Intro

Build a repeatable brand-versus-non-brand workflow in GSC so you can separate branded demand from generic discovery traffic without rebuilding filters every time.

Use this regex as the branded half of a two-filter workflow in GSC, then compare it against the remaining query set to monitor brand versus non-brand performance over time.

The Regex

(spicy metrics|spicymetrics|spicemetrics)

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 the listed brand terms and misspellings.
  • Forms one side of a repeatable brand-versus-non-brand reporting workflow.
  • Helps you compare branded demand against all remaining search behaviour.

What it does not match

  • seo reporting dashboard - No listed brand term appears.
  • best gsc dashboard tools - This is generic, non-branded demand.

Edge Cases

  • A negative regex view is only as clean as the branded pattern, so weak brand coverage will leak branded demand into non-brand.
  • Short brand forms can create false positives if the word is generic in your market.

Example Matches Table

Query Match Why
spicy metrics pricing Match Contains the core brand term.
spicemetrics login Match Includes a listed misspelt brand variant.
seo reporting dashboard No No listed brand term appears.
best gsc dashboard tools No This is generic, non-branded demand.

How to Use This in Google Search Console

  1. Open Performance and go to Search results.
  2. Add a Query filter with Custom (regex) and paste the branded regex.
  3. Save or export the branded segment.
  4. Create a second view using the same regex with Does not match regex to approximate non-brand demand.
  5. Compare the two views across the same date range.

When to Use This

  • Split branded and non-branded traffic for reporting.
  • Measure how much growth comes from brand awareness versus discovery demand.
  • Benchmark CTR and average position separately for branded and generic search behaviour.

Pro Tips

  • The workflow matters more than the single regex: always compare the positive branded set against the negative-match remainder.
  • Refresh the brand term list whenever new misspellings or abbreviations appear in exports.
  • Compare brand and non-brand on the same dates to avoid false conclusions from overall demand shifts.
  • If your brand name is ambiguous, tighten the grouped terms before relying on the split.

Variations

Include short-form brand mention

(spicy metrics|spicymetrics|spicemetrics|spicy)

Broadens the brand set when users regularly shorten the brand name in queries.

Related Regex Recipes

Related Recipe

Regex for Brand Queries

Use this regex to isolate branded demand in GSC when users search for your brand with or without spaces.
Related Recipe

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.

CTA

Regex is only the first step. The real bottleneck is turning manual filters into a repeatable workflow your team actually uses. Spicy Metrics helps you move from ad hoc filtering to operational SEO workflows.

Move beyond manual regex work