Google is always evolving how it understands and serves user intent. One of its latest techniques, known as "query fan-out," is changing how search results are generated. But here’s the catch: you won’t see these fan-out queries in Google Search Console (GSC). And yes, that matters if you're serious about SEO.
What Is Query Fan-Out?
Query fan-out is an AI-driven method Google ( and other AI models like ChatGPT ) uses to expand or reinterpret user queries behind the scenes. For example, if someone searches for "best shoes for plantar fasciitis," Google's AI might also consider related queries like "comfortable walking shoes," "arch support sneakers," or "shoes that help with heel pain."
This expansion helps Google return more relevant results even when the original search terms aren't used verbatim.
The Misconception About GSC Data
Some in the SEO community recently speculated that Google Search Console might now include data from these fan-out queries. It does not. GSC only shows the actual queries users typed into the search box before landing on your site.
What this means is simple: You may be getting traffic from expanded queries, but you won’t see those exact query terms in your reports. That’s a blind spot.
Why This Matters to Marketers
1. You’re Flying Partially Blind
Your search console data is no longer the full picture. Your page might rank well due to Google's interpretation of related queries, but you can't measure or optimize for those queries if you don't know what they are.
2. Content Strategy Needs to Evolve
Relying only on GSC data can limit your content ideation. You need to think beyond literal keyword usage and instead focus on broader topic relevance and semantic intent.
3. AI Is Driving the SERP, Not Just Keywords
Keyword research is still useful, but its role has shifted. Understanding searcher intent and covering topics comprehensively is now more important than hitting exact-match phrases.
How to Adjust Your Strategy
- Use Broader Keyword Clusters: Group keywords by topic and intent rather than by exact match.
- Expand Content Relevance: Add sections or FAQs that naturally cover tangential but relevant queries.
- Lean Into AI Tools: Platforms like ChatGPT, Gemini, and others can help simulate how search engines might reinterpret user intent.
- Track Behavioral Signals: Use Google Analytics to understand what users do once they land on your page, especially for pages with unexplained traffic spikes.
Final Thoughts
Fan-out queries reflect a fundamental shift in how search engines think. They aren’t just indexing pages based on keywords. They're interpreting intent and serving results accordingly. As a result, your SEO strategy needs to be less about seeing everything and more about understanding how the system works.
If you're optimizing content based solely on what Google Search Console shows, you're missing the bigger picture. That’s why at IMEG, we help our clients build SEO strategies that go beyond the dashboard, anchored in user behavior, semantic understanding, and the evolving capabilities of AI. Reach out to us today to learn more.
