{"id":65936,"date":"2025-12-05T11:57:59","date_gmt":"2025-12-05T11:57:59","guid":{"rendered":"https:\/\/ga.agency\/?p=65936"},"modified":"2026-05-26T13:16:37","modified_gmt":"2026-05-26T11:16:37","slug":"google-branded-queries-filter-seo-reporting","status":"publish","type":"blog","link":"https:\/\/ga.agency\/en\/blog\/google-branded-queries-filter-seo-reporting\/","title":{"rendered":"How Google\u2019s Branded Queries Filter Transforms Non-Branded vs Branded SEO Reporting"},"content":{"rendered":"\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Search is evolving, and the expectations for clarity in performance reporting are evolving with it. At GA Agency, we continuously look for ways to provide clients with deeper insight into what is driving their organic visibility. Until now, Google Search Console grouped all organic traffic together, which made it more challenging to distinguish between <strong>brand-driven demand<\/strong> and <strong>SEO-driven discovery<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Google\u2019s new <a href=\"https:\/\/developers.google.com\/search\/blog\/2025\/11\/search-console-branded-filter\"><strong>Branded Queries Filter<\/strong><\/a>, introduced in November 2025, brings an important layer of precision to Search Console reporting. It offers a clearer view into how users find your website by separating <strong>branded queries<\/strong> from <strong>non-branded queries<\/strong> through an <strong>AI-assisted classification system<\/strong>. This update improves the quality of SEO analysis and empowers brands to make more confident, data-inspired decisions.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This is not about replacing old methods. It is about gaining <strong>new visibility<\/strong> that was not previously available at scale.<\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Why_Understanding_Branded_vs_Non-Branded_Matters\"><\/span><strong>Why Understanding Branded vs Non-Branded Matters<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Organic performance has always included two types of intent:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Branded searches<\/strong> from users already familiar with your business<\/li>\n\n\n\n<li><strong>Non-branded searches<\/strong> from users discovering you for the first time<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Both are valuable, but they serve different strategic purposes.<\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Branded queries naturally perform differently<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Users who already know a brand tend to produce:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Higher CTR<\/strong><\/li>\n\n\n\n<li><strong>Higher conversion rates<\/strong><\/li>\n\n\n\n<li><strong>More stable rankings<\/strong><\/li>\n\n\n\n<li><strong>More predictable impression patterns<\/strong><strong><br><\/strong><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">This is normal and expected. However, these metrics can mask the performance of discovery-focused SEO when viewed in aggregate.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Non-branded queries reveal your competitive position<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Non-branded searches show how well your content performs among users who are exploring their options or researching a topic without a specific brand in mind. This has always been the heart of SEO, but previously it required manual filtering to analyse reliably.<\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"The_Solution_Googles_AI-Driven_Branded_Queries_Filter\"><\/span><strong>The Solution: Google\u2019s AI-Driven Branded Queries Filter<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Google has now introduced a <strong>native filter<\/strong> in Search Console that cleanly separates:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Branded Queries<\/strong><\/li>\n\n\n\n<li><strong>Non-Branded Queries<\/strong><strong><br><\/strong><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">This filter appears directly in the <strong>Performance Report<\/strong> and works across Web, Image, Video and News search types.<\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"How_Google_identifies_branded_queries\"><\/span><strong>How Google identifies branded queries<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Google uses an <strong>AI-powered classification system<\/strong> that recognises:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Brand names<\/strong><\/li>\n\n\n\n<li><strong>Misspellings and variations<\/strong><\/li>\n\n\n\n<li><strong>Brand-related products and terms<\/strong><\/li>\n\n\n\n<li><strong>Acronyms and short forms<\/strong><\/li>\n\n\n\n<li><strong>Location-based brand queries<\/strong><\/li>\n\n\n\n<li><strong>Navigational-intent searches<\/strong><strong><br><\/strong><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">This level of automation removes the need for custom filtering and provides a more dependable segmentation than teams could produce manually.<\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/ga.agency\/wp-content\/uploads\/2025\/12\/image-7-1024x663.png\" alt=\"\" class=\"wp-image-65945\"\/><\/figure>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_You_Can_Now_Analyse_More_Clearly\"><\/span><strong>What You Can Now Analyse More Clearly<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The filter gives you access to two datasets that help strengthen reporting and strategy.