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As the world of search engines continues to evolve, it’s becoming increasingly important to understand the subtle yet powerful ways in which you can improve your search engine optimization (SEO) strategies. One such tactic that’s often overlooked is getting advantage of Google’s “People Also Search For” section.

This small but mighty tool can provide valuable insights into the search behaviors and interests of your target audience, and help you to better tailor your content to their needs. 

In this article, we’ll dive into the world of “People Also Search For” and explore how you can use this information to drive more traffic to your website, increase engagement, and ultimately, boost your SEO. So, if you want to take your SEO game to the next level, read on!


  1. Google’s ‘People Also Search For’ (PASF) section provides valuable insights into the search behaviors and interests of your target audience.
  2. PASF keywords provide an alternative but related keywords to help you search for what you need.
  3. These suggestions can help you create great content and give you clues as to what keywords people are using to do their searches. They can be a great source of ideas to help you improve your SEO content strategy.
  4. PASF suggestions are important as they provide you with inside keyword help, and you can alter some of your content to meet those search requests.
  5. You can optimize your pages for PASF by finding topics to go after, knowing the search intent, creating an outstanding outline, identifying and implementing key search terms, and adding FAQ schema to your web pages and blog posts, interlinks, and backlinks.
  6. You can use PASF in multiple ways to rank higher in Google searches: keyword research, content ideas, FAQs, on-page SEO, and long-form content.
  7. The alternative suggestion box appeared in 59% of the desktop searches, and the mobile PASF almost 90% of the time after every search.
  8. PASF results have between 2 and 8 suggestions, so you get a good idea of what people are searching for.
  9. To manage duplicate PASF topics, you can have one landing page for related queries, make use of canonical tags, or redirect users.
  10. PASF can help you drive more traffic to your website, increase engagement, and ultimately boost your SEO.

What Are ‘People Also Search For’ Keywords?

You may have seen this section when you have done your own searches for products or services. What these keyword suggestions are doing is providing you with some alternative but related keywords to help you search for what you need. They appear under Google Related Searches as well as People Also Search For keywords (PASF). 

People Also Search For Examples (PASF Examples)

Let’s take the following search as an example “Where to go on holidays”. At the bottom, you’ll find what people search on Google. 

people also search for example

Google’s and other search engines’ job is to make sure your search for your answers or products ends as quickly as possible. This section of alternative but related keywords is just one avenue to accomplish that goal.

If you are a marketer and looking for ways to boost your keyword SEO, these suggestions are perfect ideas to help you improve that part of your SEO content strategy.

What People Search On Google

Google and other search engines added PASF about 5 years ago. This new SEO tactic is an aid from the search engines to help you find the right keywords to place in your content. These ‘people also search for’ sections provide you with great ideas on what internet users are looking for.

Plus, the suggestions help you create great content. The trick is to learn all about PASF. 

Stats about PASFs Appearing on SERPs

Why is using PASF suggestions important?

That is because out of every 15,000 desktop searches, this alternative suggestion box appeared 59% of the time
(Source: Batterseawebexpert).

Then, when you add in the mobile PASF, internet users are getting this option almost 90% of the time after every search.

Then when totaling the number of suggestions in each box, 95% of the results had 8 topics inside the box while 97% had 6 suggestions per keyword (Source: Batterseawebexpert).

There is no solo result for any of the alternative people who also searched for results. All results have between 2 and 8 suggestions so you get a good idea of what people are searching for.

Why Are PASF Keywords Important For SEO And PPC?

First off, all these suggestions are coming from Google. 

Second, it gives you clues as to what keywords people are using to do their searches.

This gives you inside keyword help and you can alter some of your content to meet those search requests.

What do People Also Search For mean on Google?

All those suggestions mean that the internet searcher may make follow-up searches using those keywords. In other words, you get more keyword ideas to focus on to gain traffic. You are getting help from Google in targeting internet users.

When “People Also Search For” Results Appear?

People Also Search For appear not only at the bottom of the search.

In many cases, the little box will appear right after you visited a website that popped up on your result and then returned to the results page.

This suggestion box will be right under the link you just visited. In some search engines, the box of suggestions appears about halfway down the results page. The number of results you get in this suggestion box will vary with search engines and your device.

people also search for already visited webpage

Desktop usually gets 6 suggestions per box while mobile phones get 8. But one search engine has placed 16 in their box on the desktop results page.

How to optimize your pages for PASF?

How do you get to people also searched for on Google? The answer to this question is that it will take some keyword tools designed to optimize your web pages to find those keywords that people use. Those tools will help with the following issues:

1. Finding PASF topics to go after

This takes a little skill as you need to find a long-tailed keyword that you have a chance of ranking with. You use one of the tools and start a search for that keyword. Just do not over-complicate everything.

2. Know the search intent

In this strategy, you have to be a bit of a mind reader and design your keywords to reflect the search intent of different internet users. There is research involved in this option as you need to look up related searches and analyze the purpose of each search.

3. Create an outstanding outline

You want something that is going to capture the attention of your website visitor. There are a couple of tools available online that should help you create that outstanding content brief and make sure people read what you wrote, like SEOwind.

The content outline will help you organize your thoughts and make sure that you write in a coherent and logical manner.

4. Identify and implement key search terms

This takes some real research to find the right keywords to use. These keywords need to be relevant, and topical, as well as ask questions internet users ask.

5. Interlinks and backlinks

This is an old but good method to use. Make sure you link to other articles on your website that relate to the topic you are writing about.

6. Add FAQ schema to your web pages and blog posts

This is a special markup code that can be placed on your website to help attract the attention of search engines. This question-and-answer format makes your web page eligible for snippets.

