Branded vs. Non-Branded Traffic
Metric · 2 min read
Branded vs. non-branded traffic
Branded vs. Non-Branded Traffic reveals how much of your website traffic comes from users searching for your brand name versus general keywords. Here's everything you need to know: what it is, why it matters, how to track it, and how to use it to improve SEO and paid campaigns.
Formula
Branded Traffic = Sessions from Brand-Related Keywords and Non-Branded Traffic = Sessions from General or Category Keywords
Example. If your site receives 10,000 search-driven sessions in a month, and 6,000 of those came from users searching for your brand name, your Branded Traffic is 60%. The remaining 40% is your Non-Branded Traffic – users who discovered your site through broader search terms.
What it is
Branded Traffic includes users who reach your site by searching for your brand name or branded keywords. Non-Branded Traffic comes from users who find your site using generic or category-related keywords. This distinction helps marketers understand brand awareness and discoverability.
Why it matters
Branded vs. Non-Branded Traffic helps measure brand strength and campaign impact. Branded Traffic signals strong brand recognition, while Non-Branded Traffic reflects your ability to attract new users who may not yet know your brand.
How it is calculated
Use tools like Google Search Console, Google Ads, or SEO platforms to segment traffic by keyword type. Keywords that include your brand name or variations count as Branded; everything else is Non-Branded.
A good value
A healthy balance varies by business stage. Established brands may see 60–70% Branded Traffic, while growing brands benefit from higher Non-Branded Traffic, signaling SEO and outreach effectiveness.
A bad value
Relying too heavily on Branded Traffic may suggest low discoverability, while too much Non-Branded Traffic without strong conversion may mean you’re not attracting qualified users.
Do
Use these strategies to strengthen both traffic types and build a well-balanced acquisition funnel.
- 01
Grow non-branded traffic with SEO
Target high-intent, non-branded keywords in content and landing pages to attract new audiences and increase discovery.
- 02
Protect branded traffic with PPC
Bid on your branded keywords in search ads to ensure visibility and reduce the chance of competitors capturing brand-aware traffic.
- 03
Use attribution modeling
Measure how Non-Branded Traffic contributes to early awareness and how it later converts through Branded interactions.
Avoid
Ignoring keyword intent or failing to track branded terms separately can blur insights. Always tag and analyze keyword performance to understand audience behavior.
Related metrics you might be interested in
Organic Traffic= Total Website Sessions from Search Engines (Unpaid)
Referral Traffic= Total Website Sessions Originating from External Non-Search, Non-Paid Links
SEO Traffic= Total Website Sessions from Organic Search Engines (Unpaid)
Traffic Growth= Previous Period TrafficCurrent Period Traffic−Previous Period Traffic × 100
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