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Posts tagged with Branded Keywords

What insights can you gain from branded and unbranded keyword traffic?

My last article detailed the benefits of focusing on website analytics specifically around site search data.  

This article continues with the same theme of valuing website analytics, but the focus turns to unbranded keyword traffic. 

In the context of reviewing analytics, “unbranded keywords” are those words/phrases not containing the retailer’s name.  

People who type “Apple iPod Nano” into Google and land on the JB Hifi website is an unbranded keyword phrase from the perspective of JB Hifi. The keyword phrase “JB Hifi” is a branded term for this retailer. 

Understanding the dichotomy between branded and unbranded keyword phrases is necessary in order to effectively assess site performance and build a focused plan for growth.