Correlation between increase in branded searches and ranking for relevant keywords

[ruruuu99]

Hello all,

Just wanted some advice/thoughts on something we have noticed as a business.

Whenever we have an increase in branded search terms (as in people directly write the name of our business in Google and then click on it), shortly after that we start ranking higher for relevant keywords that are not branded (e.g. keywords with service names and location).

We are already on the 1st page of Google for the main search terms, but the position of the website does fluctuate regularly - one day it could be right in the middle, then the next day it would be more towards the middle-bottom part of the page.

Is this a coincidence, or could there be a link between an increased CTR for branded search terms and higher rankings for other industry-specific keywords that relate to our niche?

Hope this makes sense, any input into this matter would be greatly appreciated!