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On November 20, Google's Search Console team released a filter that uses AI to separate branded searches from general discovery traffic, removing the need for manual sorting.
Michael Huzman, a Search Console engineer, explained that the system recognizes your brand across different languages, catches common typos, and even identifies searches for your specific products, even when your company name isn't mentioned.
This marks the third major update to Search Console in recent weeks, following the launch of the “Query Group” and “Annotation” features, signaling Google's continued investment in giving site owners better tools for understanding their search performance.
How It Works
The filter operates differently from basic keyword matching. It analyzes:
- Brand names in any language
- Common misspellings
- Product names tied to your site
- Search context and intent
The tool acknowledges that some searches may be misclassified due to the complex nature of brand identification.
Using the Filter
Access the feature through the Performance section under the “Query” part in Search Console. Select either branded or non-branded views to see separate data for clicks, impressions, rankings, and click rates.
A new dashboard card shows the split between brand-driven and discovery traffic, helping you measure growth in brand awareness.
Requirements
The filter is available only for:
- Main domain properties (not subdomains or specific paths)
- Sites with enough search volume
This tool only helps with analysis; it doesn't affect your search rankings. Google is rolling it out gradually and welcomes user feedback through the platform's rating system.
New Insights Dashboard Card
Google has added a visual breakdown card to the Insights report showing how total clicks are split between branded and non-branded traffic. This helps measure brand recognition growth and compare traffic from existing brand followers with that from new organic discovery.
Takeaway
This filter reveals whether your site depends heavily on existing brand loyalty or successfully attracts new audiences through content discovery.
Sites with low branded traffic percentages may have strong content reach but weak brand recognition, while high branded traffic suggests loyal audiences but potential growth limitations.
The balance between these metrics can guide whether to invest more in brand-building or focus on non-brand keywords.
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