Let’s Connect & Accelerate Your Organic Growth
- Your data is properly secured encrypted by SSL
Google just dropped another handy update for SEOs and site owners. Following the Query groups launch last month, they’re rolling out a branded queries filter in the Search Console Performance Report. This tool helps you break down your site’s traffic by query type, making it easier to spot what’s driving visitors, those who know your brand or folks discovering you organically.
What Counts as a Branded Query?
Picture this: someone types “Google” into search. That’s a branded query because it includes your brand name. But it goes further variations like “Google” , or even brand-related products such as “Gmail.”
It’s not always easy to tell if visitors already know your brand or are discovering it for the first time. By separating branded queries from non-branded ones, you get a sharper view of your traffic.
- Branded searches usually send people straight to your top-ranking pages with high click-through rates.
- Non-branded searches, on the other hand, highlight organic growth, showing how new users stumble upon your content without prior brand awareness.
Separating these helps you focus efforts, nurture the brand lovers while chasing fresh eyes.
How the Branded Filter Works?
Head to the Search results Performance report, and you’ll spot this new filter. It splits your query data into two clean views:
- Branded: All the performance stats for queries tied to your brand or its products (like Gmail for google.com).
- Non-branded: Everything else other than the branded queries.
Apply it across web, image, video, or news searches. Suddenly, your impressions, clicks, average position, and CTR narrow down to just that group. It’s like putting on glasses, everything sharpens.
Plus, there’s a fresh card in the Insights report breaking out total clicks by branded vs. non-branded. Use it to gauge brand strength: how much traffic comes from fans versus curious newcomers? Simple, yet powerful for reports or strategy sessions.
How Are Branded Queries Identified?
Google doesn’t use simple keyword matching or regular expressions to classify queries as branded or non-branded, that’s already covered in the “Filter by query” section. Instead, it relies on an internal AI-powered system.
This system spots your brand name across all languages, including typos, and even catches queries that mention unique products or services from your site without naming the brand directly.
Because classification is dynamic and context-based, a few queries might get mislabeled occasionally. This filter just helps you segment and analyze data in Search Console, it doesn’t affect your Google Search rankings at all.
Rollout Timeline & Availability Details
The filter is rolling out gradually over the coming weeks. Not seeing it yet? Check these:
- Works only on top-level properties (not URL paths like https://example.com/path or subdomains like developers.google.com).
- Needs enough query and impression volume for the signals to kick in.
Why it matters
Track your Google Search performance like never before. Get an instant view of branded vs. non-branded traffic to measure brand awareness and organic reach.
