Google Search Console just rolled out a new filter that separates branded from non-branded queries. This update gives you a clearer picture of how people find your business. You can now see which searches include your brand name and which ones rely on your content, keywords, or authority.

For Web3 businesses, marketing agencies, and professional services, this matters. You need to know if people search for you by name or discover you through your expertise. Therefore, this filter helps you understand brand recognition, content performance, and where to focus your marketing efforts.

What Is the Branded Queries Filter?

A man explaining what Branded Queries Filter?

The new filter splits your search queries into two categories:

Branded queries include your business name, product names, or any variation of your brand. For example, “InfluxJuice marketing” or “InfluxJuice GEO services” would count as branded.

Non-branded queries are searches where people find you without using your brand name. For instance, “Web3 SEO agency” or “how to rank on ChatGPT” would be non-branded.

Previously, all queries appeared together in Search Console. Now, you can filter and analyze them separately. This gives you better insight into how your brand performs versus how your content performs.

Why This Filter Changes Everything

Understanding the difference between branded and non-branded traffic helps you make smarter marketing decisions. Here’s what each type tells you:

When people search for your brand by name, it means they already know who you are. Additionally, high branded search volume indicates strong brand recognition. However, if your branded queries are low, you need to invest more in brand awareness campaigns.

Non-branded searches reveal how well your content ranks for industry topics. Moreover, these queries show whether your SEO and content strategy are working. If your non-branded traffic is growing, your expertise is reaching new audiences.

A healthy business needs both. Specifically, too much branded traffic means you’re only reaching people who already know you. On the other hand, too much non-branded traffic without brand recognition makes it harder to build loyalty and repeat business.

How Google Identifies Branded Queries

Google uses its algorithm to determine which queries include your brand. The system looks for your business name, product names, common misspellings, and brand variations. For example, if your company is “InfluxJuice,” Google recognizes searches like “Influx Juice,” “InfluxJuice agency,” or “InfluxJuice GEO” as branded.

The filter also accounts for branded queries combined with other terms. For instance, “InfluxJuice pricing” or “InfluxJuice reviews” would still count as branded because they include your business name.

Google’s system isn’t perfect, but it’s accurate enough to give you useful insights. If you notice misclassified queries, you can still analyze them manually by reviewing the full query list.

Where to Find the New Filter

Using the new filter is straightforward. Follow these steps:

Log into Google Search Console and select your property
Navigate to Performance in the left sidebar
Click “+ New” to add a filter
Select “Query type” from the dropdown
Choose “Branded” or “Non-branded” to view specific results

Once you apply the filter, you’ll see clicks, impressions, CTR, and average position for that query type. Furthermore, you can compare branded versus non-branded performance over time.

What Your Data Reveals

Once you apply the filter, look for these key insights:

Are more people searching for your brand over time? If yes, your brand awareness campaigns are working. If branded searches are flat or declining, you need to invest more in visibility.

Is your content attracting new audiences? If your non-branded queries are increasing, your SEO strategy is effective. This shows you’re ranking for industry topics and reaching people who don’t know you yet.

Do branded or non-branded queries have higher click-through rates? Branded queries usually have higher CTR because people already know you. If your branded CTR is low, check your meta descriptions and search appearance.

Where do you rank for each type? You should rank #1 for branded queries. However, non-branded queries may rank lower as you compete with established sites. Track position changes to see if your content is climbing.

Practical Ways to Use This Filter

This filter isn’t just for reporting – it helps you make better marketing decisions. Here’s how to use it:

Review your non-branded queries to see which topics drive traffic. If certain keywords perform well, create more content around those themes. Additionally, look for high-impression, low-click queries and optimize those pages.

If you’re running ads, PR campaigns, or social media pushes, track branded query growth. Rising branded searches mean your campaigns are working. Flat or declining branded searches mean you need to adjust your approach.

If branded searches drop suddenly, check for negative reviews, PR problems, or competitor activity. People might be searching for your brand but finding negative content, which reduces clicks.

Don’t focus only on one type. Build content that ranks for non-branded queries, then use strong calls-to-action and brand messaging to convert visitors into loyal customers who search for you by name.

