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Non-brand vs Brand Traffic

metriques intermediate

Definition

Segmentation of organic traffic between queries containing the brand name and generic queries.

The Non-brand vs Brand Traffic distinction segments organic traffic into two categories: brand traffic, originating from queries containing the company or product name (e.g., 'LemmiLink netlinking'), and non-brand traffic, originating from generic queries without any brand mention (e.g., 'link building platform'). This segmentation is fundamental for evaluating the true effectiveness of SEO, as brand traffic is largely influenced by overall brand awareness and marketing, while non-brand traffic directly reflects organic search performance. A site with 80% brand traffic and 20% non-brand traffic is heavily dependent on its reputation. The goal of SEO is generally to increase the share of non-brand traffic.

Brand vs non-brand traffic Branded vs non-branded traffic Generic vs brand traffic Non-branded organic traffic

Key Points

  • Non-brand traffic is the true indicator of SEO performance
  • Brand traffic depends on overall awareness, not solely on SEO
  • Segmentation is possible in Google Search Console by filtering queries containing the brand name

Practical Examples

Diagnosing brand dependency

Analysis reveals that 75% of organic traffic comes from brand queries ('LemmiLink', 'lemmilink.com'). The SEO strategy is redirected toward non-brand queries ('buy backlinks', 'link building platform') with targeted content and backlinks.

Measuring true SEO impact

Over 12 months, brand traffic remains stable (+5%) while non-brand traffic increases by 120%, proving the effectiveness of the content and link building strategy implemented.

Frequently Asked Questions

In Google Search Console, use the 'Queries containing' filter with your brand name and its variations to isolate brand traffic. The remainder is your non-brand traffic. You can also export the data and filter in a spreadsheet for greater precision.

There is no universal ideal ratio, but a site with a solid SEO strategy should aim for at least 40-60% non-brand traffic. A site at 90% brand has enormous growth potential via SEO. A site at 90% non-brand is highly dependent on SEO and should also develop brand awareness.

Go Further with LemmiLink

Discover how LemmiLink can help you put these SEO concepts into practice.

Generate non-brand traffic with LemmiLink Brand vs non-brand reporting for agencies Target generic queries with NinjaLinking

Last updated: 2026-02-07