Organic Search Traffic - Branded
What is this metric?
The Organic Search Traffic - Branded metric measures the estimated number of visitors who have visited a brand's site because they intentionally searched for the brand name.
How is this metric calculated?
BlueOcean computes a total search value by summing the number of organic visits. Next, a percentage representing the estimate of branded search is applied to the total organic search figure.
Data Source(s): BlueOcean-trained Proprietary Data Model considering estimated data from:
- Semrush
Data Source Update Frequency: Monthly
Can Ratios Impact this Measurement? Yes
BlueOcean Applicable Framework(s): BlueOcean framework | BlueOcean Basic framework
How can I use this information to my advantage?
The Organic Search Traffic - Branded metric is a valuable resource for:
- Brand Visibility: Branded search traffic provides insights into how well a brand is recognized and searched for by its target audience. It indicates the level of brand awareness and visibility in the market.
- Brand Reputation: Monitoring branded search traffic helps assess a brand's reputation and how customers perceive it. An increase in branded searches can be an indicator of positive brand sentiment.
- Competitive Analysis: Comparing branded search traffic with competitors allows a brand to understand how the brand's recognition and reputation stack up in the market. It helps identify areas of strength and opportunities for improvement.
- Campaign Effectiveness: Brands can assess the effectiveness of branding and advertising campaigns by monitoring changes in branded search traffic before, during, and after campaigns. A spike in branded searches can indicate campaign success.
- Customer Behavior Insights: Understanding how customers search for a brand can provide insights into their behavior and preferences, allowing brands to tailor marketing messages and campaigns to better resonate with the target audience.
- Conversion Optimization: Branded search traffic often includes highly engaged visitors already familiar with a brand. Brands can optimize these visitors' conversion process to maximize sales or lead generation.
- Budget Allocation: Insights from branded search traffic can inform budget allocation decisions. If branded searches are a significant source of traffic and conversions, the brand may allocate more resources to brand-building activities.
- Competitive Positioning: Monitoring competitors' branded search traffic can help brands assess the strength of their brand in the market and identify potential areas of opportunity or threat.
- Ad Campaign Optimization: For paid advertising campaigns, knowing the volume of branded searches can help brands optimize ad spend and bidding strategies for brand-related keywords.
- Customer Retention: Branded search traffic often includes repeat customers. Brands can leverage this data to implement customer retention strategies and maintain strong relationships with existing customers.
- Market Expansion: Changes in branded search traffic patterns can signal opportunities to expand into new markets or demographics, which is helpful when exploring growth strategies.
Additional considerations where this metric can play a role:
- Keyword Strategy: Analysis of branded search traffic can reveal keywords and phrases that customers use when searching for a brand. This information can be used to refine keyword strategies for paid search advertising and SEO.