On the Web: Searchs Lost Metric

Brand Search vs. Nonbrand Search
To judge your success, measure sales and profits from search and exclude from your analysis keywords or phrases that include your company name. This helps you exclude shoppers who used your company name in search engines because they already knew you. Sales from all other keywords are nonbrand search. These generate new customers and incremental sales. This is the demand you spent time and money creating by advertising on search engines or optimizing for a particular keyword or phrase.