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Google is rolling out Branded and Non-branded Filters in GSC
Posted by on March 16, 2026 at 4:46 pmWhat is a branded query?
A branded query is a query that includes your brand name (for example, Google), variations or misspellings of the brand name (for example, Gogle), and brand-related products or services: (for example, Gmail).
Differentiating between traffic from people who are already familiar with your brand and people who aren't is not always straightforward. Focusing on branded queries and non-branded queries separately can help you better understand traffic patterns. Branded queries typically lead to higher-ranking pages from your site and result in higher click-through rates, whereas non-branded queries offer organic growth, as they show how new users find your content without any initial intent to go to your site.
https://developers.google.com/search/blog/2025/11/search-console-branded-filter
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1 Reply
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Nice addition, but I don’t think it’ll be useful to me as I focus on building affiliate sites.
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“Query classification is powered by AI and may mislabel branded and non-branded queries.”
As expected, on my end, accross the board we have branded queries under the non-branded filter. Understandbly since this is AI data. Despite that, seeing something new to Search Console has been refreshing. Hopefully we can get AI overview citations soon.
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So the difference to a normal filter with your brand name for search queries is, that I get misspelled results aswell?
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This is why I made my own dashboard from the GSC 😂
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