The query fan-out approach to content writing for your brand

As SEO has evolved, so have content strategies. It’s been the case for several years that targeting a handful of primary keywords in your content isn’t enough, but with the rise of AI this has become even more important. Users are searching with diverse intents, and whilst AI Overviews (AIOs) can provide quick results to queries, audiences are still searching for in-depth answers to specific questions. This is where the query fan-out approach comes in: a method of starting with a core topic and branching out into clusters of related queries, capturing a wider range of user needs.

Here, we’ll explore how query fan-out works, what insights it can reveal, and most importantly, how to implement these insights across content production.  

What is query fan-out? 

Query fan-out does what it says on the tin: it’s the process of taking an initial topic and “fanning out” to uncover branches of related queries that an audience is searching for. From there, we can fan out across associated searches, allowing content to capture more visibility and serve multiple user intents. This approach means we can create content that branches out from a core topic, hitting more user needs.  

Just as these branches allow us to optimise our visibility, they can also give us greater insights into our target audience. Query fan-outs can highlight different user intents (transactional or navigational), multiple query specificity levels (broader or niche searches), and allow us to identify what stage of the user journey they’re at (awareness, consideration or decision). 

For example, if your core topic is “camping holidays in the UK”, a query fan-out might reveal related searches around “electric pitches in the UK”, “camping holidays for couples in the UK”, or even “best times to go camping in the UK”. Results like this identify opportunities to expand our content offering across relevant pages, creating targeted content that appeals to our audience by anticipating their needs.

Why it matters for content strategy and SEO

The query fan-out approach is so effective because it allows us to produce SEO driven content in a way that appeals directly to the specific needs of unique user personas. Each fan-out offers us: 

• Broader visibility: We can create content that appears for a wider set of searches, reaching more users 
• Topical authority: Search engines favour pages that thoroughly cover a subject, so our content can support overall page rankings

Prioritising the user through query fan-out content

By prioritising user engagement, the fan-out approach allows us to boost visibility, authority, and user satisfaction all at once. Users find more of the information they need in one place, meaning they spend more time on-site and less time searching for answers elsewhere. 

Beyond improving engagement, this process also leads to a better understanding of user intent by revealing not just what people are searching for, but why. By uncovering the motivations and pain points behind queries, we’re able to align content more closely with real user needs and provide genuinely helpful solutions.

By identifying and addressing query gaps that competitors haven’t yet covered, we can capture valuable organic traffic they’re missing. Filling these content gaps helps to establish brands as trusted, comprehensive sources of information. 

The query fan-out process: Key steps 

As someone who’s typically knee deep in content creation, data analysis isn’t something that comes naturally to me. Yet the process of running a query fan-out is deceptively simple. Here’s how to do it effectively.

Gather data from Google Search Console 

We start by extracting data from GSC to see which pages and queries are already performing well and where there’s room for improvement. There are several key patterns to look for:

• Queries with plenty of impressions but low clicks: Low clicks suggest strong visibility but weak engagement, which can highlight opportunities to improve meta titles, descriptions, or on-page content as a whole 
• High CTR queries with low impressions: These perform well but have limited reach, so expanding coverage around these topics can help capture more visibility and grow traffic
• Queries ranking in positions 5-15: Great “quick win” opportunities where small improvements to content, internal linking, or on-page optimisations can result in significant ranking and traffic gains
• Question-based queries: These types of queries suggest informational user intent and can be used to inform FAQ, blogs or dedicated explainer content
• Long-tail variations: Longer variations can highlight niche topics your audience cares about, helping us to create focused content pieces that target these terms

Before strategising or producing content, it’s important to validate the results using keyword research tools, ensuring the relevance and search volume of any suggested topics or queries. 

Compare results across user research 

To strengthen your query fan-out process, it’s best to compare your findings across multiple sources:

• Use tools like AlsoAsked to uncover related search questions and identify new topic opportunities
• Review competitor content and FAQs to see which queries and themes your rivals are already addressing
• Explore online forums like Reddit or Quora to discover authentic user questions and emerging discussion topics
• Speak to customer service or sales teams to identify recurring customer issues, customer concerns, and information gaps

Analyse for optimisation opportunities

Once data is gathered from GSC, upload the CSV from the chosen page to GPT, prompting it to run a query fan out. With this information, we can use the results to: 

• Identify queries related to your primary topic that aren’t fully covered
• Look for patterns or clusters of queries that reflect similar user intent
• Prioritise opportunities based on potential traffic, search volume, or topical relevance

Translate findings into content strategy 

The suggestions generated by the fan-out can highlight gaps in landing, commercial and blog pages where new content may be needed. With these insights, we can identify opportunities to naturally include related queries and integrate them into a content strategy, whether through new content sections, existing content optimisations or FAQs. We can also use query fan-out findings to identify any opportunities to improve internal linking across both new and existing content on a page. 

