How you can grow the non-branded organic traffic for a brand that receives a huge amount of branded organic traffic and showcase your work.

1. How to separate Branded from
Non-Branded organic traffic
DIMITRIS DRAKATOS
Peanut App
@dimidrakatos

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What is Branded Organic Traffic?
All the traffic that comes from branded keywords
peanut
peanut app
peanut social network
michelle kennedy
penut app
….
….
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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
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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
….
….
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Non-Branded Organic Traffic Facts
● More difficult to rank for
● More search potential
● Worst CVR compared to branded
● Actual SEO work
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Example

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Shall we separate them?
In simple words….
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Shall we separate them?
.... YES!
👉 This is how you’ll showcase your work
and the impact of your efforts.
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🤔 Why?
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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).

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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).
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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.
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🤔 How?
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1.Google Search Console

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2. Google Analytics
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3. Data Studio
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3. Data Studio
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4. SEO Tools
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4. SEO Tools
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🏆 Benefits/Uses?
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A Great Report! ✌️
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Step 1 - Terminology
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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.
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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.
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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.
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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.
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Step 2 - Landing Pages
Pick the landing pages you want to
analyze.
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Step 3 - Google Search Console
Calculate the portion of branded and
non-branded traffic using the data of
GSC for the chosen landing pages.
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Step 4 - Google Analytics
Take the total organic visits and
conversions per chosen landing page.
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Step 5 - Do your Math
Put everything in an Excel/Google Sheet
and do your calculations.
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Step 6 - Your Report
It’s ready! Let’s have a look….
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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
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Thank You!
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