Google Search Console Branded Queries Filter Now Available for All Sites
Google has expanded the Google Search Console branded queries filter to all eligible websites. This update makes it easier for website owners and marketers to understand where their search traffic comes from.
In the past, separating branded and non-branded search traffic was not simple. Many SEO professionals had to create manual keyword lists or use complex regex filters to identify branded queries. However, Google has now simplified this process.
With the new update, Search Console automatically separates branded and non-branded queries. As a result, marketers can quickly analyze traffic sources and understand user behaviour more clearly.
What Is the Google Search Console Branded Queries Filter?
The Google Search Console branded queries filter is a feature that separates search traffic into two categories: branded queries and non-branded queries.
This filter helps website owners understand whether users already know their brand or are discovering it for the first time. Therefore, businesses can measure both brand awareness and organic search performance more effectively.
Understanding Branded Search Queries
Branded queries are searches that include a company’s brand name or variations of it. In most cases, users making these searches already know about the brand.
For example, if a company’s name is TechNova, branded searches might include:
- TechNova SEO tools
- TechNova pricing
- TechNova reviews
These searches show that users are intentionally looking for that specific brand.
In addition, branded searches often indicate strong brand recognition. When more people search for a brand name directly, it usually means that the brand is becoming more popular or trusted.
What Are Non-Branded Queries?
Non-branded queries, on the other hand, do not include a brand name. Instead, users search for general topics, products, or solutions.
For example, users might search for:
- best SEO tools for beginners
- website analytics tools
- how to improve search rankings
These types of searches help users discover new websites and businesses. Therefore, non-branded traffic is important for attracting new audiences through organic search.
Why This Update Is Important for SEO
The Google Search Console branded queries filter makes SEO analysis easier and faster. Previously, marketers had to manually filter keywords to separate branded traffic.
However, the new filter now handles this automatically.
As a result, businesses can quickly analyze important data such as:
- how many users search for their brand
- how much traffic comes from new users
- whether brand awareness is increasing
Meanwhile, marketers can also measure the success of their SEO and content marketing strategies more accurately.
Branded searches usually show brand recognition and customer loyalty, while non-branded searches reveal how well a website attracts new visitors.
Where to Find the Branded Queries Filter
You can find the Google Search Console branded queries filter inside the Performance report.
To use it, follow these simple steps:
- Log in to Google Search Console
- Open the Performance report
- Click on Add Filter
- Select Branded Queries
Once the filter is applied, Search Console will display data only for the selected query type.
This includes metrics such as:
- Impressions
- Clicks
- Click-through rate (CTR)
- Average search position
In addition, the filter works across different search types, including web, image, video, and news results.
New Insights in Search Console
Google has also introduced a new card in the Search Console Insights report. This card shows a breakdown of clicks from branded and non-branded searches.
Because of this feature, website owners can quickly understand how users are discovering their content.
For instance, if most clicks come from branded queries, users are likely already familiar with the brand. However, if most clicks come from non-branded searches, it means new users are discovering the website through search.
Both types of traffic are important for building a strong online presence.
How Google Identifies Branded Searches
Google uses an AI-assisted system to identify branded queries.
This system can recognize:
- brand names in multiple languages
- spelling variations and misspellings
- queries related to brand products or services
However, Google has mentioned that some queries may occasionally be classified incorrectly because search intent can be complex.
It is also important to note that the Google Search Console branded queries filter is only used for reporting. Therefore, it does not affect search rankings.
What This Update Means for Marketers
The expansion of the Google Search Console branded queries filter provides marketers with clearer insights into their search traffic.
Instead of spending time creating manual filters, teams can now easily track brand awareness and organic discovery. As a result, they can better understand how users interact with their website in search results.
Ultimately, this feature helps businesses improve their SEO strategies and content planning by providing more accurate search data.
FAQs
Q1. What are branded queries in Google Search Console?
Branded queries are search terms that include a company’s brand name or variations of it.
Q2. What are non-branded queries?
Non-branded queries are searches that do not include a brand name and usually help users discover new websites.
Q3. Where can I find the branded queries filter?
You can find it in the Performance report inside Google Search Console.
Q4. Does the branded queries filter affect search rankings?
No. The filter is only used for reporting and does not influence search rankings.
Q5. Why is it important to track branded and non-branded traffic?
Tracking this data helps marketers understand brand awareness and measure how effectively their website attracts new users through organic search.