Start with the evidence
List the actual business name, distinctive abbreviations and verified variations. Identify words that also describe a general service or another business. Preserve the original query and add classification in a separate field. Do not treat every query containing “towing” as branded.
A worked example
Fictional business “City Towing” receives queries for “City Towing phone,” “towing in the city” and “City Tow employment.” The first may clearly identify the business, the second is generic and the third needs context about identity and intent. A simple substring rule can put all three in the same bucket and distort the report.
Choose the next action
Use exact or carefully reviewed phrase rules for clear cases, with an ambiguous queue for the rest. Record rule version and reviewer. Separate business identity from service suitability: a branded employment query can still be unrelated to customer acquisition. Do not discard it merely to improve a conversion-rate denominator.
Check whether it worked
Review newly appearing variants and a sample of automated classifications. Recalculate comparisons only with the rule version stated. Keep unobserved search terms separate from ambiguous visible ones. Link the resulting categories to known outcomes only when the evidence supports that connection.
Put it to work
A record you can use
- Original query
- Brand rule version
- Identity and service intent
- Ambiguous reason
- Reviewer and later rule change
Plain text. No email required. Store completed records in your approved business systems.
Next useful step
Need help applying this to your marketing? A strategy call starts with your business and the evidence you have.
Talk through your next step →For a general editorial question, email Chris. Please leave out customer details. Questions are private, and no response time is promised.