If you own or manage a website, you already know the importance Google places on performance and page ranking within its search engine results pages (SERPs). However, you may not have known that the seemingly innocuous “People also search for” box is a gold mine of information you can use to boost your search engine optimization, or SEO.

In this guide, we’ll walk you through the basics regarding Google’s “People also search for,” including what it is, how to find it, and why using this strategy and other dynamic search features in Google is so important.

What Is “People Also Search For” In Google’s Search Engine?

While some people use other search engines like Bing and DuckDuckGo, Google holds the lion’s share of the search engine market and should be your focus regarding SEO strategies. The “People also search for” (PASF) box in Google’s search results is an essential tool for keyword research and search engine optimization. It’s also ideal for generating content on related topics and optimizing keywords to improve your ranking on Google and other search engines.

Google uses the PASF tool to provide terms, phrases, and questions related to the user’s original search string, which narrows the user’s search intent using short, featured snippets.

Ultimately, the PASF box helps users find the most valuable information possible during their searches. However, you won’t find the PASF box in the standard search engine results. We’ll walk you through it now.

How Do You Get To “People Also Search For” (PASF)?

Finding the “People also search for” results on a Google search is simple. First, you’ll have to search for a keyword, term, or phrase, such as “how to care for parakeets” or “basics of graphic design.”

google search query for basics of graphic design

Now, when the organic search results pop up, click on the first website (or second, third, etc.). However, let’s say the web page doesn’t have the information you want, so you click the back button on your browser to return to the results page.

Pointing back button in a browser

After doing so, you’ll see a box labeled “People also search for” below the original website you clicked on. Inside the box is a treasure trove of specific keywords, related terms, and phrases that can help you brainstorm and create content for your website.

people also search for in google

Basically, Google assumes that if you don’t stay on a webpage for long, it must not have the information you need. Therefore, when you head back to the search page, Google will add PASF results containing related search terms right below the organic search result you first clicked on.

What Are PASF Keywords?

PASF keywords are the phrases and terms Google shows within the “People also search for” box once a user clicks on a website and then bounces back to the organic search results. It’s a rich source of related keywords and phrases with a high monthly search volume or common search phrases from other users looking for similar topics.

PASF is one of the best features of Google for website owners, SEO strategists, and digital marketers, and even better—it’s free. Just search for a term, click on a search result, then click the back button to see the most relevant PASF results right in front of you.

Two More Valuable Tools on Google’s Search Engine: “People Also Ask” and “Related Searches”

people holding flags with question marks

In addition to the “People also search for” box, Google offers other dynamic search features on the organic results pages that make it easier for users to find fast information. Here’s a summary of two more free tools to help you find keywords and other relevant topics:

People Also Ask

The “People Also Ask” (PAA) box is a free tool you can use to find related queries for your website and its content. You’ll find the PAA box on Google’s SERPs, usually just below the first few websites and near the video results. Each PAA question has a drop-down arrow with featured snippets and a relevant results page.

Related Searches

To find the “Related searches” box, perform a Google search and scroll down to the bottom of the page. The box contains a range of different keywords related to your original search query, including drop-down menus and links to search queries that provide relevant content. You can use this tool for SEO, digital marketing, content marketing, and much more.

Benefits and Optimization of PASF Keywords, PAA Web Pages, and Related Searches

person holding phone looking at computer

The “People also search for” section, PAA results, and “Related searches” information can provide numerous benefits for your website and brand. How can these keywords and related queries help you out?

Understand User Intent Behind Search Queries

Analyzing PASF keywords will help you better understand the user intent behind search queries. By identifying related keywords and phrases to your original search, you can refine content ideas and topics to optimize your website, boost SEO, and gain more organic and secondary traffic.

You can also find PASF keywords by installing a free Chrome extension called Keywords Everywhere, which will automatically show you every related search query for the search results pages.

Increase Relevance

Google uses content from the most relevant web pages for rich snippets in the “People also search for” search engine result pages. If Google’s algorithm determines that your page contains content that can answer or refine a user’s search query, it may feature it in the PASF rich snippets. When that happens, you know you’re on the right track regarding page and content relevance. You may also gain a higher page ranking in the SERPs, more unique visitors, and more conversions.

Pinpoint Essential Search Terms and Reduce Keyword Difficulty

Researching PASF and related keywords can help you pinpoint the most vital search phrases and topics. By singling out these terms, you can restructure and optimize your website’s landing pages to include that essential information. Then, you may be able to rank for the PASF keywords and related phrases that users search for on Google, increasing your digital presence. In addition, it will make it much easier for you to perform keyword research, which is an ongoing task you should already be addressing for SEO and performance reasons.

Easier Content Structure

Nobody ever said that SEO and website design were easy or simple. In fact, developing an effective and SEO-friendly website structure is an ongoing process. However, one of the best techniques for website structure is adding a question-and-answer format in the form of an FAQ scheme and specialized markup code.

An FAQ section gives you a competitive edge and paves the way for you to appear in the “People also search for” and PAA results, especially if you have relevant keywords and queries you’ve taken directly from Google search pages. Once you make the changes, use the free Google Analytics tool to measure your performance and key web metrics (you can find the Google Analytics tool here).

In your FAQ section, be sure to phrase your questions with words like who, what, where, why, and when, and use your previous PASF keyword research to help you out if you’re having trouble. Also, try to have “People also search for” keywords sprinkled throughout your content, including in H2 and H3 tags.

Final Thoughts on Using “People Also Search For” as an SEO Strategy

Using the “People also search for” section on Google can be a gold mine of information, keywords, phrases, content ideas, and more. If you’re having trouble optimizing for SEO tactics or finding PASF keywords, we can help.

At Connective, we’re a top-rated digital marketing and web design agency with years of experience helping businesses just like yours achieve their SEO and marketing goals. Fill out our online contact form now to schedule a consultation with our team of experts.

Rodney Warner

Founder & CEO

As the Founder and CEO, he is the driving force behind the company’s vision, spearheading all sales and overseeing the marketing direction. His role encompasses generating big ideas, managing key accounts, and leading a dedicated team. His journey from a small town in Upstate New York to establishing a successful 7-figure marketing agency exemplifies his commitment to growth and excellence.

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