If you have setup brand filters we can split your organic visits into branded and non-branded (sometimes referred to as ‘generic’) keywords.
The Brand Engagement % shows you the percentage of your organic search visits generated company, domain or brand oriented keywords. (You specify the brand keyword filters to automatically apply to your analytics data when you setup your account).
This is important in SEO, as it allows you to filter out organic search queries employing your company name, brand name or domain name which might skew your SEO analysis, e.g. If you are running a large online or offline marketing campaign then you will probably see an increase in search terms using your brand, company name or domain name. This increase can make it look like your SEO campaign is performing well when in reality the number of non-brand searches may be static or falling.
The real measure of your SEO performance is how well your non-brand keywords are performing. Is the number of generic keywords generating organic visits increasing? Are their ranks increasing and are they bringing you more visits and conversions?