Running a non-branded SEO report might sound like something that only data wizards can handle, but it’s actually a task any marketer can tackle with the right guidance. If you're looking to understand how your website is performing beyond the power of your brand name, then this is exactly what you need. By focusing on non-branded SEO, you’ll gain insights into how your organic presence stacks up against competitors and where you can improve your content to attract more visitors.
In this tutorial, we’ll walk through each step of generating a non-branded SEO report, breaking down what you need to know and what actions to take. We'll cover everything from setting up your tools to analyzing the results, all in a way that's easy to follow. So, grab a cup of coffee and let’s get you started on creating a report that will give you a clearer picture of your SEO efforts.
Understanding Non-Branded SEO
Before we dig into the details, it’s important to grasp what non-branded SEO really means. Essentially, non-branded SEO focuses on search queries that don’t include your brand name. This is about capturing the attention of people who might not know about your business yet but are searching for products or services like yours. Think of it as fishing in a larger pond.
Why does this matter? Well, branded keywords are great for attracting those who already know about you, but non-branded keywords help you reach new audiences. It’s about expanding your reach and tapping into potential customers who are still in the discovery phase. By analyzing non-branded traffic, you can understand which generic terms are leading people to your site and where there’s room for growth.
Let’s put this into perspective with an example. Suppose you run an online bookstore called "PageTurners." If someone searches for "PageTurners mystery novels," that’s a branded search. But if they search for "best mystery novels to read," that’s non-branded. The goal here is to see where you rank for the latter and how you can improve those rankings.
Setting Up Your SEO Tools
To run a non-branded SEO report, you’ll need some tools to gather and analyze data. If you’re already using tools like Google Analytics, Google Search Console, or an SEO platform like SEMrush, Ahrefs, or Moz, you’re off to a great start. These tools provide essential insights into your website’s performance and can help you identify non-branded keywords.
First, ensure you have access to Google Analytics and Google Search Console. These are free tools from Google that give you detailed insights into your traffic and how people are finding your site. If you don’t have these set up yet, it’s worth taking the time to do so. Google Analytics helps you see how much traffic is coming from organic searches, while Google Search Console shows you which queries are bringing people to your site.
Next, if you’re using a paid SEO platform, you’ll want to set up a project or campaign for your site. These platforms can offer more advanced features like rank tracking, competitor analysis, and keyword research. Most of them allow you to filter out branded keywords, making it easier to focus on non-branded terms.
Filtering Out Branded Keywords
Now that your tools are ready, it’s time to filter out those branded keywords. This step is crucial because you want to focus solely on the searches that don’t include your brand name.
In Google Analytics, you can create a custom segment to exclude branded keywords. Go to your Google Analytics dashboard, navigate to the “Acquisition” section, and select “All Traffic” followed by “Channels.” Here, you can add a segment for “Organic Traffic” and then create a custom filter to exclude your brand name from the search queries.
In Google Search Console, you can use the “Performance” report to filter queries. Simply click on “New” and then “Query.” Here, you can add a filter to exclude queries containing your brand name. This will give you a clear view of the non-branded search terms driving traffic to your site.
For those using SEO platforms, look for a keyword analysis feature. Most tools allow you to filter out branded terms by setting up keyword exclusions. This feature is often found in the keyword research or rank tracking sections, making it easier to focus on generic terms.
Conducting Keyword Research
With branded terms out of the way, it’s time to focus on non-branded keyword research. This step helps you uncover opportunities to improve your content and SEO strategy.
Start by brainstorming a list of keywords related to your industry, products, or services. Think about common questions or problems your target audience might have. Tools like Google Keyword Planner, Ahrefs, or SEMrush can be incredibly helpful here. They allow you to see search volumes, keyword difficulty, and related terms that you might not have considered.
As you compile your list, prioritize keywords that have a decent search volume but aren’t too competitive. These are often referred to as “long-tail keywords.” They might not bring in massive traffic on their own, but collectively, they can drive significant results. For instance, instead of targeting “shoes,” you might go for “comfortable running shoes for beginners.”
Once you have your list, compare it against your existing content. Are there gaps you need to fill? Perhaps there are pages that need optimization or new content that needs to be created. Keep this list handy as it will guide your content strategy moving forward.