Common Patterns and What They Mean

Different businesses see different patterns in their branded versus non-branded data. Here’s what common scenarios reveal:

You have strong brand loyalty, but limited reach. People who know you search for you, but you’re not attracting new audiences. Focus on content marketing, SEO, and keyword optimization to expand your visibility.

Your content ranks well, but people don’t remember your brand. You’re attracting traffic, but not building recognition. Invest in brand awareness campaigns, including social media, PR, and consistent messaging.

Your marketing strategy is balanced. You’re attracting new audiences and building brand recognition. Keep doing what you’re doing, and track trends to spot any shifts.

Something’s wrong. You’re losing visibility and brand awareness. Check for technical SEO issues, algorithm updates, or increased competition. Additionally, review your content quality and update outdated posts.

The Rollout Timeline

Google began rolling out this filter in early 2025. The feature is now available to all Search Console users, but some accounts may still be waiting for access. If you don’t see the “Query type” filter option yet, check back in a few weeks.

Google hasn’t announced whether this filter will expand to include other query types in the future. For now, it only separates branded from non-branded searches.

How This Affects Your SEO Strategy

This filter changes how you measure SEO success. Previously, you looked at total traffic and rankings. Now, you can see whether your traffic comes from brand recognition or content performance.

If you’re just starting out, expect mostly non-branded queries. Focus on creating high-quality content, optimizing for keywords, and building authority. As your brand grows, branded searches will increase.

If you’ve been around for a while, you should see a healthy mix of both. If branded queries dominate, invest more in content marketing to attract new audiences. If non-branded queries dominate, focus on brand awareness campaigns.

Track both query types for your clients. Show them how your SEO work increases non-branded traffic and how your brand campaigns boost branded searches. This helps you prove ROI and justify your services.

Frequently Asked Questions

What counts as a branded query?

A branded query includes your company name, misspellings, variations in different languages, and searches for your unique products or services. Google’s AI system determines this automatically.

Can I customize which queries count as branded?

No, Google’s AI system classifies queries automatically. You cannot manually adjust which queries are considered branded or non-branded.

Does this filter affect my search rankings?

No, this is only a reporting feature. It doesn’t change how Google ranks your pages or processes your content.

Why don’t I see the branded queries filter yet?

Google is rolling this out gradually. Your account might not have access yet, or your site might not have enough traffic data for classification.

What’s a good ratio of branded to non-branded traffic?

There’s no universal “good” ratio. It depends on your business stage and goals. New businesses should focus on growing non-branded traffic, while established brands might have higher branded percentages.

Can I export this data?

Yes, you can export Search Console data with the branded/non-branded filter applied, just like any other Performance Report data.

How often does Google update the classification?

Google updates Search Console data regularly, typically with a 1-2 day delay. The classification system continuously learns and adjusts as your brand evolves.

Will this help me identify new keyword opportunities?

Yes, analyzing your non-branded queries shows you which topics and keywords successfully attract new audiences. These insights can guide your content strategy.

What if Google misclassifies some of my queries?

Some misclassification is possible. Use the feedback buttons in Search Console to report issues. Google uses this feedback to improve the system.

Does this work for local businesses?

Yes, the filter works for all types of businesses, including local ones. Branded queries might include your business name plus location terms.

Final Thoughts

Google’s new branded queries filter gives you a clearer picture of how people find your business. You can now see whether your brand awareness or content strategy is driving traffic. Moreover, you can identify gaps and adjust your marketing efforts accordingly.

For Web3 businesses, marketing agencies, and professional services, this data is essential. You need to know if people search for you by name or discover you through your expertise. Both matter, and both require different strategies.

Start by checking your branded versus non-branded query ratio. If one side is weak, focus your efforts there. Additionally, track changes over time to see if your campaigns are working.

If you want help analyzing your Search Console data and building a strategy that boosts both branded and non-branded traffic, grab our GEO Marketing Playbook or book a free strategy call. We’ll show you exactly how to dominate search rankings and get referenced by AI.

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