GSC Brand vs Non-Brand Splitter

A brand vs non-brand splitter classifies queries by your brand terms and compares clicks, impressions and CTR for each group. A healthy site grows non-brand traffic, which comes from people who did not already know you.

It runs entirely in your browser. Nothing you paste or upload is sent to a server or stored.

How to read the result and act on it

The result compares clicks, impressions and CTR for queries that contain your brand terms against all others. Brand traffic shows how well known you are, while non-brand traffic shows how well your content attracts new people. Aim to see non-brand grow over time. High brand CTR with falling brand impressions can signal weaker awareness, while rising non-brand impressions with low CTR suggests titles need work. Repeat the split monthly using the same terms so that the trend is comparable, and record the numbers in your reports.

Common mistakes to avoid

Missing brand variations is the most common problem. Include shortened names, product names, domain forms and common misspellings, otherwise brand traffic leaks into the non-brand group. Another mistake is comparing different date ranges. Avoid adding generic words as brand terms, which would classify unrelated queries as brand. Do not judge a site only by total clicks, because a steady rise might simply be more brand searches from advertising. Review a sample of queries in each group to confirm the split is accurate.

Why separate brand traffic?

Brand queries come from existing demand. Non-brand growth shows SEO is reaching new audiences.

What share of brand traffic is normal?

It varies by business age and awareness; track your own trend.

How do I filter branded queries in Search Console?

In the Performance report, add a query filter using custom regex that matches your brand name and variations, then use the exclude option to view non-branded queries. A splitter does the same for exported data.

Why does non-brand traffic matter for growth?

Non-brand searches come from people who may not know you yet, so they show your ability to attract new audiences. Brand searches mostly reflect existing awareness, which grows through other channels as well.

• GSC Opportunity Finder: Rank queries and pages in positions 4 to 20 by potential extra clicks.
• GSC Query-to-Page Mapper: Group a Search Console export by page and show the top queries each URL earns.
• Monthly SEO Report Generator: Turn your key numbers and notes into a clear plain-text monthly SEO report.

Browse all 9 free analytics tools, or see the full free SEO toolbox. If you would rather have this handled for you, take a look at our Google Analytics consulting and the results from real projects.