Different keyword variations users type when searching for the same topic.
Ever feel like you are writing content for a lot of different keywords, but you are not sure if you are covering everything people are searching for? It can be tough to know if your website is a real authority on a topic. But what if I told you that the variety of searches you rank for is a major SEO opportunity? I am going to talk about something called Query Variety. 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 Variety 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 with less work.
So, what is Query Variety? It is a measure of how many different kinds of search queries your website ranks for. A good query variety means your website ranks for a lot of different keywords, from broad to specific, and from informational to transactional. This tells Google that your website is a true authority on a topic and that it is a great resource for a lot of different kinds of searchers.
This is a major part of good SEO because it shows you that you do not have to create a separate page for every single keyword. You can create a single, comprehensive piece of content that 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 and build a strong, authoritative website.
How Query Variety Impacts Different CMS Platforms
The principles of Query Variety 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 make your content comprehensive and easy to find.
WordPress
WordPress is an amazing platform for handling Query Variety because of its powerful blogging features. I recommend you use it to create “pillar content” which is very long and covers a lot of related keywords. For example, a single, detailed guide to “gardening” can rank for a hundred different related keywords, like “how to plant vegetables,” “how to grow tomatoes,” and “best soil for gardening.”
Shopify
For Shopify, you can use Query Variety to your advantage by creating detailed product category pages that target a lot of related keywords. For example, a single category page for “women’s running shoes” can rank for searches like “best running shoes for women,” “women’s jogging shoes,” and “women’s trainers.” You can also use a blog to create buying guides that cover a lot of different 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 landing page that can target a lot of different popularities. 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, less popular 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 a query variety 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 Variety Applies to Different Industries
The concept of Query Variety 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 Variety 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 Variety 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 Variety 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 Variety 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 a broad search and a variety of queries?
A broad search is a single, general keyword that a person is searching for. Query Variety is about all the different, but related, keywords your website ranks for. By having a good query variety, you are telling Google that your website is a true authority on a topic and that it is a great resource for a lot of different kinds of searchers.
How can I find out what queries I am not covering?
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 variety?
Pillar content is a long, comprehensive piece of content that covers a broad topic. It is the perfect example of good query variety. 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.
