Ever notice that little box of extra search terms that pops up at the end of the Google results? That’s called People Also Search For (PASF) section, and it is a goldmine of intent-driven keywords.
If you’re a digital marketer, SEO specialist, or content strategist, then you’re always on the hunt for ways to get your content in front of more people. PASF is one of the most overlooked features that can help you with that.
In this blog, you’ll learn what does people also search for mean, why it matters in SEO, the best tools and how to turn it into a high-impact tool for boosting content visibility, engagement, and rankings.
What is “People Also Search For” Section?
People Also Search For (PASF) is a Google search engine results page (SERP) feature that shows the related search queries users often look for. It appears as a small box under the result link you clicked when you returned to the SERP.
How It Works:
- Shows 3–8 alternative search queries
- Reflects similar or adjacent search intent
- Personalized based on location, device, and query context
This feature reflects second-layer search intent, what the user is likely to search next after their initial query didn’t satisfy them. For example, we search for “Best SEO Tools”, and the PASF section shows:
- Best SEO Tools free
- Best SEO Tools for Beginners
- Top 10 best SEO tools
Why Does PASF Matter in SEO?
Most of the time, marketers obsess over high-volume keywords. But real SEO gains often come from understanding what happens next after someone clicks a result and doesn’t find what they’re looking for.
That’s where PASF becomes gold. It captures the pivot point in a user’s search journey, those follow-up queries that reflect refined, deeper intent. These suggestions aren’t just random. They’re based on real user behaviour: people looking for comparisons, alternatives, clarifications, or better explanations. This gives you an edge in:
- Finding long-tail keywords that are often lower competitive but high-converting.
- Refining your content strategy by mapping your articles around actual search behaviours.
- Improved the engagement metrics by addressing what users are really looking for.
Difference Between People Also Search For (PASF) and People Also Ask (PAA)
You might have seen the People Also Ask (PPA) section in the SERP. But do you know the difference between PASF and PAA?
Both PASF and PAA are Google SERP features designed to improve the user experience and help refine the search intent. However, they serve different purposes, are triggered differently, and offer distinct advantages for SEO professionals.
- PASF is a lateral keyword section that suggests what users may search next after being unsatisfied with an initial result.
- PAA is a question-based section designed to clarify or expand on the original search with quick, snippet-ready answers.
Let’s compare both and see the difference in detail:
| Features | People Also Search For (PASF) | People Also Ask (PAA) |
| Trigger Behaviour | User clicks a result and quickly bounces | Appears during any normal search |
| User Intent | Looking for related topics or alternatives | Wanting deeper answers or more detail |
| SEO Value | Great for finding long-tail keywords & new content ideas | Helps you rank in featured snippets & FAQs |
| SERP Placement | Just below the result the user clicked and bounced from | Mid-SERP or near the top |
| Query Type | Related terms and topics | Actual questions and detailed answers |
What are the Best Tools or Methods to Find and Leverage PASF Insights for SEO?
To make the most of “People Also Search For” (PASF) insights, it’s important to use the right tools and strategies for it. Below is the list of the most effective tools to discover PASF queries, followed by methods used by SEO professionals to discover, analyze, and apply PASF data.
Best Tools to Find PASF Keywords
| Tools | How It Helps with PASF | Strengths | Considerations |
| Moz Keyword Explorer | Offers related keyword suggestions including PASF-style queries | Reliable keyword metrics and SERP analysis | Limited number of free searches per month |
| Google Trends | Shows related keywords and “people also search for” style suggestions | Free, easy to use, and gives keyword trends | Data may not always be super accurate |
| Keyword Keg | Pulls PASF-style keywords from multiple search engines | Big keyword database with global coverage | Interface can be a bit confusing |
| Ahrefs | Shows PASF-related keywords alongside ranking data | Detailed keyword and backlink analysis | Paid tool with advanced features |
| SEMrush | Highlights PASF keywords in the search results | Great for keyword research and competitor analysis | Can be costly, complex for beginners |
Methods to Leverage PASF Insights Effectively in Your SEO Strategy
If you leverage PASF properly in your SEO strategy, then you might have a better competitive edge over others. But how exactly do you do that? Here’s a simple way to get started:
- Check PASF Manually: Start by typing your main keywords into Google and look at the “People Also Search For” section. Note down those related searches; they’re great ideas for new content or topics to explore.
