If you use Google frequently, you have likely seen the “People Also Search for” feature. This search engine layout strategy by Google plays a crucial role in search engine optimisation. Let’s dive deeper into understanding the concept of Google related search and how you can use it to your advantage.

What is “People Also Search for” or “Google Also Search for”?

The “People Also Search for” (PASF) feature is a feature started by Google in 2012 as a part of Google’s introduction of knowledge graphs. Its main purpose was to display a set of thumbnails related to a particular search term. It has undergone some changes to become what it is today.

Now, the PASF boxes appear in Google’s search engine results pages (SERPs) to help users discover similar topics and broaden their research. It is especially useful when a user’s search query is not that specific or clear.

Google wants to make it easier for the user to find any information. That is why, showing the PASF results, gives you a better understanding of a topic by learning about its related keywords and what other people have searched for.

You can discover what your customers are looking for by looking at their search journey on Google. Therefore, if you are a marketer and looking for ways to boost your keyword SEO, you can use the suggestions to improve your SEO content strategy.

How Does PASF Work?

The aim of “People also search for” is to assist users in finding the information they are looking for. It is important to note that PASF is not always visible on all searches and is case-sensitive. It only appears after you have clicked on an initial organic result, and then returned to the SERP by hitting the browser’s back button.

Follow the below steps to see what people are searching for on Google:

Step 1: Search for something.
Step 2: Click on any search result.
Step 3: Click the back button on your browser
Step 4: You can see “People also search for” under the search result you originally clicked on

Therefore, when Google assumes that you didn’t find what you were looking for, it provides you with more ideas on the same topic.
The results for PASF are different from those of the regular SERP results since the former is URL-focused. That means, it displays snippets from the website you just visited and showcases the PASF results that appear under it.

What is the Importance of PASF in SEO and PPC?

PASF keywords are taken directly from Google’s database. They are the search terms that your target audience uses to learn about your topic. This is why you need to keep an eye on the keywords as it helps you understand your intended audience’s preferences and interests.

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By identifying relevant keywords and PASF topics, you can also alter some of your keywords to meet the search requests of your target audience.

What is the Difference Between PASF and PAA?

People also search for (PASF) features that assist users in finding any information they seek. When a user enters a keyword in Google Search, it provides them with organic search results for that topic.

When a user clicks one of the results but quickly returns to the search page, Google assumes the user is not satisfied with the result and the PASF snippet appears beneath the search result that the user previously clicked. This snippet also includes additional keywords that users frequently use when searching for that particular topic.

The People also ask (PAA) box is a question-and-answer box that helps users discover additional information related to the topic they are searching for. It also suggests questions based on the user’s search query and provides concise answers with a link to the webpage where the answer was taken from. What people ask for the section ultimately provides a good overview of other related questions that people ask Google and comprises about 2 to 5 questions.

How Can You Meet Searcher’s Needs with QA Content?

When your content does not provide users with the information they were looking for, they end up with the PASF and PAA boxes. However, if you provide authoritative content, you are likely to bring more users to your site. This impacts your customer base and also helps in cultivating customer loyalty.

Create Content with Value and Purpose

The foremost step you can take is to create long-form articles between the range of 2500 to 5000 words. The content should cover valuable information with multiple sessions, sub-headings, and topics. Use PASF keywords to seamlessly construct your post using subheadings and relevant topics.

PASF Offers Suggested Answers for Complex Tasks

To identify what questions your content should address, simply conduct relevant Google searches and make a list of the questions people also ask what and search for that you come across.

Based on these data, you can create new content answering the questions. Alternatively, you can revise existing content by incorporating them in your article, thereby, making it more relevant.

How Do “People Also Search for” Work in Mobile SERPs?

When it comes to your mobile, the PASF results are shown 67.35% of the time. For each listed item on the search page, it will display either a brief explanation, photos, or text, depending on the searcher’s query. Additionally, it could also showcase how some of the listed items are related. This comes under the “Related searches” section.

