What is branded traffic and how to work with it
Posted: Wed Jan 29, 2025 2:59 pm
Branded traffic is search visits to a website associated with the company name. For example, "work at Dixie" or "promotions at Magnit". In this case, users search for the brand specifically, which has a positive effect on ranking. Such a website is recognized by search engines as vital and ranks first in search results. In this article, we will talk about how to work with branded traffic - filter it out from non-branded traffic, increase it, etc.
Contents hide
1. What is the difference between branded and non-branded traffic?
2. Why is it necessary to separate branded traffic from non-branded traffic?
3. How to filter out branded traffic
3.1. What queries are considered branded?
3.2. Highlighting branded queries in Yandex Metrica
3.3. Highlighting branded queries in Google Analytics
4. How to Increase Brand Traffic
5. Conclusion
What is the difference between branded and non-branded traffic
Branded traffic necessarily includes a mention of the part time data company in the search phrase, while non-branded traffic is not related to the company in any way. Transitions by the request "Afftimes media" are branded traffic to our Afftimes website. But visitors who come by the phrases "traffic arbitrage", "affiliate marketing", "arbitrage cases" are already non-branded.
Promotion by branded queries has many advantages:
High conversion . Users are clearly set to perform a target action, because they are looking for a service or product with the brand name.
High CTR . People do not browse several sites for a request, but target a specific brand. Therefore, they immediately go to your resource from the search, and such brand loyalty improves ranking.
Good PF . Branded traffic almost always has better behavioral metrics compared to non-branded traffic – viewing depth, returns, bounce rate, etc.
Independence from algorithms . While regular traffic may decrease due to the introduction of new algorithms, branded traffic is always stable.
Show up in search results even for misspelled queries . If a user misspells their brand name or uses the wrong layout, the search engine will still show them your site.
As for low rates in contextual advertising. Ideally, the competition for branded queries is lower, and the quality and relevance are higher. On the other hand, this is not always the case. There is also high competition for branded queries - for example, for the topic of vacancies, where couriers in Moscow choose from dozens of offers. In this case, conversion inevitably decreases.
Other reasons why branded traffic doesn't work or works poorly: weak offer, negative domain reputation, poor usability, uninformative content, etc.
Branded traffic occupies a special place in arbitration. Although many advertisers do not like it and cut payments for it, they also make good money on it. Arbitrageurs attract branded traffic in several ways - through context and conditionally free sources . In all these cases, branded search queries are used.
Contents hide
1. What is the difference between branded and non-branded traffic?
2. Why is it necessary to separate branded traffic from non-branded traffic?
3. How to filter out branded traffic
3.1. What queries are considered branded?
3.2. Highlighting branded queries in Yandex Metrica
3.3. Highlighting branded queries in Google Analytics
4. How to Increase Brand Traffic
5. Conclusion
What is the difference between branded and non-branded traffic
Branded traffic necessarily includes a mention of the part time data company in the search phrase, while non-branded traffic is not related to the company in any way. Transitions by the request "Afftimes media" are branded traffic to our Afftimes website. But visitors who come by the phrases "traffic arbitrage", "affiliate marketing", "arbitrage cases" are already non-branded.
Promotion by branded queries has many advantages:
High conversion . Users are clearly set to perform a target action, because they are looking for a service or product with the brand name.
High CTR . People do not browse several sites for a request, but target a specific brand. Therefore, they immediately go to your resource from the search, and such brand loyalty improves ranking.
Good PF . Branded traffic almost always has better behavioral metrics compared to non-branded traffic – viewing depth, returns, bounce rate, etc.
Independence from algorithms . While regular traffic may decrease due to the introduction of new algorithms, branded traffic is always stable.
Show up in search results even for misspelled queries . If a user misspells their brand name or uses the wrong layout, the search engine will still show them your site.
As for low rates in contextual advertising. Ideally, the competition for branded queries is lower, and the quality and relevance are higher. On the other hand, this is not always the case. There is also high competition for branded queries - for example, for the topic of vacancies, where couriers in Moscow choose from dozens of offers. In this case, conversion inevitably decreases.
Other reasons why branded traffic doesn't work or works poorly: weak offer, negative domain reputation, poor usability, uninformative content, etc.
Branded traffic occupies a special place in arbitration. Although many advertisers do not like it and cut payments for it, they also make good money on it. Arbitrageurs attract branded traffic in several ways - through context and conditionally free sources . In all these cases, branded search queries are used.