What Google’s Query Fan-Out Technique Means for SEO
Google’s AI search has introduced a technique that’s changing how we think about ranking. It’s called query fan-out, and if you’re still optimising for single keywords, you’re likely missing the bigger picture.
What Happens When You Search in Google Now
Here’s what Google does behind the scenes when you type in a search query. Instead of taking your question at face value, their custom version of Gemini 2.5 breaks it down into multiple related sub-queries. These all run at the same time across different data sources – the live web, Knowledge Graph, shopping results, the lot.
Think of it like this: you ask “best running shoes for flat feet” and Google internally generates dozens of related questions. Things like “what causes flat feet problems when running”, “arch support in athletic shoes”, “overpronation and shoe selection”, or “podiatrist recommendations for flat-footed runners”.
This happens in milliseconds. Google’s Deep Search feature can fire off hundreds of these sub-queries in parallel to build a much richer understanding of what you’re actually after.
What Query Fan Out Means for SEO
The game has changed because Google doesn’t just look at whole pages anymore. It’s evaluating passages within your content to see how well they answer these fan-out questions.
This means a page that traditionally ranks fifth for your main keyword could still get featured in AI Overviews if it has strong coverage of the sub-topics Google’s identified. Your content gets pulled for specific passages that nail the answer to one of those fan-out queries.
The data backs this up. Pages ranking first in traditional blue links have about a 25% chance of being cited in AI Overviews. That leaves 75% of citations going to pages that aren’t top-ranked but have better semantic coverage.
How to Search Optimise for Query Fan-Out
Forget about cramming everything into one massive pillar page. The smart approach is building content clusters that anticipate these sub-queries.
Start with a main hub page that covers your topic broadly. Then create cluster pages that dive deep into each angle Google might explore through fan-out. For running shoes and flat feet, that hub page gives the overview, while cluster pages tackle arch support technology, gait analysis, specific brand comparisons, and foot health considerations.
Each cluster page should include focused sections that directly answer common variations of your main query. Think of these as mini-FAQs embedded naturally in your content flow.
The key is understanding what sub-queries Google might generate.
Key Tactics to Support Query Fan Out
Google’s system works through entity and passage extraction. The AI models focus on semantically rich content chunks rather than evaluating entire documents. This passage-level relevance is where the opportunity lies.
Your content needs to be structured so Google can easily extract relevant passages for different fan-out queries. Use clear headings, keep paragraphs focused on single concepts, and make sure each section could standalone as an answer to a specific question.
Internal linking becomes crucial here. Your hub page should link to each cluster page, and cluster pages should cross-link where topics overlap. This helps Google understand the semantic relationships between your content pieces.
What This Means for Your Organic Rankings
Traditional ranking still matters. If you’re position one for your target keyword, you’ve got a decent shot at AI Overview inclusion. But visibility increasingly depends on semantic breadth rather than just traditional ranking signals.
Content that answers multiple fan-out facets performs better in this new environment. Google can pull different passages from your content ecosystem to address various aspects of complex queries.
This explains why some sites are seeing increased traffic despite not ranking higher in traditional SERPs. Their content aligns better with fan-out patterns, earning citations and featured snippets for queries they weren’t directly targeting.
Practical Steps You Can Take Today
First, audit your existing content through the fan-out lens. Take your main topics and brainstorm what sub-queries Google might generate. Are there gaps where you don’t have dedicated content?
Second, restructure your site architecture around topical clusters. Group related content logically and make sure your internal linking reflects these relationships.
Third, optimise at the passage level. Each section of content should be able to standalone as an answer. Use descriptive headings that could serve as mini-titles for extracted passages.
Finally, track your performance differently. Monitor AI Overview mentions and citations, even for queries where you don’t rank highly in traditional results. Tools are emerging that can track this new form of visibility.
The Bigger Picture
Query fan-out represents a fundamental shift towards understanding search intent at a deeper level. Google’s trying to satisfy complex information needs rather than just matching keywords to documents.
For SEO professionals, this means thinking like an information architect rather than a keyword optimiser. The goal is creating comprehensive coverage of topics that can satisfy both direct queries and the sub-questions that naturally arise.
Sites that adapt to this approach are seeing benefits beyond just AI Overview inclusion. The comprehensive coverage that works for fan-out also tends to improve traditional rankings, user engagement, and topical authority.
The writing’s on the wall. Search is moving towards understanding topics holistically rather than matching individual keywords. Fan-out optimisation puts you ahead of this curve rather than playing catch-up later.
Don’t forget – we offer GEO Audits that help you pinpoint key opportunities you’re missing to ensure your brands, products and content get cited in LLMs and Google AI Overviews.
