Branded Queries Filter: Google's New Feature Is Out Now

Spin Markket
Jan 19
3 min read

Google just rolled out a new feature in Search Console called the Branded Queries Filter, and it’s actually beneficial! It offers a clear view of how much traffic comes from people who already know your brand vs. people discovering you for the first time.

What is the Branded Queries Filter?

You’ll find this new filter in the Performance report in Google Search Console (GSC).

Google’s AI automatically splits your search queries into two groups:

Branded queries

Searches that include your brand name, close variations, misspellings, or product names.
Example: For Google, searches like “Gmail,” “Gogle,” or “Google Workspace” all count as branded.

Non-branded queries

More generic searches like “best CRM platform” or “email tool for teams.”
These people don’t know you yet—they’re just looking for solutions.

What is the Best Part?

No more need to write complicated RegEx filters. Google’s AI handles the classification for you, so you get clean, trustworthy segments in seconds.

Why This Update Matters

Separating branded and non-branded traffic isn’t just “nice to have”—it changes how you understand performance.

1. Measure real SEO growth

Non-branded traffic tells you how well your SEO is bringing in new people who weren’t already searching for your name.
It helps you showcase how much your SEO work contributes to new customer acquisition and growth, instead of just brand searches.

2. Track brand awareness

Branded traffic reflects the impact of everything else you’re doing: ads, social media, PR, podcasts, etc.
Now you can actually see your brand strength in the form of clicks and impressions, not just guesses.

3. Get more accurate reporting

Big brand campaigns (TV ads or viral posts) can cause a spike in branded searches that makes “organic traffic” look amazing.
With this filter, you can separate brand buzz from genuine SEO improvements, making reporting and budget decisions much transparent.

4. Build a smart content strategy

You can see which pages attract cold, non-branded traffic and which ones mainly serve existing fans.
This helps you double down on the content that turns strangers into leads and customers.

How to Turn On the Filter

Using it is simple:

1. Open Google Search Console.

2. Go to the Performance report.

3. Click + Add filter at the top.

4. Choose Query as the filter type.

5. Select Branded or Non-Branded.

6. Apply the filter and view your data.

You’ll now see Clicks, Impressions, CTR, and Average Position for each segment separately.

Bonus: Search Console Insights now shows a pie chart of branded vs non-branded clicks—perfect for quick stakeholder updates.

Rollouts and Limitations

Google is rolling this out globally for English-language properties, but there are a few things to know:

Root domains only
It works for main domains like https://example.com/, not for individual subfolders (e.g. /blog/) or subdomains (e.g. dev.example.com).
Minimum query volume
If your site doesn’t have enough branded searches or impressions yet, you might not see the filter. As your brand grows, it should appear.

How to Get the Most Out of the Branded Queries Filter

Here are practical ways to use it:

1. Set a non-branded baseline

Apply the non-branded filter and note your current clicks, impressions, CTR, and position.
Track this over time to see if your SEO is actually growing or not. If it’s flat, it might be time to adjust your strategy.

2. Fix low CTR opportunities

Look for non-branded queries with high impressions but low CTR.
These are pages that are being seen but not clicked. Test new titles and meta descriptions to make them more compelling.

3. Measure the impact of brand campaigns

After launching a brand or awareness campaign, switch to the Branded filter.
If branded clicks jump, you can clearly show how that campaign boosted organic interest in your brand.

4. Understand the traffic drops