Non-Brand Organic

"X% of our revenue comes from organic."

I hear this quite a bit from marketing leaders on calls.

That's great. But you have to dig at least one layer deeper to really understand what is going on and how to grow from there.

I often find that 80-90% of the revenue coming from organic is from the brand or brand+ queries and mostly the homepage.

When you isolate non-brand queries and organic landing pages that aren't homepage or pricing pages, you get a true sense of the starting point for building something scalable.

Don't get me wrong, I love companies with strong brand traffic, but the work to continue growing brand search volume is not the same as growing non-brand.

If you are a marketing leader and building plans for scaling organic revenue for your company, make sure you break down organic performance by brand and non-brand to get a real look at where you are currently and what it will take to hit your goals.