How to Create a Brand vs Non Brand Terms SEO Report in Looker Studio

Ready to take your SEO reporting skills to the next level? Today, we're exploring how to master Brand vs Non-Brand Terms SEO Reports in Looker Studio. This type of report allows you to analyze branded keywords (those containing your company name) separately from non-branded, generic keywords related to your industry or products. In this guide, we’ll walk you through how to set up a Brand vs Non-Brand SEO report in Looker Studio. By segmenting keywords this way, you can better track brand recognition and assess how effectively you're reaching new users through generic searches. Let's get started and level up your SEO reporting!

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Step-by-Step Guide of How to Create a Brand vs Non-Brand Terms SEO Report in Looker Studio

Getting Started

1. Access Looker Studio: lookerstudio.google.com

2. Create a Blank Report

3. Connect Your Data Source > Select Google Search Console

4. Choose your Site, then select Site Impression > Web to align with Google Search Console data

Report Design & Customisation (Optional)

1. Insert a rectangle element to create a header for your report

2. Customize the header's background and border using the options available on the right-hand-side of the screen

3. Insert a text element to add a title for your report (e.g. "Brand vs Non-Brand SEO Report")

4. Add a Date Range Control: Insert a date range control to allow users to filter the report by specific time periods

5. Add Drop-Down Filters: Insert drop-down lists to allow further filtering by Country, Device Category, and Query

Add Top Level Metrics

1. Add scorecard elements to display high-level SEO metrics: Impressions, Clicks, Site CTR, and Average Position

2. Set the "Comparison date range" to "Previous period" to compare the current performance with the previous period

Filter Data by Brand vs Non-Brand

1. Create a Brand Queries Filter: 🛠️ Under the "SET-UP" tab, click on "Add a filter"

   🛠️ Filter condition: Include "Query" Contains your brand name 🛠️ Name the filter "Brand Queries" 🛠️ Apply the filter to your scorecards
   

2. Duplicate your existing scorecards

3. Create a Non-Brand Queries Filter: 🛠️ Under the "SET-UP" tab, click on "Add a filter"

   🛠️ Filter condition: Exclude "Query" Contains your brand name. 🛠️ Name the filter "Non-Brand Queries" 🛠️ Apply this filter to the duplicated scorecards

Visualise Performance

1. Add a Combo Chart to display key metrics over time

   📈 Dimension: Date 📈 Metrics: Clicks, Average Position
   

2. Customize the chart:

   ⚙️ In the "SET-UP" tab, sort the data in ascending order ⚙️ In the "STYLE" tab: ✍ Set Series no.1 as a bar chart on the left axis.

   ✍ Set Series no.2 as a line chart on the right axis.

   ✍ Remove gridlines for a cleaner look.
   

3. Apply the Brand Queries Filter to the Combo Chart

4. Duplicate the Combo Chart for Non-Brand Queries and apply the Non-Brand Queries filter

   
   

5. Add Titles to Charts

   ✍ For the first chart: "Brand Queries Performance"

   ✍ For the second chart: "Generic Queries Performance"

Display Detailed Brand vs Non-Brand SEO Data

1. Insert a Table for Brand Queries and apply the Brand Queries filter

   📈 Dimension: Date 📈 Metrics: Impressions, Clicks, Site CTR and Average Position

   
   

2. Customize the table:

   🛠️ Convert the table to a heatmap for easier data analysis

   🛠️ Set the number of results per page (e.g. 20 rows)

   🛠️ Show a summary row for quick insights

   🛠️ Add a comparison to the previous period

   🛠️ Sort in descending order
   

3. Duplicate the Table for Non-Brand Queries and apply the non-brand queries filter

   
   

Frequently Asked Questions on Brand vs Non-brand Queries SEO Report in Looker Studio

What is the benefit of creating a Brand vs Non-Brand SEO report in Looker Studio?

A Brand vs Non-Brand SEO report in Looker Studio allows you to analyze the performance of branded search terms (containing your company name) against non-branded keywords. This differentiation helps in understanding how well your brand is performing in terms of recognition and how effectively you're reaching new users through generic search queries.

Why should I filter brand queries separately in an SEO report?

Filtering brand queries separately in an SEO report helps you assess the strength of your brand recognition. Comparing this with non-brand queries provides a clearer view of your performance in generic search results, enabling you to see how effectively you're driving new user acquisition through non-branded terms.

What metrics should I include in a Brand vs Non-Brand SEO report?

When creating a Brand vs Non-Brand SEO report in Looker Studio, recommended metrics include Impressions, Clicks, Site CTR, and Average Position. These metrics will help you evaluate both branded and non-branded keyword performance over time and in relation to each other.