Adding related terms or synonyms to improve keyword targeting and semantic SEO.
Ever type a search into Google and feel like you are not getting the full picture? What if you knew that search engines are a lot smarter than you think, and they are always trying to figure out what you really want? I am talking about something called Query Expansion. I have been in this game for 15 years, and I have seen how understanding this concept can help you create content that gets a ton of traffic. I am going to explain what is Query Expansion 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 Expansion? It is a process that search engines use to automatically broaden a user’s search query by adding new, related terms. For example, if someone searches for “car,” the search engine might also look for results that include “vehicle,” “automobile,” or “sedan.” The goal is to provide more relevant results by catching different ways a person might phrase their search, which is why your content needs to be comprehensive.
Google uses Query Expansion to make sure it does not miss any good content just because a user did not use the exact right words. This is great for SEO because it means you do not have to create a separate page for every single keyword. You can create a single, comprehensive page that covers a lot of related terms, and Google will understand that your page is relevant for all of them.
How Query Expansion Impacts Different CMS Platforms
The principles of Query Expansion apply to every website, no matter the CMS. Your platform is the tool you use to create the content that Google wants to expand on. 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 a perfect match for a user’s search, even if they use a lot of different words.
WordPress
WordPress is a great platform for handling Query Expansion because you can 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 Expansion 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 create a page with different sections for each of your services, and each section can target a different keyword. This helps you have a single, authoritative page that ranks for a lot of different searches, which is great for SEO.
Custom CMS
With a custom CMS, you have the most control to build a system that supports Query Expansion. You can build a template that encourages your content creators to create long-form, comprehensive content. You can also use your system to track a lot of related keywords and make sure they are all being covered by a single, authoritative page.
How Query Expansion Applies to Different Industries
The concept of Query Expansion 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 Expansion 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 Expansion 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 Expansion 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 Expansion 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 keyword with Query Expansion?
A broad search is a general topic that is not specific, like “cars.” Query Expansion is when Google takes a user’s specific keyword, like “sedan,” and expands it to include other related terms, like “automobile” and “car.” This helps Google give the user a more relevant result.
How can I find out what keywords to include in my content?
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 Expansion?
Pillar content is a long, comprehensive piece of content that covers a broad topic. It is the perfect example of Query Expansion. 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.
