BRANDED VS NON-BRANDED SEARCHES, NOW SPLIT FOR YOU.
If most of your Google traffic comes from people typing your business name, your SEO is not finding new customers. Search Console now separates those searches automatically. Here is how the filter works and where it falls short.
AT A GLANCE
By Conqueror Capital · Published
The change: Google announced November 20, 2025; available to all eligible sites from March 11, 2026.1
WHAT CHANGED
On November 20, 2025, Google announced a branded queries filter in the Search Console Performance report. It automatically separates branded and non-branded queries.1 Google updated the post on March 11, 2026 to say the filter is now available to all eligible sites.1
Google defines a branded query as one that includes your brand name, variations or misspellings of it, and brand-related products or services.1 For a local business, that usually means searches for your business name.
Google's own examples: for google.com, a search for Gmail counts as branded, and so does the misspelling "Gogle". Google also said the filter would roll out gradually over the weeks after the announcement.1
HOW IT WORKS
- Two views. Branded shows queries that include your brand name or closely associated products; non-branded shows all other queries.1
- All the usual metrics. Impressions, clicks, average position and CTR, across web, image, video and news search types.1
- A new Insights card. Google added a card to the Insights report showing total clicks split between branded and non-branded traffic, which Google says helps you measure brand recognition.1
- AI-assisted, not a keyword list. Google says the classification is not based on a regular expression. It is determined by an internal, AI-assisted system and can include typos and queries about a unique product without your name.1
THE LIMITS
- Top-level properties only. Not URL-path properties or subdomain properties.1
- Enough data required. Google says it is only available for sites with a sufficient volume of queries and impressions.1 Many very small sites may not qualify.
- Mistakes happen. Google says some queries may occasionally be misidentified.1
- No ranking effect. Google says the filter has no effect on how Google Search ranking works.1
If you don't qualify, the older method still works: the "Filter by query" option in the Performance report, where you can include or exclude your business name yourself.1
WHY IT MATTERS
Google puts the difference plainly: branded queries typically bring higher-ranking pages and higher click-through rates, while non-branded queries show how new users find your content without first intending to visit your site.1
For a plumber, a dentist or a restaurant, non-branded searches are the ones like "emergency plumber" or "tacos near me". Those are new customers. A report full of clicks can look healthy while almost all of it is people who already knew your name.
QUICK QUESTIONS
Will using the filter change my rankings?
No. Google says it is only for segmenting and analyzing your data and has no effect on how Google Search ranking works.1
My business name is a common word. Will it get confused?
It might. Google says the classification is dynamic and contextual and some queries may occasionally be misidentified.1 Spot-check the branded list, and use Filter by query if the split looks wrong.
Does it work for image or news traffic?
Yes. Google says you can apply it across web, image, video and news search types.1
Where did Query groups come from?
Google launched Query groups in Search Console Insights the month before, and describes the branded filter as an additional tool for analyzing performance by query type.1
WHAT TO DO
- Open Performance → Search results2 and look for the branded filter. If it isn't there, use Filter by query with your business name.
- Look at non-branded clicks over 3 to 6 months. This is the number local SEO work should move.
- Check which pages earn non-branded clicks. If it is only your homepage, your service and area pages may need work. See local landing pages.
- Ask your agency for the split. Any report that lumps branded and non-branded traffic together hides the part that matters. Our guide on choosing an agency has more questions to ask.
SOURCES
- Google Search Central Blog, Introducing the branded queries filter in Search Console, November 20, 2025.
- Search Console Help, Performance report (Search results).
Platforms change often. Check the sources for the current version before acting.
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