SEO for Google’s AI Fan-Out Results – Practical Ecommerce
Google introduced “fan-out” search results in a March 2025 blog post announcing AI Mode, its expanded version of AI Overviews. The term is new, but the concept is not.
Google’s algorithm has long moved beyond merely matching keywords. It now interprets what searchers are looking for. This intent-based approach is also known as thematic or semantic search.
Similarly, AI Mode “fans out” beyond searchers’ initial queries to address likely follow-ups. A single AI Mode response could include what once required multiple searches. Google’s March post included an example of a searcher seeking the best smartwatch for sleep tracking. An AI Mode answer could fan out to address related topics, such as explaining sleeping heart rates.
Yet keyword research remains essential. The words and phrases of prospects reveal their needs and shopping journeys.
And optimizing those keywords is crucial for citations and sources in AI Overviews. One tactic is to use Gemini, Google’s AI chatbot that powers Overviews and AI Mode.
Here’s how.
First, generate keywords.
In Gemini, upload the keyword file and enter the following prompt:
Here’s my target keyword list. What are the fan-out subqueries or facets related to these topics?
I uploaded a CSV file of approximately 500 keywords related to “website maintenance costs.” Gemini’s response, below, was very helpful. (I’ve bolded words for emphasis.) Answering many of its questions would enhance a website maintenance article.
Primary Topic: Website Maintenance and Running Costs
Core Query Theme: “How much does it cost to maintain/run a website?”
Fan-out Subqueries/Facets:
1. Cost Breakdown & Components
2. Factors Influencing Cost
3. Importance & Benefits of Maintenance
4. Types of Maintenance
5. Solutions & Services
6. Comparative Analysis & Alternatives
7. Related Services & Value
For the best prompts, run Gemini and open the “Show thinking” option (available in 2.5 Pro). Then follow Gemini’s logic to understand how it treats your core topic.
For example, I entered this prompt and then clicked “Show thinking”:
Where to buy designer shoes online. I’d like to be able to try them on.
Gemini’s “Show thinking” option explains how it treats a core topic. Click image to enlarge.
Gemini’s reasoning was eye-opening in terms of how it can help shoppers. (Words are bolded by me.)
I’m starting my search for online designer shoe retailers with “try before you buy” programs. I’m also looking for luxury stores with free returns and exchanges, focusing on options with the best return policies for my needs.
Compiling program details
My focus is now on compiling a detailed list of “try before you buy” options for designer shoes. I’m actively comparing return policies, specifically looking at restocking fees and shipping costs across various retailers and personal styling services. The goal is to identify the best value and flexibility for trying on shoes at home. I am ready to start compiling a list of top options for the user.
Expanding search scope
I’ve moved beyond the initial “try before you buy” focus. Subscription services, like JustFab and ShoeDazzle, emerged, though their designer offerings might be limited. My focus also shifted to retailers with liberal return policies, essentially facilitating home try-ons. DSW, Nordstrom, and Zappos surfaced as promising. I’m now also exploring personal styling services that include home try-on components.
Refining search criteria
I’ve moved on to the second part of the plan: detailing the specific “try-on” policies. I’m focusing on costs, trial periods, and brand selections for each retailer and service. I’m structuring the information into “Try Before You Buy,” “Retailers with Free Returns,” and “Personal Styling Services” to ensure clarity. I’m now investigating the designer shoe selection for services like Stitch Fix and Wantable.
Gemini suggested options beyond the initial prompt:
It also generated a comparison chart of options meeting one or more of those options:
Gemini suggested options beyond the initial prompt and generated a comparison chart. Click image to enlarge.
Note Gemini’s sources and citations from ecommerce brands. Thus to appear in AI Overviews, work on your site’s content explaining core values and needs of prospects, such as shipping, returns, unique products, free virtual help with installation, and more.
Ultimately, adjust your content based on your knowledge of the niche and target audience. Third-party keyword tools can help brainstorm (i) related queries to expand your keyword list and (ii) related questions of the problems behind the queries.
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