Oreo‘s SEO, Brand Addressable Market Size (BAMS), IAMS and More

Now that we know what SEO is, it’s time to look at the numbers. The site has a BAMS of $1 billion and an IAMS of $6.7 billion which in turn makes their brand worth $16.3 billion dollars- not including any price appreciation or anything else for future projects


In 2018, the worldwide cookie market was worth USD 30.62 billion. Oreo was one of the most well-known brands in its sector, continually striving to expand its global market share.

They’ve worked with celebrities like Wiz Khalifa, created a strong social media presence with 42 million likes (engagement might be better), and used innovative marketing strategies and competitions to increase awareness. They haven’t done so well with Search — at least not yet.


We’ll take a look at their organic traffic in this piece. We’ll use SEMrush’s filtering features to compute current brand traffic, as well as the Brand Addressable Market Size (BAMS) and Industry Addressable Market Size (IAMS) (IAMS).

Let’s get started!

Oreo presently receives 115K visits from the United States (as of the writing of this article).


I’m aware that they haven’t given SEO any thought so far, which implies they are unlikely to possess the whole Brand Addressable Market Size (BAMS).

BAMS is the total amount of branded search traffic that might be sent to a company’s website.

The importance of BAMS for a brand is that it enables the brand to send the message they desire rather than letting other parties (such as other websites or businesses) to mold it.

It gives the brand more leverage since they can manage the message they want to send, even if the traffic isn’t “buy Intent to search.”

So, let’s see how much brand-related traffic Oreo gets.

Oreo’s Branded Traffic is Calculated

The Exclude Branded Traffic filter is the first thing I do. I choose this approach to sponsored traffic since it’s easy to see whether the branded terms are being filtered correctly.

I go to “Organic Search > Positions” and then apply the filter.


After that, I scroll down to make sure no results for “Oreo,” “Oreos,” or related terms appear.

Another option is to add an additional condition to this filter with the phrase I DON’T WANT TO APPEAR as a condition. This way, I can be certain that everything that appears has nothing to do with the brand.


However, I prefer to glance through the results without much filtering since the data I’m looking at may occasionally inspire me (see anything interesting/funny? (See the P.S. at the end of the article for an idea.)

I find some searches that include the term “Oreo” in this example, so I continue on to the next filtering choice.

Option 2: Brand Filtering

I know some of the terms connected with the brand I want to filter based on my research:

I set a filter that included the term I wanted to see results for and excluded everything else to be more exact and avoid keyword duplication. Webinomy excels at enabling you to do complex filtering such as this.

This would be for the word “Oreo”:


This eliminates searches that include numerous terms, plurals, and other variations, allowing me to concentrate on precisely what I’m looking for.

I alter the first “Include” for “Exclude” and the first “Exclude” for “Include” after clicking “Apply” and gathering the data. Then I apply the filters, make a note of the numbers, and go on…


This is what we get after applying the three filter modifications:

  • Oreo (104,9k)
  • 6.6 thousand Oreos
  • 1.6k Nabisco

This equates to 113.1K branded visitors to the website. 

Considering that the overall traffic to the website is 115K, we may deduce that the majority of the traffic is branded. Because they haven’t focused on SEO, we already had a strong suspicion that this was the case, but this step removes “assumptions” from our procedure.

But what does this information imply? Is this a good, terrible, or regular situation?

Because Oreo hasn’t done any SEO, it’s no surprise that branded searches account for the majority of their traffic.

However, we have no other basis for determining whether the data we have is excellent, poor, or neutral. 

That’s why the Brand Addressable Market Size (BAMS) is so significant, and why we’ll utilize it as a starting point for analyzing our present data. 

We’ll assess the “size” of what they have in comparison to the magnitude of what “is.”

The Industry Addressable Market Size will be the second point of reference we will examine (IAMS). 

The magnitude of all industry-related search traffic that potentially arrive at the website is measured in IAMS.

We could split down IAMS into ToFu, MoFu, or BoFu, and classify the traffic to design tactics around them, but that would take a long time, so we’ll skip that for now.

Calculating the Size of the Branded Market (BAMS).

I’m just going to concentrate on the term “Oreo,” leaving out “Nabisco” and any other variants. 

To begin, put “Oreo” into Webinomy’s main search box and press the search button. Then have a look at the overall number of searches. This includes searches including the term “oreo” in our instance.


This gives us a total search volume of 2,369,150, which we’ll use to compute BAMS. 

Given that all of these queries are connected to the brand, it’s reasonable to infer that if an Oreo.com search result appeared, the majority of people would click on it.

If we keep things modest and assume that just half of the entire volume will end up on the oreo.com website, we get the following numbers:

1.185 million BAMS = 2,369 million * 50% = 1.185 million

They have the ability to boost branded traffic by 947 percent (from 113K to 1.185M), which is a significant chance to improve exposure and manage their brand message. We can see how the brand traffic they presently get is just a tiny percentage of what they might have based on this initial point of comparison. Now let’s concentrate on IAMS.

Calculating the Size of the Industry’s Addressable Market (IAMS)

As previously said, we will neither separate the traffic into ToFu, MoFu, or BoFu, nor will we categorize it. Instead, we’ll run a generic query and see what comes back; the goal is to acquire a bird’s eye perspective of a piece of the search terrain.

What industrial vertical comes to mind when you think about Oreos?

Food industry > Cookies, right? (In addition to cookies being dunked into milk) — that is what comes to my mind when I think about Oreos anyways.

So, let’s look at the search volume for cookies, which I believe they should be focused on:


Okay, that’s a total of 24,541,680 searches.

Let’s compute the IAMS for the term “cookies” using three different situations. 

  • The website receives 20% of the total search volume.
  • The website receives 10% of the total search volume.
  • Only 5% of the total search volume ends up on the webpage.


I took a general view of the prospective traffic without delving into more specific parts of the search, such as: 

  • Searches/traffic with no clicks.

  • Snippets that have been highlighted.

  • The findings of the knowledge panel.

  • Intent to search.

  • Stage of Purchasing (ToFu, MoFu, and BoFu).

  • Etc.

Each of these pieces has its own click-through rates, purpose, and so on, but we’re not going to go into that right now. Consider the environment for the keyword “cookies” using an incognito Google search, for example.


Google attributes the majority of this term’s search intent to cookie recipes, with chocolate chip cookies coming out on top. Because there is so much going on with this particular search, the first organic result will have a lower click-through rate than a “typical” search result.

Another example is what may happen if you earn a featured snippet, as this customer experienced last year for a high-volume term. 


In only five days, the graph reveals a nearly 2x increase in daily visits.


The two points of reference (BAMS and IAMS) were used to confirm that they are not performing very well in terms of SEO, thus we will give it a negative result based on the good, terrible, or normal initial query. 

We can observe that focusing on brand searches might boost traffic by 1.185 million, and combining brand and “cookie” traffic could increase traffic by up to 6 million. 

Last but not least, BAMS is a useful statistic for companies to use to determine whether they control all of their search traffic, and if not, to develop the necessary data to profit on it; this is especially crucial for firms who haven’t yet invested much in SEO.

P.S. The term “Oreo” receives 90K monthly searches, but “are Oreos vegan” receives 33K monthly searches. Vegans are certainly taking over the world, based on all the factual facts gathered ;).