What you’re looking at
The Search & Visibility tab shows how your brand is performing in search - how many people are searching for you, how that compares to competitors, and how much of the resulting web traffic you’re capturing.
Data sources for this tab: Branded Searches and Share of Search come from a third-party search intelligence tool (Semrush), filtered to GB. Sessions and Sessions Breakdown by Source come from your GA4 account. Share of Traffic uses modelled traffic estimates from the same tool so that competitor sites can be included on the same basis. |
Tile definitions
Branded Searches
The estimated number of times people typed your brand name (or close variations) into a search engine during the period — regardless of whether they then clicked through to your website.
Data source: Google Search Console and/or third-party search intelligence tool (Semrush). |
Share of Search %
Your brand’s share of total search demand across your brand and its competitors. Formula: your branded searches ÷ (your brand + all competitor branded searches) × 100.
Share of Search is a leading indicator of market share — brands that grow their Share of Search tend to grow overall market share over subsequent months. The effect of campaigns may take weeks or months to show up here.
Data source: Third-party search intelligence tool (Semrush), filtered to GB, scoped to your competitor basket. |
Sessions
Total visits to your website from all sources (organic, paid, direct, referral, social, email). One user visiting the site three times = 3 sessions. Sessions count visits, not unique people.
Data source: Google Analytics 4 (GA4). |
Share of Traffic %
Your site’s share of total estimated web traffic across your brand and its competitors. Uses modelled estimates for all sites (including yours) so competitors can be compared on the same basis. Treat it as a directional indicator rather than a precise figure.
Data source: Semrush, scoped to your configured competitor basket. |
Chart definitions
Share of Search % & Branded Searches (chart)
A dual-axis trend chart showing your Branded Search volume and your Share of Search % over time, with a previous-period comparison. Useful for distinguishing whether a change in Share of Search is driven by your own volume growing, competitor volume shrinking, or both.
Share of Traffic % & Sessions (chart)
A dual-axis trend chart overlaying your actual Sessions (from GA4) with your Share of Traffic % (from modelled estimates). Shows whether changes in your traffic share are driven by your own site’s growth or by shifts in competitor traffic.
Branded Search Breakdown by Competitor (chart)
A bar chart showing the absolute branded search volume for your brand and each competitor in the basket. Use this alongside Share of Search % to get a sense of scale - a competitor can hold a small percentage share but still be growing significantly in absolute terms.
Sessions Breakdown by Source (chart)
A bar chart showing how your total site sessions break down by channel: Organic Search, Paid Search, Direct, Referral, Social, Email, and others.
Note on “Direct” traffic: Direct is often overstated. Any session where GA4 can’t identify the source - such as untagged email links or some mobile app referrals - defaults to Direct. If Direct looks unusually high, it may indicate a gap in UTM tagging on your campaigns. |
About the competitor basket
Share of Search %, Share of Traffic %, and the Branded Search Breakdown chart all depend on a defined set of competitors. This basket is agreed with you at onboarding and can be reviewed on request.
Important: Adding or removing a competitor will change all historical share figures, because the denominator changes. Treat any period before a basket change as a separate data series. Contact your account team to discuss changes. |
Last updated: April 2026