Microsoft Clarity Adds Branded and Non-Branded Query Segmentation to AI Reports

Microsoft has announced the addition of branded and non-branded query segmentation to the AI Citations dashboard and reports of its analytics tool, Clarity. Thanks to this update, digital marketers and SEO specialists can now filter and analyze in detail the queries used by AI systems when seeking supporting information, categorized by brand focus and general terms.

New Updates and Key Features

The core features added to Microsoft Clarity reports with this update include:

• Brand Tags on Query Cards: Individual searches in the query view are now clearly labeled as "branded," making it easy to quickly identify what AI systems are searching for.
• Share of Authority by Query Type: The Share of Authority card breaks down results into branded and non-branded queries, clarifying where the brand holds greater strength.
• Filtering Options: Data on the dashboard can be filtered to compare whether visibility is achieved when an AI directly searches for the brand or through more general topics.
• Precise Citation Analysis: Brand-focused demand is separated from generic discovery processes, making it easier to measure brand strength and identify optimization opportunities.

Strategic Evaluation

With the rise of AI search engines and assistants, measuring brand visibility on these platforms requires new approaches beyond traditional SEO tools. Differentiating between branded and non-branded queries provides critical data to understand whether users are searching for the brand intentionally or discovering it through the generic recommendations of AI engines. This distinction can help directly optimize the performance of content strategies and brand awareness investments.

*This news article was prepared based on data published by Search Engine Land.