Ever asked ChatGPT a simple question and received an answer that seems suspiciously well researched?
That’s partly thanks to something called query fan-out. It sounds like a technical term invented to make marketing meetings longer, but it’s really quite clever.
What is query fan-out?
Query fan-out is when an AI (artificial intelligence) search engine takes one question and breaks it into several smaller searches to find a more complete answer.
Let’s say you’re looking for the best wedding photographer in Liverpool. You might ask ChatGPT, “Who’s the best wedding photographer in Liverpool?”
Rather than searching for that exact phrase alone, AI might also investigate local photography prices, customer reviews, photographers specialising in natural wedding photos and award-winning photographers across Merseyside.
It then brings everything together to help answer your original question. It’s like having a personal assistant who does their research, rather than recommending their mate Dave because he’s got a decent camera.
Why is query fan-out important for SEO?
Here’s where things get interesting for businesses.
Previously, you might have focused on getting your website ranking for “wedding photographer Liverpool”.
The keyword is still important, but AI search engines, including Google AI Mode and ChatGPT, can look much further. They might discover your business through your pricing page, customer reviews, helpful articles or information about your experience.
Suddenly, appearing in AI search isn’t just about ranking for one keyword – it’s about being a useful, trustworthy source across lots of related searches.
There’s another important difference. You could rank brilliantly for your main keyword but still miss out on AI recommendations if competitors provide better answers to the questions surrounding it.
How can you improve your visibility in AI search?
The good news is that you don’t need to throw your existing SEO (search engine optimisation) strategy in the bin, but you DO need to think beyond individual keywords.
Answer the questions your customers ask. Explain your services properly. Publish helpful content, demonstrate your expertise and make sure information about your business is consistent across the web. Also, please don’t publish 47 almost-identical AI-generated articles hoping to hoodwink ChatGPT.
Want your business to appear in AI search?
At Engage Web, we help businesses improve their visibility across Google and AI search platforms like ChatGPT. From SEO to AEO (answer engine optimisation), we focus on getting your business found by the people most likely to become customers. Get in touch and let’s find out where your biggest opportunities are.
