TL;DR: Google Search Console's Branded Queries Filter Simplifies Traffic Insights
The new Branded Queries Filter in Google Search Console, launched November 2025, classifies search traffic into branded (queries about your brand or products) and non-branded (general searches).
• Track audience behavior: Understand brand loyalty through branded traffic or identify untapped potential via non-branded searches.
• AI-powered categorization: Automatically detects brand-related terms, saving analysis time while improving accuracy.
• Optimize strategies: Refine SEO and marketing efforts by tailoring campaigns based on traffic segmentation.
Take advantage of this feature to strengthen your digital strategy and measure the true impact of your brand. Learn more here.
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The digital world is ever-changing, and with tools like Google Search Console, businesses must adapt to innovations that help them better analyze their performance. One such innovation is the new “Branded queries filter,” rolled out in November 2025. This feature redefines how website owners, entrepreneurs like me, and digital professionals view branded versus non-branded search traffic. Let’s dive into how this works, what it means for your strategy, and why this tool might just be one of the most important updates from Google in recent years.
What is the Branded Queries Filter, and Why Does it Matter?
Google Search Console’s branded queries filter allows us to categorize search traffic into two distinct buckets: branded and non-branded. As a serial entrepreneur who runs multiple businesses, this type of segmentation is key to understanding where my site’s traffic originates from. By identifying branded queries, which include searches containing your company name, variations, or product-related terms, I can measure how strong my brand recognition is versus attracting entirely new audiences.
For example, if users search for “Fe/male Switch” or variations like “female switch game,” these would fall under branded traffic. Non-branded traffic, on the other hand, would consist of queries like “startup platform for women” or “how to launch a tech company,” which focus on the broader problem I aim to solve.
This distinction matters because branded searches primarily reflect brand loyalty and existing audience awareness, while non-branded searches indicate how well your SEO is working to attract new customers. Understanding this distinction helps sharpen marketing strategies and allocate resources more effectively.
How Does Google Classify Branded Searches?
Google uses its AI-driven system to classify search terms as branded or non-branded. Unlike manually tagging keywords, this system automatically identifies variations, misspellings, and associated products or services linked to your brand. A good example would be how “Gogle” or “Gmail,” always gets flagged as branded traffic for Google itself. This advanced AI capability sets this feature apart from older SEO tools that relied on manual input or keyword-pattern matching.
- All search categories: The filter works across web, image, video, and even news searches.
- AI accuracy: It analyzes user intent and query context to reduce misclassification of results.
- Optional customization: Users can still use custom query filtering when needed, especially for specific campaigns.
The tool’s capability isn’t just a time-saver; it’s also a robust way to uncover insights that were previously locked behind tedious manual analysis. However, access is limited to verified domain owners and requires a threshold level of data traffic to function accurately.
How to Use the Branded Queries Filter in Google Search Console
Using the branded queries filter for your website is straightforward. Here’s how to get started:
- Log into Google Search Console: Navigate to the “Performance” section under the Search results tab.
- Add a filter: Click the “+ Add filter” button located in the filters panel.
- Select branded or non-branded: Choose “Branded queries” or “Non-branded queries,” depending on your focus.
- Explore metrics: You’ll find metrics like impressions, clicks, click-through rate (CTR), and average position neatly divided by these categories.
- Combine other filters: Narrow your audience further by cross-referencing devices, dates, and geographical locations.
For instance, as a European startup founder, I frequently track non-branded searches to assess whether our Fe/male Switch platform is attracting global audiences unfamiliar with the concept. By contrast, increasing branded traffic confirms that our campaigns are driving loyalty within our existing community.
Why Entrepreneurs Should Be Excited About This Feature
Entrepreneurs often rely on data to make informed business choices, and this tool unlocks a new layer of clarity. It’s particularly useful because it not only measures the effectiveness of organic campaigns but also tracks how conversations around your brand are evolving.
- Measure brand loyalty: Branded queries reveal how well your current customer base trusts your products or services.
- Discover new audiences: A spike in non-branded queries signals untapped potential and growth opportunities.
- Accurate campaign reporting: Marketers can better attribute traffic to SEO efforts versus brand-driven marketing.
For me, knowing the proportion of branded versus non-branded traffic is critical when pitching new ideas to investors or tailoring new feature rollouts. If 75% of my traffic is branded, I know my next focus should be outreach strategies to draw in untapped communities.
Common Mistakes to Avoid While Using This Tool
- Overlooking branded traffic: Many founders focus only on acquiring new audiences. Not nurturing your loyal customers through branded campaigns could hurt retention.
- Misinterpreting non-branded results: Ensure that search intent aligns with the broader scope of your services.
- Ignoring report segmentation: Always pair branded/non-branded filtering with regional, device-based, or content-type specific filters for granular insights.
