Contents
What?
Google is introducing a new feature to Search Console called Query Groups, which is designed to help users better analyze and organize query data in search results.
Why?
The new tool lets you organize keyword sets into logical groups, making it easier to understand which types of queries generate the most traffic. This is an important step towards clearer reporting and more precise analysis of SEO efforts.
Who is it for?
Online store owners, SEO specialists, marketers, and agencies specializing in digital traffic analysis.
Background:
Google has been expanding Search Console with features that increase data control. Query Groups address the needs of analysts who previously had to manually filter and compare long lists of queries. The new solution automates this process, enabling a more strategic view of search results.
How does Query Groups work in Search Console?
The Query Groups feature creates query categories for users and assigns specific keywords to them. This allows reports to display not just individual phrases, but entire groups of related topics. This is especially useful for large websites, where analyzing thousands of queries has previously been time-consuming. Google is also introducing the ability to compare groups, which helps identify trends and drops in visibility more quickly.
Why is this important for digital strategy?
Precise query segmentation opens up new possibilities for organic traffic analysis. Companies can now better understand user intent and tailor content to specific audiences. In practice, this translates into better marketing decisions, more effective SEO campaigns, and higher conversion rates in online stores. The tool aligns with the trend of automation and data analysis, which is increasingly shaping the digital world.
How can Query Groups impact companies' SEO strategies?
The new feature is a significant improvement for teams analyzing content effectiveness and page visibility. Instead of focusing on individual phrases, they can now observe entire thematic groups—for example, queries about products, guides, or reviews. This, in turn, facilitates decisions about content expansion or page optimization. Experts emphasize that the tool can significantly shorten analysis time and increase the accuracy of reports.
How can companies use new opportunities in practice?
- Appearance tailored to thematic groups – e.g. “product phrases”, “guidance questions”, “local queries”.
- Comparing results between groups – allows you to identify areas with the greatest traffic potential.
- Monitoring changes over time – analyzing seasonal trends and the effectiveness of content campaigns.
- Integration with other reports – Query Groups data can be combined with reports on CTR, position or number of impressions.
Practical tip for specialists
It's worth defining sets of queries that address your most important business goals now. For example, the "shopping phrases" group can help you assess which content actually attracts customers to your online store. This will make your SEO strategies more precise and measurable.
What are the limitations of the new feature?
For now, Query Groups will only be available to a select few users. The new feature will primarily appear on sites that generate a large number of search queries. Its use is limited for smaller sites, as query analysis doesn't require such extensive grouping. Google plans a gradual, broader rollout. Furthermore, the feature doesn't yet allow for exporting full group data, limiting its usefulness in large external reports.
What does this mean for the future of SEO analytics?
Google is increasingly investing in the development of analytical tools that support digital businesses. The introduction of Query Groups signals that the future of SEO will be based on group and contextual data, not just individual phrases. Online store and marketers should prepare now for the more complex reporting that will become standard in the coming months.
Want to learn more?
Contact us and learn how to use Google Search Console data to increase the visibility of your online store in the digital world.
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Kornelia Makowska
e-commerce specialist
A marketing and management expert specializing in digital marketing and e-commerce, she has extensive experience managing online stores, developing online sales, and building brand presence in digital channels. She effectively creates and implements comprehensive marketing strategies, focusing on optimizing sales activities, increasing conversions, and long-term brand image enhancement. She combines expertise with a practical approach based on data analysis and insight into the latest market trends.
