Ranking for one keyword used to be the whole game. Now it is the entrance fee. Because buyers do not stop at one question. They ask follow-ups. AI answers do the same thing. They pull from a web of related questions and sources, then stitch the response together.
If your site only answers the “main” question, you are basically showing up to a group project and contributing… a title slide. Everybody hates that guy.
If you want the bigger picture on how this is changing SEO, read AI Search Is the New SEO which we wrote before people were calling it “GEO” or Generative Engine Optimization.
What is a fan-out query? (in plain English)
A fan-out query is the chain of follow-up questions that happens after someone asks the “big” question.
Example Primary question: “Do I need a social media agency?”
Fan-out questions:
- “What does a social media agency actually do?”
- “How much does it cost?”
- “How do I know if it is working?”
- “What should be included in a monthly scope?”
- “Should I run paid ads too?”
- “What should I ask before I sign?”
That is the fan-out. One question turns into ten. And those ten questions are where trust gets built and decisions get made. If your content only answers the primary question, you are leaving the decision-making part to someone else.
Why fan-out queries matter for AI citations (and humans)
AI answer experiences are not just looking for “the best page.” They are looking for the best set of pages that cover the question and the follow-ups. Humans do the same thing, they just do it with 14 tabs and one emotional support Slack message to a coworker.
Fan-out content works because it:
- Matches how people actually research
- Creates a cluster of pages AI can pull from
- Builds topical depth so search engines take you seriously
- Gives you more entry points than one hero keyword ever could
Translation: you need to stop relying on one page to do all the work. Your site becomes a system of connected answers. Also, this is not limited to Google. Discovery is happening everywhere.
If you are building content for social discovery too, bookmark Social Media SEO: The Rise of Search on Social Platforms.
The Drizzle method: How to Build a Fan-out Cluster in 5 Steps
Step 1: Start with one hot button topic for your industry
Pick a topic tied to revenue. Not “marketing trends.” Not “what is branding.” Pick something your buyers actively Google when they are close to a decision. Examples:
- Social media management pricing
- Paid social vs paid search
- How to choose a digital marketing agency
- What to expect from a website redesign
Step 2: List 15 follow-up questions your buyers actually ask
Not theoretical questions. Real questions from calls, proposals, DMs, and “quick questions” that are never quick. Use these sources:
- Your sales calls
- Your proposal objections
- Client onboarding questions
- Reddit and Quora for phrasing
- Your own team’s “we explain this a lot” list
Step 3: Build one pillar plus 6 to 10 answer pages
The pillar is the hub. The answer pages are focused. Each page should solve one follow-up question with zero wandering. Rule: If a page tries to answer more than one core question, it is about to become a mess.
Step 4: Connect the cluster like you mean it
Internal links are the structure. On every answer page:
- Link back to the pillar
- Link to 2 to 4 adjacent answers in the fan-out path
- Use link text that mirrors the question, not “click here”
Step 5: Refresh quarterly based on what is changing
Fan-out clusters are alive. Questions change. Comparisons change. Platform features change. Pricing expectations change. Every quarter, update:
- The first 200 words
- Any lists or “what it includes” sections
- Any screenshots, tools, or examples
- FAQs at the bottom
This is how one cluster stays useful for a long time and keeps earning citations.
The Fan-out Content Table (You Should Totally Copy This)
Use this to plan fast without spiraling into a five-week content roadmap situation.
| Primary query | Fan-out question | Page title | 3 bullet takeaways | Internal links |
|---|---|---|---|---|
| “social media management pricing” | “How much should I budget monthly?” | Social media management pricing: What it costs and why | What pricing typically includes What changes the cost What to ask before you sign | Link to pillar, scope page, reporting page |
| “paid social agency” | “What should a paid social retainer include?” | Paid social retainer checklist: What you should get every month | Creative and testing Tracking and reporting Optimization cadence | Link to measurement page, creative process page |
| “website redesign” | “How long does a redesign take?” | Website redesign timeline: What to expect week by week | Phases and milestones Where projects get stuck How to keep it moving | Link to discovery page, content prep page |
Keep the “3 bullet takeaways” section tight. Those bullets often become the summary lines that get pulled into AI answers, featured snippets, and quick-scan results.
What to write first (so it does not get dull)
Start with the pages that buyers need to feel safe saying yes. These tend to be:
- Pricing expectations
- What is included vs not included
- How results are measured
- Timeline and process
- Common mistakes and red flags
- Comparisons (A vs B) when the market is confused
People love clarity. AI systems love clarity. Everyone wins.
A ready-to-use example cluster for Drizzle
Here’s a clean cluster you can build around a core service topic.
Pillar page
Social Media Management: What It Is, What It Includes, and How to Know If It Is Working
Answer pages (fan-out)
- Social media management pricing: what it costs and why
- What does “community management” actually mean?
- Monthly reporting that does not waste your time: what you should see
- Content cadence: how often you should post (and why “daily” is not always smarter)
- Organic vs paid social: what each one is good at
- What to ask before hiring a social media agency
- What makes a Reel or TikTok perform: the non-mystical version
- Creative testing: how to stop guessing and start learning
Notice what is missing? Generic fluff. Nobody needs another post titled “Why Social Media Matters in 2026.” We already know it matters. We are trying to book revenue, not win a participation trophy.
If you are hiring help and want a practical gut-check list, this is a solid companion read: Best digital agency in Colorado: what should you look for?
How to write each answer page so it gets cited
Use this structure. It is simple because simple works.
- Define the thing in the first paragraph
One to three sentences. No throat clearing. - Answer the question directly
If the question is “what should reporting include,” then list what reporting should include. - Add decision-making context
What changes the answer? What is the range? What should they watch out for? What should they ask? - Add a short FAQ
Three to five FAQs. Use the exact phrasing buyers use. - Link to the next logical questions
If they asked pricing, they will ask scope. If they asked scope, they will ask measurement. If they asked measurement, they will ask timeline. Your internal links should match that path.
Common mistakes that quietly kill this strategy
Mistake 1: One giant post that tries to answer everything
That post becomes impossible to scan, impossible to keep updated, and usually too vague to be useful.
Mistake 2: Writing “educational” content that avoids specifics
If your page says “it depends” six times and never explains what it depends on, it is not helpful. It is just long.
Mistake 3: No internal links
If your pages are not connected, you do not have a cluster. You have a pile.
Mistake 4: Titles that sound clever but say nothing
Witty is great. Confusing is not. Be witty in the writing, not in the page title.
Quick checklist before you publish
- The main question is answered in the first 100 words
- The page has a short “key takeaways” list near the top
- Headings are phrased like questions people ask
- You included ranges, examples, or clear criteria (not vibes)
- You linked to 3 to 6 relevant pages in the cluster
- Your CTA matches intent (pricing page CTA should not be “subscribe to our newsletter”)
The play you can run this week
Pick one money topic. Build the pillar. Write three answer pages: pricing, what is included, and how success is measured. That trio alone will pull more weight than a dozen “top trends” posts.
