The Branded Queries Filter in Google Search Console eliminates all speculation about SEO by showing you exactly what percentage of your traffic is the result of real growth. New evidence suggests that 44% of Google searches are branded; the other 56% belong to the generic category—raising the importance of understanding what they are and why there’s a difference. Without using this filter, you can’t see clearly what’s really working. This kind of clarity can have a transformative impact on how marketing professionals and students in a digital marketing course in Tilak Nagar, West Delhi, define success.
So, in the context of your brand, a brand query means that any time someone searches for something specific to you or related to you, like, say, “Nike running shoes,” “Zomato login,” or “Gmail support.” Google formally announced the Branded Queries Filter in Google Search Console on November 20th, 2025.
Non-brand queries are those general searches in which the brand name is not mentioned, for example, “best shoes” or “best digital marketing tips.” If you target non-branded keywords, you can get the real user intent of the company. And this also helps you to gain more traffic.
The brand queries filter helps to split searches on your product names that either include your brand name or its variants. This allows you to see how much traffic came from looking for the brand versus finding the brand. This filter is present in the Search Results report to help analyze how branded pages performed compared to non-branded ones. You can analyze the insights very deeply by using various filters such as query, page, country, device category (mobile or desktop), search type, and data range. From these tools, marketers can see their real organic growth and understand how users are discovering their website.
Branded queries are determined by observing searches that include your brand’s name, close variants, misspellings, or product names clearly linked with your brand. Google’s internal AI model identifies the search patterns that establish when searchers are particularly looking for your business by name and not just generic searches. This process is done automatically through clustering or categorization of branded terminology.
The Branded Queries Filter in GSC exposes your actual SEO Performance. The Branded Queries Filter in Google Search Console uncovers the truth about your SEO performance by differentiating searches driven by your brand from actual discovery. No more overestimating traffic, no more missing keyword values, and no more confusing viral spikes with SEO growth! It’s also about tracking new users coming from search and setting realistic SEO expectations. With reliable and transparent data, marketers can make more intelligent decisions and appreciate their real organic growth.
Before understanding branded or non-branded traffic, you need to understand whether your SEO techniques are bringing new users to you or not. This helps you know which keyword is creating discovery, which pages are providing visibility to you, and where the gaps are in the content strategy. This lets you more accurately measure your real organic reach.
You can also better allocate your budgets more effectively. Which traffic is due to real SEO, not brand recall? This way, you know which high-impact keywords to focus on, you stop spending money on tactics that won’t expand your reach, and you invest in content that truly grows your audience.
This filter blocks your brand searches from raising your SEO KPIs. It enables you to monitor genuine discovery, assess content effectiveness without any bias, and analyze the impact of keywords precisely. This results in more accurate reporting, improved goal planning, and better long-term SEO strategy planning.
The GSC-branded queries filter is already emerging in the market as a game-changer. If you are based in the Tilak Nagar or West Delhi area, then you want your business to grow in that area. Once you can filter out branded and non-branded traffic, though, figuring out the actual SEO growth should be easier. This allows you to see which keywords come from the discovery searches. And this clarity will, in turn, enable you to make smarter decisions, and this can assist you in increasing your organic visibility.
The filter appears inside the Search Results section of GSC. Users can apply filters based on query type, page, country, device, and data range to compare branded vs non-branded performance.
It separates organic traffic influenced by brand awareness from traffic earned purely through keyword ranking and discovery. This means marketers can clearly measure how much visibility is coming from actual SEO efforts rather than existing brand popularity.
Branded queries include the brand name or close variations of it, such as Nike shoes or Zomato order. Non-branded queries do not mention the brand, like best running shoes or online food delivery. Branded queries show existing brand demand, while non-branded queries reflect true discovery and SEO-driven growth.
Absolutely. Understanding the difference between brand demand and organic SEO growth helps beginners avoid misinterpretation of data, set realistic goals, and learn how to improve reach through strategic keyword targeting.