Google’s “People Also Search For” (PASF), although simple, provides tremendous insight for SEO professionals because it reveals what users searched for after clicking a link and refining their original search.
This article will provide information on what PASF is, why it matters for SEO, how to find PASF keywords and how to use those PASF keywords in your optimization efforts. We’ll also go over some of the challenges, tools, and best practices that can be used to successfully implement a PASF strategy.
Definition and Purpose of PASF
PASF is a search engine results page (SERP) feature that displays common subsequent searches performed by users based on the original search query.
PASF is generated through user activity. When a user clicks a result and rapidly returns to the SERP, Google infers that the page did not sufficiently fulfill the user’s intentions. In order to assist the user in refining their search, Google presents a PASF box with additional related search queries.
Each PASF suggestion is dynamic and context-specific; therefore, it may vary depending upon user history, device type, location, and current search trends.
Typically, you will find PASF under a search result, or in a carousel format of several related links. PASF is different than a Featured Snippet or the “People Also Ask” (PAA) box. The purpose of PASF is to assist the user in locating alternative answers to their original search query, rather than being another source of information.
To SEO specialists, PASF represents a method of determining what people are interested in learning. Therefore, PASF can expose missing aspects, sub-topics, or potential keyword opportunities that traditional keyword research tools may overlook.
Differences between PASF & Other SERP Features
It is relatively simple to get confused between PASF and other Google search features such as “People Also Ask,” or “Related Searches.” A clear understanding of each will enable you to develop a more precise strategy for implementing PASF.
PASF is a list of alternative searches users perform after not finding what they were looking for. Therefore, it is about what people do after performing an initial search.
People Also Ask (PAA) is a list of related questions presented to the user in an accordion format. PAA is about what users are curious about while searching the same topic.
Related Searches are displayed at the bottom of the page and typically include similar but broader keywords.
The most significant distinction is the level of user intent. PASF keywords represent searches users perform immediately after not finding what they were originally seeking. Therefore, PASF is particularly beneficial for content creators. PASF provides real-time insight into the level of intent-based knowledge gaps that you can potentially address through improved content responses.
When optimizing for PASF, you’re doing much more than simply competing for a keyword. You are positioning your content within the user experience. That means you are using fewer assumptions and more relevance.
Importance of PASF in Your SEO Strategy
PASF can play a vital role in your overall SEO strategy. While PASF does not directly affect the ranking of your website, it will allow you to discover additional keyword opportunities and gain an understanding of the intent of your audience beyond the capabilities of keyword planning tools.
1. Keyword Research and Competitive Analysis
Since PASF suggests searches that users have performed, it demonstrates what users do, rather than what they may do. This allows PASF to be used to discover related terms, competitive gaps, and underutilized phrases.
One way to explore potential PASF opportunities is to look at the PASF suggestions associated with a competitor’s page. For example, if a competitor ranks for “Best Project Management Software,” the PASF may suggest “Alternatives to Asana” or “Project Management Tools for Small Teams.” These could become your next piece of content.
2. Optimizing Your Content and Long Tail Keywords
The majority of PASF searches represent long tail keywords. Long tail keywords are longer, more descriptive phrases that frequently have less competition, but higher intent. They generally attract users who are closer to making a purchase decision.
Including long tail keywords in your strategy, you can create more focused blog posts, tutorials or product pages that match the needs of your audience.
3. Understanding Search Intent and User Behavior
Each PASF entry tells a story about user intent. Each PASF entry represents a clue that the searcher was not completely satisfied with the results. If you can determine what is missing from the top results and fill that void, you can increase the amount of time spent on your page, decrease your bounce rate and increase your conversion rates.
Consider PASF to be a form of free research to determine what users want, but have not been able to find.
Understanding PASF Results
When searching for a word or phrase, PASF results will appear in a drop-down box below the suggested listings. These results represent potential “also search” terms for users who searched for the original keyword — the type of content you should consider creating. PASF results provide a wealth of insight into the search behaviors of your target audience.
