When Google modifies a user’s query (e.g., handling misspellings or synonyms) to improve results.
Ever type a search into Google and feel like you are not getting the right results? What if I told you that Google is actually rewriting your search behind the scenes to help you? This is a huge SEO opportunity. I am going to talk about something called Query Rewriting. I have been in this game for 15 years, and I have learned that understanding this is key to creating content that people actually want to read and that Google loves to rank. I am going to explain exactly what is Query Rewriting 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 Rewriting? It is a process that search engines use to change or rephrase a user’s original search query to better match the content that is available on the web. For example, if someone searches for “best recipe for apple pie,” Google might rewrite the query to “apple pie recipe” or “how to make apple pie.” The goal is to give the user the best possible results, even if their original query was not perfect.
This is a major part of good SEO because it shows you that Google is smart enough to understand a user’s intent, even if the user does not use the exact right words. Your job is to create content that is so comprehensive and clear that it is a perfect match for a lot of different, but related, search queries. This helps you get a lot of traffic from one single piece of content.
How Query Rewriting Impacts Different CMS Platforms
The principles of Query Rewriting apply to every website, no matter the CMS. Your platform is just the tool you use to create 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 is so good, Google does not have to work hard to rewrite a user’s query to find it.
WordPress
WordPress is a great platform for handling Query Rewriting because you can easily create long-form, comprehensive blog posts. I recommend you use it to create “pillar content” that covers a broad topic and a lot of related keywords. For example, a single, detailed guide to “gardening” can rank for searches like “how to plant vegetables,” “best soil for flowers,” and “gardening tips for beginners,” because Google knows they are all related.
Shopify
For Shopify, you can use Query Rewriting to your advantage by creating detailed product descriptions and blog posts. For example, a single product page for “Men’s Waterproof Hiking Boots” can rank for a lot of related searches, like “best hiking boots for men” and “waterproof boots for trails.” You can also create a blog with helpful articles that cover a lot of related product keywords in one place.
Wix
Wix makes it easy to create new pages and blog posts. You can use this to your advantage by creating a single, comprehensive page for a topic. For example, instead of a page for “web design pricing,” you can create a single page called “web design services and pricing.” This helps you rank for a lot of different keywords with one page and keeps your site from having a lot of thin content.
Webflow
Webflow’s design freedom allows you to build a single, beautiful landing page that covers a lot of related topics. 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, related 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 Rewriting 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 Rewriting Applies to Different Industries
The concept of Query Rewriting 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 in a single, comprehensive piece of content. I am going to show you how to do this for a few key sectors.
Ecommerce
In ecommerce, Query Rewriting is all about your product category pages. I recommend you create detailed, long-form category pages that include everything a customer needs to know. For example, a category page for “women’s running shoes” can rank for “best running shoes for women,” “women’s jogging shoes,” and “women’s trainers.”
Local Businesses
For a local business, you can use Query Rewriting by creating a single page that lists all of your services in a specific location. For example, a single page titled “Plumbing Services in Sialkot” can rank for “emergency plumber Sialkot,” “Sialkot drain cleaning,” and “Sialkot water heater repair.” This helps you rank for a lot of local searches with just one page.
SaaS
For a SaaS company, you can use Query Rewriting by creating a single, comprehensive guide that covers a lot of related topics. For example, a single guide titled “Project Management for Small Businesses” can rank for keywords like “how to manage a remote team” and “best project management tool.” This helps you attract a lot of different users with one amazing piece of content.
Blogs
For a blog, Query Rewriting is a perfect strategy. Instead of writing a bunch of short articles, you can write one amazing, long-form article that covers a lot of related keywords. This helps you build a strong, authoritative page that can rank higher and for more keywords than a lot of small, thin articles.
FAQ Section
What is the difference between Query Rewriting and keyword stuffing?
Keyword stuffing is using the same keyword over and over again on a page. Query Rewriting is about using a lot of related, but different, keywords in a natural way in one single, comprehensive piece of content. The goal is to provide a complete answer to a user’s question, not to trick Google.
How can I find out what queries I should target?
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 “pillar content” and how does it relate to Query Rewriting?
Pillar content is a long, comprehensive piece of content that covers a broad topic. It is the perfect example of Query Rewriting. A pillar page can then link to a lot of smaller, more specific articles that are all related to the same broad topic. This helps you build a strong, authoritative content hub on your website.
Should I delete my old, short articles and combine them into one?
Yes, often this is a great strategy. If you have a lot of short, similar articles that are not ranking well, you can combine them into one single, comprehensive article. This helps you create a high-quality, authoritative page that is much more likely to rank for all of those keywords.
