How to use the Brand Index

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