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I appreciate the upvotes and am interested to hear thoughts from the community here, on the blog or on Google+. While there's a fair amount of theory and research about memory included, I hope to get some feedback on the use of modified branded search traffic. Is anyone else using it as a way to measure content recall? Or have you gone back now to look at it now? Do you find it useful or not?
The only "problem" I see with this is it still (probably) correlates super well with your most popular posts, probably with a disconnect occurring with posts that aren't gossip driven. People want a resource post, they use name+reference to find it. It's a cool way to restate it and think about our posts, but I'm not sure it drives action specifically.
Agreed, I'm trying to figure out if it's simply an echo chamber or if it really connects to recall. The problem, as you state, is whether you can see content that wasn't 'popular' but was memorable and thus begins to generate modified branded traffic. I see hints that this actually DOES happen but I haven't used the metric long enough for enough clients to determine if it's something material or not.