In a world where AI systems generate new queries at the speed of light, old hacking tricks of relevance are getting a second life. Greg Jarboe, a veteran SEO, recounts how back in 2003 he manually implemented what is now called a “fan query,” using the “Russian nesting dolls” principle. This method allows your content to be found for queries that don’t even exist yet, and is key to query repurposing in modern AI search.
Matryoshka SEO: How it worked before AI
Long before the terms “fan query” or “GEO” became common, Jarboe optimized press releases by embedding short phrases within longer ones. For example, if the target phrase was “flights to Philadelphia,” he would look for a four-word version, such as “cheap flights to Philadelphia,” and build the release around it.
This allowed for coverage of both short and long queries, making the content visible to a wide audience. This approach ensured maximum reach, even when search engines were less developed.
15% unknown queries: a Google constant
“I thought at some point most queries would have been done; people just ask the same thing over and over. But when we re-run those metrics, it’s always about 15%,” — John Mueller, Search Central Live NYC, March 2025.
Google first mentioned that 15% of daily queries are new in 2019 when introducing BERT. This figure remains stable despite the development of large language models. Multiply 15% by billions of Google queries, and you get hundreds of millions of unique formulations every day.
This is a huge layer of traffic that most SEO specialists underestimate. Understanding this phenomenon is critically important for effective query repurposing.
News as a query generator
Most of these new queries are not random. They are born from breaking news, new products, changed policies, or phrases coined by journalists. Press releases published on the day of an event are ideal for intercepting this traffic.
If the wording in the release accurately matches what a user types into Google, the content can rank for a query that did not exist at the time of writing. This demonstrates the power of timely content in capturing “new” search demand.
AI and reverse matryoshka: from broad to narrow
M.J. Cachon’s research showed that ChatGPT generates sub-queries that are also not random. Initially, the model uses general, conversational language, then narrows the search with the site: operator and begins to check exact quotes.
The use of quotes increases 25-fold between the first and last search. This is the «matryoshka» principle, but in reverse: AI starts broadly and narrows down to the exact phrase for verification. This AI approach to search opens up new opportunities for query repurposing.
Query Length: The New Reality of AI Search
According to Google data from May 2026, the average length of an AI query in the US is three times that of a traditional search query. Kachon’s data shows that one branded ChatGPT query branches into sub-queries, averaging seven words each.
Length is not a side effect of AI search, but a new norm that the industry has been moving towards for years. This means that content must be optimized for longer and more detailed queries to match AI behavior.
Practical Steps: How to Deceive Algorithms and Scale Content
To effectively use this knowledge for query repurposing, three key habits must be developed:
- Look for nested phrases, not just keywords. For every three-word keyword phrase, find two or three four- and five-word phrases that naturally contain it. Build your introductory paragraphs or H2 headings around the longer version.
- Publish at the speed of news. 15% of new queries are related to recent events. If your organization has a channel for same-day publication (press release, blog, rapid response page), this is your best chance to rank before competitors even know the phrase exists.
- Write the verbatim answer as a quotable sentence. Kachon’s data shows that AI systems are increasingly verifying claims by looking for an exact quote from your content. Rewrite the sentence that answers the question so that it can be taken verbatim and still make sense.
These methods do not replace fundamental SEO principles but complement them, focusing on the long tail of queries that were previously underestimated. They allow for effective adaptation to changing AI search algorithms.
Frequently Asked Questions
What is a «query fan-out» in the context of AI?
«Query fan-out» is the process by which an initial user phrase or query branches into many more specific sub-queries generated by an AI system. This allows the AI to delve deeper into a topic and find more relevant information, narrowing the search from general to specific.
How is the «Russian matryoshka» principle related to SEO?
The «Russian nesting doll» principle in SEO means embedding short, high-frequency keywords into longer, low-frequency queries. For example, the phrase «airline tickets» can be nested into «cheap airline tickets to Philadelphia.» This allows content to be found for queries of various lengths, increasing its visibility and audience reach.
Why are 15% of Google queries always new?
These 15% of queries are always new because they are directly related to real-world developments: news, new product launches, changes in legislation, cultural phenomena. People search for information about what has just happened or appeared, generating unique formulations that did not exist before. This confirms the importance of timely content publication.
How do AI systems use quotes to verify information?
M.J. Kachon’s research showed that AI systems, such as ChatGPT, after a broad search, begin to verify information using exact quotes. They look for specific sentences in the content to ensure that the source actually states what the AI interprets. This emphasizes the need to formulate answers as precisely and quotably as possible.
Conclusion
In the era of AI dominance, understanding how systems generate and process queries becomes critically important. By applying the «matryoshka doll» principles, optimizing content for long and nested phrases, and publishing it promptly, you can outpace competitors and capture traffic that hasn’t even been conceived in users’ minds yet.
Start applying these hacking techniques today so that your content doesn’t just exist, but scales and tricks the matrix of search algorithms. Don’t miss the opportunity to become a leader in your niche by using advanced strategies of query repurposing!
