Easily looking into Brand vs. Non-Brand search terms

Google Search Console Adds Branded Filter — Here’s What It Means (and How Fyr Already Handles It)

Google just announced a new Branded filter in Search Console. This lets you separate search performance for brand vs. non-brand keywords, making it easier to measure branded intent and track brand visibility.

Why this matters

Brand vs. non-brand segmentation helps you:

• Understand true incremental search demand
• Track impact of brand marketing on search
• See how much traffic comes from brand strength vs. generic discovery

Great update! But here’s the even better news for Fyr users

Fyr has already been doing this — and more

With Tags in Fyr, you can label search terms for:

• Brand vs. Non-brand
• Products, categories, markets
• Competitor terms
• Campaign relevance
  …and any other segmentation you want.

What makes Fyr’s version more powerful?

Unlike Search Console’s new default filter, tags aren’t limited to brand. You decide how to categorize queries based on your business, structure, and reporting needs — then use them in dashboards, comparisons, or custom filters across:

• Google Search Console
• Google Ads (including Pmax)
• Microsoft Ads

The takeaway

Google’s new branded filter is a step forward — but Fyr users already have full control and multi-platform search intent segmentation today.

If you haven’t created your tags yet, this is the perfect time to start.

What's your take on the update, and do you have any great use cases? Drop them in the comment section below.