Branded search

What branded search tells you

A branded search is any search that includes your business name, a product name you own or a close misspelling of either. "Smith & Daughters Plumbing", "Smith plumbing reviews" and "smiths plumbers Leeds phone number" are all branded. Everything else, such as "plumber Leeds", is non-branded.

Where to find it

In Search Console's Performance report, add a query filter containing your business name to see branded clicks and impressions, then exclude it to see the rest. Track both separately over time. Search your name on a phone and check what appears, including reviews, photos and any wrong information.

Reading it in practice

A wedding photographer gets most of her bookings from referrals. Couples search her name, find an out-of-date directory listing first and an old Facebook page second. She updates her website title and home page, claims and completes her Business Profile and tidies old profiles. Her own site now leads for her name.

Misreadings to avoid

• Reporting branded traffic as proof that SEO is winning new customers.
• Ignoring what appears for your name on other sites.
• Using a business name so generic nobody can find you by searching it.
• Forgetting common misspellings customers use.

Why it’s worth tracking

Branded searches come from people who already know about you, through word of mouth, a van on the street, an ad or a past job. They convert well, and growth in branded searches is a good sign your reputation is spreading. They also need protecting: you want your own site and profile to dominate those results, not a directory or a competitor's ad.

It also tells you whether offline marketing works. A rise in branded searches after a leaflet drop, event or radio slot is a useful sign that people are looking you up.

Terms you’ll see alongside it

• Knowledge panel: Entity information panel for some brands and topics.
• Sitelinks: Additional links Google may show under a navigational result.
• Organic traffic: Visits from unpaid search results.