The Trends Explorer breaks your traffic down by brand vs non-brand, URL category, device, country, and ranking position — so you can pinpoint the exact segments that drove growth or caused drops.
Three steps from importing data to understanding exactly what moved.
Pull your GSC performance data into the spreadsheet. For meaningful trend analysis, import at least 90 days of history — this gives the explorer enough data to compare multiple periods reliably.
Select a current period and a reference period. The explorer calculates the delta for every metric — clicks, impressions, CTR, position — across every segment you want to explore.
Explore traffic changes by brand vs non-brand, URL category, device type, country, or ranking position bucket. Each view immediately shows you where the story lies in your data.
Separate branded keyword traffic from non-brand organic traffic at a glance. This split is essential for understanding true SEO growth vs brand awareness effects — and for accurate client reporting.
Assign your pages to categories using the Category Manager, then view traffic trends by category (e.g. "Blog", "Products", "Landing Pages"). See which content areas drove growth and which pulled it down.
See how your pages distribute across ranking position buckets — top 3, positions 4–10, 11–20, 21–50, and beyond. A shift in this distribution often explains why total clicks changed even when impressions didn't.
Compare your click-through rate at each ranking position against industry benchmarks. Pages ranking in position 3 but achieving position-8 CTR have a clear title-tag optimisation opportunity.
Most SEO tools force you to analyse traffic page-by-page. The Trends Explorer lets you build a topic-level view of your site by assigning URL patterns to named categories — then see traffic at that higher level.
Define categories and URL matching rules (by path pattern or regex). Pages are automatically assigned as data is imported.
See total clicks, impressions, CTR, and average position per category — not just per page.
Compare category traffic between any two periods. Immediately see if "Blog" grew while "Product Pages" declined.
Combine category grouping with device or country filters for granular analysis of specific audience segments.
"Why did our traffic drop last month?" is much easier to answer when you can immediately show a category breakdown: "Non-brand traffic to your Blog dropped 18%, while Product Page traffic grew 12%. The net result was a 4% overall decline."
The Trends Explorer gives you this answer in three clicks — not three hours of pivot tables.