Google Search Console Introduces Powerful New Branded Queries Filter
Google has quietly begun rolling out a new feature in Search Console—the branded queries filter—and it’s something every marketer, SEO professional, and business owner will want to pay attention to. This update allows you to instantly separate branded and non-branded traffic, giving you a clearer picture of how people actually find your website on Google.
This added layer of insight isn’t just another reporting tweak; it’s a practical tool that can influence your content strategy, improve your audience targeting, and strengthen the way you measure search performance.
What Exactly Are Branded Queries?
A branded query is any search that includes your company or product name.
For example:
- Your official name (e.g., Google)
- Misspellings or close variants (e.g., Gogle)
- Associated product names (e.g., Gmail)
These searches usually come from people who already know your brand or have interacted with it before. And that makes branded traffic incredibly valuable—users searching for you by name often click faster, convert better, and view your site as a trusted result.
On the other hand, non-branded queries show how new visitors discover your content organically, without specifically intending to find your business. Understanding the difference helps you shape stronger growth strategies.
Why This Filter Matters for Your SEO Strategy
Differentiating between your loyal audience and first-time visitors has always been tricky. This new filter gives you a practical way to understand:
- Which pages rank strongly because people already trust your brand
- Which pages bring in fresh, non-branded traffic
- How your visibility changes for different types of search intent
- Where opportunities exist to build awareness and expand reach
In Cialdini’s terms, this is where the principle of consistency and authority comes in—when you clearly see what audiences already expect from you, you can align your content to meet those expectations more effectively.
How the New Branded Queries Filter Works
Inside the Search Results Performance Report, you can now segment your data with two dedicated views:
✔ Branded
Shows all queries containing your brand name or brand-related products.
✔ Non-Branded
Shows every other search query that triggered impressions or clicks.
You can apply these filters across all search types—web, images, videos, and news.
Once active, you’ll see metrics such as:
- Impressions
- Clicks
- Average position
- Click-through rate (CTR)
Having this level of visibility allows you to diagnose performance with far greater accuracy—something the SEO community has long been waiting for.
Rollout Timeline & Availability
Google is rolling this update out progressively, so not every account will see it immediately. If the filter hasn’t appeared for you yet, it may be due to:
- Your Search Console property is not a top-level domain
- Your site hasn’t reached the required query volume for Google to generate reliable branded signals
This “scarcity” effect also tends to increase interest—so if the feature isn’t available yet, keep an eye out. It’s coming.
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