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To document a competitor’s appearance for a non-branded search, run the exact query in a controlled search context and save a screenshot showing the competitor result. Record the location, device, search type, and capture time with the image: Google results can vary across those conditions and with recent search history. A screenshot is evidence of what appeared in that particular search, not a permanent or universal ranking.
What counts as a non-branded keyword?
A non-branded query is one that does not include the brand name you are analyzing. The classification is relative to that brand: a query can be non-branded for one company and branded for another. Google’s branded-query classification can also include misspellings and distinctive products or services associated with a brand, and Google cautions that its automated classification can sometimes be wrong.
For competitor research, write down the exact query and whose brand you are treating as the reference. Do not assume that a keyword is non-branded simply because it omits a company’s correctly spelled name.
How to capture a comparable Google results screenshot
- Choose the query. Record the exact words searched and identify the brand for which you consider the query non-branded.
- Set the search context. Decide the country or local area, device type, and search type, such as web. Use the same settings for captures you intend to compare.
- Run the search and capture the results. Keep the query and enough of the page visible to identify the competitor result. Include its visible title and domain or URL, plus surrounding features that help explain its appearance when practical. Google does not prescribe a screenshot format; this is a recordkeeping approach.
- Save the context with the image. Record the date and time, query, location, device, and search type in a filename or accompanying note. For example:
nonbrand-query_city_mobile_2026-10-03-1430.png. The filename is only a suggested convention; use a consistent format that suits your team. - Repeat under the same conditions. When comparing results over time, keep the query and search settings consistent and note any known differences. Recent search history may affect what appears, so treat screenshots as observations from a particular context rather than perfectly controlled ranking measurements.
What a screenshot can—and cannot—tell you
A screenshot can show that a competitor’s result appeared in the captured results page and document how it looked there, including visible result features. It does not establish that every searcher saw the same page, that the result held that position at another time or place, or that it represents a universal ranking. Google says results can vary with time, place, device, and recent search history.
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For ongoing monitoring, use a repeatable search setup and compare records with their context intact. If you consider a rank-tracking service, assess its controls for location and device, capture frequency, historical result storage, visual snapshots, and exports. A screenshot remains a contextual visual record; it does not by itself explain changes or replace trend analysis.
How to track non-branded queries for your own site in Search Console
Search Console’s branded or non-branded query filter can segment performance data for your own property when the feature is available. It is not a tool for discovering competitors’ exact live rankings.
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- Open the relevant property in Google Search Console and open the Performance report for Search results.
- Choose the branded or non-branded query filter if it is available for that property.
- Review the query data and available metrics, including clicks, impressions, CTR, and average position, for the selected report period and grouping.
The branded-query filter is not available for sub-properties such as directory properties or for sites with low impression volume. Google says the filter provides data from when it was first introduced on March 11, 2025; Google Search Central’s announcement, dated November 20, 2025 and updated March 11, 2026, says the filter became available to all eligible sites on March 11, 2026. Availability still depends on eligibility.
Why Search Console average position is not a screenshot rank
Average position is an aggregated Search Console metric, not a fixed position in one screenshot. Google defines it using the topmost position for results from your property across the selected grouping and period. It describes performance for your property; it does not give a competitor’s exact live rank. Google recommends focusing more on trends in clicks and impressions than on position alone.
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Use Search Console to analyze your own property’s performance over the selected report dimensions and period. Use a dated, contextual screenshot when you need a visual record of what a particular search returned.
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For a screenshot request, ScreenshotNeo accepts a URL and can return an image or PDF. Its API can also handle search-result URLs; the response records page verdict and billing information in headers. A capture of search results is still tied to its request context, so record the query, location, device, and time you intend to analyze.
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Example cURL request (replace the target URL with the search URL you want to capture):
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curl -G "https://api.screenshotneo.com/v1/shot" -d access_key=YOUR_API_KEY --data-urlencode url=https://www.google.com/search?q=project+management+software -o shot.webpSee the ScreenshotNeo API documentation for request options. Before capture, it accepts cookie or consent banners like a visitor and removes more than 60 known consent platforms, newsletter popups, and chat widgets; each cleanup step can be turned off. Bot checks, blank pages, timeouts, failed loads, and cache hits are not billed, and response headers say which page verdict and billing outcome applied. An MCP server provides take_screenshot, get_page_info, and capture_pdf tools for Claude, Cursor, and other MCP clients. The free plan includes 1,000 screenshots per month without a card; paid plans start at $5 for 3,000 shots. Every feature is available on every plan. Learn about ScreenshotNeo, or sign up free for 1,000 screenshots a month with no card.
Troubleshooting capture and comparison problems
- The result looks different from another person’s screenshot: compare the query, time, location, device, search type, and recent search history before concluding that rankings changed. Google results can vary across those factors.
- The competitor is missing from the screenshot: confirm the exact query and search context, then capture the results page again. A screenshot documents what appeared in that search; it cannot prove the result will appear for every searcher or at another time.
- You cannot select a non-branded filter in Search Console: check whether you are viewing an eligible property rather than a sub-property and whether the site has sufficient impression volume. Google says the filter can be unavailable for sub-properties and low-impression sites.
- Search Console position does not match the visible result position: they are different kinds of observations. Average position is aggregated for your property over the selected report grouping and period; the screenshot records one results page.
- A query seems misclassified as branded: Google’s classification can account for misspellings and brand-specific products or services, and it can occasionally be mistaken. Treat the filter as a useful segmentation, not a definitive manual label for every query.
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