Google Search Console has rolled out an important new feature — the Branded vs. Non-Branded Queries filter. This update gives website owners and SEO professionals a clearer understanding of how users discover their websites, and it eliminates the need for manual regex filters or complicated spreadsheets.
If your goal is to grow organic traffic, improve content targeting, and understand your brand’s visibility in search, this filter is a must-use tool.
What Are Branded Queries?
Branded queries include any search terms that contain your brand name, variations of it, common misspellings, or branded product names.
Examples:
- nike running shoes
- mybrand official
- mybrand product name
These searches come from users who already know your brand — meaning they have higher intent and familiarity.
What Are Non-Branded Queries?
Non-branded queries are generic search terms that do not mention your brand.
Examples:
- best running shoes for beginners
- affordable digital marketing services
- how to fix slow website speed
These queries often reflect new potential customers who are discovering your content for the first time.
What’s New in Google Search Console?
The new update introduces a built-in filter that lets you:
- View only branded queries
- View only non-branded queries
- Compare branded vs. non-branded traffic
- Track impressions, clicks, CTR, and positions separately
- Understand how much of your traffic is brand-driven vs discovery-driven
- Analyze brand awareness growth
This removes the need for external analysis tools or custom filtering.
Why This Matters for SEO & Traffic Growth
- Clearer Insight Into Your Audience
You can now see exactly how many users are searching for your brand versus discovering you through non-branded informational searches. - Better Content Strategy
Non-branded queries reveal which topics and questions users search before they know your brand.
This helps you create content that captures new traffic. - Measure Brand Awareness
If branded searches grow over time, your marketing, PR, and brand campaigns are working. - Improved Keyword Targeting
You can focus on high-intent branded queries or expand content based on non-branded search demand. - Cleaner Reporting for Clients & Teams
Your SEO reports become more accurate because you can clearly separate loyalty-driven traffic from organic discovery.
How to Use the New Filter
- Open Google Search Console.
- Go to Performance → Search Results.
- Click Add Filter → Queries.
- Select Branded or Non-Branded.
- Review metrics like clicks, impressions, CTR, and rankings.
You can also compare date ranges to measure growth.
Important Things to Know
- Google uses machine learning to classify branded queries, so it handles misspellings and variations automatically.
- Some smaller websites may see the filter appear later during the rollout.
- The filter does not affect rankings — it only affects reporting.
How This Feature Helps You Get More Traffic
Here’s how you can use it strategically:
✔ Optimize Non-Branded Content
Find search queries that bring new visitors, then create deeper, more optimized content around those terms.
✔ Improve Branded Landing Pages
Use branded query data to enhance product pages, service pages, and brand-focused content.
✔ Identify Opportunities
Low-CTR non-branded queries may indicate that titles or meta descriptions need improvement.
✔ Track Marketing Results
Brand campaigns → higher branded queries → measurable growth.
Conclusion
The new Branded vs. Non-Branded Queries filter in Google Search Console is a powerful addition for anyone serious about SEO. It gives crystal-clear insights into brand visibility, content performance, and organic growth opportunities.
By using this filter regularly, you can make smarter decisions, improve your content strategy, and ultimately drive more targeted, high-quality traffic to your website.
Work with a leading SEO Expert in Delhi — AMSDigital. Boost your branded and non-branded traffic today. Contact sales@amsdigital.in or visit amsdigital.in.
