I recently delved into Google Search Console’s branded query filter, which has become a game-changer for SEO reporting. This feature now allows me to track brand awareness, diagnose performance drops, and truly measure the impact of my SEO efforts.
In November 2025, Google introduced a solution to a long-standing SEO challenge: the ability to distinguish branded from non-branded search performance directly within Google Search Console (GSC). The rollout is now complete for eligible properties, and I was ecstatic to try it out.
For so long, I’ve had to rely on regex filters, custom dashboards, or third-party tools, which weren’t always reliable. But GSC’s branded query filter simplifies the process, positioning it as a native feature in a platform widely used for organic reporting.
This change makes it easier for me to close a crucial gap in SEO reporting. Now, I can independently evaluate brand demand and discovery, leading to improved performance analysis supported by first-party data.
In essence, GSC’s new filter performs its function by sorting queries into two categories:
Branded queries that include recognized brand terms.
Non-branded queries covering all other discovery queries.
These features empower me to group queries by topic or intent, filter by branded and non-branded types, and create detailed reports without external processing.
Historically, separating branded from non-branded performance wasn’t new but maintaining consistency was challenging. I used to manually segment with regex, keyword tagging in rank-tracking tools, or through custom dashboards.
These methods worked but were fragile. Common issues included character limits on regex, language variants for international sites, and no shared standard for branded terms. With GSC’s update, I find these challenges largely eliminated.
Branded traffic is crucial, being both a signal of brand awareness and a major source of conversions. However, when mixed with non-branded data, it skews the interpretation of SEO performance.
By segmenting this data, I can now accurately identify brand demand versus discovery, allowing clearer insights. This helps me to better understand what’s genuinely boosting performance and address key questions like:
Are we enhancing brand demand or expanding non-branded reach?
Is our content strategy bolstering non-branded visibility?
Is the current strategy effective as anticipated?
Having used the filter, branded search trends have become one of the clearest indicators of brand health. Monitoring these trends reveals gaps and provides opportunities across various channels.
This functionality isn’t just a feature; it signifies a paradigm shift in SEO measurement. The consistency it brings to branded versus non-branded reporting is transforming how SEO work gets done, making reporting more consistent and actionable.
As I continue to evaluate and use these insights, I find that adopting this feature means less time spent reconciling data and more focus on interpreting results. This results in more confident and consistent communication, ultimately driving greater impact.
In our latest report, I’ve dug deep into the world of Shopify Plus agencies to bring you the cream of the crop for 2026. With an exhaustive analysis of 84 agencies globally, my research focused on crucial factors like mastery of the Shopify Plus platform, customer reviews, and unique enterprise capabilities.
After meticulously evaluating each agency, I honed in on six standout contenders by ranking their abilities in areas such as technical expertise, B2B implementation success, and customer satisfaction rates. Below, I’ve summarized who made the cut and why they shine.
The Top Shopify Plus Agencies of 2026
Here, I’m unveiling the top Shopify Plus specialists! This table showcases each expert agency based on a comprehensive assessment of their technical prowess and customer delight.
With over 15 years of experience, Atwix stands as a beacon for B2B eCommerce transformation. Founded by Slava Kravchuk, Atwix leverages its vast Shopify Plus expertise, bringing innovative custom development and integration services to manufacturers and distributors.
What sets Atwix apart is their ingenious Sirius integration platform, a vital tool that links various enterprise systems with ease, ensuring real-time data accuracy. Their 96% client retention rate is a testament to their ability to offer solutions that scale as businesses expand.
Clients laud Atwix as “true professionals” providing “quick responses” and “elegant solutions” to complex challenges. Their “deep technical expertise” and proactive management are consistently highlighted.
Eastside Co: Masters of Conversion Rate Optimization
At Eastside Co, the name of the game is conversion rate optimization through precise A/B testing strategies. My insights show this agency emphasizes performance metrics, helping brands maximize their growth potential in the Shopify Plus ecosystem.
Their targeted services benefit direct-to-consumer brands, reflecting their commitment to driving results using data-driven methodologies. Though they excel in conversion, their scope might be too narrow for businesses needing expansive ecommerce solutions.
Clients commend Eastside Co for their “focus on performance metrics” and systematic approach to achieve “ROI improvements.” Their dedication to analytics stands out, though some mention the need for additional partners for broader projects.
We Make Websites: Experts in UK Headless Development
In the UK, We Make Websites is synonymous with expertise in headless commerce and performance optimization. My research indicates their focus on Core Web Vitals and innovative technical practices makes them a powerhouse for UK markets.
While they are adept at creating high-speed, dynamic experiences, their strategies focus primarily on the UK, which might pose challenges for international companies with more complex needs.
Location: London, UK
Established: 2008
Price Range: $$$$
Average Review Score: 4.8/5
Services Offered: Headless Commerce, Performance Optimization, Custom Development, API Integration, Technical SEO
Summary of Online Reviews
Clients praise them for their “attention to performance” with “lightning-fast storefronts.” However, their strong UK-centric approach can be challenging for global firms.
