When a user modifies a search to get better results, often revealing intent evolution.
Ever feel like you are writing content for a lot of different keywords, but you are not sure if they are the right ones? It can be tough to know what people are actually typing into Google. But what if I told you there is a way to find out exactly what people want and create content that is a perfect match? I am going to talk about something called Query Refinement. I have been in this game for 15 years, and I have learned that this is the key to creating content that people actually want to read. I am going to explain what is Query Refinement and give you some simple, actionable tips to make your content work smarter for you. You will walk away knowing how to get more of the right people to your site.
So, what is Query Refinement? It is the process of a person changing their search query to be more specific as they get closer to finding what they want. For example, a person might start with a broad search like “running shoes.” They then might refine their search to “men’s running shoes,” then “best men’s running shoes for flat feet,” and finally “buy Nike Pegasus 40.” This shows a clear journey from a broad search to a very specific one.
This is a major part of good SEO because it helps you understand a user’s intent. By knowing what people are looking for at every stage, you can create a piece of content that is a perfect match for that stage. This helps you guide a user through their search journey and show them that your website is the best source of information, which can lead to a sale or a loyal reader.
How Query Refinement Impacts Different CMS Platforms
The principles of Query Refinement apply to every website, no matter the CMS. Your platform is just the tool you use to create and organize the content. I am going to show you how to think about this with some of the most popular platforms. The goal is to create content that matches what people are searching for at every stage of their journey.
WordPress
WordPress is a great platform for handling Query Refinement because you can easily create different types of content. I recommend you use your blog to create content for the early stages of a search, like “how to choose running shoes.” You can then use your product pages for the final stages, like “buy Nike running shoes.” This helps you get a lot of different kinds of traffic.
Shopify
For Shopify, you can use Query Refinement to create a clear content strategy. Your main product category pages can target broad searches like “shoes.” Your product subcategories can target refined searches like “running shoes.” And your blog can target the most specific, long-tail searches like “best running shoes for flat feet.”
Wix
Wix makes it easy to create new pages and blog posts. You can use this to your advantage by creating a specific page for each stage of a user’s search. For example, a single page titled “Web Design Services” can target a broad query, and a blog post titled “How to choose a web designer for a small business” can target a more refined one. This helps you get a lot of different kinds of traffic.
Webflow
Webflow’s design freedom allows you to build a single landing page that can target a lot of different stages of a search. You can have a main section that targets a broad keyword and then have subsections that go into a lot of detail about more specific, refined keywords. This helps you have a single, authoritative page that ranks for a lot of different searches.
Custom CMS
With a custom CMS, you have the most control to build a system that supports a Query Refinement strategy. You can build a system that encourages your content creators to create long-form, comprehensive content that targets a lot of different keywords. You can also track a lot of related keywords and make sure they are all being covered by a single, authoritative page.
How Query Refinement Applies to Different Industries
The concept of Query Refinement is the same for every business, but the way you apply it changes depending on what you do. It is all about figuring out what your audience wants and giving it to them. I am going to show you how to do this for a few key sectors.
Ecommerce
In ecommerce, Query Refinement is crucial for sales. A person might start with a broad search like “laptops” and then refine it to “gaming laptops.” You should have a category page for each. You can also use a blog to create a “best gaming laptops of 2025” post to attract people who are in the research stage.
Local Businesses
For a local business, Query Refinement can help you get more customers. A person might start with a search like “plumber” and then refine it to “emergency plumber Sialkot.” You should have a service page for each. You can also use a blog to answer questions like “how to fix a leaky pipe” to attract people who are in the early stages of their search.
SaaS
For a SaaS company, Query Refinement can help you get more qualified leads. A person might start with “software” and then refine it to “project management software for small teams.” You should have a landing page for each. You can also use a blog to answer questions like “how to manage a remote team” to attract people who are in the early stages of their search.
Blogs
For a blog, Query Refinement is a perfect strategy. You can find a broad keyword and then create a lot of different articles that cover all the refinements. For example, a broad keyword might be “baking.” You can then create articles like “how to bake bread,” “best bread machine,” and “baking tips for beginners.” This helps you get a lot of different kinds of traffic.
FAQ Section
What is the difference between a broad search and a refined search?
A broad search is a general topic with a high search volume, like “shoes.” A refined search is a more specific topic with a lower search volume, like “best waterproof running shoes for men.” A refined search is a sign that a user is closer to a purchase or a solution.
How can I find out what queries people are refining to?
You can use a few simple methods. Start by looking at your Google Search Console reports. Look for a lot of similar, low-ranking keywords that are all pointing to the same page. You can then create a new, single page that targets all of them. You can also use a keyword tool to find related keywords that you should cover in one article.
What is a “user journey” and how does it relate to query refinement?
A user journey is the path a person takes to find a solution to a problem. Query Refinement is a way to look at that journey. By understanding how a person refines their search, you can create content that is a perfect match for every stage of their journey, which helps you get more of the right people to your site.
Is it possible to rank for a broad search and a refined search on the same page?
It is possible, but it is often better to have different pages for each. A broad keyword often has a different user intent than a refined one. By having different pages, you are telling Google that you have a perfect match for each intent, which can help you rank higher for both.
