Google has rolled out a new AI-driven feature called “Query Groups” inside Search Console Insights, designed to help marketers quickly understand the main topics their audience is searching for; without sifting through hundreds of repetitive query variations.
What This Means?
Google is turning raw keyword data into actionable intelligence, allowing website owners to see the bigger picture of their audience’s intent.
Until now, Search Console reports often displayed long lists of individual keywords that were similar in intent like “search engine optimization,” “SEO website,” or “SEO optimisation.” These made it difficult to see what people truly cared about at scale.
With Query Groups, Google now automatically clusters similar search queries together, showing higher-level topics that drive traffic to your site. This gives SEOs, marketers, and content creators a clearer overview of what themes attract users and how those interests shift over time.
How It Works?
According to Google, Query Groups use AI models to identify and cluster semantically similar queries. Each group represents a broader search intent or topic – such as “SEO,” “analytics,” or “content marketing.”
The feature appears as a new “Queries leading to your site” card inside Search Console Insights and includes:
Group performance: Total clicks per topic cluster.
Top queries: A ranked list of queries within that cluster.
Drill-down view: The ability to explore individual query data in each group.
Query Groups are also segmented into three key trend views:
Top groups – clusters with the highest total clicks.
Trending up – groups gaining traction compared to the previous period.
Trending down – groups with declining click volume.
“Query groups solve this problem by grouping similar queries. Instead of a long, cluttered list of individual queries, you will now see lists representing the main groups that interest your audience. The groups are computed using AI and may evolve over time.” – Google
Importantly, Google clarified that Query Groups are meant for better reporting insights only & they do not influence search rankings.
When and Where You Can Access Query Groups
The feature will roll out gradually over the coming weeks and will appear as a new card in the Search Console Insights report. Currently, it’s available only for properties with large query volumes, as grouping is less useful for smaller sites.
What This Means for Your SEO Strategy Moving Forward
For years, SEO marketers have used third-party tools or manual methods to cluster search queries into topic groups. Google’s move brings this functionality directly into Search Console, making insights more accessible — especially for small teams or newer marketers.
By highlighting which topics trend up or down, Query Groups can help:
- Identify emerging content opportunities.
- Understand shifts in audience interest.
- Streamline keyword research and planning.
