Key Takeaways

  • Google Search Console is adding AI-assisted brand query filters.
  • You will be able to include or exclude brand queries in the performance report.
  • The filter uses AI to spot branded queries, products, and services.
  • You no longer need complex RegEx to split brand vs non brand traffic.
  • This helps SEO teams report cleaner non-branded performance to leaders.

Google just announced a helpful change inside Google Search Console.
Soon, you will see new brand query filters in the performance report.

Right now, many SEOs struggle to split brand queries from non-brand queries.
This update aims to make that easy, fast, and built-in.

In this guide, we will explain what is coming, why it matters, and how to get ready.

Before we talk about the new filter, let’s define brand queries.

Brand queries are searches that clearly include your brand name.
They can also include brand plus a product or service.

For example:

  • acme shoes
  • acme running shoes
  • acme support phone number

Non-brand queries are searches that do not include your brand name.
They might look like:

  • best running shoes for flat feet
  • how to clean white sneakers

Both types matter.
However, they tell different stories:

  • Brand queries show how strong your brand is.
  • Non-brand queries show how well your SEO content attracts new people.

This split is key for any search performance report.

What Is the New Brand Query Filter in Search Console?

Google’s team shared at a Google Search Central event that Google Search Console will soon gain a “branded queries” filter in the performance report.

The idea is simple:

  • Search Console will use AI-assisted filters to detect brand queries.
  • You can then filter search query data by “branded” or “non-branded.”
  • You will see impressions, clicks, and CTR for each set.

So, instead of building your own RegEx in query filters, Google Search Console will do the hard work for you.

Also, this brand query filter will work for:

  • Brand names
  • Product names
  • Service names

That means you can better measure brand vs non brand traffic, all inside one view.

Why This Update Matters for SEO Reporting

This may look like a small UI change, but it has big effects.

1. Clearer impact of SEO work

Often, SEO teams want to show how they help with non brand growth.
However, brand searches can “hide” that impact.

Now, with AI-assisted filters, you can:

  • Exclude branded queries.
  • Focus only on non branded keywords.
  • Show how organic search traffic grows from new audiences.

This makes your SEO reporting more honest and more clear.

2. Better cross-team conversations

Brand search usually comes from:

  • Offline ads
  • PR
  • Social campaigns
  • Word of mouth

Non-brand performance comes more from content and SEO.

With a brand query filter, you can:

  • Show brand results to the full marketing team.
  • Show non-brand results to highlight SEO growth.
  • Keep leadership aligned on who drives which part.

So, you avoid fights over credit and build trust.

3. Less manual work and fewer errors

Today, many teams use RegEx in query filters to split brand queries.
This can be hard, slow, and easy to break.

With AI-assisted filters:

  • You don’t need to write or update RegEx patterns.
  • You don’t need to guess every misspelling of your brand.
  • You cut the risk of missing a key brand variant.

Therefore, you get more time to focus on insights instead of setup.

How the AI-Assisted Brand Query Filters Will Work (From What We Know)

Google has not published full docs yet, but we can see clues from the slides and early screenshots.

Here is what we know so far, in simple steps.

Step 1: A new “Branded queries” filter appears

In the performance report, you will see a new filter related to branded queries.
It will likely live near other query filters.

You will be able to choose options like:

  • Include branded queries
  • Exclude branded queries

Also, you will still be able to mix this with other filters, such as:

  • Country
  • Device
  • Page
  • Search type

Step 2: AI detects which queries are branded

Google’s AI looks at your search query data and tries to spot brand terms.
These include:

  • Exact brand name
  • Common misspellings
  • Product and service names linked to your brand

You will not need to add a list of brand words.
The system should learn them for you.

Step 3: You see brand vs non-brand metrics

Once the filter is live, you can flip between views:

  • Only branded queries
  • Only non-branded queries
  • All queries, as today

For each view, you will see:

  • Impressions
  • Clicks
  • Click-through rate
  • Average position (if still shown)

So, you can quickly see how each group performs.

Step 4: Limits and rollout details

From reports shared so far, there are some early limits:

  • You cannot manually adjust the AI brand list yet.
  • The feature may roll out slowly.
  • Sites with low brand searches may not see the filter at first.

However, this may change as Google tests and improves the feature.

How to Prepare for Brand Query Filters Today

You don’t have to wait for the rollout to prepare.
Here is a simple plan you can start now.

1. Map your brand and product names

First, list all the ways people search for your brand:

  • Main brand name
  • Short brand versions
  • Common misspellings
  • Product names
  • Service names

Also, note any partner brands or sub-brands.
This list will help you check if Google’s brand queries filter matches real behavior.