Understanding PASF Intent
Once you’ve identified the types of search terms included in your PASF results, you can use this information to determine user intent. If your PASF results contain comparison terms (“vs”), users are likely trying to compare two products or services to determine which is best suited to meet their needs. Similarly, if your PASF results contain “how-to” terms, users are likely looking for a step-by-step guide to accomplish something.
Using PASF Insights to Enhance Your Existing Content
Once you’ve determined user intent and created a list of relevant PASF search terms, you can apply this information to your existing content by:
- Adding New Sections to Answer Related Questions
- Creating Separate Articles for Each PASF Topic
- Connecting Those Pages Together Through Internal Linking
- Adding Structured Data (Such As FAQ or How-To Schema) to Help Search Engines Understand Your Content Better
- Internal Linking
Internal linking is another effective way to enhance user experience while improving crawlability. When linking to related pages, you’re helping Google understand how all of your content fits together.
Writing Keyword-Optimized Articles That Feel Natural
While incorporating PASF terms into your title, headings, and body copy is important, it’s equally important to avoid overusing them. The goal is to support the intent of the user – to provide the information needed to satisfy the search query. Don’t try to trick the algorithm. Write naturally and allow your content to resonate with the searcher.
Refreshing & Updating PASF-Based Articles
Because PASF results change frequently (due to changes in user behavior, trends, etc.), you’ll want to refresh and update your PASF-based articles on a regular basis to ensure that they remain competitive.
Accessing PASF Data
Accessing PASF data isn’t difficult, but there are several ways to do it efficiently:
Manual Method
To access PASF data manually, follow these steps:
1. Open a private browser window.
2. Enter your target keyword.
3. Click on a result from the search engine results page (SERP).
4. Go back to the SERP.
5. Look underneath the listing you clicked on. The “People also search for” section contains additional related search terms.
6. Record these terms and add them to your keyword list. Repeat this process for other search results to collect a larger set of PASF terms.
7. Once you have your manual collection of PASF terms, filter them to find the most relevant ones to your content strategy.
Browser Extensions
Browser extensions like Keywords Everywhere provide PASF terms automatically, along with other valuable metrics including search volume and competition data. Using browser extensions makes it easier to collect PASF data across multiple searches.
SEO Platforms
SEO platforms like Ahrefs, SEMrush, and Ubersuggest offer similar functionality to browser extensions and can also help you find related keywords. These platforms don’t explicitly call out related terms as “PASF,” but they may use terms like “Related Terms,” “Keyword Ideas,” or “Content Suggestions.”
AI and Automation Tools
Modern SEO tools and assistants are becoming increasingly intelligent. Some can pull PASF data in large quantities. Many will even accept a list of seed keywords and produce dozens of PASF-related search terms per keyword. Use the collected data to evaluate your keyword opportunity based on factors like keyword difficulty, cost-per-click (CPC), and average monthly search volume.
Measuring PASF Performance
Just because you’ve added PASF terms to your content does not mean you’re done yet. To know whether your efforts were successful, you need to track and analyze your results.
Google Analytics and Search Console
As the primary tool for measuring the success of your content, Google Analytics provides detailed analysis of your website visitors. Specifically, you can use Analytics to track the pages containing your PASF terms and watch for improvements in metrics like click-through-rate (CTR), average position for those keywords, bounce rate, time-on-page, and conversion rates. If you observe significant improvement in these areas, it is a good indication that your content is better serving the user’s intent.
Grouping and Comparing
Organize your PASF terms into groups (or clusters). Compare the performance of each group relative to your standard keyword collections. By comparing performance among groups, you will have a better understanding of which topics attract the most traffic and ultimately drive the greatest number of conversions. It is possible that you will find that long-tail PASF terms consistently outperform your standard target terms.
Competitor Analysis
Observe how competitors are performing on PASF terms that match your target terms. If you see a competitor suddenly gaining ground in the rankings for a previously uncompetitive PASF term, it is a good idea to revisit your content and ask yourself:
- Does My Page Truly Address the User’s Search Intent?
- Am I Providing Enough Visuals or Information to Satisfy the User’s Query?
- Is My Internal Linking Strategy Stronger Than My Competitors’?
- Are There Ways I Can Improve My Schema Markup?