Digital Silk: Crafted for Large-Scale Fashion Brands
For those in the fashion arena, Digital Silk offers exceptional design-centric Shopify Plus services. Their commitment to aesthetic excellence is ideal for high-end fashion brands focused on stunning visual identity over operational intricacies.
While their creativity in design sets them apart, their services might not suit businesses looking for robust, functional ecommerce solutions with sophisticated technical requirements.
Location: New York, NY
Established: 2013
Price Range: $$$$
Average Review Score: 4.7/5
Services Offered: Brand Design, Shopify Plus Development, Visual Identity, Digital Marketing, UX Design
Summary of Online Reviews
Clients appreciate their “design quality” and the ability to craft “experiences” that highlight brands, though some note their focus on aesthetics can sometimes overlook functional needs.
Studio Rotate: Embodying Australian Commerce Design
Studio Rotate blends local market knowledge with design prowess to serve the Australian market effectively. My insights reveal their visually compelling solutions cater magnificently to regional audiences.
While their boutique approach is a boon for Australian brands, it might not match the needs of international or large enterprises seeking extensive capabilities and scalability.
Location: Melbourne, Australia
Established: 2016
Price Range: $$$
Average Review Score: 4.5/5
Services Offered: Shopify Plus Development, Australian Market Focus, Design Direction, User Experience, Local Commerce
Summary of Online Reviews
Clients remark on their “deep Australian market knowledge” and ability to craft “local designs.” However, regional focus can limit scalability for international markets.
Charle: Masters of UK Creative Solutions
Since 2018, Charle has charmed ambitious UK brands with their creative and performance-driven Shopify Plus development. With a focus on people-first strategies, they’ve built a remote-first culture that encourages innovative collaboration.
However, while offering captivating creative designs, their capacity to address comprehensive B2B functionality is limited, particularly outside the UK market.
Location: London & Manchester, UK
Established: 2018
Price Range: $$$
Average Review Score: 4.4/5
Services Offered: Shopify Plus Development, Creative Design, UK Market Focus, Platform Migration, Brand Development
Summary of Online Reviews
Clients describe their experience with Charle as “an absolute dream” due to their “creative approach” and seamless process, though their focus on UK limits global expansion capabilities.
The Top Shopify Plus Agencies in the US by Specialty
To aid you further, I’ve classified these exceptional Shopify Plus agencies into specialized categories based on detailed research. This should help you align with partners who resonate with your project goals and growth aspirations.
As a seasoned PPC professional, I’ve learned the hard way that even experts can fall victim to default settings. It’s become clear to me how crucial it is to thoroughly double-check every campaign setting.
On episode 334 of PPC Live: The Podcast, I chatted with Sophie Fell, Head of Paid Media at Liberty Marketing Group. We delved into a memorable PPC mishap involving location targeting, illustrating how minor oversights can escalate into significant issues—but also how to resolve them effectively.
Sophie shared a story where she inadvertently launched a campaign with worldwide location targeting. The campaign quickly amassed 1,500 leads, which appeared promising until she realized they were from unintended locations.
At first glance, such a spike in leads seemed like a triumph, yet we soon saw it as a cautionary tale. Upon further investigation, the reason was clear: the location settings were misconfigured. This experience taught us the importance of scrutinizing results that seem unusually favorable.
The client noticed the mistake around the same time as Sophie. She addressed the situation with honesty, acknowledging the error, clarifying the misstep, and resolving it promptly. This transparency was crucial in maintaining trust, even if the client felt understandably frustrated.
This wasn’t a case of lacking expertise; rather, it was about rushing through processes and assuming reviews had been done. We’ve all made assumptions that trip us up, and this incident was a stark reminder of the dangers inherent in default settings.
Once the issue was corrected, Sophie’s campaign achieved exceptional results, hitting targets early and surpassing revenue goals by £3.5 million. This success wasn’t defined by the initial error but by the way it was handled.
Nowadays, Sophie double-checks campaign settings multiple times for assurance. She examines settings during any unusual performance shifts and ensures results are thoroughly vetted. Her key takeaway: post-launch reviews often catch what pre-launch overlooks.
When mistakes occur, Sophie advises: pause, assess, and be transparent. It’s critical to take responsibility, explain the error, and detail preventive measures. Errors only escalate into issues if mishandled.
In her audits, Sophie frequently encounters outdated accounts, over-reliance on brand campaigns, and misapplied automation tools. She emphasizes the ongoing importance of aligning keywords, ads, and landing pages, even in the era of AI-driven marketing.
Discussing mistakes is vital—many assume industry veterans no longer err, but learning never stops. Sharing these experiences fosters junior confidence, enhances leadership, and propels industry evolution.
I believe a healthy team culture tolerates experimentation and accountability. Sophie highlights the need for clear testing frameworks, budget constraints, and openness. Teams claiming perfection often lack innovation.
The key takeaway? Regularly verify your campaign settings. Platforms evolve, defaults change, and assumptions can lead astray. Ensuring campaigns align with intentions prevents mishaps.
