Google has rolled out its branded queries filter in Search Console to all eligible sites, simplifying how SEOs analyze branded versus non-branded traffic. This native tool replaces manual regex hacks, making performance reporting more efficient for eCommerce and health sites.
The filter segments queries in the Performance report into branded (e.g., your brand name, misspellings, or related products) and non-branded categories. It applies across Web, Image, Video, and News search types, showing metrics like clicks, impressions, CTR, and position. A new Insights report card breaks down clicks by type to gauge brand recognition versus discovery traffic.
Announced in November 2025, the feature used AI for classification and rolled out gradually to top-level properties with enough query/impression volume. As of March 10, 2026, it’s available to all qualifying sites—no more waiting. Some properties may still miss out due to low data thresholds.
SEOs can now measure true organic growth by isolating non-branded traffic, spotting discovery wins beyond brand loyalty. For US eCommerce audiences, this highlights SEO efforts driving new customers; health blogs can track generic wellness queries separately from branded ones. It supports AI-optimized strategies without affecting rankings.
Log into Search Console, go to Performance > Search results, and select the branded/non-branded filter. Toggle views to compare data—export for SEMrush or Ahrefs audits if needed. Check Insights for quick breakdowns.
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