Google announced the rollout of a new feature called the branded queries filter in Search Console on November 20th, 2025. The update was introduced at the Google Search Central event in Tel Aviv as a tool that allows website owners to differentiate between brand-driven and non-brand traffic. This new filter makes it easier for businesses to understand how much of their site’s traffic comes from brand-driven recognition compared to broader organic visibility metrics.
What Are Branded Queries?
Branded queries are searches that include your brand name or a close variation of it. These entries usually reflect higher intent, since users are already aware and actively seeking out your business.
Non-branded queries, on the other hand, are general searches related to a product, service, or topic without mentioning your brand. These search phrases represent discovery traffic and help businesses understand how well they perform for broader online visibility.
With this new update, Google now gives clearer insights into organic-driven visibility, competitive performance, content strategy, AI-based query classification, and SEO reporting improvements.
How Does This New Filter Work?
With this new tool, brands can separate queries into two distinct categories:
- Branded view
- General view
This segmentation allows website owners to quickly compare traffic sources without manually exporting or separating keyword data.
Google automatically determines whether a query is brand-specific or general using its internal AI-based system. Site owners cannot upload or modify lists, and Google notes that classifications may not always be perfect. However, the filter gives a reliable, high-level view of how audiences are finding the website.
Where the Branded Queries Filter Appears
According to the official announcement, the filter:
- Appears in the Search results Performance report
- Applies across multiple search types such as Web, Image, Video, and News
This feature will be rolling out gradually over a few weeks, meaning:
- Available only for top-level properties
- Available only for sites that receive sufficient amount of queries and signals
Source: Google Search Central
Additionally, Google has introduced a new Insights report card that separates clicks from brand-aware users and general visitors, giving companies a better understanding of audience reach and overall organic visibility.
Key Benefits of Branded Query Segmentation for SEO
The new filter for distinguishing between brand-associated keywords and general keywords gives businesses a clearer understanding of how users find and interact with their websites.
- Stronger brand awareness tracking – Brand-specific query data shows how often people search for your company directly, helping you measure the impact of branding and marketing efforts.
- Better analysis of discovery traffic – General queries highlight how well your site performs for general searches where users may not yet know your brand. This is essential for evaluating SEO growth and content strategy.
- More accurate reporting and decision-making – Separating brand-focused and non-branded data helps reduce blended metrics and gives a more realistic view of overall site performance.
By making brand-driven segmentation accessible within the search console, Google removes much of the manual effort previously needed to separate these query types.
Hire an Expert
The branded queries filter is a valuable addition for businesses seeking clearer insight into user intent and search behavior. As the rollout continues, more website owners will be able to access this feature and use it to strengthen their SEO strategy. However, analyzing search data and optimizing strategies in-house can be challenging and time-consuming. This is where professional SEO consulting services become a valuable option, helping businesses turn these insights into stronger visibility and measurable results.
