Intro
Catch every core branded query variant in Google Search Console without rebuilding your brand filter every time.
Use this regex to isolate branded demand in GSC when users search for your brand with or without spaces.
The Regex
How This Regex Works (Explained Simply)
()
Parentheses group terms together so GSC treats them as one unit. That is what lets one regex cover several query variants in a single filter.
|
The pipe means OR. GSC will match any term on either side of the pipe, which is useful for variants, modifiers, or alternative phrases.
GSC regex is case-insensitive by default, so capital letters do not need separate variants. GSC also uses partial matching by default, so the regex can match part of a longer query unless you anchor it with ^ or $.
What This Regex Does
- Matches core branded searches that mention the brand exactly or in joined-word form.
- Catches longer branded queries such as pricing, login, support, and review modifiers because GSC uses partial matching by default.
- Gives you a reusable branded segment for CTR analysis, brand protection, and split reporting.
What it does not match
- search console dashboard - No brand term appears anywhere in the query.
- seo reporting software - This is generic category demand, not branded demand.
Edge Cases
- Because GSC regex is a partial match by default, this pattern also matches branded queries with extra words such as pricing or support.
- If your brand has many misspellings, expand the grouped terms rather than relying on a single exact spelling.
Example Matches Table
| Query | Match | Why |
|---|---|---|
| spicy metrics | Match | Contains the spaced brand name. |
| spicymetrics pricing | Match | Contains the joined brand name, so it matches as a partial query. |
| spicemetrics login | Match | Contains the misspelt joined variant included in the group. |
| search console dashboard | No | No brand term appears anywhere in the query. |
| seo reporting software | No | This is generic category demand, not branded demand. |
How to Use This in Google Search Console
- Open Performance and go to Search results.
- Click Add filter and choose Query.
- Select Custom (regex).
- Paste the regex and click Apply.
When to Use This
- Build a clean brand vs non-brand reporting split.
- Audit branded CTR separately from generic CTR.
- Track demand capture around launches, PR, or offline campaigns.
Pro Tips
- Pair the query regex with a page filter to see which URLs absorb branded demand.
- Use the anchored variation when you only want exact brand terms, not modifier queries.
- Export matched queries and compare brand CTR against non-brand CTR over the same date range.
- Use the same core brand pattern inside a negative regex filter to build a non-brand view.
Variations
Add a common singular typo
Adds one more typo variant so you catch slightly messy branded demand.
Match exact brand terms only
Anchors the regex so GSC only returns exact branded queries with no trailing modifiers.
Related Regex Recipes
Regex for Non-Brand Queries
Use this regex with the Doesn't match regex query filter in GSC to exclude brand terms and leave non-brand demand behind.
Regex for Informational Intent
Use this regex to isolate informational intent terms in GSC and measure awareness-stage SEO performance with less noise.
CTA
Building query segments manually in GSC works for one-off checks, but it breaks down across multiple sites and stakeholders. Spicy Metrics keeps those segments organised and easy to monitor.
Scale segmentation in Spicy Metrics