The Google Search Console branded queries filter is now available to all eligible websites, giving businesses a powerful new way to analyze search traffic. This update allows website owners and SEO professionals to clearly separate branded and non-branded queries directly within the Performance report.
Previously, separating branded traffic required manual regex filters or keyword lists. With this new feature, businesses can quickly understand how much traffic comes from people who already know their brand versus those discovering their website through search engines.
At Web and Digital Solutions, we help businesses interpret search data and develop SEO strategies that drive real growth and visibility online.
What Is the Google Search Console Branded Queries Filter?
The Google Search Console branded queries filter helps you categorize search traffic into two groups: branded queries and non-branded queries. This makes it easier to understand user intent and evaluate how your SEO strategy is performing.
Branded Queries
Branded queries include searches that contain:
- Your brand name
- Brand variations or misspellings
- Queries related to brand products or services
For example, if someone searches for “Web and Digital Solutions SEO services”, it will be classified as a branded query.
Non-Branded Queries
Non-branded queries do not include your brand name. These searches typically come from users who are discovering your website for the first time.
- SEO services in Canada
- WordPress SEO optimization
- technical SEO audit
Metrics Available in the Branded Queries Filter
When the filter is applied in Google Search Console, the performance report displays metrics only for the selected group.
- Clicks
- Impressions
- Click-through rate (CTR)
- Average search position
The feature works across multiple search types including Web, Image, Video, and News results.
Google officially confirmed the rollout in this announcement: Google Search Central Announcement
Why the Google Search Console Branded Queries Filter Matters for SEO
Measure Brand Awareness
Branded searches show how many users already know your company and are searching specifically for your business online.
Understand Discovery Traffic
Non-branded queries reveal how users find your website through general keywords. This type of traffic is critical for reaching new audiences.
Improve Your SEO Strategy
By analyzing branded and non-branded traffic separately, businesses can identify opportunities to improve content marketing and keyword targeting.
If your website is struggling to attract discovery traffic, read our guide on why websites fail to rank on Google.
How Businesses Can Use This Data to Grow
The Google Search Console branded queries filter helps businesses better understand search performance and marketing impact.
Companies can use this data to:
- Track brand awareness growth
- Measure the success of SEO campaigns
- Improve keyword targeting strategies
- Identify opportunities to increase non-branded traffic
Website speed and user experience also play an important role in attracting organic visitors. Learn more in our guide on website speed and user experience for SEO.
Need Help Improving Your SEO?
Understanding search data is only the first step. Turning insights into real traffic growth requires the right strategy.
At Web and Digital Solutions, we help businesses improve rankings, increase organic traffic, and strengthen their online presence.
Contact our SEO experts today to learn how we can help grow your website traffic.
Conclusion
The Google Search Console branded queries filter makes it easier than ever to understand how users find your website. By analyzing branded and non-branded search traffic separately, businesses can build more effective SEO strategies and expand their online reach.
