# Branded keyword

Category: [Keywords & Research](https://seo-geo-glossary.com/en/glossary/category/keywords-research/) › [Keyword types](https://seo-geo-glossary.com/en/glossary/category/keywords-research/keyword-types/)

**A branded keyword** is a search term that contains a brand name, a variant or misspelling of it, or a product of the brand. The counterpart is a non-branded keyword without brand reference.

## How does Google define branded queries?
In Search Console, a query counts as branded when it contains the brand name, variants or misspellings, or related products and services. Google's own examples are "Google", "Gogle" and "Gmail". Separating the two groups is useful because branded queries come mostly from people who already know the brand, while non-branded queries show how new users find a site (assessment).

## Branded filter in Search Console
In November 2025, Google added a filter to the Performance report that splits queries into branded and non-branded. An internal AI-assisted system assigns them. It takes the brand name in all languages into account, plus typos and queries that describe a unique product of the site without naming the brand. Individual queries can be misclassified. The filter requires a top-level property and enough data volume.

## Example
For a retailer named "Kaffeekontor", "kaffeekontor", "kaffekontor" and "kaffeekontor voucher" are branded keywords. "buy coffee machine" is non-branded.

## Related terms

- [Keyword](https://seo-geo-glossary.com/en/glossary/keyword/index.md)
- [Keyword research](https://seo-geo-glossary.com/en/glossary/keyword-research/index.md)
- [Keyword difficulty](https://seo-geo-glossary.com/en/glossary/keyword-difficulty/index.md)

## Sources

- [Introducing the branded queries filter in Search Console - Google Search Central Blog](https://developers.google.com/search/blog/2025/11/search-console-branded-filter)

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Last updated: October 7, 2026
URL: https://seo-geo-glossary.com/en/glossary/branded-keyword/