What to change
Branded searches indicate that people already know some version of the practice's name. They answer a different discovery question from service or problem-led searches. Agree a transparent grouping of names and spelling variants, keeping ambiguous terms visible. Ask the analyst to show both groups and acknowledge unreported query detail. This produces a useful distinction without pretending the visible table captures every person's route to discovering the organisation.
A worked example
Illustrative example
Illustrative test: Compare a practice-name query with a specific service-question query. A monthly report may show strong clicks largely from searches containing the practice name. The analyst separates those from service-question searches and leaves uncertain phrases unclassified. Your team can then discuss brand recognition and unfamiliar visitor discovery as different outcomes. Because some query detail is unavailable, the report describes the observed split rather than claiming a complete census of every person's first encounter with the organisation.
What this means for your practice
Searches for the practice name show a different kind of discovery from searches for a service or practical question. Both can matter, but combining them hides whether unfamiliar people are finding you. Agree the names and common spelling variations that count as branded searches, then keep ambiguous terms visible rather than forcing every row into a convenient group. Ask the analyst to explain limits in the available query detail. Your report can still compare the observed groups without pretending to know every search. This gives marketing discussions a clearer foundation: existing recognition and broader service discovery deserve separate interpretation before either is described as growth.
How to check the result
The report states how much observed discovery depends on existing name recognition.
A mistake to avoid
Unreported queries prevent the visible query table from being a complete census.
Turn reading into a next step
Your action checklist
Work through these checks with your team or supplier. Tick the ones you have resolved and leave unknowns open.
Record what you know, what is still missing and the answer you need from your team or supplier.
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Further reading
These sources provide background for the topic. The practice examples and checklist are illustrative planning suggestions from Kay & Co.
Related guides
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