A single query can sit inside thousands of variations. Mapping those patterns can build topical authority across an entire search network.

Sophie Venz is a former Deputy Editor at Forbes Advisor. She is an experienced editor and features reporter, and has previously worked in the small business and start-up reporting space. Previously ...

Lauren (Hansen) Holznienkemper is a lead editor for the small business vertical at Forbes Advisor, specializing in HR, payroll and recruiting solutions for small businesses. Using research and writing ...