SEO is a dynamic space. Every few months, review and refine your PASF-based content to ensure continued competitiveness.
PASF Keyword Research
PASF is a highly underutilized source for keyword research. The PASF feature allows you to tap into real-time user behavior. Because PASF provides information on what users are searching for, it is a great resource for expanding on your keyword research.
Building a Keyword Tree
Take your starting keyword and enter it into your preferred search engine. Identify and record the PASF terms presented in the drop-down. Take each PASF term you recorded and repeat the process. Continue collecting PASF terms until you no longer feel the results are useful.
At the end of this process, you will have a keyword tree that illustrates the progression of user behavior when conducting a search. This tree will serve as a content map to help you develop a comprehensive content strategy.
Long-Tail Keywords
Many of the PASF terms are long-tail. While the search volume for long-tail terms may be smaller compared to shorter terms, long-tail terms tend to convert better due to the specificity of the term. Consider using long-tail terms in your targeted blog posts, FAQs, or guides that focus on addressing a specific problem.
Building a Content Cluster
Your main article could be “Best CRM Software.” However, instead of writing a single article, write multiple cluster posts around the topic. Examples of cluster posts would be:
“Crm Tools for Freelancers”
“Crm vs Project Management Software”
“Affordable CRM Software for Startups”
Linking the Posts Internally
Once you’ve developed your cluster posts, internally link to them from your main article. This demonstrates to Google that your site covers the topic of CRM software comprehensively. Additionally, it allows your readers to easily navigate to other helpful resources within your site.
Challenges and Best Practices for PASF Optimization
Every SEO strategy comes with challenges. Algorithms change, competition grows, and trends evolve rapidly. However, with the right mindset and strategy, you can continue to succeed with PASF optimization.
Challenges
Algorithms Change
Google continually updates the way it triggers and displays PASF results. What appears in PASF results today may not be the same tomorrow.
Competition
Even though PASF terms are often long-tail, there can be a significant amount of competition for the same angle if many brands pursue the same strategies.
Resource Allocation
There are countless PASF suggestions available. Determine which ones align with your brand’s goals and which ones to ignore.
Tracking and Attribution
It is challenging to attribute the exact amount of traffic generated by optimizing for PASF terms, as it is typically tied to your overall intent and keyword strategy.
User Behavior Changes Rapidly
Users search differently depending on their device (mobile, tablet, desktop, etc.). Their search behavior changes with their location, voice searches, etc. PASF results change to accommodate user behavior changes; therefore, your content must change as well.
Best Practices
- Prioritize Relevance and Intent – Always choose PASF terms that directly relate to your topic and your intended audience.
- Only Optimize for PASF to Fill Real Content Gaps – Don’t chase trends. Only optimize for PASF terms that provide value to your content and your users.
- Regularly Refresh Your PASF-Based Content – Since PASF results change rapidly, you need to regularly refresh and update your PASF-based articles to maintain your competitive advantage.
- Develop Content Clusters With Internal Linking – Create clusters of content around your PASF terms and link them internally. This enhances the user experience and improves crawlability by allowing Google to understand how all of your content relates to each other.
- Track Your Performance – Use Analytics to track your PASF-based content and compare its performance to your non-PASF content. Segment your PASF-based content to isolate their performance.
- Avoid Low-Quality and Irrelevant Content – Don’t sacrifice quality for quantity. Only publish high-quality, relevant content that supports your target audience’s intent.
- Balance Your Efforts – PASF is only one piece of your entire SEO strategy. Make sure you’re allocating the appropriate amount of time and energy to optimize for PASF, while also focusing on other key aspects of your SEO strategy.
Conclusion
Although the “People Also Search For” feature may seem like a minor element of modern SEO, it offers some of the most powerful clues available today for understanding user intent and long-tail opportunities.
By utilizing PASF results to inform your keyword clustering strategy, structuring your content to optimize for PASF, and continuously monitoring your performance, you can transform small amounts of PASF data into significant wins. In an ever-changing landscape of search algorithms and trends, PASF helps you to remain connected to the core question – what does your target audience want next?
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