You’ve probably noticed that Google keeps enriching its SEO tools. The latest new feature: query groups in Search Console Insights. A great improvement… but not without its limits.

Because while this feature helps you understand how users find your site, it is still controlled by Google. The groupings are automatic, sometimes vague, and don’t always reflect your real SEO strategy.

What Exactly Are “Query Groups”?

Query groups are a new feature in Search Console Insights. Their goal: automatically group similar searches made by users to make reading and analyzing your SEO data easier.

In practice, instead of showing several similar keyword variations for the same search intent, Google gathers them into one group. This gives you a clearer view of the topics that drive traffic to your site.

Each group shows:

• The total number of clicks recorded by the queries in the group
• The list of associated searches
• Direct access to the detailed performance report

This approach makes the data easier to read and highlights the topics that truly interest your audience. However, these groupings are entirely automated: they are based on criteria defined by Google, with no possibility for customization. As a result, some strategically different queries may end up in the same group, which can make analysis more complex.

How Does Google Organize Your Query Groups?

Before this update, Search Console displayed a long list of often repetitive queries:

• “best indoor plants”
• “easy-to-care-for plants”
• “which plant to choose for your living room”

Distinct searches, but reflecting the same intention. Now, all these queries are automatically grouped to provide a more synthetic overview (e.g., “indoor plants”).

While this improves readability, it is still a perspective imposed by Google, based on its own interpretation of the data. In other words, you see general trends more easily but lose the freedom to organize information according to your own SEO strategy.

How Does AI Simplify Your SEO?

Artificial intelligence now makes it possible to regain control over your SEO data by creating query groups aligned with your actual objectives. With this approach, you can:

• Group your keywords according to your key themes (products, content, campaigns, markets, etc.)
• Identify high-potential queries for your business
• Build tailored analyses based on your priorities
• Track the evolution of your performance over time

And for shopping centers, retailers, or territories, we offer a turnkey tool that already integrates this approach. It allows you to easily leverage data from Google and turn it into a true decision-making asset.

Why Are the Right Keywords Essential for Your SEO?

In Google Search Console, keyword selection is automatic. Google decides what is “important” based on its own criteria.

On Yourban, it’s the opposite: you choose your strategic keywords, the ones that truly matter for your brand. They appear in your dashboard with a star and become the foundation of your SEO monitoring.

Examples:
shopping mall ⭐️
shopping mall open on Sunday ⭐️
large shopping mall Paris ⭐️
new shopping mall 2025 ⭐️
stores available in the shopping mall ⭐️

These keywords are the ones you decide to monitor, analyze, and grow — for a fully tailored strategy.

How Does It Work in Yourban?

1. Connect your Google Search Console account to import your data
2. Select your strategic keywords by clicking the +
3. Create custom groups based on your themes
4. Analyze your performance (clicks, impressions, CTR, average position, trends...)

You get a clear, structured view that adapts to your needs — far from the automatic groupings imposed by Google.

What Are the Concrete Impacts of Query Groups?

By combining the power of AI with your SEO expertise, you transform your data into real decision-making tools.

The result:

• You better understand your audience’s search intent
• You optimize your content according to your priorities
• You focus your efforts on high-impact keywords
• And above all, you save valuable time in analysis

Is the Future of SEO Driven by AI?

The arrival of query groups in Search Console Insights is an important milestone. But the real shift is the ability to regain control of your data thanks to intelligent tools like Yourban.

With Yourban, you no longer endure automatic groupings: you adapt them, refine them, and turn them into SEO growth levers.

👉 Want to try it? It’s not too late to contact us!

Because today, SEO is no longer just about “being visible.” It’s about understanding, analyzing, and acting intelligently.