5 Ways To Use “People Also Search For (PASF)” To Rank Higher In Google Search

As a website owner or digital marketer, you’re always looking for ways to improve your search engine rankings and drive more traffic to your site. Let’s see how the People Also Search For section can help you achieve that.

Use case #1: Use PASF For Keyword Research

They are keyword goldmines. Keep in mind that this information comes directly from Google so you know these suggestions are related to your topic.

Use case #2: Use PASF To Find Content Ideas

They provide content ideas when you are out of ideas. Once you find these new ideas, search for them in a different tab. Then read the top websites to get better ideas about your content and how to write it.

Use case #3: Use PASF As FAQs

They will enrich your FAQ section and make it more attractive to search engines. Plus, it is an easy way to engage your visitors and communicate with them. What makes using them as FAQs is that internet users are already searching for answers to those questions.

Use case #4: Use PASF To Improve On-Page SEO

This will help you improve your ‘on-page’ SEO. Just make sure to use them naturally and part of their natural use is by putting them in H2 and H3 tags.

Use case #5: Use PASF For Long-Form Content

Provide you with topics for your long-form content. These suggestions work well for your outlines helping you to organize what you want to say and have you write the content in a coherent manner. 

Tools That Will Help You Find PASF Keywords

The good news about all of this is that you do not have to go it alone. You have help ready and willing to help you. Here are 6 SEO tools that should make this work a little easier for you to do.

  • Google SERP – Just type in a keyword, then click on a link on the results page. After that immediately click the back button and see the suggestion box pop up.
  • Dashword PASF Finder – This is another free tool you can use. Its strengths include automatically scraping PASF inquiries; attaching keyword difficulty; showing search volume; and giving you the CPC for each term.
  • Keywords Everywhere – This is a browser add-on for Chrome and Firefox but it is not a free tool to use. For your money, it does give you monthly search volume, CPC, and competition metrics, across multiple devices.
  • Ahrefs – A popular keyword search tool that provides a screen full of suggestions once you search for a term.
  • Answer the Public – This tool’s strength is in its huge database. It uses this database to predict what internet users will ask in their search inquiries.
  • Ubersuggest – This tool provides you with a domain overview, top SEO pages, content ideas, and backlink data.

How to search keywords on Google? How Do I See All The PASF Keywords?

To get to see all the PASF options, you might need to put an add-on to your browser like Keywords Everywhere. Then once that is installed, you simply have to type in a keyword on Google’s search box. 

Once that is done, you will see two widgets on the screen’s right-hand side. The top widget will provide you with all the keywords related to your search. The bottom widget provides you with all the PASF search keywords.

people also search for tools

One thing to be wary of is that both Google and Bing may not provide all those PASFs. It will depend on your search terms.

What Can You Do To Manage Duplicate PASF Topics

One of the drawbacks to using PASF as your outline or topic guide is that you can create some duplicate topics. This is a big no-no when it comes to search engines. With all of these new ideas, you can find it hard to know what to focus on.

Here are three ideas to help you manage this problem and avoid duplicate material:

1. One Landing Page for Related Queries

Create a new landing page that contains all your relevant links. This way you are letting Google and other search engines know that you are not creating duplicate material.

This will take a little work but you can get it done fairly quickly. You would have to spend some time researching your own website to find all the related topics and put them on the landing page.

2. Make Use of Canonical Tags

These are handy little tools that help you avoid being charged with duplicate content. These tags tell Google and other search engines which web page you want to be shown in their search results.

They also help in consolidating link equity as well as making your website easier to crawl and index. This is just one way you can make your website rank better and avoid any negative search engine penalties that may come with duplicate material.

3. Redirect Users

This is just as it says. You place a redirect command in your links and divert the website visitor to a more up-to-date web page. All you are doing is sending them related content that should answer their questions and get them to products they will need.

This redirect function lets Google see that your website is a hub of information for a given niche and your ranking should improve.

Frequently Asked Questions

1. How to find what people are searching for?

In order to find what people are searching for you can use The “People Also Search For” feature used by search engines like Google. Here’s how you can use this feature:

  1. Go to Google and perform a search query for a particular topic.
  2. Scroll to the bottom of the search results page and look for the “People Also Search For” section. This section will display a list of related search queries that people have used.
  3. Use the information from the “People Also Search For” section to gain insights into the topics that people are interested in and adjust your content accordingly.

Bear in mind that the “People Also Search For” feature is generated dynamically based on the search query and the user’s location and search history. This means that the results may differ for different users. However, it can still provide valuable information and help you understand what people are searching for.

2. What is Google PAA or PASF?

These are two titles referring to two different suggestion boxes Google and other search engines provide. PAA means people also ask, and PASF stands for people also searched for. Both options provide you with the same benefits as mentioned above. 

3. People Also Search For (PASF) vs People Also Ask (PAA)?

There is a slight distinction between these two suggestion boxes Google and other search engines provide. The PASF is keywords Google already knows internet users have used to make searches. This takes place AFTER they made their initial search.

PAA are simply questions internet users ask that are related to their topic and a given keyword they have used for their search. The PAA is not necessarily keywords but actual questions users ask. These will also provide ideas you can use for your website or blog.

4. How does Google’s ‘People Also Searched For’ work?

It works by analyzing the search queries of other users who have searched for similar terms and then displaying those results in a list. This helps you find more relevant information on the topic you’re researching, as well as gives you ideas for new topics to explore. By using this feature, you can quickly expand your knowledge base and gain insights into what other people are searching for online.

Key Takeaways

One of the best and free resources you have for ideas for your content and website are found in the PASF section. These suggestions will help you find keywords, topics to write about, or questions to answer.

They are a gold mine of information as well as SEO ranking help. It would be a good idea to mine this area the next time you are stuck for keywords, an outline, or content to write on.