When reviewing a website’s organic search performance in Google Search Console, it’s easy to look at the total number of clicks and impressions and assume that your search engine optimisation (SEO) efforts are working.
The problem is that this top-level view can be somewhat misleading. Not all organic traffic tells the same story, and branded and non-branded searches serve two different purposes.
We recently touched on the key differences between branded and non-brand queries.
Branded search queries include a business name, whilst non-branded queries do not. Filtering the two separates existing brand loyalty from those discovering you for the first time.
Users searching for a brand by name already know who they are and what they’re looking for. These users are typically further along in their journey and are much more likely to convert. As a result, branded searches often have higher click-through rates.
Non-branded searches are different. These queries are typically made by users that are still exploring their options. These users are looking for content like blog posts, guides and product comparisons that can help them make a decision.
Because of this, non-branded queries tend to have lower click-through rates as they are more competitive. By filtering branded and non-branded queries in Google Search Conole, you get a much clearer view of how your website is performing in organic search results.
Branded traffic shows high-intent users who are more likely to take action, whether that be making a purchase or getting in touch.
Non-branded traffic reflects your ability to attract new users through organic search. This is typically through more generic keywords. Looking at these two query types separately can help you understand what is driving results.
You can easily see whether your performance improvements are coming from increased brand awareness or from better visibility of generic terms in search results.
This insight makes it easier to refine your SEO strategy. For example, if your site is receiving a significant number of clicks and impressions from informational searches, it makes sense to continue publishing this type of content.
On the flip side, if most of your traffic is coming from branded searches, it may indicate a need to focus more on reaching new audiences through non-branded keywords.
Filtering branded and non-branded queries helps you understand where your traffic is coming from and where to focus your efforts. Without this, you can miss opportunities to attract new users and boost your website performance.
Need help understanding Google Search Console? Get in touch with the team at Engage Web today.
- Why you should filter branded and non-branded queries in Google Search Console - April 29, 2026
- Google tests Audio Overviews within search results - April 28, 2026
- How to capture more ecommerce search traffic with long-tail product category pages - April 24, 2026
