Define the evidence

Create a transparent rule for distinguishing queries that mention the company or product from queries about a broader problem. Branded searches may reflect existing awareness, while non-branded questions may help reveal discovery opportunities. Neither category is inherently more valuable. A branded visitor comparing details before a decision can be highly relevant, and a broad informational query can be unrelated to the business.

Make it operational

Keep the classification rule documented, including common spelling variants and ambiguous terms. Review a sample manually so the categories do not depend on an overly broad automated match. Compare each group’s landing pages and downstream enquiry quality where evidence allows. Avoid claiming that all non-branded visitors are new customers or that the publication caused every branded search. Report the distinction as one useful lens alongside referrals, direct conversations and content influence rather than as a complete explanation of growth.

Imagine this

Hypothetical example

A publication separates searches containing the brand name from searches about sharing professional documents. The team finds that one branded guide helps prospects resolve a final question, while a practical non-branded checklist introduces new readers. Both pages receive investment for different documented reasons.

Make it practical.

Use this checklist as you read. Checks are not stored.

References & further reading

Further reading: Search Console performance report ↗

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