Separate branded from non-branded search, then interpret each alongside pages, markets and enquiries. More clicks need an explanation before being credited to a single activity.
An evergreen guide, not a new feature announcement. The example and reporting workflow are CROMBA recommendations. Sources reviewed on 5 November 2026.
What counts as branded search?
Branded Search includes a company name, its variations and misspellings, and may include a product or service specifically associated with it. Non-branded Search covers other queries. This is the distinction Google describes for its filter. [1]
Consider a fictional furniture company called “Space”. “Space furniture phone number” is different from “desk for a small room”. But “space” alone could refer to room dimensions or the company. Matching one word is not always enough to understand intent.
A non-branded query does not necessarily come from a new customer: someone may already know the company but begin a comparison by describing a need. Equally, someone may search the name for the first time after a friend recommends it. The classification describes the query, not the person’s history with the brand.
Use the filter with its eligibility limits in mind
In Google Search Console’s Search results Performance report, the query filter separates the two groups for reviewing clicks, impressions and click-through rate (CTR). Google published its announcement on 20 November 2025 and updated it on 11 March 2026 to confirm availability for all eligible sites. Conditions include top-level properties and sufficient query and impression volume; do not assume eligibility for a subdomain or URL-path property. [1]
Start with a clear comparison period and keep search type and market consistent. Review each group separately, then examine pages and countries to locate the growth. If the filter is absent, record the limitation instead of presenting an approximate split as the tool’s output.
Review the classification before drawing conclusions
The automated classification is more than an include-or-exclude keyword list. It can misidentify queries; Google says these labels are informational and do not affect rankings. [1] The query table also does not show all data, and some terms are withheld for privacy. [2]
At CROMBA, we suggest reviewing a sample of queries contributing to the change: Arabic and Latin spellings of the name, forms used in Turkey if the company operates there, and product names containing generic words. Record ambiguous cases with your interpretation rather than forcing them into a confident category just to complete a table.
A manual split with explicit rules can support further analysis. Document the words, rules and data limitations, and do not describe it as an exact recreation of Google’s automated classification.
What does growth in each group mean?
If branded clicks rise after a video campaign, examine the relationship with its timing and markets. That is a clue, not proof that the campaign caused the entire increase. Also consider seasonality, company news and changing product demand. Technical website improvements may help people searching the name reach it, so neither dismiss SEO’s contribution nor credit it with every increase.
If non-branded queries grow, open the pages receiving them. Do they address needs close to the company’s services, or broad searches it cannot satisfy? Is growth happening in a country it actually serves? This can guide priorities for refreshing old content and writing new articles.
Separate clicks from enquiries too. More visits to an educational page do not establish sales opportunity quality. Connect the search review with website measurement and sales follow-up, as discussed in our guide to measuring leads with GA4, without assuming every enquiry can be attributed to an individual search query.
Ask for an SEO report that supports a decision
We recommend three elements in the next report: what changed in branded and non-branded search, which pages and markets explain the change, and what action the team will test. Include the period, classification rules and ambiguous cases so the interpretation can be reviewed later.
The decision might be to improve a service page discovered by a relevant audience, clarify contact information for people searching the name, or wait for more evidence. These are CROMBA operating recommendations, not a Google ranking formula.
Discuss with CROMBA whether your search reports distinguish brand growth from service discovery opportunities, and how to connect that understanding with content priorities and qualified enquiries.
Sources and editorial review
Original sources used in this article. Last editorial review: 5 November 2026.
- Google Search Central — Introducing the branded queries filter20 November 2025; updated 11 March 2026
- Search Console — Dimensions and data groupingsUndated; reviewed 5 November 2026
