Understanding Branded vs Non-Branded Traffic
Website traffic patterns reveal distinct user behaviours based on search intent. Understanding these differences helps create targeted marketing strategies for each traffic type.
Key Differences Between Traffic Types
Branded traffic originates from searches containing specific company names, products or services. Examples include:
Direct brand name searches: “Nike shoes” “Apple iPhone”
Brand-specific products: “Samsung Galaxy S23” “BMW X5”
Brand locations: “Starbucks London” “IKEA Bristol”
Non-branded traffic comes from generic searches without specific brand mentions. Examples include:
Generic product terms: “running shoes” “smartphones”
Problem-solving queries: “fix broken screen” “best coffee near me”
Industry-related searches: “SEO services” “digital marketing agency”
Traffic Type | Search Intent | Conversion Rate | Cost per Click |
|---|---|---|---|
Branded | High purchase intent | 2-3x higher | Lower |
Non-branded | Research phase | Standard | Higher |
Which Type of Traffic is More Valuable?
Each traffic type serves different business objectives:
Branded Traffic Benefits:
Higher conversion rates at 10-20% compared to non-branded
Lower acquisition costs due to existing brand recognition
Indicates strong brand awareness in the market
Shows customer loyalty through repeat visits
Non-branded Traffic Benefits:
Expands market reach to new customers
Creates top-of-funnel awareness
Increases brand visibility in competitive markets
Generates leads from different audience segments
Growth-focused companies benefit more from non-branded traffic
Established brands leverage branded traffic for sales
E-commerce sites need both types for sustained performance
Local businesses often see better results from branded searches
The Power of Branded Traffic
Branded traffic converts 2-3 times higher than non-branded traffic according to recent studies. Users searching for specific brand names demonstrate stronger purchase intent and familiarity with the company’s offerings.
Benefits of Strong Brand Recognition
Strong brand recognition generates several measurable advantages:
Higher Conversion Rates: Branded searches convert at 2-3x the rate of non-branded queries
Lower Marketing Costs: Brand-specific keywords cost less in paid advertising campaigns
Increased User Engagement: Users spend more time on sites they recognise, reducing bounce rates
Direct Sales Performance: Brand-aware visitors make purchasing decisions faster
Better ROAS: Return on Ad Spend improves due to lower competition for branded terms
Metric | Branded Traffic | Non-Branded Traffic |
|---|---|---|
Conversion Rate | 2-3x higher | Baseline |
Bounce Rate | Lower | Higher |
Cost per Click | Lower | Higher |
Purchase Intent | Stronger | Variable |
How to Increase Branded Search Volume
Content Development
Create educational blog posts about product features
Publish industry-specific case studies
Share customer success stories
Digital Presence
Maintain active social media profiles
Respond to customer reviews
Update business listings on major platforms
Customer Engagement
Launch email marketing campaigns
Host virtual events or webinars
Create loyalty programmes
SEO Optimisation
Target brand-related keywords
Optimise meta descriptions with brand terms
Create brand-specific landing pages
Maximising Non-Branded Traffic Potential
Non-branded traffic accounts for 80% of organic searches, presenting significant opportunities for audience expansion and customer acquisition. Our research shows successful non-branded traffic strategies focus on targeted keyword optimisation combined with strategic content development.
Targeting Non-Branded Keywords
SEMrush’s Non-Branded filter enables precise identification of generic keywords with high search volume. The filter excludes branded terms, allowing businesses to prioritise competitive keywords that attract new audiences. Key metrics for non-branded keyword targeting include:
Click-through rates indicate content relevance
Bounce rates measure content alignment with user intent
Long-tail keywords capture specific search intent
Generic high-volume terms attract broader audiences
For example, targeting “waterproof hiking boots for women” instead of brand-specific terms like “Nike hiking boots” expands reach to new customers. REI demonstrated this approach by increasing non-branded traffic 15% through camping and hiking content, resulting in 22% new customer acquisition.
Converting Non-Branded Traffic into Brand Loyalists
Converting non-branded visitors requires strategic engagement methods backed by data-driven metrics. Essential conversion elements include:
Strategic CTAs
Newsletter subscription forms
Loyalty programme registrations
Product comparison tools
Free resource downloads
Retargeting Systems
Pixel tracking implementation
Post-session engagement campaigns
Behavioural targeting parameters
Custom audience segmentation
Technical Optimisation
Mobile-responsive design
Fast loading speeds (under 3 seconds)
Simplified navigation paths
Clear value propositions
The data shows non-branded traffic converts at 2-3% compared to branded traffic’s 5-8% rate. Tracking metrics through Google Analytics’ Organic Search report with branded/non-branded segments enables precise performance measurement.
Metric | Average Performance |
|---|---|
Conversion Rate | 2-3% |
New Customer Acquisition | 22% |
Traffic Share | 80% of searches |
Traffic Growth Potential | 15% increase |
Measuring and Tracking Both Traffic Types
Google Analytics 4 with UTM parameters segments branded vs non-branded campaigns effectively. SEMrush’s “Branded vs. Non-Branded” filters categorise search queries automatically, enabling precise tracking of both traffic types.
