Brand name searches and non brand searches tell different stories. When more people search for your name, that can signal stronger awareness. When non brand traffic is flat, it may mean your Information Center is not yet capturing enough question driven demand.

Understand the difference between brand and non brand

• Brand searches include your company name, product names, or unique terms.
• Non brand searches focus on problems, goals, and categories.
• Both are valuable, but they play different roles.

Increasing brand traffic is good news, but it does not replace broader topic visibility.

Use Information Center content to lift non brand traffic

• Plan articles around questions that do not mention your name at all.
• Cover comparison, how to, and what does this mean type searches.
• Use internal links to gently introduce your brand inside these answers.

Over time, this approach can lift non brand traffic, so people who have never heard of you can still discover your site when they describe their situation in search.