• http://www.brickmarketing.com/ Nick Stamoulis

    “Do we correctly separate performance of our brand keywords from
    competitive non-brand keywords? {This is a pass/fail question. Blended
    performance goals make no sense.}”

    You can also take it a step further and divide your non-branded keywords into priority and secondary. The priority keywords are your bread and butter, the big ones that drive the most traffic and convert the best. The secondary keywords are the hundreds of long tail versions that naturally send traffic your way. It gives you a good idea of what kind of impact your SEO efforts are having.

  • http://www.rimmkaufman.com/ George Michie

    Thanks for your comment, Nick. Agreed there are many other ways to slice and dice the data, and value to looking at the data rolled up different ways. But from our perspective there is never a benefit to combining brand and non-brand data — that’s a roll up that obfuscates rather than clarifies. That’s why I called that one out specifically, because we see it done the wrong way so often.