<\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Branded_Queries_A_Clearer_View_of_Brand_Demand\"><\/span><strong>Branded Queries: A Clearer View of Brand Demand<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Branded queries shine a light on:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Brand awareness trends<\/strong><\/li>\n\n\n\n<li><strong>Customer loyalty and return interest<\/strong><\/li>\n\n\n\n<li><strong>Marketing and PR impact<\/strong><\/li>\n\n\n\n<li><strong>Seasonal or campaign-specific spikes<\/strong><\/li>\n\n\n\n<li><strong>Brand presence in new regions<\/strong><strong><br><\/strong><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Key metrics include:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Branded impressions<\/strong><\/li>\n\n\n\n<li><strong>Branded CTR<\/strong><\/li>\n\n\n\n<li><strong>Device-level branded trends<\/strong><\/li>\n\n\n\n<li><strong>Share of total branded search traffic<\/strong><strong><br><\/strong><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">This dataset helps teams understand how wider brand activity contributes to search performance.<\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Non-Branded_Queries_A_More_Precise_SEO_Performance_View\"><\/span><strong>Non-Branded Queries: A More Precise SEO Performance View<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Non-branded queries show how well your SEO strategy is capturing new audiences. They reveal:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Competitive visibility<\/strong><\/li>\n\n\n\n<li><strong>Topic and content strengths<\/strong><\/li>\n\n\n\n<li><strong>Emerging search opportunities<\/strong><\/li>\n\n\n\n<li><strong>Pages with ranking potential that need optimisation<\/strong><strong><br><\/strong><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Key non-branded KPIs include:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Non-branded impressions growth<\/strong><\/li>\n\n\n\n<li><strong>Average rank for non-branded queries<\/strong><\/li>\n\n\n\n<li><strong>Non-branded CTR<\/strong><\/li>\n\n\n\n<li><strong>Non-branded clicks<\/strong><strong><br><\/strong><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">This is the clearest picture Google has offered of organic discovery.<\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Strategic_Value_for_Agencies_and_Clients\"><\/span><strong>Strategic Value for Agencies and Clients<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">This update enhances how teams evaluate performance without changing historical outcomes or rankings. It simply offers a more detailed lens.<\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Clearer attribution without replacing past reports<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">The new split allows teams to show:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>What brand familiarity drives<\/strong><\/li>\n\n\n\n<li><strong>What SEO visibility drives<\/strong><strong><br><\/strong><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">This supports more nuanced conversations rather than undoing previous reporting.<\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Better alignment with the marketing funnel<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Both query types serve different stages of the user journey:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Non-branded users<\/strong> are researching or exploring<\/li>\n\n\n\n<li><strong>Branded users<\/strong> are closer to taking action<br><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">The filter allows teams to align content and optimisation strategies accordingly.<\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>More informed resource planning<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Understanding both datasets helps brands decide where to focus:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Brand marketing investments<\/strong> elevate branded demand<\/li>\n\n\n\n<li><strong>Content and SEO investments<\/strong> improve non-branded discovery<br><\/li>\n<\/ul>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Stronger KPI setting for leadership<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Leaders gain clearer visibility into:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Brand strength over time<\/strong><\/li>\n\n\n\n<li><strong>SEO effectiveness as an independent channel<\/strong><strong><br><\/strong><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">This supports decision-making at the portfolio, market and campaign level.<\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/ga.agency\/wp-content\/uploads\/2025\/12\/image-8-1024x413.png\" alt=\"\" class=\"wp-image-65951\"\/><\/figure>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_Teams_Should_Do_Next\"><\/span><strong>What Teams Should Do Next<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Apply the filter and create a baseline<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Record your branded vs non-branded split to establish a new reference point.<\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Refresh your KPIs<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Consider using:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Non-branded growth<\/strong> for SEO success indicators<\/li>\n\n\n\n<li><strong>Branded search growth<\/strong> for brand awareness indicators<br><\/li>\n<\/ul>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Adjust strategy based on the two datasets<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">For <strong>non-branded growth<\/strong>, focus on:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Content opportunities<\/li>\n\n\n\n<li>Topic expansion<\/li>\n\n\n\n<li>E-E-A-T improvement<\/li>\n\n\n\n<li>SERP competitiveness<br><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">For <strong>branded growth<\/strong>, focus on:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Landing pages<\/li>\n\n\n\n<li>Core brand pages<\/li>\n\n\n\n<li>Conversion funnels<\/li>\n\n\n\n<li>Trust signals<br><\/li>\n<\/ul>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Integrate segmented reporting<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Create dashboards that visualise trends for each query type.