Most of the website’s search clicks come from people who already know it and search for it by name. Search is bringing back existing customers rather than finding new ones.
What it suggests
Build pages that answer what your customers search for before they know you: their problems, questions and the products or services they compare.
When it’s suggested
It looks at the website’s top 100 searches in Search Console over the selected period.
A search counts as branded when it contains the website’s name or the first part of its domain, ignoring spaces, punctuation and capitals (names shorter than four characters are skipped). It’s suggested when those top searches bring at least 100 clicks and 60% or more of them are branded. It’s an Info tip.
What to do
- List the questions customers ask before buying; your sales or support team will know them.
- Check the searches at positions 8–20 and the ones with impressions but few clicks: they show topics Google already links with the website.
- Write or improve one page per topic, and link to it from the home page or main sections.
When it goes away
It goes away when branded searches fall below 60% of the clicks from the top searches.
It drops off the action plan once it hasn’t been detected for 7 days. If you mark it done or dismiss it, it only comes back, as “Back again”, if it clears for at least 7 days and then returns.