Direct searches happen when a user is looking for a specific location.
E.g: A customer would like to have coffee at the Café Yummy. The keywords used would be the name of the business.
Indirect searches happen when a user is looking for a product, service or category that is offered by a certain business.
E.g. If the user would be looking for coffee in his area, the keyword would be coffee and the results could display Café Yummy amongst others.
A customer searches for a brand related to a business. They relate specifically to brand names that are not the same as the location’s business name.
E.g. the customer searched for Lavazza and as a result Café Yummy pops up in Google.
The following overview shows and clarifies the difference between Direct Search and Branded Search by using other examples: