Google Search Console Unveils Branded Queries Filter
▼ Summary
– Google Search Console is introducing new filters to separate branded and non-branded queries in performance reports, allowing you to see the percentage of each type of traffic.
– Branded queries include your brand name, variations or misspellings of it, and brand-related products or services, as defined by Google.
– The filter can be applied across all search types (web, image, video, news) to view metrics like impressions, clicks, average position, and CTR for branded or non-branded queries.
– An Insights report now shows the breakdown of total clicks for branded versus non-branded traffic to help measure brand recognition and compare traffic sources.
– The feature is rolling out gradually and is only available for sites with sufficient query volume and for top-level properties, not subdomains or URL paths.
Google has begun a phased rollout of a new branded queries filter within Google Search Console, offering website owners a clearer view of their search performance. This feature allows you to separate your performance reports by branded and non-branded search queries, providing immediate insight into the percentage of traffic coming from users who already know your brand versus those discovering it for the first time. The announcement originated from the recent Google Search Central event in Tel Aviv.
Understanding what constitutes a branded query is essential for using this tool effectively. According to Google, a branded query includes your exact brand name, common variations or misspellings of it, and searches for your specific products or services. Distinguishing between visitors familiar with your brand and those who are not can be challenging. Analyzing these query types separately reveals distinct traffic patterns. Branded queries typically lead to higher-ranking pages from your site and result in higher click-through rates, while non-branded queries represent organic growth by attracting new users who had no prior intention of visiting your website.
You can locate this new filter within the performance report under the search filter for queries. It can be applied across all search types, including web, image, video, and news. Once activated, the report will display key metrics like impressions, clicks, average position, and click-through rate, but filtered exclusively for either the branded or non-branded query group you select.
Additionally, Google has integrated a dedicated report into the Insights section that illustrates the split between branded and non-branded queries. This report provides a breakdown of total clicks, helping you measure brand recognition. It allows for a direct comparison between traffic volume from an established audience and traffic from new users who found your site without specifically searching for it.
It is important to note that this feature is being released gradually. You may not see the option in your account immediately, as the rollout is expected to take several weeks. Google has specified that the filter is only available for sites with a significant volume of queries and impressions to generate reliable signals. Furthermore, it is currently limited to top-level properties and is not accessible for specific URL paths or subdomain properties.
The introduction of this filter provides a powerful new method for evaluating your site’s presence on Google Search. You can now quickly assess the balance between your branded exposure and your success in attracting new, unfamiliar audiences through organic search results.
(Source: Search Engine Land)
