Google has launched a new feature that significantly simplifies the way website owners analyze their search performance. Query Groups in Search Console Insights automatically groups similar search queries, providing businesses with a clearer overview of what their target audience is searching for.
Google introduces AI-driven Query Groups
The new Query Groups feature uses artificial intelligence to merge search queries with similar intents. Instead of scrolling through long lists of individual search terms, users now see organized groups that represent the key topics their audience is searching for.
Google provides examples of different ways to search for the same thing: "how to make guacamole dip," "guacamole dip recipe," "guac dip recipe," and "easy guacamole dip recipe" are now automatically grouped under one main topic. This AI-driven grouping evolves and changes over time, but it does not affect the ranking of websites.
The new overview displays three different views: groups with the highest number of clicks, groups where clicks have increased, and groups where clicks have decreased. Users can click on any group for a detailed analysis of all underlying search terms.
Consequences for businesses and marketing strategies
This development has a direct impact on how companies develop their SEO strategies and plan content. Marketing teams no longer need to manually cluster search queries or use expensive external tools for this analysis. The automatic grouping saves time and provides insights that were previously only accessible to experienced SEO specialists.
Especially for companies with large websites, it has now become easier to identify which topics generate the most traffic and where opportunities lie for content optimization. The feature aids in making data-driven decisions about which content deserves priority.
Practical application and availability
Google is gradually rolling out Query Groups over the coming weeks via Search Console Insights. The feature is only available for websites with high search volumes, as smaller websites benefit less from automatic grouping. Companies can use the new feature to refine their content strategy and gain a better understanding of what drives their audience. By recognizing trends in search behavior more quickly, marketing teams can proactively respond to the changing needs of their audience.