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I've been looking for a concise answer on this subject but ironically I haven't found the right search terms to find a good source on the subject.

  • SK

    Sean Kirby

    over 3 years ago #

    It depends.

    If your search volume is fairly high, that good brand awareness. However, if you are making significant investments (in time and/or money) on SEO and the search terms you're targeting aren't delivering results, then you could have a problem in that area.

    I would also look at what happens after that initial visit. Is there a significant difference in conversions from people who have searched by your company name vs another search term?

    Just some things to consider.

  • RB

    Robert Bausmert

    over 3 years ago #

    Can you tell us more about your business?
    What kind of business are we talking about?
    Do you get conversions from your visitors who visit your website by googling your business name?
    What is your main distribution channel?
    How do people learn about your business?

  • TD

    Tim Dearlove

    over 3 years ago #

    Much depends on the nature of your business and what you are selling. It's also worth identifying how sustainable your search traffic is in the long term.

    I have always thought you want to diversify your incoming traffic to protect your site from private companies making bottom-line decisions and future competition. When you say 80% of your traffic comes from search, you could also say 80% of your traffic comes from Google. Hopefully, you are playing by the rules and making the right decisions when it comes to your SEO strategy. But even sites that do the right things have been affected in the past by algorithm changes from Google. Or just do any old search right now and look at how Google prioritizes their business over organic results (how much of the SERP is made up of Ads / Google placed features like an answer box).

    Same goes for depending too much on Social or a Referral site for a large part of your traffic. If those companies make a major change you could find yourself really suffering.

    A new competitor could also appear on the market and take over some of your best ranking SERP placements.

    To protect against this, a diversification of traffic means not one channel is responsible for your site's success.

    Focus on traffic from Organic, Social, Referrals, Direct, Paid Search and Paid Social.

  • CH

    Chris Hornak

    over 3 years ago #

    Like the others hinted here we'd need more information to answer your question. There's nothing wrong with brand traffic. That shows people know you. If you have seriously invested in SEO and it's been well over 6 months, you should start seeing growth in non-brand terms. If you haven't invested in SEO and aren't getting many non-branded traffic then this is completely normal. Search engine traffic is a privilege not a right. You earn that privilege by providing content to search engines that satisfies their customers... searchers.

    Would love to learn more and see how else we might be able to help you.

  • BD

    Bryr de Gray

    over 3 years ago #

    No, it's not bad that people are searching for your brand name (company name). It's good actually that your brand is known by users. However, I do suggest that you should also be focusing on other keywords to optimize too like keywords about the services/products your company/brand is offering.

  • NS

    Nate Slavik

    over 4 years ago #

    Hey Luca, I believe direct URL search traffic is a good thing. Here's by far the best article I have found explaining the topic - https://webmarketingschool.com/semrush-direct-traffic-ranking-factor-claim/

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