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All the traffic coming from search engines (excluding paid traffic) is considered organic. A widespread view equates organic traffic with SEO traffic, implying that SEO performance can be evaluated by looking at the organic traffic figure.
But that view is actually wrong: not all organic traffic comes from SEO and not all organic traffic can be influenced by SEO efforts. The confusion between the two can significantly alter the accuracy of measuring SEO performance.
The total figure of the organic traffic is composed of both brand and non-brand organic visits, but only the non-brand traffic is the one connected with and dependent on search engine optimization. Therefore, in order to accurately track and measure SEO performance, the non-brand traffic data needs to be isolated from the brand traffic, which is just another form of direct traffic. This split is not available in Analytics, where the two types of data are merged together.
Due to its algorithm of matching the data in your Analytics and your Google Search Console profiles, SEOmonitor segments your organic traffic into brand and non-brand, therefore offering the possibility to accurately measure the only type of traffic that matters from an SEO perspective, namely the non-brand organic traffic.