> ## Documentation Index
> Fetch the complete documentation index at: https://docs.vortexiq.ai/llms.txt
> Use this file to discover all available pages before exploring further.

# Branded vs Non-Branded, Google Search Console

> Splits organic-search clicks into branded versus non-branded queries so teams can see how much demand is brand-led. How to read it, why it matters, and how to act on it.

**Card class:** [Non-Hero](/nerve-centre/overview#card-classes-explained)  •  **Category:** [Keyword Performance](/nerve-centre/connectors#connectors-by-type)

## At a glance

> **Branded vs Non-Branded** splits your organic-search performance into queries that contain your brand name and queries that do not, shown as a share (pie) of the total. Branded demand reflects people already looking for you; non-branded demand reflects net-new discovery from generic search. The balance between the two tells SEO and marketing teams how much of their organic traffic is brand-led versus won on merit.

## What it tracks

The card pulls query-level data from the Search Console Search Analytics API (query dimension), then classifies each query as branded or non-branded by matching it against your brand terms (and common misspellings or variants), and sums clicks (or impressions) into the two buckets. The pie shows each bucket's **share** of the total. A healthy ecommerce property usually wants non-branded share to grow over time, because that is the part of search you are winning through content, rankings and product visibility rather than existing brand awareness. A sudden swing toward branded share can mean non-branded rankings have slipped; a swing toward non-branded can mean a content or category page has started ranking well. Because the classification depends on your configured brand-term list, keep that list current (new sub-brands, product lines and common misspellings) for an accurate split.

## Reconciling against the source

Rebuild this in Google Search Console under **Performance → Search results** by adding a **Query filter** containing your brand name (branded), then inverting it to "Queries not containing" your brand name (non-branded), and comparing the two click totals. Note GSC data is typically 2 to 3 days delayed, anonymises rare queries (so very long-tail branded misspellings may be excluded), and the query report caps at 1,000 rows in the UI. See [Branded Search Cannibalisation (GSC vs Google Ads)](/nerve-centre/kpi-cards/google-search-console/branded-search-cannibalisation-gsc-vs-google-ads) and [Long-Tail Analysis](/nerve-centre/kpi-cards/google-search-console/long-tail-analysis) for related context.

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### Tracked live in Vortex IQ Nerve Centre

*Branded vs Non-Branded* is one of hundreds of KPI pulses Vortex IQ tracks across Google Search Console and 70+ other ecommerce connectors. Nerve Centre runs the detection layer; Vortex Mind investigates the cause when something moves; Ask Viq lets you interrogate any number in plain English.

[Start for free](https://app.vortexiq.ai/login) or [book a demo](https://www.vortexiq.ai/contact-us) to see this metric running on your own data.