Google Search Console’s New Branded Queries Filter
Search engine optimization continues to evolve as search engines introduce new tools to help website owners understand their performance. One of the most important recent updates is the Branded Queries Filter in Google Search Console.
This new feature allows businesses to clearly analyze the difference between branded keywords and non-branded keywords, giving deeper insights into how users discover their websites.
For businesses focusing on SEO strategy, organic traffic growth, and keyword optimization, this update provides valuable data that can significantly improve search performance.
In this guide, we explain how the new feature works and how businesses can use it to improve their Google rankings and SEO results.
What Is the Branded Queries Filter in Google Search Console?
The Branded Queries Filter is a new feature in Google Search Console that helps website owners separate search queries into two main categories:
- Branded Queries
- Non-Branded Queries
A branded search query includes your company name or brand-related terms. For example, if someone searches directly for your company name, that search is considered branded traffic.
A non-branded search query includes keywords related to your services, products, or industry but does not contain your brand name.
This difference is extremely important because non-branded searches bring new customers who may not know your business yet.
Understanding this data helps businesses measure the true impact of their SEO efforts.
Why the Branded vs Non-Branded Keyword Data Is Important
Before this update, it was difficult to clearly understand whether website traffic came from brand recognition or organic search discovery.
With the new filter, businesses can now analyze:
- SEO keyword performance
- Organic traffic growth
- Search visibility
- User discovery trends
For example:
Scenario 1: High Branded Traffic
If most traffic comes from branded searches, it means people already know your brand.
Example:
- 80% branded keywords
- 20% non-branded keywords
This often happens when businesses rely mainly on brand awareness, referrals, or offline marketing.
However, it may also indicate that the website is not ranking well for industry keywords.
Why Non-Branded Keywords Are Important for SEO
Non-branded keywords are the foundation of a successful SEO strategy because they attract people searching for solutions or services.
Example keywords for a dental clinic might include:
- Best dentist near me
- Tooth pain treatment
- Affordable dental clinic
These searches represent potential customers who are actively looking for services.
When your website ranks for non-branded keywords, it means your SEO is working to bring new visitors from search engines like Google.
How to Use the Branded Queries Filter in Google Search Console
Using the feature is simple and can provide powerful insights.
Steps:
- Open Google Search Console
- Go to Performance → Search Results
- Click + New Filter
- Select Query Type
- Choose Branded or Non-Branded
You can then compare important SEO metrics such as:
- Clicks
- Impressions
- CTR (Click-Through Rate)
- Average Position
This comparison helps businesses identify which keywords are driving organic traffic.
Finding High-Opportunity SEO Keywords
One of the most powerful ways to use this feature is identifying keywords with strong ranking potential.
Look for keywords that have:
- High impressions
- Average position between 8 and 20
These keywords are extremely valuable because your website is already appearing in search results but not ranking high enough.
With proper optimization, these pages can move from page 2 to page 1 on Google, which can dramatically increase traffic.
How to Improve Pages That Already Rank
Once you identify these keywords, the next step is improving the content.
Important SEO improvements include:
Optimize Page Titles
Ensure the target keyword appears naturally in the title tag.
Improve the H1 Heading
Search engines give strong importance to the H1 heading, so it should clearly match the search intent.
Update the First Paragraph
Include the target keyword in the introduction to strengthen topical relevance.
Expand Content Quality
Adding more valuable information improves user experience and helps search engines understand the content better.
Add FAQ Sections to Improve SEO
FAQ sections have become an important SEO strategy because they help pages appear in:
- Featured snippets
- “People Also Ask” results
Answering real customer questions increases content relevance and improves search rankings.
This also helps capture long-tail keywords, which are highly valuable for SEO.
Strengthen Internal Linking
Internal links help search engines crawl and understand your website structure.
Linking related blog posts and service pages improves:
- SEO authority
- User experience
- Page rankings
A strong internal linking strategy helps distribute authority across your website.
Why This Update Is Important for SEO in 2026
The Branded Queries Filter is one of the most useful updates in Google Search Console because it helps businesses measure real SEO growth.
By separating branded and non-branded keywords, businesses can understand:
- Whether SEO is attracting new customers
- Which keywords generate organic traffic
- Where new content opportunities exist
This makes SEO reporting more accurate and allows companies to build data-driven digital marketing strategies.
Improve Your SEO Strategy with Momentum Media Qatar
Businesses that want to grow online must constantly adapt to new search engine updates.
At Momentum Media Qatar, we help businesses implement advanced SEO strategies, keyword research, and content marketing techniques to increase search visibility and generate leads.
Our digital marketing services focus on:
- Search Engine Optimization (SEO)
- Content Marketing
- Social Media Marketing
- Website Optimization
With the right SEO strategy, businesses can attract more organic traffic and achieve long-term digital growth.