Once we’ve identified fan-out opportunities, it’s time to put those insights into action. We can make a start by expanding existing pages with new sections that target high-value queries, ensuring they address user intent fully. For query clusters with enough search volume, we’re able to create fresh content pieces, like new service pages or topical blogs, to capture any additional traffic. 

How to implement query fan-out effectively

While it’s important to continue to monitor performance (adding new queries, refreshing content, and adjusting internal linking), the primary focus of fan-out-led content should always be on quality over quantity. 

Each piece of content- whether an additional FAQ, an added subsection or a completely new blog- should fully address the user’s intent and provide meaningful, valuable information, rather than simply targeting as many queries as possible. Targeting lots of terms and queries is great, but without clarity and depth in your content, you risk not providing your users with the answers they’re looking for. By prioritising quality, we ensure that content not only ranks better but also delivers a better experience to broader audiences.

Consider these quality principles:

• Comprehensiveness: Cover topics thoroughly, anticipating natural follow-up questions users might have
• Clarity: Use straightforward language and a logical structure to make information easy to digest for both users and search engines
• Originality: Add unique insights, examples, or perspectives that differentiate your content from competitors
• Usefulness: Offer actionable takeaways, practical examples, or tools that users can apply immediately
• Accuracy: Keep information current, factual, and properly sourced to maintain trust and authority.

It’s also important to take a modular approach to writing by breaking down content into clear, scannable chunks. Content sections should be able to both stand on their own and connect cohesively with a broader topic. Structure pages using descriptive subheadings (H2s and H3s), bulleted lists, and short paragraphs to improve readability. This not only helps readers to quickly find the information they’re searching for, but also allows AI systems and search engines using natural language processing (NLP) to better understand context, intent, and relationships between sections. This is crucial, as it increases the likelihood of content being visible in search results and featured snippets.

Build interconnected content ecosystems

Query fan-out reveals not just individual content opportunities but the relationships between topics. Use this insight to create interconnected content that:

• Links related pieces together contextually
• Guides users through logical content journeys
• Establishes your site as a comprehensive resource on the topic
• Builds topical authority through clustering

Monitor and iterate

Content optimisation based on query fan-out isn’t a one-time project, it’s an ongoing process. Set up a regular cadence (quarterly or bi-annually) to:

• Review GSC performance for your optimised content
• Identify new queries emerging in search data
• Refresh content to address changing user needs
• Adjust strategy based on what’s working

Why the query fan-out matters for SEO and content

From a content perspective, the query fan-out approach offers several advantages. Targeted audiences benefit from a better user experience as they find multiple answers in one place, helping to reduce frustration and keep bounce rates low. At the same time, insights from query analysis enable more data-driven content planning, guiding strategic decisions on what topics to expand or optimise. The fan-out process is also a great way to implement scalable content plans, allowing us to broaden coverage over time without losing focus. 

The SEO benefits of the query fan-out approach are just as clear. By covering a cluster of related queries, pages will show topical relevance to search engines, helping to boost rankings. At the same time, capturing more queries naturally boosts visibility across search results, leading to higher impressions. Query fan-out can also help to curate how your brand is portrayed in AI-generated responses as content is pulled through to LLMs and AIOs. With targeted content appearing across more search avenues, we can interact with audiences across each stage of the user journey, utilising opportunities to highlight a brand’s position as an expert in both broader areas and niche subtopics. 

When content comprehensively addresses a topic, it doesn’t just help individual pages; it strengthens your site’s overall authority, making it easier to rank for future content as well. 

Real-world results 

Using the query fan-out approach, we’ve been able to identify opportunities to expand existing content and create new copy for a variety of clients.

For example, our work for a holiday parks brand has seen us identify multiple opportunities to expand their content across a variety of topics, better targeting their pages to answer a wider range of user queries. Branching out from core topics already covered on commercial pages has allowed us to create content that anticipates further user questions, providing on-page insights that give the user all the information they need, without having to search elsewhere. 

We’ve also been able to better optimise existing content so that it appears in a wider variety of search results, from Google Search to LLMs and AIOs. In this way, we’ve helped our client to meet their audience where they’re at, with highly relevant content that interacts with them at every stage of the user journey. 

The query fan-out approach has transformed the way we think about content creation. By starting with a core topic and mapping out related queries, we’re able to uncover hidden opportunities to create a more helpful and informative experience for users. For businesses seeking to establish authority and enhance brand visibility, query fan-out content isn’t just optional, but essential. To find out more about how the query fan-out approach can work for your business, get in touch with our team at Distinctly today.