TermAs the studio uses it
Non-Brand Search
A search that describes what the firm makes or does without naming it: demand that search itself brings.
These are the buyers who are looking for what the firm makes and have not yet heard of it. They are the reason to be found at all, and the measure most monthly reports never separate.
Why It Matters
The searches a new buyer would make were, in the first reading the studio describes, barely reached at all: the retainer had kept the existing demand in good order and had never been pointed at new demand. Split the two, and a year’s work shows its real shape.
How the Studio Reads It
Non-brand demand is read page by page: which pages it reaches, at which positions, with what click-through, and how many of those visitors open the enquiry form. The studio’s own click curve is drawn on non-brand searches only, because brand searches would hide what the rest of the pages do. See Search.
Asked About
Non-Brand Search.
How do I see my non-brand searches?
In Search Console, with the branded queries filter set to non-branded.
What if there are almost none?
Then the site is not yet answering the questions new buyers ask; the question map is the place to start.