A baseline needs a repeatable brand classification
Create a repeatable definition of discovery queries before evaluating a content program. Company-name variations mixed into discovery totals make it harder to understand new audience reach.
A non-brand baseline estimates discovery beyond searches explicitly naming the business. Define brand variants and ambiguous terms before comparing periods. Search Console query privacy limits mean the visible query set does not represent every search interaction.
A worked example
A hypothetical company named Summit has queries that could refer to its brand or an industry event. Classifying every occurrence as branded would hide relevant discovery. Mark uncertain cases separately and keep the rule consistent.
How to apply it
- Document the brand-name rules and the treatment of ambiguous queries.
- Select complete periods and preserve the visible-query coverage context.
- Compare relevant non-brand groups and their landing pages using the same rules.
What the result can establish
Do not present the visible-query subtotal as a precise total of all non-brand demand. Keep page-level context and unknowns. A baseline is a reference for future investigation, not evidence that the chosen keywords already have commercial value.
Reference: Google: Search Console performance report.
Supporting documentation
Google: Search Console performance reportGoogle Ads: keyword estimates and competition definitions