It’s no secret that search engine optimization (SEO) can play a large role in an effective marketing strategy. More than 91% of marketers said SEO positively impacted their website performance or marketing goals in 2024, according to a survey by search optimization platform Conductor.
Google (which accounts for more than 90% of search engine traffic) offers many built-in features that can help you boost your SEO efforts and drive targeted traffic to your website. One of those features is People Also Search For (PASF).
Below are some strategies and SEO tools to harness PASF insights to improve your brand’s search ranking and visibility. While this article focuses on organic search ranking, many of the keyword tools and strategies support paid search efforts as well.
What is People Also Search For?
People Also Search For (PASF) is a feature on Google’s search engine results page (SERP) that offers six to eight additional search queries that are related to your initial query. This feature can give searchers additional pathways to find the results they’re looking for when their first search doesn’t yield the pages they want to see.
People Also Search For usually appears at the bottom of the SERP, or in the middle of the SERP on mobile devices.
Keep in mind that People Also Search For is different from other related search features on the Google SERP, such as People Also Ask (PAA), which generates questions related to the searcher’s query that Google’s algorithm thinks are relevant. There are also autocomplete suggestions, in which Google makes suggestions to complete your query based on your location, trending topics, and other common queries that start with the same first keywords.
Google SERP features like People Also Ask can be a valuable part of your brand’s SEO strategy and keyword research process. That’s because to rank high in Google’s organic search results, your store’s written content needs to match user intent. You might think of PASF as a set of clues Google shares to help you better understand what your target audience is trying to find.
How to use People Also Search For to refine your SEO strategy
While you can use each of Google’s related search features to refine your brand’s SEO strategy, People Also Search For can be especially useful at revealing long-tail keywords, or those with lower search volume (typically less than 1,000 searches per month) and less competition to rank on the SERP. However, these keywords are often highly specific, which can signal high search intent. This means a customer is likely close to taking action, like making a purchase.
Here are a few ways to incorporate PASF keywords into your website content to improve your search ranking:
Generate new content ideas
By revealing what information your potential site visitors are looking for, PASF queries can spark new ideas for content on your website.
For instance, a company that makes natural dog shampoo might learn through People Also Search For that consumers want to know if they can use human shampoo as a substitute for dog shampoo and are looking for dog shampoo alternatives.
The company could then address these points by developing new content, such as an explainer video on why dog and human shampoos are not interchangeable or a blog post explaining why pet owners can’t use dish soap on their dogs.
By developing helpful content that answers your target audiences’ questions and provides them with the information they’re looking for, you can help draw readers through the marketing funnel, from awareness to consideration to intent to purchase.
Optimize existing content
The keywords that appear in PASF are also useful for optimizing content already on your website. For each of your pages, Google the target keyword and note the additional queries that appear in PASF. Then, run these queries through a keyword research tool to check monthly search volume (MSV) and competitiveness. Choose the highest volume keyword phrases and incorporate them into your existing content where it makes sense to do so, ideally in valuable places like headings or page titles.
For example, if your dog shampoo brand works well for dogs with skin issues, but you only mention that once in the product description, you might consider creating a new heading on the page called “dog shampoo for sensitive skin” (a PASF query) and add new copy to explain this feature of your product.
Inspire FAQ
If People Also Search For queries don’t fit neatly into your existing content, consider adding new content to your pages to support them. Frequently asked questions (FAQ) are a valuable space to address common concerns, build consumer confidence, and capture new customers. You can use PASF queries to inform your FAQ.
Make sure to also check the People Also Ask (PAA) SERP feature for FAQ opportunities as well.
Best SEO tools for keyword research and PASF
You can build People Also Search For into your SEO strategy simply by performing a manual Google search and integrating the keywords PASF returns into your website’s content and keyword strategy. However, a number of free and subscription-based tools can help you delve into PASF keyword insights and trends, which can help you pick the right People Also Search For keywords for your brand. Here are a few to consider:
Google Keyword Planner
Google Keyword Planner is a free tool built into Google Ads that can show you average monthly search volume data and relative competition for keywords. Keyword Planner is available to anyone with a Google Ads Account, and it draws data directly from Google search queries and search results.
While it’s geared toward supporting paid search engine marketing (SEM) campaigns, Keyword Planner’s information on relative keyword competition and keyword search volume can help you with your organic search strategy as well.
While it’s not free to run Google ads, you can create a Google Ads account and use the keyword planner free of charge.
Wordstream Free Keyword Tool
The Wordstream Free Keyword Tool allows you to search for various keyword types, including keyword phrases and long-tail keywords. Wordstream lets you view concrete search volumes, and it draws data directly from Google and Bing’s APIs.
The tool also offers a wide range of filter options, letting you narrow down results with criteria including industry and negative keywords (ones you don’t want to see in results).
Semrush’s Keyword Magic Tool
Semrush’s free Keyword Magic Tool offers a suite of metrics for keyword targeting for both organic and paid search. Those metrics include keyword difficulty, which indicates how difficult or easy it is to rank for a keyword, cost per click (for paid marketing campaigns), and search volume.
When you add your seed keywords, Keyword Magic will return a list of related keywords and phrases that you can filter by volume, keyword difficulty, word count, intent, and more. Filtering related keywords by intent (e.g., commercial, informational, or transactional) can help you align keywords with the right content types on your channels.
Keywords Everywhere
Keywords Everywhere is a browser add-on that can show you keyword information including keyword difficulty and long-tail keywords. After installing it, you will see the puzzle-shaped extension icon in your browser window. Clicking on that will reveal a “K’ icon.
Once you install the Keywords Everywhere add-on, a widget will appear to the right of the SERP whenever you type a search phrase into the Google search bar. This shows search volume; SEO difficulty; on and off-page difficulty; trend data; and topical, related, and long-tail keywords. Below the search, you’ll see PAA and PASF queries.
People Also Search For FAQ
Why does Google show “People Also Search For”?
Google shows People Also Search For to help customers view the most relevant results and access additional information or angles related to their initial search, in case that original search didn’t yield the results they wanted. PASF can also yield valuable insights that brands can use to rank higher in organic search results.
How do I do keyword targeting?
Keyword targeting is the process of identifying and using the most relevant, high-quality search terms that people are using, so you can include those words and phrases on your website. Keyword targeting can help you rank higher in search results, and it can help you better match your content with the interests and questions your potential customers have.
How do I see how many people Googled something?
You can use a keyword tool or add-on like Wordstream, Keywords Everywhere, or Semrush to view specific monthly search volumes for a keyword or keyword phrase that people have Googled.
