A query fanout is a query that an answer engine searched for after a person asked it a question. When you write for the fanouts, you write for what the retrieval looks for. You do not write for the sentence that a person typed.

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Why fanouts change the brief

A question from a person and the queries behind it are different texts. For example, a person asks “which CRM should I use for a small agency”. The engine then searches for these items:
  • pricing for small teams
  • integrations with design tools
  • limits on user seats
A page for the question of the person covers the subject. A page for the fanouts answers the five items that the engine really tried to find. The engine matches on these items.

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What to take from fanouts

  • The vocabulary. Fanouts use the words that an engine expects in a good source. If your page says “seats” and the fanouts say “users”, engines retrieve your page less easily, without a good reason.
  • The sub-questions. One question from a buyer frequently becomes several questions. Each of these questions is a section that the piece must answer fully, not only mention.
  • The fanouts that you almost match. Your current pages almost answer some fanouts. These fanouts are easier wins than the fanouts that you do not match at all. Frequently, an edit is sufficient, and you do not need a new piece.

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Fanouts in the Content Hub

You can move fanouts directly into a brief. Then, Genezio makes the outline from the fanouts, not from an assumption about the topic. The writer gets a specific list of questions to answer, not only a subject to cover. See Briefs and From data to content strategy.

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A caution

Do not write one page for each fanout. Fanouts are parts of one intent. A page about one part is thin by design. Put the fanouts of one real question in a group. Then, write one large piece that answers all of them.