Google has expanded its branded queries filter in Search Console, giving website owners a clearer view of where their search traffic is really coming from.
Previously, separating branded and non-branded traffic often required manual work. Marketers had to rely on filters, keyword lists or third-party tools to estimate how much traffic came from people actively searching for a brand, versus those discovering a site for the first time.
Now, Google has built this segmentation directly into the Search Console Performance report.
The new filter allows you to instantly view data for two categories. Branded queries include searches that contain your brand name, common misspellings, variations or queries related to branded products and services. Non-branded queries include everything else.
When the filter is applied, metrics such as impressions, clicks, click-through-rate (CTR) and average position update to reflect only the selected group.
This matters because branded and non-branded searches tell two very different stories.
Branded traffic usually reflects existing awareness. People already know your business and are searching specifically for it. Non-branded traffic, on the other hand, represents discovery. It shows how well your website is attracting new audiences through search.
Google has also introduced a new card in the Search Console Insights report that highlights the click breakdown between branded and non-branded traffic. This makes it easier to understand whether your visibility in search is being driven primarily by brand recognition or by broader SEO (search engine optimisation) performance.
While Google’s AI-based classification system aims to recognise brand names, variations and related products automatically, some queries may still be misclassified. Importantly, the filter is purely for reporting and has no impact on rankings.
For businesses focused on growth, this new data provides valuable insight into how your brand and SEO efforts are performing. If you want help interpreting the data or improving your search visibility, working with an experienced digital marketing team like us at Engage Web can make all the difference. Get in touch today to see how we can help.
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