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Where Can You Use People Also Search for Keywords?

You can use PASF keywords in a variety of ways to satisfy user intent and get a higher ranking in search results.

  • Use PASF for keyword research
  • Generate content ideas and their outlines
  • Write long-form content
  • Create FAQs
  • Improve your on-page SEO
  • Use PASF to optimise your content
  • For creating innovative ad copy
  • To form interlinks and backlinks

What are the Different Ways You Can Use PASF to Rank Higher in SERPs?

PASF can help you achieve higher results in the SERPs. Therefore, your goal should be to anticipate user questions and provide responses while creating answers in a detailed manner. You need to conduct your searches, click on websites and quickly hit the back button to get Google’s suggested PASF listings.

Here’s how you can use PASF to increase traffic to your website:

Use Key Search Terms

The first step is to identify relevant search terms by conducting in-depth research as well as by analysing your competitor’s content. Check the ranking of these pages against specific PASF keywords and study their content structure.

Understand search patterns and major seed terms in your content. Conduct extensive keyword research to identify all the relevant keywords and headings you need to use in your content.

Create Proper Outline

Use the identified keywords to develop the outline of your article or blog. To drive organic traffic to your website, you should make use of different SEO tools to improve your chances. Firstly, you must capture Google’s attention before you can impress our audience.

Therefore, write headlines consisting of keywords that attract the attention of Google’s web crawling bots. Write descriptive headers and subheaders rather than keyword stuffing.

Have a Definite Search Intent

One of the crucial factors that determine the rank of a keyword is its intent. If you want to find out the search intent of a particular keyword, simply search for that keyword in Google to understand its meaning.

For instance, if you search for social media marketing, the first three web pages tell you about what social media marketing is and how you can do it. So, Google has determined the search intent of people who search for this term.

Identify High-Potential PASF Topics

If you are revising old content, you need to focus on using the appropriate keywords and topic. This will help you gain topical authority over a given topic when you can cater to topics that people use Google also search for.

Conduct in-depth research to find out which topic holds the potential for higher visibility for revenue conversion. Weigh in your audience and their alignment with your brand and service. You also need to factor in the search volume and competition before making the final decision.

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Include FAQ Schema

Adding FAQ schema to your web pages and blog posts can attract the attention of search engines. This is because the question-and-answer format makes the web page eligible for snippets, thereby, helping your website rank higher in SERPs.

Interlink Blog Posts

To make sure your website is properly optimised, it is important to create connections between different pages. This is known as interlinking and you can do so by adding links from pages on your site to related pages on the same site. This helps in creating a network of information and demonstrates to search engines that you have a strong understanding of the topic.

Also, work on obtaining quality backlinks by sharing valuable information. When you combine both these aspects, it boosts your ranking in the search engines.

Focus on UX

Apart from well-researched keywords, blogs, and backlinks, you need to pay equal importance to user experience. When your website has a user-friendly interface, people might stay on the website for a longer span.

The Google also search for also depends on how easy your website is to navigate and how users find answers. Create a clutter-free and responsive design to further impact the ranking algorithm.

How to Avoid Duplicate PASF Topics?

It can be difficult to know what to focus on with the number of available PASF topics. However, you can implement the below steps to avoid duplication of the topics:

Maintain One Landing Page for Related Queries

Create a single landing page and group all your relevant links on this page. By doing so, you are telling Google that your content is not duplicated.

Make Use of Canonical Tags

Canonical tags are used in SEO to inform Google which version of a page you want to show in the search results. Use these tags to make your website easier to crawl and index.

Redirect Users

You can redirect your users to other related content. This helps your SEO since Google will see this as a hub of information for a particular niche.


Thus, People also search for a great way for marketers to discover new keywords that they might not have discovered. Since you’re getting these keywords directly from Google, they can be of significant value since they are the terms that people are looking for in real-time. Make use of the PASF results to create and update your content, thereby, meeting your SEO needs and engaging more users along with gaining a higher rank in the SERPs.