Free guide / Search Console

Find your real SEO number: non-branded clicks.

Total clicks can go up just because more people already know your name. Searches with your business name in them are branded. Searches without it are non-branded, and clicks from those are the number that shows your site is actually ranking. Those are new customers, and Google sending them to you is the proof. Here's how to check it yourself in Google Search Console.

StepsHow to find non-branded clicks in Search Console

Open Search Console and pick your website. Where: Google Search Console, then choose your site in the top left.
Open Performance. Where: Performance (Search results) in the left menu. Set the date to the last 3 months so you have enough to look at.
Add a query filter. Where: Click Add filter (it may show as + New), then choose Query.
Keep only searches that don't mention your business. Where: Change Queries containing to Queries not containing, type your business name and click Apply.
Read Total clicks. That's your real SEO number. What it means: People who found you on Google without knowing your name. Look at the Queries list below it to see what they searched.
Catch every way people spell your name. Where: If people search your name a few ways, open the filter again, choose Custom (regex), pick Doesn't match regex and type each version in lowercase, separated by a straight line, like yourname|your name|yourname plumbing.
Compare it with before. Where: Click the date, choose Compare, and set this period against the one before. That number going up means your site is ranking for more.

FAQBranded and non-branded keywords

What's the difference between branded and non-branded keywords?

A branded search has your business name in it. A non-branded search doesn't: it's someone looking for what you sell. Branded searches mostly come from people who already know you. Non-branded ones are new customers finding you.

Why do non-branded clicks matter more than total clicks?

Total clicks can go up just because more people know your name. Clicks from non-branded searches only go up when your site ranks for what people search. That's the number that shows your SEO is working.

How can I tell if my SEO is working?

Look at clicks from non-branded searches in Search Console and compare them with the period before. Going up means your site is ranking for more. On one client's site, they went from 26 in June to 287 in September.

What if people spell my business name different ways?

In the query filter, choose Custom (regex), pick Doesn't match regex and type each version in lowercase, separated by a straight line, like yourname|your name. Every spelling you list is left out.

Rather hand it off?

I do this work for businesses.

My SEO plans start at $199 a month. If you'd rather I take care of it, book a call and ask me anything about your site.

Book a call →

← More free guides