Google Search Console, is search-engine focused, providing tools and insights that can help site owners improve visibility and presence in the SERPs.
When monitoring performance and identifying improvement opportunities in Google organic search traffic, it’s critical to understand the queries that are bringing search traffic to the site. 
Queries fall into Branded and non-branded queries. 
Branded queries – 
Visitors are searching for the brand directly. These searches can be further categorized: brand name or domain name searches, searches for product names, local branded searches (if your company includes physical locations or service areas), and so on.
Non-branded queries – 
Visitors aren’t searching for your brand specifically, but are looking for what your site offers. 
If most of the organic search traffic is from searches for your brand name or domain name, your site may be missing substantial SEO opportunities. Increases in organic search traffic may be due to non-SEO factors, like increases in offline advertising. Tracking branded and non-branded organic search traffic separately enables you to better measure the impact of your SEO efforts
The #1 result in Google’s organic search results has an average CTR of 31.7%.

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