<\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Limitations_to_Be_Aware_Of\"><\/span><strong>Limitations to Be Aware Of<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Only <strong>top-level domain properties<\/strong> with sufficient query volume can access the filter<\/li>\n\n\n\n<li>Google\u2019s classification cannot be edited manually<\/li>\n\n\n\n<li>The filter affects <strong>reporting only<\/strong>, not ranking<\/li>\n\n\n\n<li>Some ambiguous queries may be grouped differently than expected<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">These limitations are normal for a new feature and do not affect site performance.<\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Final_Takeaway_More_Clarity_Not_More_Complexity\"><\/span><strong>Final Takeaway: More Clarity, Not More Complexity<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Google\u2019s <strong>Branded Queries Filter<\/strong> gives brands and agencies a clearer and more structured understanding of search performance. It does not change historical results. It simply enriches reporting with insights that were difficult to produce at scale before this update.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">With this new capability, organisations can:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Understand how audiences find them more clearly<\/strong><\/li>\n\n\n\n<li><strong>Optimise strategies for both brand demand and discovery<\/strong><\/li>\n\n\n\n<li><strong>Align SEO performance with the full marketing mix<\/strong><\/li>\n\n\n\n<li><strong>Give stakeholders greater confidence in reporting<\/strong><strong><br><\/strong><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">If you would like support interpreting branded vs non-branded data or aligning your SEO strategy with this new level of clarity, <a href=\"https:\/\/ga.agency\/contact-us\/\"><strong>GA Agency is here to help<\/strong>.<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_89 counter-flat ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<span class=\"ez-toc-title-toggle\"><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/ga.agency\/en\/blog\/google-branded-queries-filter-seo-reporting\/#Why_Understanding_Branded_vs_Non-Branded_Matters\" >Why Understanding Branded vs Non-Branded Matters<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/ga.agency\/en\/blog\/google-branded-queries-filter-seo-reporting\/#The_Solution_Googles_AI-Driven_Branded_Queries_Filter\" >The Solution: Google\u2019s AI-Driven Branded Queries Filter<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/ga.agency\/en\/blog\/google-branded-queries-filter-seo-reporting\/#How_Google_identifies_branded_queries\" >How Google identifies branded queries<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/ga.agency\/en\/blog\/google-branded-queries-filter-seo-reporting\/#What_You_Can_Now_Analyse_More_Clearly\" >What You Can Now Analyse More Clearly<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/ga.agency\/en\/blog\/google-branded-queries-filter-seo-reporting\/#Branded_Queries_A_Clearer_View_of_Brand_Demand\" >Branded Queries: A Clearer View of Brand Demand<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/ga.agency\/en\/blog\/google-branded-queries-filter-seo-reporting\/#Non-Branded_Queries_A_More_Precise_SEO_Performance_View\" >Non-Branded Queries: A More Precise SEO Performance View<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/ga.agency\/en\/blog\/google-branded-queries-filter-seo-reporting\/#Strategic_Value_for_Agencies_and_Clients\" >Strategic Value for Agencies and Clients<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/ga.agency\/en\/blog\/google-branded-queries-filter-seo-reporting\/#What_Teams_Should_Do_Next\" >What Teams Should Do Next<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/ga.agency\/en\/blog\/google-branded-queries-filter-seo-reporting\/#Limitations_to_Be_Aware_Of\" >Limitations to Be Aware Of<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/ga.agency\/en\/blog\/google-branded-queries-filter-seo-reporting\/#Final_Takeaway_More_Clarity_Not_More_Complexity\" >Final Takeaway: More Clarity, Not More Complexity<\/a><\/li><\/ul><\/nav><\/div>\n","protected":false},"author":3,"featured_media":101680,"menu_order":0,"template":"","categories":[252],"tags":[],"class_list":["post-65936","blog","type-blog","status-publish","has-post-thumbnail","hentry","category-ga-news"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Google\u2019s Branded Queries Filter | GA Agency<\/title>\n<meta name=\"description\" content=\"See how Google\u2019s Branded Queries Filter brings new clarity to SEO performance by separating branded and non-branded traffic for more accurate insight.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ga.agency\/en\/blog\/google-branded-queries-filter-seo-reporting\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Google\u2019s Branded Queries Filter | GA Agency\" \/>\n<meta property=\"og:description\" content=\"See how Google\u2019s Branded Queries Filter brings new clarity to SEO performance by separating branded and non-branded traffic for more accurate insight.\" \/>\n<meta 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