Analyzing Organic Traffic
With your non-branded keywords in hand, it’s time to analyze your organic traffic. This step is all about understanding which non-branded keywords are driving visitors to your site and how they’re performing.
Head back to Google Analytics and take a closer look at your organic traffic segment. Look for metrics like sessions, bounce rate, and average session duration. These will give you a sense of how engaged your visitors are. A high bounce rate might indicate that your landing pages aren’t meeting searchers’ expectations, while a low average session duration might suggest a lack of compelling content.
In Google Search Console, you’ll want to review the “Performance” report again. This time, look at metrics like clicks, impressions, click-through rate (CTR), and average position for your non-branded keywords. These metrics will help you see which terms are performing well and which might need a boost.
Don’t forget to check for any seasonal trends or fluctuations in traffic. Sometimes, changes in organic traffic aren’t due to your SEO efforts but rather external factors. By keeping an eye on these patterns, you can better understand your traffic and plan accordingly.
Competitor Analysis
Understanding your competition is a key part of any SEO strategy. By analyzing their non-branded performance, you can identify gaps in your own strategy and uncover new opportunities for growth.
Start by identifying your main competitors. These might be businesses you already know about, or you can use tools like SEMrush or Ahrefs to find competitors based on shared keywords. Once you have a list, analyze their websites and content to see what they’re doing well and where they might be falling short.
Pay attention to their use of non-branded keywords. Are they ranking for terms you haven’t considered? How is their content structured? Take note of any strategies they’re using that you can learn from. This might include the types of content they’re creating, their backlink profiles, or their use of social media to drive traffic.
You can also use tools to see which keywords your competitors are ranking for that you aren’t. This is often referred to as a “content gap analysis.” By identifying these gaps, you can prioritize content creation and optimization efforts to better compete in the search results.
Improving Your Content
Armed with all this data, it’s time to take action and improve your content. This is where the magic happens, and you can start to see real results from your non-branded SEO efforts.
Begin by reviewing your existing content. Are there pages that could be optimized for the non-branded keywords you’ve identified? Look for opportunities to update or expand content to better match search intent. This might mean adding new sections, incorporating different media types, or improving internal linking.
Next, consider creating new content to target gaps you’ve identified. This could be in the form of blog posts, infographics, videos, or other types of content that resonate with your audience. Remember, quality is more important than quantity, so focus on creating valuable, informative, and engaging content that answers your audience’s questions.
Don’t forget to optimize your on-page elements like meta titles, descriptions, and headers. These play a crucial role in how search engines understand and rank your content. Make sure they include your target keywords and accurately reflect the content of the page.
Measuring and Adjusting Your Strategy
SEO isn’t a set-it-and-forget-it kind of deal. It requires ongoing measurement and adjustment to ensure you’re on the right track. After implementing changes based on your non-branded SEO report, it’s important to monitor your results and make necessary adjustments.
Set up regular check-ins to review your key metrics. This might be weekly, monthly, or quarterly, depending on your business needs. Look for trends in your organic traffic, keyword rankings, and user engagement. Are there areas where you’re seeing improvement? Or are there still challenges to address?
Be prepared to tweak your strategy as needed. SEO is dynamic, and what works today might not work tomorrow. Keep an eye on industry trends, algorithm updates, and competitive movements to stay ahead of the curve. Remember, it’s all about continuous improvement and finding new ways to reach your audience.
Leveraging Pattern for Better SEO Results
Now that you’ve got a handle on running a non-branded SEO report, you might be wondering how to take your efforts to the next level. That’s where Pattern can make a difference. We focus on driving real results by turning traffic into paying customers, not just aiming for higher rankings.
We help ecommerce brands and SaaS startups grow by crafting programmatic landing pages that target hundreds of search terms, ensuring your brand is found by more potential buyers. Our conversion-focused content doesn’t just attract visitors; it turns them into loyal customers. Plus, we understand that SEO is part of a bigger growth strategy. We’ve been in-house growth leaders ourselves, so we know how SEO fits into a broader performance marketing system.
At Pattern, we look at SEO through a performance marketing lens, making sure every dollar you invest delivers real ROI. We don’t believe SEO should take forever to see results. Instead, we focus on making it a growth channel that drives sales and lowers your customer acquisition costs. If you're ready to transform your SEO strategy, consider partnering with us to turn your insights into actionable growth.