The document discusses how to measure the success of branded SEO. It notes that branded traffic is important for businesses and outlines key strategies for building a brand like understanding customer journeys, building authority through content, and providing a good user experience. It also recommends metrics for measuring branded SEO success like tracking brand terms in Google Trends, brand mentions, click-through rates from search, amplification, bounce rates and direct traffic. The overall message is that branded SEO is important for businesses and these are some strategies and metrics to focus on.