# Google Answers Questions About Search Console's Branded Queries Filter

> Google's new branded queries filter in Search Console auto-classifies brand vs non-brand search performance. No manual customization planned.

Published: 2026-03-13
URL: https://daniliants.com/insights/google-search-console-branded-queries-filter/
Tags: google-search-console, branded-queries, seo-analytics, brand-signals, search-performance, gsc-filters

---

## Summary

Google's new branded queries filter in Search Console is now available to all eligible sites, letting SEOs cleanly split brand vs non-brand search performance. The filter is fully automated with no manual customisation planned.

## Key Insight

- GSC branded queries filter rolled out to all eligible sites
- **Not available** for sub-properties (e.g. subdomain-only properties) or sites with very low impressions
- Queries are auto-classified by Google - no option to manually add or remove terms from the branded list
- John Mueller confirmed no customisation plans at this time
- Data tracking starts from approximately 21-02-2026 - not retroactive, so historical comparisons are limited
- Misspellings of brand terms are supposed to be included per documentation
- **Why branded vs non-branded matters:**
- Non-branded queries reflect keyword targeting and SEO content performance
- Branded queries reflect brand awareness, recall, and user satisfaction
- A decline in branded search signal can be an early warning that competitors are gaining influence
- Google holds a patent on using branded search as a ranking signal - brand building may directly affect rankings
- Brand momentum is self-reinforcing: strong brand recognition drives word of mouth, which drives more branded searches