The digital marketing landscape is constantly shifting. With every Google update, user behavior is becoming more complex, and SEO professionals must pay closer attention to how people actually search online. One of the most overlooked yet powerful features in Google’s search engine results pages (SERPs) is “People Also Search For”—commonly referred to as PASF.

If you've ever clicked on a search result and then quickly returned to the results page, you may have noticed a new section under that result labeled “People Also Search For.” This feature reveals a list of closely related queries that users tend to explore next. For digital marketers and content creators, PASF represents a goldmine of user intent data and keyword opportunities.

In this comprehensive guide, we’ll break down everything you need to know about PASF:

• What “People Also Search For” actually means

• Why it appears and how it works

• How it differs from “People Also Ask”

• How to find PASF keywords

• Most importantly, how to leverage PASF to improve your content, SEO, and visibility

Let’s start by understanding the feature itself.

What Is “People Also Search For” in Google Search?

“People Also Search For” is a dynamic feature that Google displays in the SERPs after a user clicks on a result and quickly navigates back to the search page. This behavior is known as pogo-sticking—a signal to Google that the content may not have fulfilled the user’s intent. In response, Google presents a list of related search queries to help users refine or expand their search.

For example, suppose someone searches for “best SEO company in Gurgaon,” clicks a link, but quickly returns to the search results. Google may then display a “People Also Search For” box containing queries like:

• top digital marketing agencies in Gurgaon

• SEO vs PPC for local businesses

• how to choose an SEO company

• Google ranking services for small business
  
  

These search refinements provide real-time insights into what users often explore next. While the feature might seem minor, it holds significant strategic value for content marketers and SEO professionals.

Why Does Google Show the “People Also Search For” Box?

Google’s goal has always been to deliver the most relevant, useful content to users. When someone performs a search and doesn’t find what they’re looking for on the first try, Google steps in with suggestions that reflect what other users in similar situations went on to search.

This behavior tells us three important things:

1. Search intent is evolving. Users rarely settle on the first result; they’re refining and exploring further.

2. PASF is based on actual user behavior. The queries listed are not speculative—they’re derived from aggregate user data.

3. Google wants to keep users engaged. By offering better alternatives, Google keeps people within its ecosystem longer while improving the search experience.

For SEO professionals, PASF reveals not only what your content might be missing, but also how to fill those gaps by addressing adjacent topics or questions your target audience is likely to ask next.

People Also Ask vs. People Also Search For: What’s the Difference?

It’s easy to confuse “People Also Search For” with another Google feature, “People Also Ask” (PAA). Both provide related queries, but they work differently and serve different purposes.

People Also Ask (PAA):

• Appears directly in the SERPs as an expandable list of questions.

• Each question reveals a snippet-style answer when clicked.

• Designed to answer questions on the spot.

People Also Search For (PASF):

• Only appears after a user clicks a result and then returns to the SERP.

• Lists related search terms or alternative queries.

• Designed to help users refine their search journey.
  
  

From an SEO perspective:

• PAA is great for optimizing FAQ sections and targeting featured snippets.

• PASF is more useful for uncovering related long-tail keywords and building content clusters that support your core pages.

Understanding both features—and how to use them strategically—can lead to greater visibility across multiple parts of the SERP.

How to Find PASF Keywords

Unlike traditional keyword research tools, PASF keywords are typically uncovered through direct interaction with the search engine. Here are three effective methods to find them:

1. Manually in Google Search

Perform a search query that your target audience might use (e.g., “digital marketing services Gurgaon”). Click on a few results and then hit the back button. Observe the PASF box that appears under the result you just returned from. Note the variations and record any new or unexpected keyword suggestions.

2. Use SEO Browser Extensions

Tools like Keywords Everywhere, SEO Minion, or Surfer SEO’s SERP Analyzer can automatically extract PASF data as you browse. These tools often display PASF terms directly on the SERP, saving time and offering a larger set of suggestions.

