Organic traffic is up 30%. Before anyone celebrates, find out how much of that is people searching for the company by name — because brand traffic usually reflects a campaign, a PR mention or a seasonal spike, not the SEO programme.
Splitting the report
Export the query data and remove every line containing the brand name, plus its common misspellings and any product names people search for directly. What remains is non-brand performance, which is the number that reflects the work.
Why this changes the conversation
A 30% overall rise that is 28 points brand and 2 points non-brand is a marketing result, not an SEO one. Reporting it as an SEO win survives exactly until someone else does this filtering.
Handle misspellings deliberately
Brand filtering fails when it only removes the exact spelling. Run the removal repeatedly for each variant people actually type — the misspellings are often a meaningful share of brand volume.
Try it: Remove Lines Containing on SeoWolf's Notepad.