New in Search Console: the branded queries filter and how AI Mode data shows up
Search Console now tells you which searches include your brand name and how often your pages appear in Google's AI answers. Here is what each report shows and how a business owner should read it.
Why this matters
Search Console is Google's free tool that shows how your website performs in Google Search: how many times your pages appeared, how many people clicked, and for which searches. For years the hardest question to answer there was simple: is my site growing because more new people find me, or just because more people already know my name?
Two recent changes help with that. One splits branded from non-branded searches. The other shows how your pages appear in Google's AI features.
The branded queries filter
Google announced the filter on the Search Central blog in November 2025, and on 11 March 2026 it updated the post to say it is available to all eligible sites.
A branded query is a search that includes your brand name, a typo of it, or a product or service that is clearly yours. Google's example: "Gmail" counts as branded for google.com.
In the Performance report you can now choose:
- Branded: searches that include your name or your own products.
- Non-branded: everything else.
It works for web, image, video and news results, and you see clicks, impressions, average position and click-through rate for each group. There is also a new card in the Insights report that shows the split of total clicks.
How Google decides what is branded
This is not a keyword list you write yourself. Google says it uses an internal, AI-assisted system that knows your brand name in all languages, common typos, and products linked to you. It also admits that some queries may be misidentified. The filter does not affect rankings.
Why you might not see it
- It only works on top-level properties, not on a folder (example.com/blog) or a subdomain property.
- Your site needs enough searches and impressions for Google to classify them.
How AI Mode data shows up
AI Mode is Google's chat-style search, where you ask a question and get a long AI answer with links. AI Overviews are the shorter AI summaries at the top of normal results.
Inside your normal totals
Since June 2025, AI Mode data counts toward Search Console totals. Google's help page on impressions, position and clicks explains the rules:
- A click on a link to your site in AI Mode or an AI Overview counts as a click.
- Standard impression rules apply, so your link must actually be shown.
- An AI Overview takes one position, and every link inside it gets that position.
- If someone asks a follow-up question in AI Mode, it counts as a new search.
So when your impressions rise but clicks stay flat, part of the reason can be that your pages appear in AI answers where people read and do not click.
The new Generative AI report
On 3 June 2026 Google introduced Search Generative AI performance reports, and by 31 August 2026 they were rolled out to all websites. The help page says the Search report covers AI Overviews and AI Mode, and you can view it by pages, countries, dates and devices.
Two things to keep in mind. First, the report shows impressions, not clicks. Second, it has no queries tab, so you cannot see which questions led to your page or use the branded filter on it. The same data is still counted in the main Performance report too.
How a business owner should read it
- Start with non-branded clicks. This is your real reach to new customers. If it grows, your SEO work is paying off.
- Use branded clicks as a health check. Branded searches rise when your ads, shop window, social posts and word of mouth work. A drop here is a business signal, not only an SEO one.
- Read the Generative AI report by page. Which pages Google picks for AI answers tells you which content it trusts. Make those pages clear, current and easy to act on.
- Compare full periods. Use two complete months or 28-day blocks that both end on a past day, never a range that includes today.
- Do not panic about a single week. Google says the brand classification can change and some queries may be wrong. Look at trends.
What this means for businesses in Cyprus and Greece
In small markets like Cyprus, where many people already know the local shops by name, a lot of Google traffic can be people typing the shop name. That feels good, but it can hide how few new people find you through general searches like "air conditioner Nicosia". The filter now shows you that split directly.
Two practical points. First, Greek sites get searches in Greek, in Greeklish and in English. Google says the filter recognises your brand in all languages, but check a sample of queries yourself, because a small brand name can be missed. Second, many smaller local sites may not have enough data to see the filter at all. If that is you, the old way still works: filter queries that contain or do not contain your name.
For the Generative AI report, look at which service or product pages appear. Local businesses that answer real questions clearly, in both languages, tend to be the ones Google can quote.
Questions people ask
Why can't I see the branded queries filter?
It needs a top-level Domain property and enough search data. URL-path and subdomain properties do not get it.
Can I see AI Mode clicks on their own?
Not separately. AI Mode clicks are counted inside your Web totals. The Generative AI report shows impressions only.
Does a mention of my business in AI Mode count as an impression?
Only if a link to your site is shown. Standard impression rules apply.
Want help with this? Book a free 30-minute call.
Sources
- Introducing the branded queries filter in Search Console, Google Search Central Blog, November 2025 (updated March 2026)
- What are impressions, position, and clicks?, Search Console Help
- Introducing Search Generative AI performance reports in Search Console, Google Search Central Blog, June 2026
- Generative AI performance report (Search), Search Console Help
- Google AI Mode now counts toward Search Console totals, PPC Land, June 2025