Branded Search Traffic Credit Misattributed to PPC and SEO, Real Drivers Overlooked

Summary

A significant amount of search traffic likely comes from branded queries, often wrongly attributed to PPC/performance ads or SEO. However, neither of these are responsible for driving navigational search visits. More plausible sources include content, email, PR, brand ads, and influencer campaigns. Google merely acts as a connector, like a 1940s phone operator, between the user and their destination.