3. SEO Platforms with SERP Analysis

Some premium tools like SEMrush, Ahrefs, and Moz Pro may include features that surface related queries similar to PASF, often under headings like “Related Keywords,” “Search Suggestions,” or “Phrase Match Keywords.” While not always labeled as PASF specifically, they provide similar insights based on search intent.

How to Use “People Also Search For” in Your SEO and Content Strategy

Now that you know what PASF is and how to find it, the next question is: How do you use it to grow your rankings and traffic?

Here are six practical ways to incorporate PASF into your SEO strategy:

1. Expand Existing Content

Audit your top-performing or underperforming blog posts and service pages. Identify relevant PASF queries and integrate them into your content as:

• Subheadings (H2 or H3)

• FAQ sections

• Internal anchor text

This not only improves the semantic depth of your content but also aligns better with evolving search intent.

Example:
Original blog topic: “What Is Digital Marketing?”
Relevant PASF terms to include:

• digital marketing vs traditional marketing

• benefits of digital marketing for small businesses

• Is digital marketing worth it in 2025?

By including these, you signal to Google that your content covers the topic comprehensively.

2. Create Supporting Blog Posts

Each PASF term can serve as a standalone blog topic. These posts can then link back to your pillar page, strengthening topical authority.

Example Cluster:

• Pillar: “Digital Marketing Services in Gurgaon”

• PASF blog ideas:

• “Top 5 Local SEO Strategies for Businesses in Gurgaon”

• “PPC or SEO: Which is Better for Small Businesses?”

• “What to Expect from a Digital Marketing Agency in 2025”

This strategy helps you dominate multiple keyword variations and appear in different parts of the SERP.

3. Build Internal Link Networks

Use PASF terms as anchor text to connect related pages. This improves user navigation and helps Google understand the relationship between your content pieces.

Tip: Keep your anchor text natural. Instead of repeating exact-match keywords, use variations that reflect how users actually search.

4. Improve Conversion-Focused Landing Pages

Even your service or sales pages can benefit from PASF insights. If you’re a digital marketing company offering SEO, PPC, and social media services, include a comparison or FAQ section based on PASF queries like:

• How to choose between SEO and PPC?

• What is the cost of digital marketing services in India?

• Which agency is best for social media management?

These additions help you speak directly to the doubts and comparisons users are actively searching for.

5. Optimize for AI Overviews and Featured Snippets

Many PASF queries are question-based, which aligns perfectly with AI Overviews, Google’s featured snippets, and voice search.

To increase your chances of ranking in these spots:

• Use clear, concise answers (40–50 words is ideal)

• Apply schema markup (especially FAQPage)

• Include structured headings and bulleted lists

Answering PASF-style questions with precision enhances your content’s eligibility for zero-click search features.

6. Stay Ahead of Competitor Gaps

Finally, PASF helps you identify content gaps your competitors may have overlooked. If a top-ranking page fails to cover related queries revealed by PASF, you have an opportunity to step in and offer better coverage.

Over time, this strategy allows you to build authority in your niche while meeting more nuanced user needs.

Final Thoughts: Why PASF Deserves a Place in Your SEO Toolkit

The “People Also Search For” feature may not get as much attention as backlinks or technical SEO, but it delivers high-impact insights with minimal effort. In today’s intent-driven search environment, SEO success depends on how well you understand and fulfill user needs—not just how well you rank for one keyword.

By using PASF strategically, you can:

• Understand what your audience wants next

• Improve content relevance and completeness

• Build smarter content clusters around core topics

• Enhance internal linking and engagement

• Uncover new content opportunities faster than your competitors

For digital marketers aiming to stay ahead in 2025, PASF is not just a search feature—it’s a strategic advantage.

Need help building your SEO content strategy using PASF and other advanced techniques?
Delta Web Services can help you create intent-driven content that ranks, converts, and scales.