New Branded Queries Filter in Google Search Console: November 2025
The introduction of the branded queries filter in Google Search Console enables SEO professionals to sharpen their understanding of website traffic patterns. This update provides crucial insights into the performance of branded versus non-branded queries, allowing for more informed strategic decisions.
Understanding Branded Queries
A branded query is any search query that contains your brand name or closely related terms, such as variations or misspellings. This includes:
- Your brand name (e.g., Google)
- Common misspellings (e.g., Gogle)
- Products or services associated with your brand (e.g., Gmail)
Benefits of Differentiating Query Types
Separating branded from non-branded queries provides valuable insights:
- Branded Queries: Generally lead to higher click-through rates and easy identification of loyal customers.
- Non-Branded Queries: Offer organic growth opportunities by attracting new users who may not be initially familiar with your brand.
How the Branded Queries Filter Works
This new feature allows you to:
- Access performance data segmented into branded and non-branded views within the Search Console Performance Report.
- Analyze metrics such as impressions, clicks, average position, and CTR by applying this filter across various search types (web, image, video, news).
Insights on Traffic Performance
A new Insights report card now displays the breakdown of total clicks for branded versus non-branded traffic, providing critical insights on:
- Brand recognition
- Comparative analysis of traffic from familiar versus unfamiliar users
How Branded Queries Are Identified
Branded queries are classified using an internal, AI-assisted system that recognizes:
- Your brand name in multiple languages
- Common typographical errors
- Queries that reference unique products or services but do not include the brand name
Occasional misidentifications may occur due to the complex nature of language and context.
Rollout and Availability
The branded queries filter is deploying gradually over the coming weeks. It is available for:
- Top-level properties only
- Sites with sufficient traffic volume for accurate data segmentation
What to Do Next
SEO professionals are encouraged to explore the Performance report, utilize this new segmentation, and analyze results to gain deeper insights into website performance. Your feedback is welcomed to refine this feature further!
Key Takeaways
- This feature enhances the ability to differentiate between branded and non-branded traffic.
- Better insights into user behavior can lead to more effective SEO strategies.
- Using the new tool can help boost brand engagement and visibility.
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