Google extends the Search Console branded query filter to all eligible sites
The Google branded query filter in Search Console is now available for all eligible sites. Google’s new query filter, announced on Nov. 20, we allow you to separate branded and unbranded search traffic Working report.
Why do we care. Separating branded and unbranded queries has long required manual regex filters or keyword lists. This update gives you native segmentation in the search console, making it easy to measure product demand against discovery traffic.
Google announcement. Google confirmed the wide availability of LinkedIn posts today:
- “The branded query filter in Search Console is now available for all eligible sites! This feature helps you analyze the queries that drive traffic to your site by automatically distinguishing between branded and unbranded queries.”
Details. Branded query filter from Search results Performance report. It allows you to divide questions into two groups:
- Sealed: Questions that contain your brand name, variations, misspellings, or product-related products and services.
- Non-brand: All other questions.
When used, Search Console limits metrics — impressions, clicks, CTR, and average position — to a selected group. The filter applies to all search types (Web, Image, Video, News) in the report.
Information report. Google also added a new card in Search Console Understanding indicative report split of clicks between branded and unbranded traffic.
- The score helps you measure brand awareness by comparing traffic from users who are already familiar with your brand to those who are discovering your site for the first time, Google says.
Google product classification. Google uses an internal AI-assisted system to determine whether queries are flagged. The system can see:
- Brand names in multiple languages
- Misspellings and variations
- Questions referring to specific products or services
Some queries may be misclassified due to the context of product discovery, Google said. The filter is purely a reporting feature and does not affect search rankings.
What you can watch. Today’s announcement indicates that we have reached all eligible sites, although some properties may not be eligible due to the needs of the query and the volume of impressions.
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