SearchVisibility.wikiVisibility in search and AI answers

Branded search

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Branded search is searches that include your brand name, its misspellings, or your branded products. Google Search Console added a branded queries filter, announced November 20, 2025, that classifies queries with an AI-assisted system rather than regex. Branded demand is a useful proxy for whether visibility elsewhere, including AI answers, is building awareness.

How does Search Console classify branded queries?

Google defines a branded query as including your brand name, variations or misspellings, and brand-related products or services; classification uses an internal AI-assisted system, not regex.[1]

When AI answers mention a brand without a click, some users search for it later. Rising branded impressions can indicate growing awareness; see brand visibility vs awareness.

How do you use the filter?

Compare branded and non-branded clicks and impressions over time, alongside the Generative AI report.[2] See search visibility KPIs.

Frequently asked questions

Is the branded filter available to all sites?

Google says it is for eligible sites; check your Search Console.

Can I edit the brand classification?

It is automatic; regex query filters remain available.

Do branded searches count as SEO wins?

They reflect demand more than rankings.

References

Sources accessed October 14, 2026 unless another date is given. See all sources.

  1. “Introducing the branded queries filter in Search Console”. Google Search Central Blog. November 20, 2025; updated March 11, 2026.
  2. “Generative AI performance report (Search)”. Search Console Help. rolled out to all sites as of August 31, 2026; accessed October 14, 2026.
Categories: Brand