Google Search Console Update: New Branded Queries Filter

Google introduces a branded queries filter in Search Console, making it easier to analyze which searches include a brand name.

This new tool helps site owners split their traffic into branded and non-branded searches.

The filter is rolling out gradually but promises to give clearer insight into how people find a website — whether they already know the brand or discover it for the first time. 

How the Branded Queries Filter Works

• The filter appears under Search Console → Performance report → Query → Branded / Non-branded.
  
• It works across search types: web, image, video, and news.
  
• Once applied, it shows you impressions, clicks, average position, and CTR separately for branded and non-branded queries.
  
• Google also adds a new card to the Insights report that shows how many clicks come from branded versus non-branded traffic. 

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Why This Feature Matters

This update gives website owners a clearer way to measure how much of their search traffic comes from people who already know their brand versus new visitors.

Branded searches often lead to more clicks and higher rankings, while non-branded searches reflect growth and discovery. 

How Google Classifies Branded Queries

• Google doesn’t just look for exact brand names. It also uses AI to spot misspellings, brand-related products, and variations in different languages.
  
• This classification is automatic and built into Search Console’s system.
  
• Because it relies on AI, some queries may be misclassified, though Google says this is expected given how complex language and search intent can be.
  
• Importantly, using this filter does not affect Google Search rankings. It is only for analysis.
  

This branded queries filter is a useful update for marketers, SEO professionals, and business owners who want to understand how their brand is being searched.

As the rollout progresses, more sites should gain access — allowing deeper insight into branded vs non-branded traffic.

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