When we analyze data from Google Search Console, queries are fundamental. Clicks, impressions, average position, CTR… And there is something that is often not done: separating branding terms from non-branding terms in the analyses.
In this brief tutorial, I am going to explain how you can do it in several ways in Looker Studio.
- Creating a custom dimension
- Creating predefined boolean filters in buttons
- With filters directly in graphs
And also at the end of the post I leave you a video so you can see how it’s done.
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Separate Branding Queries with a Custom Dimension or Field.
If what we want is to visualize the data related to brand keywords from those that are not, in table, circular, bar type graphs… Clearly seeing the data of the metric we want (clicks, impressions, ctr, average position) for each type of queries, this is the best way.
Creating a custom field will give you more versatility when creating graphs using this comparison.
Also, keep in mind that once you create the custom field you can use it whenever you want in that report, like any other dimension.
In this image we see 2 tables. In the first one we are seeing separately the clicks on terms that are not brand (non-brand) and those of brand (brand).
In the second table we see the queries but also using a second dimension, which is the custom field that we are going to create.
In both tables the new dimension comes into play.
Steps to create this custom field:
- In the Data section, click on “Add a field” > Add calculated field
- Put the name of the field. For example “Brand vs non-brand”
- In the formula, enter the formula that you will see a couple of lines below.
- Enter in the formula the different variants of your brand name. I recommend that you check in Search Console how they search for your brand (sometimes you are surprised).
- Click on Save
- Select the custom dimension in the graph you want.
This is the formula you can use:
CASE
WHEN REGEXP_MATCH(Query, “.*brand name.*|.*brandname.com.*|.*variation.*|.*variation2.*”) THEN “Brand”
ELSE “Non-Brand”
END
Note that in this case the formula contains “Regexp_match”, that is, we ask it to match those variants.
Another way to do it is with regexp_contains. In this way we tell it to contain what we indicate. For example:
CASE
WHEN REGEXP_CONTAINS(Query, “chartud”) THEN “Brand”
ELSE “Non-Brand”
END
This way we get that if someone searches for “chartudio” or “chartud.io” it also includes it.
Creating Predefined Boolean Filters in Buttons
This way of doing it is especially good when we have a series of data represented in different graphs and we want to filter them at a certain moment.
For example, in this set I want to filter at a given moment by brand queries, or on the contrary only by queries that are not brand. In addition, being able to activate and deactivate that “filter” when I want.
We are going to do it by means of a button, which we can find in the upper bar > Add a control.
In this button we are going to create a custom field as a “control field”.
It must be of type “boolean” so first we are going to create a button for brand queries and another for those that are not.
- Enter the name.
- In the formula use the formula that I leave you below and put the name of your brand.
- Click on Apply.
Formula:
REGEXP_CONTAINS(Query, “chartud”)
Remember that as before, you can use regexp_contains or regexp_match depending on what you need.
My advice? Analyze how they search for you and do tests.
I leave you this article where you have regular expressions that you can use in Looker Studio.
Another aspect to take into account when creating these buttons are the groups.
The groups serve to be able to use buttons that filter within the same scope correctly.
For example, if I want to see first the data filtered by brand keywords and then the opposite, if I group the two buttons in group 1, for example, when I activate one, the other will be deactivated.
This will allow you to filter saving clicks and without giving you errors.
Now you will have to repeat the same process. Create a new button and this time enter the formula:
NOT REGEXP_CONTAINS(Query, “chartud”)
Or the own one but with regexp_match.
Now you will have the two buttons ready to separate your brand keywords from those that are not.
With filters directly in graphs
This way is simpler than the previous two.
I’m not going to tell you about it here. You can see it in the video where I show you the 3 different ways to do it:
Whenever you work with SEO reports or dashboards, keep in mind the importance of separating brand queries from those that are not in order to have a more effective and truthful analysis.
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Alex Serrano
12 años en marketing digital. Creador de Chartud y especialista en Looker Studio. Consultor SEO desde hace 8 años. Creador y divulgador de contenido en diferentes formatos como 300Segundos (newsletter) o SEOdesdeCero (podcast). También cofundador de RankPulse.app, herramienta de SEO Local.
