Measuring the impact of SEO Brand
and non-Brand on your sales
Why don’t I see keywords coming from organic traffic?
Originally it was possible in Google Analytics to see the keywords used by visitors coming from Google organic search.
This changed in 2011 when Google decided to make search more secured: https://googleblog.blogspot.com/2011/10/making-search-more-secure.html
Google started to encrypt the data coming from search engines, resulting in the fact that keywords could not be gathered in Google Analytics.
How to qualify my organic traffic?
There is no possibility to gather directly in Google Analytics the information about keywords for a visitor session.
The first way to review this information is to connect your site to Google Search Console (https://search.google.com/). This interface will allow you to review the performance of your site on Google Search engine, such as the keywords that generate impressions and clicks, the landing page url to which users are redirected, the average position of your results…
All these information are really useful to improve your SEO but only give the point of view of the search pages, that means you cannot follow the quality of the visit that resulted and if it generated a transaction.
Fortunately, it is possible to use the data from Google Analytics in order to improve the analysis of your organic search results.
In this method, you need to create a filter that will rewrite your utm campaign with the landing page of the users that arrive from organic search.
It will not give you the exact results of the keywords that were used but you can estimate what kind of keyword was used depending on the landing page.
Once this is done, you just need to define which urls are more likely to be the result of a brand search and which one would be the result of non brand search.
To apply such a filter, go in the Admin of Google Analytics of your account, and select “Filters” in the Property column.
Create a new filter as defined below. It will automatically set in utm_term the value of the landing page url in case trafic is organic. To identify organic traffic, we search for case when utm_term is (not provided) as it is the default value for such traffic. With this rule we rewrite it:
If you analyse your traffic based on utms source, medium and campaign, it is good to also create a filter that will set the value of the landing page inside utm_campaign.
In order to do so, create a new filter as defined below. It will automatically set in utm_campaign the value of the landing page url when traffic is organic.
Make sure the Brand campaign filter is applied before Brand keywords otherwise the data will have been modified by Brand keywords filter first and won’t be applied on utm_campaign.
If you need to change the order, click on Assign Filter Order:
And move the Brand campaign filter before Brand keyword by clicking the button “Move up”.
You can then save.
Now you’ll be able to divide your organic traffic by landing page. In your TrackAd you can create a new source and associate the utms to the right source.
How to check what are the url for my brand?
In case you are not sure what are the url for brand keywords, you can use Google Webmaster tool.
In the Query tab of the performance view, click on your brand keywords, it will filter all your results on these keywords.
Once it is done, move to the Pages view to see what are the landing pages on which visitors searching for brand keywords are the most redirected.
Note that there will not be an exact list for your brand / non brand traffic. You will get an estimation based on your analysis.
How to analyse ?
Now that you have configured the landing url in utm_campaign you can easily see in Google Analytics the results of your organic traffic with your other campaigns:
To go further, you can also define new channel grouping for your traffic that you will base on the campaign values.
To do so go in the Admin of your Google Analytics account, go in Channel Settings and click on Channel grouping.
Duplicate the default grouping and click to update it.
You can now create one rule for your organic brand that will be based on your landing pages that correspond to your brand keywords. For example:
Then create a rule for non brand that will be applied to all other cases of organic traffic:
Make sure Organic brand rule is the first one applied:
You can now analyse your results for your organic traffic in the category Acquisition > All Traffic > Channels by selecting the grouping you just created: