I am working on a website for a client, and even though the site ranks extremely well for various different keywords (which is good), if I search for the site's name the homepage does not appear even on the second page on Google. I have to add the .com so it will appear.
But, for big brands like Best Buy, Nike and millions of others it is enough to just search for the brand itself and the first or second suggestion on Google is the brand's homepage.
How can I raise my brand's authority in Google so it will appear in Google on the first page when some searches for it?
I have tried changing the breadcrumbs so instead of "HOME" it is now the brandname, linked to the homepage. I thought that it will help with internal linking if the anchor text is the brand's name instead of the word "HOME".
Any ideas please?