Think Local, Win Global – Mastering Visibility in the Digital Age

Google has released a new feature inside Search Console Insights called Query Groups.  An AI-powered way to organise similar search queries into clear, meaningful topic clusters. This update gives website owners a more intuitive view of what audiences are searching for without having to sift through long, fragmented lists of individual queries.

Traditionally, Search Console displays each keyword separately, which can be helpful but overwhelming, especially for websites with a large amount of search data. Similar queries often appear scattered across the report: slight variations, different orders of words, plurals, misspellings, and related concepts. Query Groups solves this by bundling those related terms together and presenting them as unified topic clusters.

Google’s announcement explains that these groups are generated using AI and will continue to evolve over time. The goal isn’t to change ranking; it’s to give a higher-level perspective of what your audience is actually interested in. For example, a site might see individual queries like “seo optimisation,” “seo website,” “search engine optimisation,” and “best seo tips”. All grouped under a broader category such as “SEO.” This makes it easier to spot trends, declines, or growth in topic interest without manually clustering anything.

The feature appears as a new card inside Search Console Insights, but it will only show for websites with enough search volume to make grouping meaningful. Smaller sites may not see it yet, but as traffic grows, the feature will become available.

What makes Query Groups especially useful is the simplified analysis. Instead of scrolling through hundreds of keywords to identify what matters, website owners can now quickly understand which topics are driving attention. If a group shows a drop in clicks. 

For example, “SEO” queries showing 9% fewer clicks, you can explore why and adjust your content strategy accordingly.

For many SEOs, this is a welcome addition. Until now, clustering queries required manual effort or third-party tools. Google’s built-in version won’t replace advanced keyword clustering platforms, but it provides a solid starting point for identifying content themes and opportunities. It’s ideal for marketers who want a clearer picture of their audience’s interests without needing complex tools.

Google also mentioned that additional documentation will be released soon, giving users more detail on how Query Groups are created, what they can expect to see, and how best to use the insights.

Google has introduced a new support process designed to combat a growing issue affecting thousands of businesses: review extortion scams. These scams have been increasing over the past few years, often leaving businesses feeling helpless as unearned negative reviews appear and threats follow shortly after. With this update, Google is finally providing a clearer pathway for businesses to report fraudulent behaviour and get support faster.

At the heart of the issue is a simple but damaging tactic. A business suddenly receives a wave of suspicious one-star reviews on their Google Business Profile. Soon after, scammers reach out via email, SMS, or social media demanding payment or free products in exchange for removing the reviews. Businesses used to have little recourse, often stuck waiting for Google to respond to general review flags and many requests were denied due to lack of evidence or context.

Google’s new process aims to solve this by introducing a dedicated reporting form specifically for review extortion attempts. Instead of using the general “Flag a review” option, businesses can now submit evidence directly to Google’s fraud prevention team. This evidence may include screenshots of threatening messages, timestamps, and any communication that shows an attempt at extortion. The change may seem small, but it’s a significant upgrade in how Google handles these cases.

One of the most important pieces of Google’s guidance stresses that businesses should never respond to scammers. Engaging often escalates the situation, giving scammers leverage and increasing the likelihood of repeated attacks. The safest path is to document everything, avoid communication, and submit a formal report using the new process. Google will then review the case using a mix of manual checks and automated fraud detection systems.

This update is especially meaningful for small businesses, who often rely heavily on their Google Business Profile for credibility and customer acquisition. In the past, businesses faced misinformation, review bombing, and fraudulent claims with little clarity on how to respond. With the new reporting structure, Google is acknowledging that review extortion is not just an annoyance.  It’s a serious threat to online reputation and business integrity.

Another major benefit is speed. While Google hasn’t shared the exact enforcement timeline, the dedicated form is expected to streamline how cases are assessed, reducing the back-and-forth that previously slowed down the removal of fraudulent reviews. For legitimate businesses trying to protect their reputation, this clarity alone is a major improvement.

Authenticity has always been a cornerstone of online reputation. This move by Google reinforces that commitment. By recognising review extortion as a legitimate and reportable threat, businesses now have a stronger safety net and clearer guidance on how to protect themselves. As digital trust becomes more valuable, these types of protections are becoming essential.