Google Search Console branded queries filter now available to eligible sites

Google Search Console is expanding access to the branded queries filter, allowing more website owners to separate branded and non-branded search queries in their performance data.

Google Search Console is expanding access to the branded queries filter, allowing more website owners to separate branded and non-branded search queries in their performance data. First announced in November 2025, the feature is now rolling out to all eligible sites and is designed to help businesses better understand how users discover their websites through Google Search.

Google confirmed the broader availability of the feature in a LinkedIn post on 11 March, stating:

“The branded queries filter in Search Console is now available to all eligible sites! This feature helps you analyze the queries driving traffic to your site by automatically differentiating between branded and non-branded queries.”

What Are Branded vs Non-Branded Searches?

Branded queries refer to searches that include a business name, website domain, or brand-specific products and services — including common misspellings. These typically come from users who are already familiar with a specific brand or company and are actively looking for it.

Non-branded queries, in contrast, are searches that do not mention a brand name. These often come from people who are researching a solution or looking for a service, and may be discovering a business for the first time.

According to Google, the filter relies on an AI-assisted system rather than simple keyword matching. This allows it to recognise brand references across languages, common misspellings, and even searches that refer to a unique product or service associated with a brand without naming it directly.

When applied, the filter limits performance metrics — impressions, clicks, click-through rate (CTR), and average position — to the selected group of queries. It can also be used across all search types within the Performance report, including Web, Image, Video and News results.

Google noted that the feature is only available for eligible properties, meaning some sites may not yet qualify due to query and impression volume requirements.

Why Non-Branded Traffic Matters for Growth

For businesses monitoring their organic search performance, separating these two query categories can provide a clearer picture of growth. Branded searches often generate higher click-through rates because users are intentionally looking for a specific company. Non-branded queries, however, are where new customer acquisition typically happens.

Strong branded traffic can sometimes make a website’s overall search performance appear stronger than it actually is. If most visitors arrive through brand searches, it may indicate strong brand recognition but limited exposure to new audiences. Understanding this distinction is central to any effective SEO strategy — and it’s a topic we explore further in our guide to branded vs non-branded traffic.

Data for the branded queries filter is currently available from 21 February 2026 onwards, which means year-on-year comparisons will still require manual filtering for older data.

How to Measure Branded vs Non-Branded in Search Console

Separating branded and non-branded queries has long required manual regular expression filters or keyword lists. The new filter simplifies that process by automatically grouping the data within Search Console. Here’s how to get started:

1. Open the Performance report in Google Search Console and select the date range you want to analyse.
2. Apply the branded queries filter using the new toggle to isolate branded traffic.
3. Record your branded metrics — impressions, clicks, CTR, and average position.
4. Remove the filter (or invert it) to view non-branded data for comparison.
5. Compare the two datasets to understand how much of your visibility depends on brand recognition versus discovery-driven search.

For a deeper walkthrough of the Performance report, see the official Google Search Console help documentation. You can also review Google Search Central’s blog for updates on feature rollouts.

How to Balance Both for Maximum SEO Impact

A healthy organic search profile typically shows growth in both branded and non-branded queries — but they serve different purposes and require different strategies.

For branded queries: focus on reputation management, ensuring your branded SERP is clean, and capturing misspellings and product-name variations. Strong branded CTR is a positive signal, but it should not be the only source of your traffic.

For non-branded queries: invest in content, topical authority, and technical SEO. This is where digital marketing services can help you build visibility for the solution-based and research-driven searches that bring in new customers.

The goal is not to choose one over the other — it’s to ensure your non-branded growth keeps pace with your branded growth, so your overall performance isn’t masking a reliance on existing brand awareness.

FAQ

What is the branded queries filter in Google Search Console?
It’s a feature that automatically separates branded from non-branded search queries in your Performance report, using an AI-assisted system rather than manual keyword matching.

Is the filter available to everyone?
No — it’s available to eligible properties only. Some sites may not yet qualify due to query and impression volume requirements.

How far back does the data go?
Data is available from 21 February 2026 onwards, so year-on-year comparisons for older periods still require manual filtering.

Does it work across all search types?
Yes — the filter can be applied across Web, Image, Video, and News results within the Performance report.

Why should I care about non-branded traffic?
Non-branded queries are typically where new customer acquisition happens. I