People Also Search For

In recent years, Google has been adjusting its features to provide simple, yet accurate answers to search queries. And that has seen the birth of several SERP elements like Featured Snippets and the 'People Also Search For' box.


Have you ever made use of the PASF (People Also Search For) feature? Do you know it has more value than it appears to have? If not, you are no doubt missing out on an opportunity to better your SERP rankings. How?

Well, it is no news to experienced SEOs that the PASF gives insight into keywords and content ideas. In a way, it's like receiving a content suggestion from Google itself!


As a webmaster, you know what that means. And how beneficial it'll be to rank for those keywords. This article will help you make use of the People Also Search For box to your advantage. But to do that, a little history is necessary.


People Also Search For

What is ‘People Also Search For’?


The 'People Also Search For' box is a search engine feature containing keywords that relate to the query at hand. It refers to that box on the SERP that usually consists of six topics that aim to provide users with the answers they're looking for.


Unlike the 'Related Searches' box, PASF often appears only after clicking on a website and returning to the SERP. Assuming you didn't find what you needed, Google will display the PASF box beneath that site as if saying: "Not satisfied? These might help!"


As a user, there is nothing better than receiving suggestions to broaden your view on a topic. Who knows, some of these suggestions might be just what you want. However, what is unknown to many is that the PASF went through many changes to become what it is today.


History of the PASF box


'People Also Search For' is not a new feature on Google's result pages. It made its first appearance in 2012 on 'desktop' along with Google's knowledge graphs. Back then, it was nothing more than a section in the knowledge graph that displayed a series of thumbnails on related topics.


Soon, that changed when Google started displaying it at the bottom of the results page. During that time, the PASF became a stand-alone feature that works mainly for music-related queries.


By placing it just right above the 'Searches Related to' box, Google made it easier for users to see their differences. While the 'Searches Related' feature displays different forms of the current query, PASF allows you to expand more on your search.