Introducing the branded queries filter in Search Console

Thursday, November 20, 2025

Following the Query groups launch last month, we're happy to denote we're providing an further instrumentality to analyse the performance of your website by query type successful the Search Console Performance Report: the branded queries filter. This caller characteristic is designed to thief analyse the queries driving traffic to your tract by automatically differentiating betwixt branded and non-branded queries.

What is simply a branded query?

A branded query is simply a query that includes your marque sanction (for example, Google), variations or misspellings of the marque sanction (for example, Gogle), and brand-related products aliases services: (for example, Gmail).

Differentiating betwixt postulation from group who are already acquainted pinch your marque and group who aren't is not ever straightforward. Focusing connected branded queries and non-branded queries separately can thief you amended understand postulation patterns. Branded queries typically lead to higher-ranking pages from your tract and consequence successful higher click-through rates, whereas non-branded queries connection integrated growth, as they show really caller users find your contented without immoderate first intent to spell to your site.

How does the branded queries select work?

The caller select is accessible wrong the Search results Performance report and lets you conception your query information into 2 chopped views:

1. Branded: Shows capacity information for queries that see your marque name aliases intimately associated products (for example, Gmail for google.com).
2. Non-branded: Shows capacity information for each different queries.

You tin use this select crossed each hunt types (web, image, video, and news) successful the search results capacity report. When applied, you will beryllium capable to spot metrics—such arsenic impressions, clicks, mean position, and CTR—limited specifically to the selected group.

Additionally, we person added a caller paper to the Insights report that shows the breakdown of full clicks for branded versus non-branded traffic, helping you measure brand nickname and comparison the measurement of postulation from group already acquainted pinch your marque to the measurement of postulation from those who didn't explicitly intend to sojourn your site.

How are branded queries identified?

The classification of branded versus non-branded is NOT based connected a regular expression method of including aliases excluding keywords, which is already disposable successful the "Filter by query" section. It is wished by an internal, AI-assisted system. It includes your website marque name in each languages, typos, and besides queries that don't see the marque sanction but mention to a unique product aliases work of the site.

Due to the move and contextual quality of marque classification, immoderate queries whitethorn occasionally be misidentified. This select is designed to make it easier for you to conception and analyse your data within Search Console; it has nary effect connected really Google Search ranking works.

Rollout and availability

The branded queries select will beryllium rolling retired gradually complete the coming weeks. If you cannot spot this action successful your reports, it mightiness beryllium owed to 1 of the pursuing reasons:

• This is only disposable for apical level properties (and not for URL way properties specified as https://example.com/path aliases subdomain properties specified arsenic developers.google.com).
• This is only disposable for sites pinch a capable measurement of queries and impressions for our signals.

We promote you to dive into the Performance report, research this caller segmentation, and summation a clearer position connected your site's performance. Since this is simply a caller benignant of study successful Search Console, your feedback is highly welcome. You tin supply feedback done the thumbs up and thumbs down available successful the cards and, if needed, utilizing the Submit feedback link. You tin stock your comments on LinkedIn or station successful the Google Search Central Community.

Posted by Michael Huzman, Software Engineer, Search Console