Branded queries filter in Search Console

What changed

Google added a branded queries filter that lets site owners split performance data between searches containing the site's brand and everything else, a segmentation practitioners had previously built manually with regular expressions. Google generates the brand classification automatically from the property's data. It makes non-brand demand trends visible without manual query filtering. Only the month of announcement is documented here.

Timing

Rollout began 1 November 2025. No completion date was announced. Rankings typically remain unstable for the whole rollout window, so measurements taken inside it are not a reliable read on the outcome.

What it affected