Branded Traffic refers to any website traffic that comes from visitors who type in keywords that include any reference to your company’s brand, such as your name, for example. The significance of this traffic is that it represents visitors who have heard about your business from some source other than keyword search, even though keyword search often gets credit. In other words, it represents at minimum a customer’s ‘second’ exposure to you. In many cases, branded traffic is the highest performing and most profitable traffic to your website, but this is primarily because most web analytics tools are configured to recognize the ‘last-click’ as the source of any subsequent sale or conversion.
