Branded search or autocomplete traffic refers to the web traffic generated by users when they search for a specific brand name or related terms on search engines like Google, Bing, or Yahoo. When users search for a brand name directly, it shows strong brand recognition, and these searches are termed “branded searches.”
Autocomplete traffic, on the other hand, is related to the search engine’s autocomplete or autosuggest feature. When users start typing a search query in the search bar, the search engine often provides suggestions based on popular or relevant searches. If the user selects one of these suggestions or completes their search using the provided options, it is referred to as “autocomplete traffic.”
Both branded search and autocomplete traffic are essential for businesses as they indicate brand awareness, customer loyalty, and interest in a specific brand. It also signifies that users are actively seeking information about that brand, products, or services associated with it. High branded search or autocomplete traffic can be a positive sign for a brand’s online presence and marketing efforts.
Example:
Let’s use the example of “kiteboard” for autocomplete traffic with the search engine Google:
Imagine you have a brand called “KiteCo” that manufactures and sells kiteboards, and it’s a well-known brand in the kiteboarding industry. When users start typing “kiteboard” in the Google search bar, Google’s autocomplete feature will try to predict what the user is looking for based on popular and relevant searches. As the user types the letters “kiteboard,” Google might suggest completions like:
- “Kiteboard for beginners”
- “Kiteboard shops near me”
- “Kiteboard tricks and tips”
- “Kiteboard brands”
- “Kiteboard sizes and shapes”
- “Kiteboard accessories”
If a user selects one of these suggestions or presses “Enter” after typing “kiteboard,” the resulting traffic is referred to as autocomplete traffic. For instance, if a user clicks on “Kiteboard shops near me,” they will be directed to the search results page showing local kiteboard shops, and this action would be considered autocomplete traffic for the specific suggestion “Kiteboard shops near me.”