Which of the two - Branded & Non-Branded Keywords influence search more?

Which of the two - Branded & Non-Branded Keywords influence search more?

Non branded keywords matters the most for search engines & they are valuable for your business too. They drives most of the traffic to your site.

I think branded keywords are more important as they have more searches and generates more traffic to your website from search engines.

Hi colleagues)
Sorry for being off topic.
Has anyone been promoting a website for Australian traffic?

If so, write to me.
Need advice

Both branded and non-branded keywords matters for SEO, however their uses differ in some cases. As we know in branded keywords they help bring traffic directly to a company’s websites so there is little competition but in non branded things are quite different as there is a lot of competition in SERP.