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How to separate the non-branded organic traffic from the branded one

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How to separate the non-branded organic traffic from the branded one

  1. 1. How to separate Branded from Non-Branded organic traffic DIMITRIS DRAKATOS Peanut App @dimidrakatos
  2. 2. #brightonSEO What is Branded Organic Traffic? All the traffic that comes from branded keywords peanut peanut app peanut social network michelle kennedy penut app …. …. 2
  3. 3. #brightonSEO Branded Organic Traffic Facts ● Most of the times you are the top result ● Sign of brand power & recognition ● User intent is more clear ● Most of the times the CVR is better than non- branded 3
  4. 4. #brightonSEO What is Non-Branded Organic Traffic? All the traffic that comes from non-branded keywords spanish names fetal hiccups italian girl names greek names hcg levels …. …. 4
  5. 5. #brightonSEO Non-Branded Organic Traffic Facts ● More difficult to rank for ● More search potential ● Worst CVR compared to branded ● Actual SEO work 5
  6. 6. #brightonSEO 6 Example
  7. 7. #brightonSEO Shall we separate them? In simple words…. 7
  8. 8. #brightonSEO Shall we separate them? .... YES! 👉 This is how you’ll showcase your work and the impact of your efforts. 8
  9. 9. #brightonSEO 🤔 Why? 9
  10. 10. #brightonSEO 10 1.Better Visibility Have a clear picture of how your organic traffic is distributed so you can measure accurately every campaign (branded or non-branded).
  11. 11. #brightonSEO 2. Showcase Your Work Either you are working on optimizing for branded queries (i.e. an FAQs page) or for non-branded (i.e. series of blog posts) you have to quantify the results and the ROI (based on the KPIs). 11
  12. 12. #brightonSEO 3. Be Prepared A branded campaign (tv, radio, ooh, influencers) or a new funding announcement can bring huge amount of organic traffic. You shouldn’t claim this as your efforts. 12
  13. 13. #brightonSEO 🤔 How? 13
  14. 14. #brightonSEO 14 1.Google Search Console
  15. 15. #brightonSEO 2. Google Analytics 15
  16. 16. #brightonSEO 3. Data Studio 16
  17. 17. #brightonSEO 3. Data Studio 17
  18. 18. #brightonSEO 4. SEO Tools 18
  19. 19. #brightonSEO 4. SEO Tools 19
  20. 20. #brightonSEO 🏆 Benefits/Uses? 20
  21. 21. #brightonSEO A Great Report! ✌️ 21
  22. 22. #brightonSEO Step 1 - Terminology 22
  23. 23. #brightonSEO Step 1 - Terminology Branded Organic Portion (BOP): The percentage of the branded organic traffic from GSC. Non-Branded Organic Portion (NBOP): The percentage of the non-branded organic traffic from GSC. 23
  24. 24. #brightonSEO Step 1 - Terminology Total Organic Visits (TOV): The total organic visits from Google Analytics. Total Organic Conversions (TOC): The total organic conversions from Google Analytics. 24
  25. 25. #brightonSEO Step 1 - Terminology Total Branded Organic Visits (TBOV): Calculated from this: BOP x TOV. Total Non-Branded Organic Visits (TNBOV): Calculated from this: NBOP x TOV. 25
  26. 26. #brightonSEO Step 1 - Terminology Total Branded Organic Conversions (TBOC): Calculated from this: BOP x TOC. Total Non-Branded Conversions (TNBC): Calculated from this: NBOP x TOV. 26
  27. 27. #brightonSEO Step 2 - Landing Pages Pick the landing pages you want to analyze. 27
  28. 28. #brightonSEO Step 3 - Google Search Console Calculate the portion of branded and non-branded traffic using the data of GSC for the chosen landing pages. 28
  29. 29. #brightonSEO Step 4 - Google Analytics Take the total organic visits and conversions per chosen landing page. 29
  30. 30. #brightonSEO Step 5 - Do your Math Put everything in an Excel/Google Sheet and do your calculations. 30
  31. 31. #brightonSEO Step 6 - Your Report It’s ready! Let’s have a look…. 31
  32. 32. #brightonSEO 32
  33. 33. #brightonSEO Dimitris 👋 Formerly at fintech unicorn Revolut Leading all things SEO/ASO at Peanut 8+ years of experience across inbound & digital marketing Co-author of Mastering in-house SEO 2021 edition 33
  34. 34. #brightonSEO Thank You! 34

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