Google Opens Search Console’s Branded Queries Filter to All Eligible Sites
Google Search Central recently announced that the branded queries filter in Search Console is now available to all eligible sites. The update has prompted many SEOs to ask questions, with Google’s John Mueller providing clarifications.
What Are Branded Queries?
Branded queries are searches that include a website’s brand name, its variations or misspellings, and brand-specific products or services. The branded queries filter in Search Console’s Performance Report allows site owners to segment search traffic into branded and non-branded queries, providing insights into how users associate search terms with their brand.
Eligibility for the Branded Queries Filter
Mueller clarified that the filter is not available for:
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Sub-properties (e.g.,
https://example.com/blog/) -
Sites with very low impression counts
Eligible sites can view performance data for branded queries directly in the Performance Report.
Customizing Branded Queries
Many SEOs asked whether site owners can add queries or customize the filter to include brand variations or misspellings. Mueller confirmed that this is not currently possible. The system automatically identifies brand queries, including common misspellings, and no form exists to manually add keywords. He noted that suggestions via feedback are always welcome, but there are no current plans for customization.
Historical Data Limitations
Another common question was whether the filter applies retroactively. Mueller explained that branded vs. non-branded reporting begins at a specific point in time. Historical data prior to that start date cannot be segmented by brand. Smaller or newer sites may only see this data once sufficient impressions are available.
Why Branded Queries Matter
Branded query tracking provides several key benefits:
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Brand Recognition and Growth: An increase in branded queries shows that users associate a brand with its products or services, acting as an external signal of satisfaction and trust.
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Marketing Effectiveness: Brand exposure through advertising, articles, podcasts, or events contributes to momentum, often reinforcing itself via word-of-mouth and recommendations.
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Insights Beyond SEO: While non-branded queries reflect keyword performance and SEO health, branded queries indicate awareness, familiarity, and customer confidence. Monitoring both types separately prevents misleading trends and offers clearer insights for forecasting performance.
Impact on Keyword Research
Segmenting branded and non-branded queries helps SEO and marketing teams:
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Identify shifts in brand awareness versus organic search performance
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Forecast demand and competitive positioning
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Detect early signs of competitor influence if branded query volume declines
In short, the branded queries filter is a valuable tool for understanding how users perceive a brand in search. While customization isn’t yet possible, tracking branded vs. non-branded traffic gives a more complete picture of a website’s search performance and marketing impact.