Share of search
A brand's share of total branded search volume within its category, used as a leading indicator of market share and brand demand.
AnalyticsBranded queries
Brand search
Searches containing a company or product name, which behave differently from non-brand queries and should always be reported separately.
In full
Brand queries convert far better and are largely a function of marketing activity elsewhere, so including them in SEO reporting inflates apparent performance and hides non-brand trends. Segmentation is done with regex filters on query data. Brand search volume is also the most practical proxy for demand created by other channels, and is the basis of share-of-search measurement.
Example
Excluding brand terms reveals that non-brand clicks fell 18% while total clicks appeared flat.
Related terms
Impressions
In Search Console, the number of times a site's links appeared in results for a query, counted when the link is scrolled or expanded into…
Click-through rate
Clicks divided by impressions, expressed as a percentage; in search it measures how compelling a result is at the position and in the SERP…
Share of voice
The proportion of available search visibility a site captures across a defined keyword set, weighting positions by expected click-through…
SEO ROI
The financial return generated by SEO investment, calculated from incremental revenue or cost savings against the fully loaded cost of the…