Branded vs Non-Branded Queries in Search Console
search console, insights, performanceWelcome bro. A branded query includes your business name, like “Joe’s Bakery Leeds”. A non-branded query does not, like “birthday cake delivery Leeds”. Branded visitors already know you, while non-branded visitors are new people finding you, and that difference matters for how you read your traffic.
- two ways to split the data
- honest limits
- what to do with each group
| query | type |
|---|---|
| joes bakery leeds | branded |
| birthday cake delivery leeds | non-branded |
// example data, invented for illustration.
Why the Split Matters
Branded traffic mostly measures how well known you are. Non-branded traffic measures how well your content and SEO win new people.
Mixing the two hides the truth. Imagine total clicks rise 20 percent. If it all came from branded searches, your SEO did not grow, your reputation did. If it came from non-branded searches, your pages are reaching new customers. The action you take is different each time.
Google now builds the split into Search Console. Its Insights report has a card for “Branded and non-branded traffic”, which compares “searches for your brand versus general searches.” Google adds that the classification “is for information only and doesn’t affect ranking.”
// quotes from Google Search Console Help, “Insights report”, checked 11 Nov 2026.
Use the Insights Branded Card
It is the fastest way, because Google does the labeling for you.
- Open the Insights report in Search Console. See my guide to Search Console Insights if you cannot find it.
- Find the branded card and set the date range at the top.
- Read the split. Note the share of branded and non-branded clicks.
- Click through to Performance to inspect the actual queries behind each group.
Mind the limits Google lists. The report is “gradually introduced and may not be available to everyone.” Also, “query classification is powered by AI and may mislabel branded and non-branded queries.” The branded filter is unavailable for sub-properties and for sites with low impressions.
Split Queries Yourself
When the card is missing or you want control, filter the Performance report by your brand name.
- Open Performance and go to the Queries tab. My Performance report guide has the layout.
- Add a Query filter that contains your brand name. Include common misspellings and the short form of your name.
- Note the totals for clicks and impressions. That is your branded group.
- Reverse the filter so that queries do not contain your brand, and note the totals again.
- Record both in a sheet every month.
// the exact filter wording can vary in the interface. This method is my own routine, not a Google procedure.
What to Do With Each Group
Each group tells a different story. Treat them separately.
| Branded | Non-branded | |
|---|---|---|
| Who searches | People who already know you | New people with a need |
| What it measures | Brand awareness, word of mouth, ads | SEO and content reach |
| Usual CTR | Often high | Often lower |
| If it drops | Check your brand presence and any name changes | Check rankings and indexing of key pages |
| How to grow it | Reviews, PR, a consistent name | Better pages, links and answers |
// my reading of the two groups, based on experience. Not a Google statement.
Mistakes to Avoid
Celebrating total clicks
If branded clicks did the work, SEO did not grow. Check the split first.
Trusting the AI label blindly
Google says it can mislabel queries. Spot-check ten queries yourself.
Forgetting brand misspellings
A filter for “joes bakery” misses “joe’s bakry”. Add variants.
Ignoring generic brand names
If your name is also an everyday word, the split gets muddy. Note that in your sheet.
A Worked Example for a Taxi Firm
This is invented example data, not a client result.
A taxi firm in Sydney sees clicks up 15 percent. The branded card shows branded clicks up 30 percent after a radio ad. Non-branded clicks are flat. So the ad worked, but the website content did not grow its reach.
The owner then opens the non-branded queries. “Airport taxi Sydney” has plenty of impressions and sits at position 9. So the next job is clear: improve the airport page, add fixed-price information and link to it from the home page.
Without the split, the 15 percent would have looked like an SEO win. With it, the owner knows where to spend the next hour. That is the whole value of the exercise.
// invented example for illustration.
How to Check Your Split
Compare the card with your manual filter. They will not match exactly, and that is fine, but they should tell the same story.
If the numbers differ a lot, read the top 20 queries in each group and see which tool labeled them better. For rank tracking in the same free tool, see how to track rankings with Search Console. If you would like help interpreting the split for your business, I’m a cheap SEO company of one person, and my SEO audit service includes it.
How to Track the Split Over Time
One snapshot tells you little. A monthly record tells you whether you are growing awareness, reach or both.
- Make a simple sheet with one row per month and columns for branded clicks, non-branded clicks and total clicks.
- Use the same date length each time, for example the last full calendar month.
- Add a notes column. Write down anything that might move the numbers: a radio ad, a new product page, a holiday, a site redesign.
- Compare year over year when you have enough history. Seasonal businesses, such as a bakery in Leeds near Christmas, need this view.
- Review quarterly. Ask one question: which group grew, and why?
Notice that nothing here needs a paid tool. The data is free, and the habit is what creates value. After three or four months you will know your normal range, so a surprise stands out immediately.
What to Do When Branded Is Most of Your Traffic
This is common for small local businesses, and it is not a disaster. It simply means new customers are not yet finding you by need.
First, check your non-branded queries for pages with impressions but few clicks. Those are your closest wins. Second, make sure every main service has its own page with a clear title, because Google cannot show a page that does not exist. Third, write answers to the questions customers ask you on the phone. Those are non-branded searches in disguise.
Finally, be patient. Non-branded growth usually takes months, not days, and nobody can honestly promise a result. A steady monthly record is the best way to see slow progress. If you want me to look at your pages, my technical SEO work covers the fundamentals that make new visitors possible.
Branded Query Questions
Does the branded label affect my rankings?
No. Google says the classification is for information only and does not affect ranking.
Why don’t I see the branded card?
The report is rolling out gradually, and the branded filter is unavailable for sub-properties and for sites with low impressions.
Can the classification be wrong?
Yes. Google says it is powered by AI and may mislabel branded and non-branded queries.
Is branded traffic bad?
No. It shows people already know you. But it does not show how well your SEO reaches new customers.
What counts as a branded query?
A search that includes your brand name, such as your business name or a variant of it. General searches without it are non-branded.
Want the Split Done for You? Message Me.
Send your brand name and I’ll tell you how I’d read your numbers.
// one message is enough.
Sources and Last Check
// last checked 11 Nov 2026. Example data is invented. The manual filter method is my own.