2. Record your current baseline

Next, use today’s tools to build a baseline:

  • Pull a Google Search Console export of your top queries.
  • Tag brand and non-brand queries by hand or using simple rules.
  • Save these numbers for clicks and impressions.

Then, once the new filter appears, you can compare:

  • How close the AI is to your own tagging.
  • Whether your overall trends stay the same.

3. Clean up your dashboards and reports

Look at your SEO analytics dashboards.
Ask yourself:

  • Do I split brand vs non-brand today?
  • Do I mix them in one chart?
  • Will my charts break if I change the query logic?

You might want to:

  • Create separate charts for branded queries and non branded keywords.
  • Add notes so stakeholders know what each chart shows.
  • Plan to swap manual filters with the new Google Search Console filter later.

4. Talk with leadership early

This change can help with leadership conversations.
However, it may also remove “brand noise” in some reports.

So, talk with your leaders now:

  • Explain what brand queries are.
  • Show examples of brand vs non-brand queries.
  • Explain how the new filter will give clearer results.

This way, you avoid surprise when non-brand numbers look smaller, but more real.

5. Update your SEO strategy

Once you have brand and non brand traffic split, you can:

  • Set separate goals for each.
  • Plan content that targets non-brand discovery.
  • Protect pages that rank well for branded queries.

Also, you can learn which topics drive new visitors.
Then you can use content marketing strategy to grow those topics more.

Benefits and Practical Tips

Here are the main benefits of the new brand query filters, plus easy tips.

Benefit 1: Faster, cleaner analysis

You will get clean splits with one click.
No more long RegEx.
No more manual tagging.

Tip:
Create a short reporting habit:

  • Check non-brand performance weekly.
  • Check branded queries monthly.
  • Share both views in your SEO reporting deck.

Benefit 2: Stronger focus on growth

Brand terms often look “good” in reports.
However, they may hide weak non-brand performance.

With a brand query filter:

  • You can focus on growing non-brand traffic.
  • You can spot pages that only win because of brand.
  • You can find new pages that truly bring in new users.

Tip:
Mark pages that drive non-brand growth and give them extra care.

Benefit 3: Less tool-hopping

Many teams use other tools just to split brand vs non brand traffic.
Now, Search Console can handle a lot of that work.

Tip:
Review your tool stack.
If you only used a tool for this split, you may be able to rely more on Google Search Console instead.

Did You Know?

Did You Know?
Before this update, many SEOs used RegEx filters in Google Search Console to guess branded queries. This worked, but it was fragile and hard to maintain for large brands with many products and misspellings. The new AI-assisted filters aim to replace most of that manual work.

Conclusion

The new Google Search Console brand query filters are a small, but powerful update.
They help you see clear brand vs non brand traffic with much less effort.

With AI-assisted filters, you can:

  • Stop wrestling with RegEx.
  • Report non-brand impact more honestly.
  • Support better decisions across the whole marketing team.

You do not need to change everything today.
However, you can start preparing by mapping brand names, cleaning up reports, and explaining the change to leaders.

As you do this, you will naturally build stronger reports around key ideas like Google Search Console, brand queries, brand vs non brand traffic, search performance report, AI-assisted filters, SEO reporting, non branded keywords, search query data, organic search traffic, Google Search Central, and SEO analytics.

If you stay ready, this new feature will feel like a gift, not a surprise.

FAQs

What are brand queries in Google Search Console?

Brand queries are searches that clearly include your brand name, or your brand plus a product or service.
For example, acme shoes or acme running shoes are brand queries.
Queries like best running shoes are non-brand.

What is the new brand query filter in Search Console?

The new brand query filter is a setting in the performance report.
It lets you show or hide branded queries in your Google Search Console data.
You can quickly switch between branded, non-branded, or all queries.

How does the AI-assisted brand query filter work?

Google uses AI-assisted filters to detect which search terms are branded.
It looks at your brand name, plus related products and services.
Then it flags those queries as “branded,” so you can filter them out or focus on them.

Can I still use RegEx filters for brand queries?

Yes, you can still use RegEx for custom needs.
However, many people will not need complex RegEx after this update.
The built-in AI-assisted brand query filter should handle most common brand vs non brand splits for you.

Will every site see the brand query filter?

The feature is rolling out gradually.
Sites with very low branded searches may not see the filter at first.
As your brand grows and Google’s models improve, the filter may appear later.

How should I prepare my reports for this change?

You should:

  • List your brand and product names.
  • Build a baseline split of brand vs non-brand traffic.
  • Clean up your dashboards so they can use the new filter.
  • Explain the change to leaders, so they know what will look different.

Doing this now will make the switch smooth once the brand query filter is live.

References section