The increase in traffic from the search engine may have different sources. Separate queries related to the company's name from wider questions about the offer helps to better understand the results.
Recognize Two Different Contexts
The person who entered the company name may already know it and seek contact. Someone asking for the service in general is just comparing the possibilities. Both groups are valuable, but do not describe the same stage of the relationship.
For example, the increase in interest in the brand after the event in Warsaw may increase the number of Google entries. This does not mean that the visibility of all general industry slogans will be improved automatically.
Check how to group queries
Search Console describes the filter of brand and non-brand queries. Availability depends on the properties and number of views, and automatic classification may contain errors. Explanations are found in data grouping documentation.
If you are preparing your own division, save the names and variants included. Do not change the rules between the compared periods without this being noted in the report. The result should be possible to explain and repeat.
Connect queries to relevant pages
Check what subpages respond to individual needs. The company's name may lead to the home page, but the question of specific scope should find a helpful answer. The number of clicks alone does not explain whether the recipient has reached the right place.
Write down:
- the way in which queries are divided;
- the period and scope of the report;
- important events outside the SEO;
- most frequently opened pages;
- topics to be clarified;
- limitations on available data.
Don't call every entry a new client
A non-brand question may come from a person who knows the company and a brand one from someone who heard the name for the first time. Division helps analyze visibility, but does not replace knowledge about actual conversations and sales. See comparison of data and quality assessment of notifications.
