5 of my top 10 search terms are variations of the brand as mentioned above. The others are widgets for sale, widget for sale, widget classifieds and such.
@treeline - how does that compare to say your top 5 to 10 most common Autocomplete / Google Suggest and core base values. [ubersuggest.org...] is a useful tool to test in conjunction with the native Google search and your analytic stats [ if you weren't already aware ]. Since Google Suggest is based on probability scores there should be a match , I expect.
many of my top search terms are the brand, variations on the brand name, or names of the data tools. Direct traffic has grown steadily and is now over half the volume -- SE's being bypassed.
Do you see a consistent ratio of direct entry to "brand name keyword" in your analytics? I wondered what the ratio interplay is in general terms.
I've often wondered if the "probability score" [ previously mentioned by Amit Singhal ] raised by brand name keyword inclusion plays a part in the brand ranking boost within the SERP's algo.