Google's brand filter knows your name — not your competitor's, your sub-brands, or your misspellings. The split you can act on isn't the one it draws.
Search Console now has a branded filter. But it starts from the day it switched on, works only on eligible properties and stays in its own UI. We split every query into Branded and Non-branded inside your own warehouse, with rules you control and across all your history.
Illustration. Each segment carries its own clicks, impressions, position and CTR, computed from your own queries.
Open Search Console in another tab. Can you answer these right now?
If you hesitated on any of these, the answer is already in your data — just not in a shape Search Console will show you.
We only ever read your data. Nothing on your site or in Search Console is ever changed.
All data lives in your own Google Cloud project. It is never copied into a tool you do not control.
Grouping and classification are tailored to your site, and stay fully editable as it changes.
Leave and the tables stay. Export on your terms, with no rolling deletion window and no lock-in.
Built by a team that has run analytics for high-traffic platforms, with a Google Product Expert among the founders.
BigQuery storage and the full Search Console API, not a third-party scrape.
Google's branded filter draws one line — your name, or not your name — and you can't see how it decided, correct what it gets wrong, or carry it into your reports. So the splits that actually inform strategy never get a bucket: a competitor's name your pages are quietly ranking for, a sub-brand, a product line, a misspelling.
The division you can act on isn't the one Google hands you.
In-house, measured on traffic
Total clicks are up and the dashboard is green, so on paper SEO is working. But I think our name is just being searched more since the last campaign. I cannot prove whether the queries I actually moved are growing. I cannot tell whether brand demand is quietly carrying the whole number.
The real problem Branded and non-branded clicks sit in one total. So the part SEO actually moves cannot be told apart from the traffic that was always going to arrive. The question of whether SEO is working stays unanswerable.
Editorial / content marketing
We write to win people who have never heard of us. But at review the only number is total clicks. It is full of people who would have typed our name anyway. I cannot show that the content is pulling in new audiences, not just catching our own fans.
The real problem The discovery clicks the content earned are blended with branded searches it had nothing to do with. So editorial cannot prove it is bringing in new people instead of harvesting existing demand.
Reporting to clients
I report clicks up 30% and feel good about it. Then I remember that some of it is the client’s own brand demand I had no hand in. They would have got those searches without me. I cannot point to the non-branded growth that is actually mine to claim.
The real problem The only metric to hand is a blended click total. It includes branded demand the agency did not create. So the report cannot isolate the discovery growth that justifies the retainer.
Exec, owns the budget
PR lands, brand searches spike and the SEO number jumps. Everyone says SEO is winning, so I lean in. A quarter later, non-branded reach has been sliding the whole time, hidden under the brand bump. I made the call on a number that was not measuring the work.
The real problem A brand spike and a non-branded decline can move the blended total in opposite directions and cancel out. So budget decisions ride a number that hides whether real reach is growing or shrinking.
A managed setup, scoped to your site. It is not a plan you configure yourself.
We look at your brand terms and Search Console together, and agree on what counts as branded: your name, misspellings, sub-brands and products.
We write your brand rules and classify your full history inside your own warehouse, read-only.
New queries are classified automatically and every report stays current. Nothing for you to maintain.
A managed setup: you give read-only access, we run it, and your data stays in your own warehouse.
Branded and non-branded queries describe two different people. Read together, they cancel out. Read apart, each tells you something the blended number cannot.
People already searching for you
Brand demand and loyalty. These are the clicks that were always going to be yours. Your name in every language, common misspellings, sub-brands and product names all count here.
insightlytics insightlytics pricing insightlitycs reporting People discovering you for the first time
Real reach. These are the queries that win audiences who do not know your name yet. This is the number SEO work actually moves. It is the one a brand spike hides.
search console bigquery export branded vs non-brand seo report long tail keyword analysis Example split. Your rules are written from your own brand: name, misspellings, sub-brands and products. So misspellings still land on the branded side.
In the order you will use it, from the first read to the report you send out.
Open one view and see Branded and Non-branded clicks, impressions, position and CTR side by side. No more guessing which audience is actually moving.
See each segment’s line move over time. A non-branded slide shows up even when a brand spike would otherwise hide it.
A query gets the right segment the first time it appears in Search Console. There is no tagging by hand.
The terms are yours and fully editable, not an AI classifier you cannot inspect. Add a sub-brand, product or misspelling and we re-run the classification across your whole history.
Because the segment lives in your data layer, it joins Looker Studio, your BI and the digest email. It reaches everywhere your numbers already go.
Search Console’s branded filter is a useful start. Here is what changes when the split is managed in your warehouse instead.
Manual, session-bound
Pricing
No tiers to choose between. Pricing depends on your site's size and data. We scope it with you on a quick call, and your data is always yours.
If something is still unclear, a discovery call clears it up fast.
We write classification rules from your real brand terms: your name in every language it is searched, common misspellings, sub-brands and product names. Every query is matched to Branded or Non-branded inside your warehouse.