Why it matters to a buyer
Branded and non-branded search should usually be reported separately, since branded search volume mostly reflects existing brand awareness built through other channels, and treating a rise in branded clicks as proof that recent SEO content is working can credit the wrong effort. For a buyer, growth in non-branded queries is the more meaningful signal that SEO is genuinely expanding reach to people who did not already know the business, while branded search is a useful, separate signal of overall brand demand.
How it is measured or applied
Branded queries are separated from non-branded ones in Search Console's query report by filtering for the brand name and its common variants and misspellings, then reporting clicks, impressions and click-through rate for each group independently rather than blended. Branded search volume, tracked over time through a keyword tool or Search Console impressions on brand terms, is also used as a rough proxy for overall brand awareness, since it tends to rise when other marketing activity, PR, ads, word of mouth, increases how many people are actively looking the business up.
Sources
- About brand terms in Google Ads, Google Ads Help
