Branded vs. Non-Branded Search

Branded searches are queries associated with a particular business or brand; non-branded searches generally describe a product, service, or need without a clear intent to find that brand. A homeowner looking for a cleaning company by name differs from someone searching for 'move-out cleaning near me.' Distinguishing the two helps a business assess existing name recognition separately from discovery through broader demand. Google Search Console offers a branded-queries filter for eligible top-level properties with sufficient query and impression signals. Google uses an AI-assisted classification that can recognize misspellings and uniquely associated products or services even when the exact brand name is absent; occasional misclassification is possible. The filter does not influence rankings. Compare clicks, impressions, search intent, and downstream outcomes before treating an increase in either group as business growth.