One of the biggest challenges in the world of SEO and content marketing is understanding real user intent among millions of different keywords and queries. Without getting lost in this complexity, producing the right content and performing page optimization can be extremely time-consuming.
At this point, Google has taken a revolutionary step within Search Console Insights: Query Groups. Thanks to this feature, similar search queries are automatically grouped, making it much easier to identify which themes and topics are driving more traffic.
What Are Query Groups?
“Query Groups” is a new feature delivered through a card in the Search Console Insights report.
In essence:
- Similar search queries are automatically grouped based on user intent or topic context.
- Each group displays the total number of clicks, allowing you to evaluate performance not just on individual queries, but at a topic level.
- Within each group, sub-queries are listed starting from the one with the highest number of clicks. You can also click on the group to access a detailed Performance report.
- Groups can be viewed under three main categories: Top (highest clicks), Trending up (queries with the most growth), and Trending down (queries with the most decline).
According to Google, this feature is being rolled out gradually and is only available for properties with high query volume. Google has also clearly stated that this grouping has no direct impact on rankings.
Why Is It Important? What Are the Advantages?
This innovation brings several benefits to SEO and digital marketing:
✅ Less Data Noise, More Clarity
Before: Hundreds of queries with small variations…
Now: These queries are clustered under a topic group, helping you focus on “this theme/intent.”
This accelerates data analysis and simplifies understanding.
✅ Stronger Insights for Content Strategy
You can easily see which topic groups are growing and which are declining (“Trending up”, “Trending down”). This gives you richer insights for content planning and updates.
✅ User-Intent-Driven Analysis
Thanks to query groups, it becomes easier to think not in terms of “keywords,” but in terms of “what the user is trying to find.” This is one of the core principles of modern SEO.
✅ New Perspectives for Reporting & Teamwork
For agencies and marketing teams, this feature enables more strategic reporting — for example:
“Traffic increased by X% in this topic group.”
How to Use It – Step-by-Step Guide
To get the most out of Query Groups, you can follow these steps:
1. Go to Search Console Insights
Open the Insights section in your account and find the Query Groups card under “Queries leading to your site” or a similar card.
2. Review the Group Card
Browse through the groups and observe:
- Which group has the highest clicks (“Top”),
- Which groups are rising (“Trending Up”),
- Which ones are declining (“Trending Down”).
3. Click a Group to View Details
When you click a group, you’ll be directed to the Performance report, where you can see all queries within that group, their clicks, and variations. This allows for deeper analysis.
4. Plan Your Content and Optimization
- Create new content for groups that are trending upward.
- Investigate why declining groups are dropping (more competition? outdated content? technical issues?).
- Create optimized content or update existing pages for high-volume queries within a group.
5. Reporting & Tracking
Track these groups on a monthly or quarterly basis. Identify which topic groups improved, which ones present opportunities or risks, and build your reports around these insights.
Points to Consider & Limitations
- The feature is not yet available for all properties; sites with low query volume may not see it.
- Groups are generated by AI, so labels and contents may change over time. There is no guarantee that labels will remain consistent.
- This feature does not directly impact rankings — it’s purely for analysis and reporting.
- For those who prefer detailed query-level analysis, the classic Performance report and export options remain essential.
Conclusion
Google’s Query Groups feature represents a major paradigm shift for SEO and content marketing: the focus is moving from individual “keywords” to user intent, topic clusters, and thematic performance.
With more manageable data visuals, you can make more strategic decisions, optimize your content accordingly, and strengthen your reporting.
If you are a content marketer, SEO specialist, or part of a digital agency — this is a feature you should follow closely and leverage to its fullest potential.
by wr