The branded queries filter is a stepping stone rather than a silver bullet. It requires thoughtful application to ensure that strategies born from data are actionable and impactful.
Final Takeaways
The Branded Queries filter is a gift to business owners looking to measure the pulse of their brands online. Beyond its direct benefits, it forces you to think more insightfully about your audience segmentation. Success lies in using tools like these to craft better strategies, break into untouched markets, and satisfy loyal customers.
If you’re serious about growing your business, take the time to incorporate this tool into your SEO stack. It only takes one round of meaningful data analysis to discover a metric you didn’t even know existed, and that insight could be invaluable for your next move.
Want to learn more? Visit the official Google announcement page for full documentation.
FAQ on Google Search Console's Branded Queries Filter
1. What is the Branded Queries filter in Google Search Console?
The Branded Queries filter is a new SEO tool that segments search traffic by branded and non-branded queries, helping businesses analyze brand recognition versus audience discovery. Explore Google’s official announcement
2. How does Google determine branded searches?
Google uses advanced AI to classify branded queries based on brand name keywords, variations, misspellings, and associated products. This ensures accuracy in segmentation. Learn about AI classification
3. What metrics are available with the Branded Queries filter?
Users can view impressions, clicks, click-through rate (CTR), and average position for both branded and non-branded queries. Metrics are automatically separated for streamlined analysis. Read about filter capabilities
4. Can this filter work across different types of searches?
Yes, the Branded Queries filter supports web, image, video, and news searches, providing comprehensive performance insights across all search categories. Discover filter functionalities
5. Who can access the Branded Queries filter?
Only verified domain owners with sufficient search data can access this feature. Smaller sites might not meet the traffic threshold needed for accurate classification. Understand access requirements
6. How does this benefit SEO professionals?
SEO experts can use the filter to separate brand-loyal traffic from new audience discovery, refine campaigns, and optimize brand-building efforts. Find out why it matters
7. Is manual input required for branded query segmentation?
No, the system is fully automated and AI-driven, saving time for users while providing precise query classifications. Explore automation benefits
8. Can custom filters still be applied in conjunction with branded queries?
Yes, custom filters for dates, devices, or regions can still be used alongside the branded query filter for more granular analysis. Learn about customization options
9. Why is the Branded Queries filter important for brand recognition?
By measuring branded traffic, businesses can gauge audience loyalty and awareness while monitoring the success of organic marketing campaigns targeting new users. Learn how to measure brand loyalty
10. What mistakes should users avoid when applying the filter?
Avoid ignoring branded traffic or misinterpreting non-branded search intent. Combine segmentation with other filters for a more thorough understanding of your data. Understand common mistakes
About the Author
Violetta Bonenkamp, also known as MeanCEO, is an experienced startup founder with an impressive educational background including an MBA and four other higher education degrees. She has over 20 years of work experience across multiple countries, including 5 years as a solopreneur and serial entrepreneur. Throughout her startup experience she has applied for multiple startup grants at the EU level, in the Netherlands and Malta, and her startups received quite a few of those. She’s been living, studying and working in many countries around the globe and her extensive multicultural experience has influenced her immensely.
Violetta is a true multiple specialist who has built expertise in Linguistics, Education, Business Management, Blockchain, Entrepreneurship, Intellectual Property, Game Design, AI, SEO, Digital Marketing, cyber security and zero code automations. Her extensive educational journey includes a Master of Arts in Linguistics and Education, an Advanced Master in Linguistics from Belgium (2006-2007), an MBA from Blekinge Institute of Technology in Sweden (2006-2008), and an Erasmus Mundus joint program European Master of Higher Education from universities in Norway, Finland, and Portugal (2009).
She is the founder of Fe/male Switch, a startup game that encourages women to enter STEM fields, and also leads CADChain, and multiple other projects like the Directory of 1,000 Startup Cities with a proprietary MeanCEO Index that ranks cities for female entrepreneurs. Violetta created the “gamepreneurship” methodology, which forms the scientific basis of her startup game. She also builds a lot of SEO tools for startups. Her achievements include being named one of the top 100 women in Europe by EU Startups in 2022 and being nominated for Impact Person of the year at the Dutch Blockchain Week. She is an author with Sifted and a speaker at different Universities. Recently she published a book on Startup Idea Validation the right way: from zero to first customers and beyond, launched a Directory of 1,500+ websites for startups to list themselves in order to gain traction and build backlinks and is building MELA AI to help local restaurants in Malta get more visibility online.
For the past several years Violetta has been living between the Netherlands and Malta, while also regularly traveling to different destinations around the globe, usually due to her entrepreneurial activities. This has led her to start writing about different locations and amenities from the point of view of an entrepreneur. Here’s her recent article about the best hotels in Italy to work from.