How to use Brand / Non-brand report in GSC Insights

The Brand / Non-brand report in Sitechecker GSC Insights splits your Google Search traffic into brand and non-brand keywords.

Brand traffic comes from people who already know your name. Non-brand traffic comes from people who find you by topic. Seeing them apart shows whether your SEO brings new audience.

What you can do with the Brand / Non-brand report

• Compare brand and non-brand clicks, impressions, CTR, position, ranked keywords and ranked pages.
• See how both types of traffic change over time.
• Check what share of a metric comes from brand keywords.
• See all brand keywords with their top ranking page.
• Compare your period with the previous one.

Before you start

Connect Google Search Console and add your brand name and its variations in Project Settings, on the Domain step.

Add common spellings, short names and misspellings as variations. If no brand name is set, the report shows a button that takes you to the settings.

How it works

A keyword counts as brand if it contains your brand name or any of its variations. Everything else counts as non-brand.

For example, with the brand name "sitechecker", both "sitechecker pricing" and "sitechecker seo" are brand keywords.

Metric cards and chart

The cards show Clicks, Impressions, CTR, Avg Position, Ranked Keywords and Ranked Pages. Each card has a brand value and a non-brand value, with the change for each.

Click a card to show that metric on the chart. Use the checkboxes to show brand, non-brand or both lines. The chart uses a logarithmic scale, so both lines stay readable even when one is much bigger.

Below the chart, a bar shows the share of the metric that comes from brand and non-brand keywords.

Brand keywords table

The table lists your brand keywords with their top ranking page, clicks, impressions, CTR and position, and the change for each. Use Manage Columns to choose what to show.

You can also use the Brand / Non-brand filter in the Overview, Keywords Winners & Losers, Cannibalization and Rankings reports.

How to use it in practice

1. Watch the non-brand line. If it grows, your content brings new people. If only brand traffic grows, the growth may come from marketing outside search.
2. A drop in brand clicks with stable impressions often means someone else is taking clicks on your brand name, such as ads or review sites.
3. Check the brand keywords table for queries like "brand + reviews" or "brand + alternatives". They show what people want to know about you.

Frequently asked questions

What is brand traffic? It is search traffic from keywords that contain your brand name or one of its variations.

Where do I add my brand name? In Project Settings, on the Domain step. Add your brand name and its variations there.

Why is the chart logarithmic? Brand and non-brand traffic can differ a lot. A logarithmic scale keeps both lines readable.

Can I filter other reports by brand? Yes. The Brand / Non-brand filter is also in the Overview, Keywords Winners & Losers, Cannibalization and Rankings reports.

Need help?

If you have questions about the Brand / Non-brand report, write to us at support@sitechecker.pro. We are happy to help.