Key Takeaways
- The Search Console branded queries filter identifies search traffic from branded queries, helping site owners differentiate between branded and non-branded searches.
- Google introduced the filter in November 2025 and made it available to all eligible websites by March 2026.
- This filter recognizes brand names, variations, and product-related terms, using an AI-supported system to improve categorization accuracy.
- Not all Search Console properties can access the filter; lower impression sites and sub-properties might not see it due to data requirements.
- The filter does not impact search rankings but displays data in Search Console reports, offering insights into brand recognition effects on traffic.
Google has provided new details about the Search Console branded queries filter after questions from website owners and SEO professionals. The feature helps site owners identify search traffic that comes from queries containing a brand name. It is available inside the Performance report in Google Search Console. The Search Console branded queries filter allows users to separate branded search traffic from non-branded searches.
The filter was initially introduced in November 2025 during a Google Search Central event. Google confirmed in March 2026 that the feature is now available to all eligible websites.
How the Search Console Branded Queries Filter Works
The Search Console branded queries filter categorizes search queries that include brand names or brand-related terms. This includes exact brand names, spelling variations, and common misspellings. It may also detect searches that reference specific products connected to a brand.
Google uses an AI-supported system to identify these branded queries. The system recognizes brand signals across different languages. It also attempts to detect variations and related product names associated with the brand.
Users can apply the filter directly in the Performance report. Once activated, the report displays only branded queries or only non-branded queries. Metrics such as clicks, impressions, click-through rate, and average ranking position remain visible.
Eligibility Limits of the Search Console Branded Queries Filter
Google confirmed that the Search Console branded queries filter is not available in all situations. Some Search Console properties may not have access to the feature.
The filter does not appear for sub-properties that track only a portion of a site. Examples include URL prefix properties that focus on specific directories or sections. Sites with very low search impression volumes may also not see the filter.
Google representatives explained that these restrictions exist because the system requires sufficient data to classify queries accurately.
Accuracy of the Search Console Branded Queries Filter
Google stated that the Search Console branded queries filter may occasionally misclassify queries. Some brand names are also common words. In these situations, the system may incorrectly categorize a search as branded or non-branded.
Google’s system attempts to improve accuracy by analyzing language patterns and brand associations. However, the company acknowledged that classification is not always perfect.
The filter does not influence search rankings. It only affects how data is displayed in Search Console reports.
Additional Insights from the Search Console Branded Queries Filter
Google also integrated branded search insights into Search Console Insights. A dedicated card shows how website clicks are divided between branded and non-branded searches.
The Search Console branded queries filter works across multiple search types. This includes web search, image search, video search, and news search performance reports.
The feature provides website owners with a clearer view of how brand recognition influences search traffic.
