Brand Search Incrementality
When brand spend changes, how much does SEO absorb? Pause it, turn it down, or turn it up — the answer sets the true incremental cost of paid brand.
This needs a real change to brand spend — a pause, a turn-down, or a turn-up of at least 15% either way, held for 2–4 weeks. The direction and depth are measured from your data, not declared. A partial change gives a marginal read and needs a longer window, since a 30% change carries roughly a third of the signal. Shallow turn-ups read pessimistically and shallow turn-downs optimistically, so go as deep as you can tolerate. Export daily paid brand data from Google Ads and organic brand clicks from Search Console (brand-query filter) — and map Total brand searches only if it measures market demand, never your own ad impressions.