Google Answers Questions About Search Console’s Branded Queries Filter

Introduction to Google Search Console’s Branded Queries Filter

Google Search Central recently announced that the branded queries filter in Search Console is now available to all eligible sites. This update has led to many questions from SEOs, which Google’s John Mueller has addressed. The branded queries filter is a tool that helps analyze search queries driving traffic to a website, specifically those that include the website’s brand name.

What are Branded Queries?

Branded queries are search terms that include a website’s brand name, variations, misspellings, and related products or services. These queries are helpful in understanding what keywords users associate with a website, providing valuable insights for site owners and SEOs. The branded queries report is available in Search Console’s Performance Report, where a filter can be applied to select branded or non-branded queries.

Understanding the Branded Query Filter

The branded query filter is not available for sub-properties (e.g., https://example.com/blog/) or sites with a low number of impressions. Mueller clarified this by sharing a link to the official documentation, which states that the filter is not available for sub-properties or sites with low impressions.

Adding Queries to the Branded Query Filter

Currently, it is not possible to add or adjust queries in the branded query filter. Mueller suggested that the only way to influence the filter is by building a new recognized brand. However, this may not be practical for most site owners. Isha Mehendiratta asked if there are plans to allow custom brand query configuration in the future, to which Mueller replied that there are no current plans, but feedback is always welcome.

Historical Data and Brand Tracking

The branded query filter does not apply retrospectively, and historical data before the filter was enabled cannot be segmented into branded and non-branded queries. Mueller explained that there is a point when the data starts being tracked, and site owners can see this in the report if they look far enough back. As a site grows, it may start to see this data at some point.

Educating the AI to Include Certain Terms as Branded

Pedro Miller asked if it is possible to educate the AI to include certain terms as branded. Mueller replied that this is not currently possible.

Reasons Why Brand Building is Important

The branded query filter is useful for several reasons:

1. Growth in branded queries indicates that users are increasingly associating a brand with a product or service.
2. Brand building can happen through repeated consumer exposure to the brand in the context of the product or service.
3. Once brand momentum is created, it tends to self-reinforce through word of mouth and customer recommendations.

Why Splitting Brand from Non-Brand Performance is Helpful

Splitting branded and non-branded queries is helpful for several reasons:

• Non-branded queries reflect keyword performance and can be used to diagnose SEO-related issues.
• Branded queries reflect awareness, familiarity, and customer satisfaction, and trends over time may correlate with brand strength or marketing effectiveness.
• Splitting these queries prevents masking the above reasons for search performance.
• Branded queries are useful for getting a feel for how successful non-link and pure marketing efforts are in search.
• Separating branded from unbranded queries aids in visualizing a clearer trend line, which can be useful in forecasting future performance.
• A decline in the brand signal could be an early warning that a competitor is improving their influence on potential clients and customers.

Conclusion

In conclusion, the branded queries filter in Google Search Console is a valuable tool for understanding how users interact with a website and its brand. By analyzing branded queries, site owners and SEOs can gain insights into brand awareness, customer satisfaction, and marketing effectiveness. While there are some limitations to the filter, it is still a useful tool for improving search performance and brand building. By understanding the importance of brand building and how to use the branded query filter, site owners can make data-driven decisions to improve their online presence and drive more traffic to their website.