The branded queries filter in Search Console is now accessible to all eligible sites, enabling easier analysis of traffic-driving queries by automatically distinguishing between branded and non-branded queries. This feature, fully rolled out as of February 21st, offers a more efficient alternative to custom regex filters previously used.
Functionality and Performance
The new filter generally performs well, effectively segmenting queries for many large-scale sites. However, its accuracy varies; in some complex datasets, it excels, while in others, it falls short. Google has indicated that the filter's accuracy will improve over time.
Benefits for SEOs
Despite occasional inconsistencies, the branded queries filter already serves as a valuable time-saving tool for SEOs by simplifying query analysis and segmentation.
