Google Search Console Adds Branded Queries Filter

Google has begun rolling out a new branded vs. non-branded queries filter inside Search Console, giving website owners clearer insight into how users discover their site. The update, announced at the Google Search Central event in Tel Aviv, introduces one of the most requested reporting features — the ability to separate brand-driven search demand from true organic discovery. The filter is available within the Performance report and works across Web, Image, Video, and News search types. While rollout is gradual, Google confirmed the feature will appear only for properties with sufficient impressions and only for top-level domains (not URL-path or subdomain properties). Key Highlights Google Search Console has introduced a new branded vs. non-branded queries filter in the Performance report. The feature helps marketers separate brand-driven traffic from true organic discovery. Google defines branded queries as any search query that contains brand names, misspellings, or product/service names. A new Insights card now shows the percentage of branded vs. non-branded clicks. The filter works across Web, Image, Video, and News search types. Rollout is gradual and only available to properties with sufficient impressions. Marketers can now measure brand awareness, evaluate SEO acquisition performance, and refine content strategy more effectively. What Counts as a Branded Query? Google defines a branded query as any search that includes your brand name, its variations, misspellings, or product/service names. For example: “Google,” “Gogle” “Gmail,” “Google Drive,” etc. Branded queries typically produce higher click-through rates and rank more easily because users already intend to visit a specific brand. Non-branded queries — such as “email service” — signal new audience discovery and organic growth. Until now, distinguishing between the two required manual regex filters or external tools. With this update, Search Console provides automatic segmentation. Where to Find the New Filter Inside Search Console → Performance Report → Search Type → Query Filter → Branded / Non-Branded. Once applied, metrics such as impressions, clicks, CTR, and average position will update instantly to reflect only the selected query group. Google has also added a new card in Search Console Insights that shows your branded vs. non-branded click percentage. It helps you measure brand recognition and identify how many visitors arrived intentionally versus discovery-based searches. Why This Matters for Marketers This update gives SEOs and marketing teams a much clearer picture of how their content drives growth. Key benefits include: More accurate attribution: Separate brand strength from SEO-driven acquisition. Better competitive benchmarking: Measure how you perform on non-brand queries where competition is highest. Improved reporting: Clear KPIs for brand awareness vs. discovery growth. Smarter content strategy: Identify pages that attract non-branded traffic and expand those topics. AI-search readiness: Non-branded visibility plays a bigger role in AI Overviews and generative search results. The Bottom Line Google’s branded queries filter gives marketers a long-awaited, cleaner view of search performance. It simplifies analytics, improves attribution, and helps teams understand the real impact of their SEO strategy — especially as search shifts toward AI-assisted discovery. People Also Read: Google Ads Launches ‘Branded Searches’ Metric to Track Brand Impact Across YouTube & Search

Google Search Console Rolls Out Branded Queries Filter to Improve SEO Visibility

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