Essential Analytics Metrics to Monitor
Five key metrics provide insights into traffic performance:
Click-Through Rate (CTR)
Measures listing effectiveness in search results
Indicates user interest level for each traffic type
Helps optimise meta descriptions & titles
Conversion Rate
Branded traffic converts 2-3× higher than non-branded
Shows purchase intent differences between segments
Tracks ROI for each traffic source
Bounce Rate
Identifies content relevance issues
Highlights user engagement levels
Signals landing page effectiveness
Average Session Duration
Measures content engagement quality
Indicates user interest levels
Helps identify successful content formats
Traffic Share
Shows balance between traffic types
Indicates brand strength in market
Guides content strategy decisions
Setting Realistic Benchmarks
Metric | Branded Traffic | Non-Branded Traffic |
|---|---|---|
Traffic Share | 15-20% | 80-85% |
Conversion Rate | 5-8% | 2-3% |
Annual Growth Target | 10% | 15-20% |
Industry Standards
Non-branded keywords generate 80-85% of organic traffic
Established brands achieve 50-50 traffic splits
Conversion rates vary by sector
Growth Targets
Set 15-20% annual increase for non-branded traffic
Monitor monthly progress against baseline
Adjust targets based on market conditions
Conversion Goals
Track branded vs non-branded conversion separately
Compare performance against industry averages
Optimise landing pages using heatmaps & A/B testing
Creating a Balanced Traffic Strategy
A balanced traffic strategy combines branded and non-branded traffic sources to maximise conversion rates and audience growth. The right mix depends on industry benchmarks and market penetration levels.
Finding the Right Traffic Mix
The optimal traffic distribution varies by industry sector and brand maturity:
High-recognition sectors target a 60/40 branded to non-branded ratio
New businesses focus on non-branded traffic (80-85% of organic traffic)
Established brands achieve a 50/50 split between traffic types
E-commerce brands balance both types for sustainable growth
Key metrics for tracking traffic mix performance:
Metric Type | Branded Traffic | Non-branded Traffic |
|---|---|---|
Conversion Rate | 5-8% | 2-3% |
New Customer Acquisition | Limited | ~22% |
Traffic Volume | 15-20% | 80-85% |
Cost per Acquisition | Lower | Higher |
Building Long-Term Growth
Brand Recognition Activities
Create educational content
Launch loyalty programmes
Develop branded landing pages
Engage on social media platforms
Non-branded Growth Tactics
Target informational search queries
Optimise for high-volume generic keywords
Create topic-focused content clusters
Carry out retargeting systems
Performance Monitoring
Use Google Search Console for keyword segmentation
Track CTR by traffic type
Monitor conversion rates separately
Analyse audience engagement metrics
Budget Allocation
Invest in brand awareness campaigns
Allocate resources for SEO content creation
Fund conversion rate optimisation
Support technical improvements
Conclusion
Both branded and non-branded traffic play vital roles in a comprehensive digital marketing strategy. By understanding and leveraging these distinct traffic sources we can create more effective campaigns that drive both immediate conversions and long-term growth.
While branded traffic offers higher conversion rates and lower acquisition costs non-branded traffic provides essential opportunities for business expansion and new customer acquisition. The key lies in finding the right balance based on your brand’s maturity and industry position.
We recommend regularly monitoring your traffic mix measuring key performance metrics and adjusting your strategy accordingly. With the right approach you’ll be well-positioned to build a strong online presence that capitalises on both traffic types for sustainable business growth.
Frequently Asked Questions
What is the difference between branded and non-branded traffic?
Branded traffic comes from users searching specifically for your company name or products, whilst non-branded traffic comes from generic search terms. For example, “Nike trainers” is branded traffic, while “best running shoes” is non-branded traffic.
Which type of traffic has better conversion rates?
Branded traffic typically converts 2-3 times higher than non-branded traffic. Whilst branded traffic achieves 5-8% conversion rates, non-branded traffic converts at around 2-3%, as users searching for specific brands show stronger purchase intent.
What percentage of organic searches are non-branded?
Non-branded searches account for approximately 80% of all organic searches. This presents significant opportunities for businesses to expand their audience and acquire new customers through generic keyword targeting.
How can I increase branded search volume?
To increase branded searches, focus on content development, strengthen your digital presence, boost customer engagement, and optimise for SEO. Consistent brand messaging and positive customer experiences will naturally lead to more branded searches over time.
What tools can I use to track branded vs non-branded traffic?
Google Analytics 4 with UTM parameters and SEMrush’s filters are the primary tools for tracking both traffic types. These tools help segment and analyse traffic patterns, conversion rates, and user behaviour for each category.
What’s the ideal ratio of branded to non-branded traffic?
The ideal ratio varies by business maturity. New businesses should aim for 80-85% non-branded traffic, established brands typically achieve a 50/50 split, and high-recognition sectors might see a 60/40 branded to non-branded ratio.
How often should I monitor traffic performance?
Regular monitoring is essential, with monthly reviews of key metrics including Click-Through Rate (CTR), Conversion Rate, Bounce Rate, Average Session Duration, and Traffic Share. Set annual growth targets of 10% for branded and 15-20% for non-branded traffic.
Does branded traffic cost less than non-branded traffic?
Yes, branded traffic typically has lower acquisition costs because there’s less competition for branded terms. This results in better Return on Ad Spend (ROAS) compared to non-branded traffic campaigns.
