How to Measure Branded vs Non-Branded Clicks in Google Search Console (GSC)
To measure branded vs non-branded clicks in Google Search Console, filter queries by brand terms and compare click metrics with non-brand keywords using query filters or export data for deeper analysis. This distinction helps you optimize SEO strategy and allocate resources more effectively.
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Key Takaways
Frequently Asked Questions
What qualifies as a branded keyword?
Separating branded from non-branded clicks shows whether organic performance stems from existing brand awareness or from SEO efforts capturing new users.
Why is it important to separate branded from non-branded clicks in GSC?
Separating branded from non-branded clicks shows whether organic performance stems from existing brand awareness or from SEO efforts capturing new users.
Can I automate branded vs non-branded segmentation in GSC?
Not directly within GSC, but you can export the data and use Excel/Sheets formulas or Looker Studio for dynamic segmentation using your branded keyword list.
Should I focus more on branded or non-branded SEO?
A healthy SEO strategy targets both—but growing non-branded traffic indicates higher visibility and awareness outside your existing brand reach.
How often should I track branded and non-branded clicks?
Review the data monthly to spot seasonal trends and measure content or campaign impact on organic discovery.
Step by Step Plan
Build a Branded Keyword List
Start by listing all branded variations: company name, product names, domain URLs, slogans, and common misspellings.
Access the Performance Report
Log into GSC, choose your property, and navigate to 'Performance' > 'Search Results' > 'Queries' to see keyword performance.
Use Query Filters to Segment
Apply an 'Include' filter with your brand terms to isolate branded clicks; then switch to 'Exclude' to view non-branded clicks.
Use Query Filters to Segment
Download your query data as a CSV or open it in Google Sheets to automate segmentation or visualize trends.
Analyze Trends and Adjust Strategy
Compare branded vs non-branded click trends over time to refine SEO tactics, content focus, and brand awareness efforts.
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