That is, users searching for “SEO Consulting with Elabs Consulting” will tend to click on Elabs branded results much more likely than users searching for simply “SEO Consulting.”
As a general rule, this will happen even in cases where both searches have a similar position.
For this reason, one of the basic divisions with which we like to understand traffic is the division between “Branded” and “Unbranded”.
That is, on the one hand we have brand traffic (“branded” refers to searches that involve the name of our brand, company, product, etc.) and, on the other hand, “unbranded” traffic (that is, traffic that is NOT clearly linked to the name of our brand, company, product, etc.).
Thus, with this basic distinction, we conceive the list of “categories” that we are going to use to analyze brand traffic.
SEOs can use terms like “categories,” “clusters,” “search nodes.” There doesn’t seem to be a clear nomenclature when referring to what are, in the end, groups of keywords that we use to orient ourselves and assess the search volumes in the market.
Currently we can no longer work with individual searches, segregating keywords based on whether or not there is a preposition in the user's search.
Today, we are increasingly working with groups of keywords that can help us understand the user's search intent, the interest that there may be in a specific product, etc.
Thus, creating these categories becomes a fundamental issue to properly understand how the traffic that is reaching us works.
To create them, we can resort to, among others:
Semantic groupings .
The user's search intent .
The user's relationship with our product.
In this way, we will have a much closer view of how users reach our website.