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Google Analytics: Isolating Non-brand Keywords

The majority of search referrals to Google Store come from brand related searches — searches that include brand references like “google store”, “android t-shirt”, or “youtube jacket”. But, as you dig into the data, you’ll find many non-brand related search referrals as well. Here’s how to see non-brand keyword traffic.

  • Under Traffic Sources, go to Keywords report. Then, in Filter Keyword box at the bottom of the table, select Excluding, and type in your brand name. If you’ve multiple brands, type them all in separated by “|” sign. Here’s how this looks for googlestore.com: google|android|youtube|content

    You’ll notice also excluded the word “content”. This’s because the report includes “content targeting” and we don’t want to include content targeting referrals.

  • Click Go to see filtered keywords. If there’s anything else you’ve missed, just add it to your exclude list and click Go again. Here’re the results for Google Store:


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