New Google Search Console Branded Filter Is Live - But Many SEOs Will Miss This

Google has rolled out Search Console's branded queries filter to all eligible sites and has responded to implementation questions from users. The feature, located in the Performance report, splits query performance into branded and non-branded segments.

Google Search Console branded queries filter rollout and Q&A

Google Search Central announced that the branded queries filter in Search Console is now available for all eligible properties. The filter lets site owners compare branded and non-branded query performance directly in the Performance report.

Google's official documentation explains that a branded query includes the brand name, close variants, common misspellings, and related products or services. In Search Console, the new filter presents two options - Branded and Non-branded - that use this definition to group queries in reporting.

The documentation also notes that the filter is unavailable for sub-properties, such as https://example.com/blog/, and for sites with low impressions. Google Search Advocate John Mueller referred to this guidance when answering questions about which sites receive the new report.

Mueller addressed additional questions about configuration and timing in a LinkedIn discussion with search professionals. Participants, including Isha Mehendiratta and Pedro Miller, asked how Google classifies branded queries and when data becomes available.

Key factual points from Mueller's answers include:

• The filter is not available for sub-properties, such as example.com/blog, or for properties with low impressions.
• Site owners cannot currently add specific queries to the branded list or adjust how queries are classified.
• There are no known plans to support custom brand variants, though Mueller encouraged feedback through the product interface.
• Branded vs non-branded reporting begins from the date Google starts tracking this data for a property.
• Smaller sites may see branded reporting appear only after their search impressions increase enough to meet eligibility thresholds.

Source citations

Details of the branded queries filter and examples of how branded queries are recognized appear on the official Google Search Central blog. The announcement and feature description are available at the following link:

• Google Search Console branded queries filter documentation