s brand metric, Brand Authority.