Intro
Capture queries that mention both your brand and a competitor even when the query is not written as an explicit comparison.
Use this regex to isolate queries where users mention both your brand and a competitor, regardless of whether they say vs explicitly.
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.
.*
Dot-star means any characters can appear here. In GSC it is commonly used when you want to allow extra words before or after a core phrase.
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 competitor-plus-brand queries in either order.
- Catches mixed-brand demand that may reflect research, migration, or switching intent.
- Helps you audit overlap with competitor-aware users beyond explicit comparison phrasing.
What it does not match
- spicy metrics pricing - Branded only, with no competitor mention.
- semrush pricing - Competitor only, with no brand mention.
Edge Cases
- This segment includes both comparison and non-comparison mixed-brand queries, so it can be broader than a pure vs filter.
- If you only want brand-first demand, use the brand-first variation.
Example Matches Table
| Query | Match | Why |
|---|---|---|
| spicy metrics semrush migration | Match | Contains both the brand and a grouped competitor. |
| ahrefs spicy metrics alternative | Match | Contains a grouped competitor first and the brand later. |
| spicy metrics pricing | No | Branded only, with no competitor mention. |
| semrush pricing | No | Competitor only, with no brand mention. |
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
- Audit mixed-brand research demand.
- Find landing pages that attract competitor-aware traffic.
- Split explicit vs comparisons from broader competitor-plus-brand mentions.
Pro Tips
- Keep this segment separate from explicit vs comparisons so you can see how users phrase mixed-brand demand.
- Export the matched queries and look for switching, migration, or setup themes.
- Add new competitors as soon as they appear in your dataset.
Variations
Add one more competitor
Broadens the grouped competitor set while keeping the two-brand requirement.
Brand first only
Useful when you specifically want queries that start from your brand and then mention a rival.
Related Regex Recipes
Regex for Competitor Keywords
Use this regex to isolate competitor keywords in Search Console and see where your content earns visibility around rival tools.
Regex for Competitor Comparisons (vs)
Use this regex to isolate explicit comparison searches in GSC when users are evaluating your brand against a named competitor.
Regex for "Alternative to [Competitor]"
Use this regex to isolate replacement-intent searches that explicitly look for an alternative to a named competitor.
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