Google Search Console has introduced a branded queries filter in the Search Console Performance Report to help website owners analyze traffic by query type. This filter automatically distinguishes between branded and non-branded queries, allowing users to better understand how visitors find their site.
What is a Branded Query?
A branded query includes:
- The brand name (e.g., Google)
- Variations or misspellings of the brand name (e.g., Gogle)
- Brand-related products or services (e.g., Gmail)
Branded queries typically generate higher click-through rates and rank better, reflecting traffic from users familiar with the brand. Non-branded queries indicate organic growth by showing how new users discover content without prior brand intent.
How the Branded Queries Filter Works
The filter is available in the Search results Performance report and segments query data into:
- Branded: Queries containing the brand name or related products.
- Non-branded: All other queries.
It works across all search types (web, image, video, news) and displays metrics like impressions, clicks, average position, and CTR for the selected group.
Additionally, a new card in the Insights report shows the breakdown of clicks from branded versus non-branded traffic, helping measure brand recognition and compare traffic volumes.
Identification of Branded Queries
The classification is powered by an AI-assisted system rather than simple keyword filtering. It recognizes brand names in all languages, typos, and queries referring to unique products or services, even if the brand name isn't explicitly mentioned. Some misclassifications may occur due to the dynamic nature of brand identification.
This filter is for data segmentation and analysis only and does not affect Google Search rankings.
Rollout and Availability
The branded queries filter is rolling out gradually. It is:
- Available only for top-level properties (not URL path or subdomain properties).
- Available only for sites with sufficient query and impression volume.
If the filter is not visible, these conditions may not yet be met.