- Content Expansion: Add PASF keywords to your existing articles, FAQ sections, and meta descriptions. This helps your pages appear in more searches and improves the chance of getting special results like featured snippets.
- See What Your Competitors Are Doing: By using tools like Ahrefs or SEMrush you can look at the PASF keywords your competitors are going after. Find the gaps where they’re not doing enough, then create better content to get ahead.
- Keep an Eye on the Current Trends: For this use Google Trends to see if these PASF topics are gaining popularity. If they are, it’s a smart move to focus on those, so you stay ahead of what people are searching for.
- Organize and Track Your Keywords: Group your PASF keywords using tools like Moz or Ahrefs and keep track of how they’re performing. This helps you stay on top of your SEO game and know what’s working.
Key Benefits of Using “People Also Search for” in Your SEO Strategy
Leveraging the “People Also Search For” feature offers various clear advantages that can really improve your approach to keyword research, content creation, and overall search visibility. Here are the main benefits of these features:
1. Find More Relevant Keywords
This feature shows you what other related searches people are making, often uncovering keywords you might not have thought of. These can include longer more specific phrases that are easier to show up in the results.
2. Understand What People Really Want
The related searches give you a glimpse into the different angles people take when exploring a topic. This helps you create content that better answers their questions, whether they want to learn something new, compare options, or make a purchase.
3. Get More Organic Traffic
By including these related keywords in your content, you open yourself up to rank for a wider variety of searches. That means more people find your site through different but connected terms.
4. Keep Visitors Engaged Longer
When your content answers a bunch of related questions, people are more likely to stay around and explore your site instead of bouncing. That kind of engagement signals to search engines that your content is valuable.
5. Spot Opportunities Your Competitors Miss
“People Also Search For” can highlight topics or keywords your competitors might be ignoring. This gives you a chance to stand out and capture extra traffic.
Frequently Asked Questions (FAQs)
This PASF feature can be a great SEO strategy that can put you ahead and help you get more traffic to your site. Here are some common questions asked by people related to PASF:
1. How to show up in People Also Search For?
You can’t directly control appearing in PAA or PASF, but you can improve your chances by writing clear, helpful content that answers common questions. Use straightforward headings and make your answers easy to find and understand.
2. How to optimize for People Also Search For?
Find out what questions people ask about your topic and answer them well in your content. Adding FAQ sections or bullet points makes it easier for search engines and readers to spot those answers.
3. How can I identify high-potential keywords from PASF data?
Look at the related searches that show up around your main keywords. Use tools to check which ones people search for the most and which aren’t too competitive. Pick the ones that fit what your audience is looking for.
4. Why Does Google Show PASF?
Google shows these related searches to help people explore a topic more fully. It guides users to other questions or ideas connected to their original search, making it easier to find useful information.
5. What strategies should I use to incorporate PASF keywords into my content?
Group related PASF keywords together and create content that covers all those topics. Link your related pages so visitors can easily explore more. and add FAQ sections where you answer common questions. Writing comparison or how-to articles can also help cover these keywords well.
Final Thoughts
“People Also Search For” is more than a curiosity; it’s a roadmap to user intent, content relevance, and SEO opportunities waiting to be unlocked. By incorporating PASF into your keyword research, content strategy, and on-page SEO, you position your brand to match the searcher’s journey step-by-step.
Invest time into mastering PASF insights, combine them with other SERP features like PAA and featured snippets, and watch your content rank with greater topical authority and user satisfaction.
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