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How to use the Brand Index
Published: 15/11/24 - Updated: 15/11/24
Analyse Competitors Organic Growth
Our team of specialists are constantly monitoring the industry to understand which brands are growing across organic channels, and more importantly, how they’re doing it.
Organic performance metrics are often the best indicator for whether brands are growing or shrinking overall and we look at SEO Traffic, SEO Keywords, Branded Search Interest, and Social Following on a monthly basis to keep up-to-date on who’s been making moves in each vertical.
We’ve been using our Brand Growth Index for a while now to pull data that helps us understand our clients competitors and strategise accordingly. But the time has come to enable brands to take a look for themselves too!
The purpose of the Brand Index is single-focused: to look at the top 50 biggest brands per vertical in the UK, considering Brand Search Volume, SEO Performance and Social Growth to give you insights into who’s winning in the space, and how you can compete.
How to Use the Brand Index
The Brand Index allows you to view data in a variety of ways that provide a performance overview, insights on specific verticals and allows you to select specific brands that you want to compare against each other. Let us walk you through each section below.
Overview
The Brand Index is set up to give you insights into your competitor performance (UK only) and is split out by verticals. Simply use the white navigation bar at the top of the page to choose the category you’d like to investigate:
We have provided an handy overview of all the highest-growth brands and lowest-growth brands (according to the weighted growth score). This gives you a quick view of the top 5 and bottom 5 brands from your chosen sector.
Brand Growth by Category
To find out how you or your key competitor is performing, all the information is broken down into a table outlining their performance against the metrics mentioned below.
The growth scores are defined as:
- SEO Growth Score – weighted index looking at SEO traffic and SEO keywords [semrush data]
- Search Interest Score – weighted index looking at Branded Search Volumes [Google Ads data]
- Social Following Growth Score – weighted index looking at Instagram Following Growth [Social Blade data]
Brand Insights
To better understand your competitor’s performance better, you can dive into specific brand data and compare them against 3 others for context. On the right you can simply select the brands you’d like to investigate, and then the graphs will populate with actuals across the key data points as shown below.
1. SEO Organic Traffic
This shows estimated organic traffic across the last 13 months:
2. SEO Organic Keywords
This shows keyword numbers across the last 13 months:
3. Branded Search Interest
This shows seasonal peaks in the way people search for your or your competitor’s brand across the last 13 months:
4. Instagram Followers
This shows monthly Instagram followers for the selected brands across the last 13 months:
All of this data will be updated monthly (once data is available from all sources), and we’ll be developing this further in the coming months with the addition of TikTok, more verticals and more insights.
You will find more information on our data sources and the methodology here.
If you have any feedback or thoughts, please do not hesitate to reach out to us via our contact form or email me directly: Jeremy@kaizen.co.uk
Jeremy McDonald
Jeremy McDonald is the CEO at Kaizen.
Following 5 years at the agency, Jeremy took the reins as CEO at the end of 2023. A digitally focused marketing leader with in-depth experience across SEO, analytics, digital PR & content, he is passionate about using digital marketing to grow brands online. His main priority is to bring Kaizen’s organic marketing products to a broader client base whilst developing his specialist in-house team of 50+ digital experts.