Search Engine Optimisation needs to be measured. Google Analytics Advanced Segments brings useful assistance to distinguish between brand traffic and normal keyword traffic that therefore creates actionable reports for all readers of these reports.
We must however ask ourselves, if we are looking to increase the non-brand keyphrase visitors, we must also accept that brand search will also increase if the website invokes the visitor interest strongly.
Advanced Segments allow us to split Brand and Non Brand traffic, therefore historic data is imperative and can only be provided by the client. Asking questions such as what TV, Radio and offline advertising have you done, and over which months? This will allow you to monitor historic peaks and troughs.
Create the Advanced Segment to include brand phrases. For this example I’ve used ‘Tom Jones’ and searches for variations with the keyword search history such as, ‘Tom’, ‘Tommy’, ‘Jones’ and ‘Jhones’. After saving the segment go to Traffic Sources > Keywords. Next choose a 3 month period and export the data as CSV.
With this data you can view the percentage increase between Brand keywords and Non Brand keywords. A Wash, Rinse and Repeat policy is required so that you insert this data into Excel on a weekly basis.
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