Branded/ Non Branded NON By branded traffic we mean the portion of web traffic generated through keywords that include a brand name or some variation of it. Non branded traffic is generated when users type in keywords that don’t represent any specific brand or any part of it. As we analyze the overall traffic on healthcare domains by dividing it into branded and non-branded sections, it appears that non-branded traffic gets the lion’s share. In the twelve months period leading up to June 2019, non-branded traffic accounts for about 77% of all the traf- fic on healthcare domains (which is more than three times the traffic produced by branded searches). The trend hardly shows any divergence as non-branded traffic ap- pears to be in the lead by a wide margin for the individual categories as well. For the most part of the observed period, we don’t see any significant variation per se. However, June’s (2019) data indicates that branded traffic has improved for domains across all categories. BRANDED