Google has announced a major update to Search Console Insights, introducing a new feature called Query Groups that uses AI to organize similar search queries into clusters. This update, revealed in a Google Search Central Blog post published on October 27, 2025, is designed to make it easier for website owners and marketers to understand search performance at a broader level.

Why Google Introduced Query Groups

Analyzing search performance can be challenging because users often search for the same topic in many different ways. Small variations in phrasing, spelling, or language can clutter performance reports, making it difficult to identify the main search intent behind user queries.

For example, users might search:

• how to make guacamole dip
• guacamole dip recipe
• easy guacamole dip recipe
• simple guac dip recipe

While these are technically different queries, they all express the same intent: learning how to make guacamole. Query Groups solve this problem by clustering similar queries together so site owners can focus on overarching topics instead of hundreds of individual keyword variations.

Source: Google Search Central Blog

How Query Groups Work

The Query Groups feature uses AI-driven models to automatically cluster related queries that share similar intent. Google explains that these groups will evolve over time as search patterns change, providing a more dynamic understanding of what users are looking for.

This feature does not affect search rankings but instead enhances visibility into performance data.

Each Query Group includes:

• Group Performance: Total clicks for the entire group, offering a high-level view of engagement.
• Query List: The top-performing queries within the group, ordered by clicks.
• Drill-Down Capability: Clicking on any group takes you to the detailed Performance Report, showing all queries in that group.

Organized by Trends

To make analysis easier, Query Groups are categorized into three main sections:

• Top: Groups with the highest click volumes.
• Trending Up: Groups where clicks have increased the most compared to the previous period.
• Trending Down: Groups showing a decline in clicks compared to the previous period.

This organization gives marketers and SEOs quick insight into which topics are gaining or losing traction in search.

Availability

Google stated that Query Groups will roll out gradually over the coming weeks as a new card in the Search Console Insights report. Initially, the feature will only be available to websites with large query volumes, since grouping isn’t as beneficial for smaller sites with fewer queries.

Encouraging Feedback

Google encourages users to explore the new feature and share feedback using the thumbs up/down options within Search Console Insights or through the Submit Feedback option. Users can also discuss their experiences on LinkedIn or in the Google Search Central Community.