Branded Search Traffic
Branded Search Traffic refers to the amount of traffic your website receives from branded keywords (those that contain your company’s name) on search engines like Google and Bing.
How to track your Branded Search Traffic:
Branded Search Traffic is calculated by looking at the number of visits your website received from branded keywords over a specified period (weekly, monthly, or quarterly). Branded Search Traffic is generally measured as a trend over time, so you can gauge whether or not you are growing your brand’s awareness. To measure Branded Search Traffic from Google, the largest search engine in the world, you can use Google Analytics and/or Google Webmaster Tools.
What we like about Branded Search Traffic:
Branded Search Traffic is an excellent measure of Brand Recall. Not only do people who use branded terms know who you are (they’re using your company’s name after all), they’re also interested in learning more about you—your company, your services, and your people. This is one way marketing activities at the awareness stage drives leads and paying customers. When people know your company by name, they’re more likely to do business with you.
What we DON’T like about Branded Search Traffic:
Seasonality causes fluctuations in Branded Search Traffic. Think about it. No one is going to search for your Snow Removal company in the heat of summer. This makes it hard to gauge whether your brand awareness efforts are working or not. If your local service business is seasonal, you’re better off comparing branded search traffic to the same period the year before to get an accurate measure of your progress (February 2020 vs. February 2019).
Marketing metrics related to Branded Search Traffic:
Before you select Branded Search Traffic as your One Metric That Matters (OMTM), be sure to check out these related marketing metrics and KPIs for context.
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