Not all of the organic visits you get from Google represent SEO traffic. Some of them are brand traffic, which is another form of direct traffic. Sometimes users type your brand name in Google just because they find it easier than typing your exact URL, or because they want to navigate straight to the landing page they are interested in, but that is not SEO traffic:
If you want to accurately measure SEO traffic, you need to filter out the brand searches, so that you can focus on the keywords where you actually compete with other websites for a top spot:
But with Google encryption hiding most of your organic traffic under the not-provided label, filtering these is quasi-impossible.
Due to its proprietary algorithm of revealing the not-provided Google data, SEOmonitor is able to distribute the organic traffic (visits and conversions or transactions) back into keywords and to also split it between brand and non-brand. Therefore, after defining your brand keywords, you can switch between the two traffic segments and get insights on both types of traffic.
Organic traffic segmentation, alongside the Visibility Score, is thus a foundational function of SEOmonitor, allowing you to focus on the non-brand traffic and enhancing the accuracy of other components, like the creation of a powerful business case.
Here's a short video on how to explore the Organic Traffic dashboard: