The Google Search Console Branded Queries Filter is a new native tool in the Performance report that uses AI to automatically categorize search traffic as branded or non-branded.
Branded queries include searches containing your brand name or variations. Non-branded queries are generic search queries that do not mention your brand.
This filter enables site owners to assess actual SEO growth by differentiating loyal brand demand from new user discovery without requiring laborious manual analysis.
What Is the Branded Queries Filter?
The filter is not a manual filter that has been recently added. It is a native, AI-assisted classification system that automatically divides your search traffic into two distinct categories without the need for regex.
Branded
This consists of your brand name, commonly misspelled terms, and products or services that are closely related.
Non-Branded
These are all other queries where users did not mention your brand. They represent discovery from a new audience.
This filter can be implemented in the search results performance report for all search types, including web, image, video, and news. Upon application, metrics including impressions, interactions, average position, and click-through rate will be displayed exclusively for the selected group.
Essential Eligibility Criteria
Property Type
The property must be a domain-level property, such as example.com. The filter is ineffective for subdomains or URL prefix properties, such as blog.example.com.
Data Volume
Your website must have a sufficient volume of queries and impressions. Although the precise number is not disclosed, this generally excludes websites that are new or very small.
Automatic Identification
The system operates automatically by using artificial intelligence to identify brand names, errors, and variations. Keywords cannot be manually inserted or removed from this filter.
How to Utilize It
Access Google Search Console by logging in and selecting “Search Results” from the Performance report.
Click “+ New” at the top of the report.
Select “Search Type.”
Select either “Branded” or “Non-branded.”
Evaluate the metrics, such as position, impressions, and views, for the chosen group.
Compare the performance of the two groups to determine whether traffic growth is coming from brand recognition or new discovery.
Main Advantages
Accurate SEO Performance
The filter distinguishes between traffic that was acquired through SEO, usually non-branded traffic, and traffic that was earned through marketing or brand awareness, usually branded traffic.
Time-Saving
It removes the need to export data and use complicated regex formulas to identify branded keywords.
Strategic Insights
It helps identify growth opportunities by emphasizing high-volume, non-branded keywords that may need improved content.
Why This Filter Matters
Understanding branded versus non-branded traffic is critical for determining SEO success.
Branded searches frequently imply high brand awareness, recurring visits, or a direct desire to engage with your company. Non-branded queries, on the other hand, demonstrate your ability to reach new customers through search.
This filter allows you to:
Measure how brand familiarity grows over time.
Determine which pages work best for brand searches.
Separate SEO efforts focused on discovery from those that reinforce brand loyalty.
It provides a clearer view of how your marketing activities are performing at various phases of the client journey.
Final Thoughts
The Branded Queries filter is a basic yet effective addition to Google Search Console. Separating brand-driven traffic from general search inquiries allows you to make better educated judgments regarding your SEO and marketing approach.
As Google improves its tools, innovations like these bring us closer to fully understanding how customers locate and interact with our brands online.
