Improve Branded vs. Non-Branded Traffic Strategy

What is Branded vs. Non-Branded Traffic?

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.

What is Branded vs. Non-Branded Traffic?

Why Is Branded vs. Non-Branded Traffic Important?

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.

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How to Calculate Branded vs. Non-Branded Traffic

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.

Branded Traffic = Sessions from Brand-Related Keywords and Non-Branded Traffic = Sessions from General or Category Keywords

How to Calculate Branded vs. Non-Branded Traffic

The Branded vs. Non-Branded Traffic Formula:

Branded Traffic = Sessions from Brand-Related Keywords and Non-Branded Traffic = Sessions from General or Category Keywords

Example of Branded vs. Non-Branded Traffic in Action

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.

Optimize Your Branded vs. Non-Branded Traffic with OWOX BI

OWOX BI helps you separate, compare, and analyze Branded vs. Non-Branded Traffic across channels. Identify how much traffic comes from loyal users versus discovery, and optimize your campaigns to balance both.

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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.

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.

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Improve your Branded vs. Non-Branded Traffic

Best Practices for Branded vs. Non-Branded Traffic

Target high-intent, non-branded keywords in content and landing pages to attract new audiences and increase discovery.

Bid on your branded keywords in search ads to ensure visibility and reduce the chance of competitors capturing brand-aware traffic.

Measure how Non-Branded Traffic contributes to early awareness and how it later converts through Branded interactions.

Common Mistakes to Avoid with Branded vs. Non-Branded Traffic

Ignoring keyword intent or failing to track branded terms separately can blur insights. Always tag and analyze keyword performance to understand audience behavior.