Brand search
Searches containing a company or product name, which behave differently from non-brand queries and should always be reported separately.
BusinessSearch KPIs
SEO KPIs
The measures used to judge a search programme, ideally a small set combining leading indicators with outcome metrics that connect to revenue.
In full
Common structures pair leading indicators — indexation coverage, share of voice, non-brand impressions, citation share — with outcome metrics such as non-brand organic revenue and incremental conversions. Reporting brand and non-brand separately is essential, as is reporting against seasonally adjusted baselines. As zero-click behaviour grows, impression- and visibility-based measures carry more of the load than click counts alone.
Example
A dashboard tracks non-brand impressions, share of voice, indexed-page ratio and non-brand assisted revenue, each against last year.
Related terms
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…
Zero-click search
A search where the user's need is satisfied on the results page itself — by a snippet, knowledge panel, calculator or AI Overview — and no…
AI visibility
The extent to which a brand appears, is cited, or is recommended across AI-generated answers, measured by sampling prompts rather than by…