Attribution
Non-branded search
Also called generic query.
Non-branded search is search traffic from queries that describe a problem or a category without your brand name. It is demand you win through relevance.
How it is measured
Classify queries by excluding the brand list. What remains is non-branded. Count sessions, clicks, and conversions per group. Because many tools hide query text, use landing pages as a proxy for topics.
Group by topic, such as 'how to' and 'best' and product types. That shows which questions you answer well and which you do not.
Worked example
A plumbing-supply wholesaler gets 12,400 organic sessions a month. 2,300 come from queries with the company's name. The other 10,100 arrive on guides and category pages with queries such as 'PEX vs copper'.
The guide on pipe sizing earns 2,900 sessions but only 0.4 percent order rate. The wholesaler adds a size-selector tool and a link to the matching products, and the rate rises to 1.6 percent.
How it differs
Non-branded search shows who found you by need. Branded search shows who already knew you. Growth in the first means your reach is widening.
Common errors
Treating all organic as one number. Counting brand misspellings as generic. Not reviewing content gaps. Judging by sessions without conversion. Ignoring query intent.
In practice
Split organic into branded and non-branded and watch the second one. Pick the top five non-branded topics and check the landing page for each. Add an obvious next step to pages with traffic and no conversions.