The recent Backlinko’s Google CTR Study tells that the #1 organic result on Google earns an average click-through rate of 27.6%. This shows strongly that users depend on trusted and familiar search results. Making it a more important factor to distinguish branded vs. non-branded queries than ever. Especially with the recent update of the Google Search Console added Branded Queries Filter.
Yet, until now, the branded filter required manual regex filters or third-party tools.
In November 2025, Google finally released a long-awaited update to the Google Search Console branded filter, a dedicated feature designed to quickly separate branded queries from non-branded ones with a single toggle.
In this blog post, we will explore what this update means for businesses, how to use the feature effectively, and how you can use the branded queries filter to sharpen your SEO strategy.
Google Search Console Added Branded Queries Filter
Google’s latest update introduces the Google Search Console branded filter, a built-in tool that automatically identifies brand-related keywords. This means businesses no longer need to manually enter dozens of brand variations or rely on complicated “query contains” patterns. The feature analyzes your verified domain and auto-detects branded terms, including official brand names, product lines, and common misspellings.
This update is especially important as the “seo branded vs unbranded” debate becomes central to performance reporting. Brands can now clearly see if growth is due to genuine organic discovery or simply familiar audiences returning. In other words, the Search Console branded queries filter brings clarity to what used to be guesswork.
Moreover, with increased competition and AI-powered search experiences, marketers must now track non-branded search performance more accurately. This update allows you to differentiate brand vs non-brand traffic in GSC without spreadsheet-heavy processes. Google’s automatic detection improves reporting accuracy and saves significant time for SEO teams.
The Google Said:
A branded query is a query that includes your brand name (for example, Google), variations or misspellings of the brand name (for example, Gogle), and brand-related products or services: (for example, Gmail).
Differentiating between traffic from people who are already familiar with your brand and people who aren’t is not always straightforward. Focusing on branded queries and non-branded queries separately can help you better understand traffic patterns. Branded queries typically lead to higher-ranking pages from your site and result in higher click-through rates, whereas non-branded queries offer organic growth, as they show how new users find your content without any initial intent to go to your site.
Do you need help setting up or interpreting your GSC brand filter?
Connect with 6S Marketers trusted SEO growth partner.
What Is the Branded Filter in Google Search Console?
The GSC brand filter is a new toggle in the Google Search Console Performance Report that automatically separates branded and non-branded queries. When activated, it filters all query impressions, clicks, and CTR metrics associated with your brand name. This includes primary brand keywords, common shorthand, phonetic spellings, and associated product lines.
This filter goes beyond exact-match detection. Google uses linguistic modeling and intent analysis to classify queries. For example, if your brand is “BlueLeaf CRM,” the tool will also capture searches like “blue leaf crm login,” “blueleaf customer portal,” and “blueleafcrm.” As a result, you get a far more accurate view than manual filtering could provide.
The Google Search branded query report helps businesses understand whether visibility improvements are the result of branding efforts, SEO strength, or a mix of both. Since branded queries naturally enjoy higher CTRs and stronger positioning, analyzing them separately is essential for understanding real organic momentum.
Where to Find & Use the Branded Queries Filter in GSC
You can access the Search Console branded queries filter directly through the Performance Report dashboard. To find it, open Google Search Console → Performance → Search Results → Queries. You will now see a toggle named “Branded” beside filters like Date, Device, and Country.
Image credit: Google Developer
When activated, the filter adjusts the entire performance dataset. You can also switch to Non-Branded with one click to focus on pure organic growth opportunities. This is extremely valuable when prioritizing keywords, testing content strategy, or measuring SEO-driven discovery.
To filter branded queries in Search Console, follow these quick steps:
- Log in to GSC.
- Navigate to Performance → Search Results.
- Click the “Add Filter” button.
- Select “Search Type” → “Branded”.
- Review your branded-only impressions and clicks.
- Switch to “Non-Branded” for comparison.
Using it regularly helps marketers understand what percentage of traffic is brand-driven versus discovery-driven. This distinction is critical when reporting results to stakeholders or planning SEO growth initiatives.
Image Credit: Google Developers. (Shows the breakdown of total clicks for branded versus non-branded traffic)
Do you need a professional keyword audit with branded vs. unbranded insights? Book a consultation with 6S Marketers today.
Limitations & Considerations
While the Google Search Console branded filter is a breakthrough update, it does come with certain limitations. For example, Google’s detection relies heavily on brand recognition models. If your brand is new, generic, or overlaps with common dictionary words, the tool may misclassify queries. In such cases, manual refinements may still be needed.
Additionally, multilingual websites may face partial brand detection challenges. If your brand is translated or transliterated into multiple languages, some variants may not be automatically recognized. Google is expected to improve this model over time, but businesses should double-check accuracy in the initial months.
Another point to remember is that branded queries do not necessarily represent SEO growth. High branded traffic often indicates strong offline or paid brand campaigns. Non-branded queries, on the other hand, reveal how well your SEO strategy is performing in terms of visibility, content authority, and long-tail keyword wins.
Therefore, businesses must continue comparing seo branded vs unbranded performance regularly to maintain a balanced perspective.
Conclusion
The introduction of the Google Search Console branded filter marks a major shift in how businesses interpret search performance. With branded and non-branded queries now separated automatically, marketers can analyze growth signals with far greater accuracy. This update helps SEO teams focus on true discovery keywords while still measuring the power of brand authority.
To recap:
- Branded queries often come with higher CTRs and stronger positions.
- Non-branded queries show real SEO visibility and growth potential.
- The GSC brand filter makes this differentiation effortless.
- Businesses can finally differentiate brand vs non-brand traffic in GSC without manual setups.
If you are serious about improving your SEO roadmap, keyword insights, and search performance accuracy, this update is one of the most impactful changes Google has introduced in years.
👉 Need expert help? 6S Marketers offers SEO services tailored to businesses that want measurable, transparent, and strategic growth. Connect with our team anytime.
Also, tell us in the comments: How do YOU plan to use the new branded filter? Have you already noticed changes in your performance reports?
FAQs
1. What is the branded filter in Google Search Console?
The branded filter automatically separates queries containing your brand name or variations of it. It helps businesses understand how much of their traffic comes from brand familiarity versus pure search discovery.
2. How accurate is the branded filter?
Google’s detection is highly accurate for established brands with strong identity. However, new or generic brands may require manual verification. The model improves with more data over time.
3. Why is branded vs. non-branded analysis important?
Branded queries reflect brand strength, while non-branded keywords indicate true SEO performance. Separating them helps businesses identify areas for growth and measure real organic visibility.
4. Does the GSC brand filter work for misspellings?
Yes. Google’s language models identify phonetic spellings, abbreviations, and common user mistakes, making it far more accurate than manual filtering.
5. Will this update impact organic reporting for agencies?
Absolutely. Agencies can now provide clearer SEO reports, separating brand-driven traffic from organic SEO wins. This improves transparency and strategy planning.
