Regular expressions, or regex, are powerful tools to find specific patterns in text, to search and manipulate data more efficiently. Regex works through a syntax to define search patterns, that’s very useful for SEOs who need to segment big data based on specific search behaviors or keywords.
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In Google Search Console, regex filters give SEOs more control over data by finding patterns that simple filters can’t reach. They allow you to segment data like brand vs. non-brand searches, long-tail queries, or intent-based groupings, offering a way to dive deeper into user behaviours and refine SEO strategy.
Custom regex filters also let SEOs uncover specific trends within GSC itself, without needing to export data or use other tools. This makes it easier to spot valuable patterns directly in GSC, saving time and revealing insights that can sharpen SEO decisions, from content optimisation to keyword targeting and competitor analysis.
Regex in Google Search Console opens up a more flexible way to filter and interpret search data by finding specific patterns in user queries and page URLs. This added precision is great for SEOs who want to go beyond basic filtering options and dig deeper into user behaviour. Here’s why regex can be a game-changer:
Pinpointing data patterns: regex helps isolate patterns in queries that would be hard to find with standard filters. For example, you can use regex to locate queries with specific phrases or character lengths, which is helpful for understanding how users search for your content.
Segmenting user intent: divide queries by intent, like informational (e.g., queries starting with "how," "why"), transactional (e.g., "buy," "price"), or navigational (e.g., branded terms). This way, you can get a clearer picture of why users land on your site, helping to tailor content and campaigns to different user needs.
Filtering for branded vs. non-branded terms: you can quickly filter branded queries to see how much of your traffic comes from brand-aware users versus those who are discovering your site for the first time. This is especially useful for tracking brand growth and the impact of brand-focused marketing.
Removing irrelevant data: clean up your data by filtering out irrelevant terms or specific patterns that don’t contribute much to SEO insights. For example, if certain keywords or phrases appear frequently but don’t add value, regex can filter them out, leaving a more refined dataset.
Identifying complex search patterns: regex is invaluable for spotting trends in search terms, like finding queries with high character counts or specific word structures, which can highlight emerging interests or questions among users.
Setting up regex in Google Search Console is simple and can make filtering data much more powerful. Here’s a step-by-step guide:
Access Performance Report: Open Google Search Console and go to the Performance report.
Add a New Filter: Click the “+ Add Filter” button to add a filter. You can choose to filter either Query or Page data.
Choose Regex Option: Select “Custom (regex)” in the filter options.
Enter Your Regex Pattern: Type in the regex pattern you want to use, whether it’s for excluding branded terms, filtering long-tail queries, or anything else.
Hit apply to see the filtered data, and start analysing based on your custom criteria. With these filters in place, you’re ready to dive deeper into understanding specific trends in search traffic, segregating brand vs. non-brand terms, and pinpointing long-tail queries—all directly within Google Search Console. Now, let’s look at some of the most common use cases for regex in SEO to help you get the most out of these filters.
Below is a table of some of the best regex patterns for common SEO scenarios. This provides you with a quick reference guide for various needs, from filtering branded terms to spotting long-tail queries.
To get the most out of these filters, it’s a good idea to test your regex patterns first. This helps avoid any accidental filtering out of important data. You can use tools like regex101 to validate your expressions before applying them in GSC.
use case | regex pattern | pattern explanation | example query/url | GSC application | expected outcome |
Filter Branded Terms | brandname|brand name | Finds any query containing the word “brandname” or "brand name" | brandname reviews, buy brand name | Query Filter (use "Matches regex") | Isolates all brand-related search terms |
Exclude Branded Terms | brandname|brand name | Excludes queries containing the word “brandname” or "brand name" | compare products, top laptops | Query Filter (use “Doesn’t match regex”) | Excludes brand-related queries |
Exact Brand Terms Only | ^(brandname|brand name)$ | Only queries that are exactly “brandname” or "brand name" | brandname, brand name | Query Filter (use "Matches regex") | Isolates all exact brand searches |
Match Exact Phrase Only | ^exact phrase$ | Matches only the specified exact phrase | laptops | Query Filter (use "Matches regex") | Filters data by exact phrase match |
Match Multiple Exact Phrases | ^(exact phrase|another exact phrase|one more exact phrase)$ | Matches only the specified exact phrases | laptops, lap-tops, lap tops | Query Filter (use "Matches regex") | Filters data by exact phrases |
Identify Long Queries by Characters | .{20,} | Matches queries with 20 or more characters | where to buy high-quality laptops | Query Filter (use "Matches regex") | Segments longer queries, often more specific |
Identify Long Queries by Words | (\w+\s){3,} | Matches queries with 4 or more words | find best travel laptop under budget | Query Filter (use "Matches regex") | Isolates long-tail, multi-word queries |
Filter by Specific Path | /products/.* | Matches URLs in the /products/ directory | /products/item123 | Page Filter | Isolates traffic to a specific site section |
Match Secure URLs (HTTPS) | https:// | Matches URLs that start with HTTPS | Page Filter | Focuses on secure (HTTPS) URLs | |
Exclude URLs Ending with Slash | ^.*[^\/]$ | Finds URLs that don’t end with a trailing slash | Page Filter | Focuses on URLs without trailing slashes | |
Filter Local Searches | ^(near me|in\s+\w+) | Captures queries starting with "near me" or "in [location] | dentist near me, car rentals in London | Query Filter (use "Matches regex") | Isolate queries indicating local search intent |
Isolate Numeric Queries | ^[0-9]+$ | Matches queries containing only numeric characters (useful for filtering out year, model, or code searches) | 2024, 12345 | Query Filter (use "Matches regex") | Isolates numeric-only queries, allowing for focused analysis on searches that contain only numbers. |
Customising regex filters in GSC gives you so much more to work with as an SEO. Whether it’s isolating branded terms, filtering question based queries or local search intent, regex is a super flexible way to view organic search data. With this level of control, you can directly improve your SEO by targeting user intent and finding patterns in how people interact with your site.
So, there you have it! Bookmark this guide for easy reference, and feel free to share it with anyone who could benefit from utilising regex in Google Search Console.
If all this regex talk feels a bit overwhelming, feel free to reach out to us. Our SEO team loves digging into data and fluent in regex, so you’ll be in good hands!
regex101: A tool for testing and debugging regex patterns.
Regexr: A tool for building and refining regex expressions with a regex syntax library.
