Google has rolled out a new query filtering feature in Google Search Console, allowing users to analyze search performance using branded and non-branded queries directly inside the Performance report. The update provides SEO professionals with deeper insights into how brand recognition and generic search intent contribute to website traffic.
The feature appears in the Query filter interface, where users can now choose between three options:
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By keyword (existing option)
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Branded queries (new)
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Non-branded queries (new)
This enhancement simplifies the process of understanding whether clicks and impressions are driven by brand awareness or discovery-based searches.
| ✓ Clicks & impressions by segment
✓ Average position per query type ✓ AI-powered brand name detection |
✓ CTR split across brand vs. discovery
✓ Misspelling & variant recognition ✓ Works across Web, Image, Video & News |
What the New Feature Does
Previously, users who wanted to separate branded and non-branded queries had to export search query data and manually categorize keywords using spreadsheets or third-party tools.
With the latest update, Google Search Console automatically classifies queries so users can filter performance data instantly.
For example, in the query filter panel, users can:
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View queries containing a specific keyword
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Filter results to only branded searches (queries containing the site’s brand name)
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Filter results to non-branded searches (generic queries without brand terms)
This provides faster and more accurate segmentation of search demand.
“SEO teams will now be able to segment out where they helped with non-brand impact — but it also means leadership will be able to filter out a lot of the brand noise some SEO teams hide behind.”— Eli Schwartz, SEO Strategist, via LinkedIn
Why Branded vs Non-Branded Data Matters
The ability to analyze branded versus non-branded traffic is critical for SEO and marketing teams because it reveals how users find a website.
Branded queries typically indicate:
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Existing brand awareness
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Returning users
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Direct search intent for a company or product
Non-branded queries, on the other hand, highlight organic discovery, where users find a website through generic search topics.
By separating these categories, marketers can better measure:
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SEO growth and visibility
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Brand strength in search results
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Content performance for informational queries
A Step Toward Smarter Search Insights
The update reflects Google’s broader effort to make Google Search Console a more powerful analytics tool for publishers and businesses.
Instead of relying solely on third-party SEO software, users can now perform brand-level search analysis directly within Google’s official platform.
This change may also help teams quickly assess the impact of marketing campaigns, PR efforts, and brand awareness initiatives.
Gradual Rollout and Availability
The new branded and non-branded query filters are currently rolling out to Search Console users globally. As the feature becomes widely available, more site owners will see the new filter options in the Performance → Query filter panel.
For publishers and SEO professionals, this update provides a simpler and more accurate way to evaluate how brand recognition influences search traffic in Google’s ecosystem.
