Google has introduced on 11. March a branded queries filter in Search Console’s Performance Report, allowing site owners to segment traffic data by branded and non-branded queries.
The filter covers all search types, web, image, video, and news, and surfaces metrics including clicks, impressions, CTR, and average position per segment. When applied, data is available from February 21 onward.
A new Insights card also shows the branded vs. non-branded traffic split at a glance.
Classification is handled by an AI-assisted system that recognizes brand names, typos, and associated products across all languages, and has no effect on Google Search rankings.
The feature is available for top-level properties with sufficient query volume only.
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