Organic Search Traffic - Non-Branded
What is this metric?
The Organic Search Traffic - Non-Branded metric measures the estimated number of visitors who have visited a brand's website using search terms that do not contain the brand's 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. Non-branded search is then estimated as total search minus branded search.
Data source(s): BlueOcean Proprietary Model utilizing data from:
- Semrush
Data Source Update Frequency: Monthly
Can Ratios Impact this Measurement? Yes
BlueOcean Applicable Framework(s): BlueOcean framework │BlueOcean Basic framework
How is this information valuable to my brand?
The Organic Search Traffic - Non-Branded metric is a valuable resource for:
- SEO Performance Assessment: Non-branded search traffic provides insights into how well a brand and its competitors perform in search engine optimization (SEO). Brands can assess the effectiveness of their SEO strategies in attracting users who are not specifically searching for their brand name.
- Market Visibility: Non-branded search traffic indicates a brand's visibility in search engine results for generic or industry-related terms. Brands can use this data to evaluate their presence in the market and identify opportunities to increase visibility.
- Competitive Analysis: Comparing non-branded search traffic with competitors helps brands understand their relative position in organic search results. Brands with higher non-branded search traffic may have a competitive advantage regarding online visibility.
- Content Promotion: Brands can promote content that aligns with the keywords driving non-branded traffic, increasing the likelihood of attracting organic visitors.
- Long-Term Strategy: Non-branded search traffic data can inform the brand's long-term strategic planning, helping it stay aligned with evolving customer search behavior.
- Market Expansion: Changes in non-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:
- Content Strategy: Non-branded search traffic can reveal the types of content and topics that attract organic traffic. Brands can use this data to inform their content strategy and create content that resonates with a broader audience.
- Keyword Analysis: Brands can analyze the keywords and search terms that drive non-branded traffic. This information helps in identifying relevant keywords to target and optimizing content for SEO.
- Conversion Optimization: Understanding non-branded search traffic can help brands optimize their website and content to convert organic visitors into customers or leads.
- User Behavior Analysis: Brands can analyze the behavior of non-branded search traffic, such as page views, bounce rates, and conversion rates, to gain insights into user preferences and needs.
- Market Trends / Expansion: Non-branded search traffic data can reveal emerging market trends and customer interests, which brands can capitalize upon.
- Ad Campaign Optimization: Non-branded search traffic can inform paid advertising campaigns. Brands can target keywords that are driving organic traffic to enhance the effectiveness of paid campaigns.