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People Also Search For: The Ultimate Guide for Marketers and SEOs

If you frequently use Google, you’ve likely noticed a section labeled “People Also Search For” (PASF) appearing below search snippets, especially after clicking a result and returning. While seemingly simple, this feature offers deep SEO and content marketing potential.

In this guide from Adsfluxion, we’ll break down the mechanics, history, benefits, and strategic applications of PASF so you can incorporate it into your digital marketing strategy for maximum ROI.

What is “People Also Search For” (PASF)?

“People Also Search For” is a feature on Google Search that shows additional related queries after you click on a result and return to the search page. The goal? To help users refine their search and find better, more relevant answers.

These suggestions aren’t based on guesswork—they’re pulled directly from real user behavior. This means PASF offers authentic search intent signals that marketers can use to inform content creation, SEO strategy, and keyword targeting.

A Brief History of PASF

PASF made its debut in 2012 during Google’s Knowledge Graph rollout. Initially, it appeared with thumbnails and brief information cards. Over time, Google refined it into the clean, text-only format we see today. The focus shifted to relevance and user behavior.

Today, PASF appears in over:

  • 80% of mobile SERPs

  • 60% of desktop SERPs

These stats, cited from industry case studies, show just how prominent PASF is in modern search. Ignoring it would be a missed opportunity.

How “People Also Search For” Works

PASF isn’t random—it’s driven by a mix of advanced machine learning, historical data, and user behavior. Here’s how Google determines what to show:

  1. Primary Search Query – Google analyzes the initial search intent.

  2. Search History – Previous queries help refine the suggestions.

  3. Location – Results may vary based on regional preferences.

  4. Device Type – Mobile vs. desktop behavior informs different suggestions.

  5. Click Behavior – If a user clicks and bounces back, PASF appears with refined ideas.

  6. SERP Context – Google scans content around the query for contextual relevance.

These variables enable PASF to surface highly personalized suggestions, making it valuable for understanding what users want.

Why PASF is Crucial for SEO and Content Marketing

From an SEO perspective, PASF helps in several key areas:

1. Understand User Intent

PASF exposes related questions and searches your target audience cares about. These reveal user intent far better than general keyword tools.

2. Discover Long-Tail Keywords

Long-tail keywords often appear in PASF boxes. These are less competitive and easier to rank for, giving you quicker wins in SEO.

3. Enhance Content Relevance

By integrating PASF suggestions into your content, you cover broader semantic ground, improving topical authority.

4. Stay Competitive

If a competitor ranks for PASF keywords you don’t, it’s a clear signal to optimize your content further. PASF helps benchmark your visibility against others.

5. Boost On-Page SEO

PASF keywords help strengthen on-page SEO by targeting real user queries. This increases the chances of ranking in featured snippets and related result areas.

How to Use PASF for Keyword Research

Using PASF in keyword research is straightforward and effective. Here’s how:

  1. Search your primary keyword on Google.

  2. Click a result, then bounce back to the SERP.

  3. Analyze the PASF box below the clicked link.

  4. Use tools like Keywords Everywhere or Ubersuggest (free options) to extract data.

  5. Incorporate those terms naturally into your content.

At Adsfluxion, we frequently use PASF to uncover hidden content opportunities for clients across industries. It’s one of our favorite methods for data-driven SEO.

👉 Explore SEO Services at Adsfluxion

Best Practices to Optimize Content Using PASF

Once you’ve gathered PASF keywords, follow these content optimization practices:

✔ Create a Clear Content Structure

Use PASF terms as subheadings or sections. This allows both Google and readers to navigate your content easily.

✔ Target Questions Directly

If PASF includes queries like “What is XYZ?” make sure to answer it directly in the content. Use question-and-answer formats wherever possible.

✔ Include FAQs with Schema

Adding an FAQ section (and implementing FAQ schema markup) improves your chance of being featured in PASF and People Also Ask (PAA) boxes.

✔ Maintain Search Intent Alignment

Avoid keyword stuffing. Focus on solving the searcher’s problem with genuine value. That’s what Google rewards.

PASF on Mobile: A Bigger Deal Than You Think

Studies show that PASF boxes are even more prominent on mobile devices, where space is limited. On smartphones, the likelihood of a user engaging with PASF content increases due to its above-the-fold placement.

If your mobile SEO is underperforming, optimizing for PASF keywords might provide the boost you need. At Adsfluxion, we design mobile-first content strategies that prioritize features like PASF to ensure maximum visibility.

Tools to Find PASF Keywords

You don’t always have to manually search PASF keywords. Here are some tools you can use:

Tool Use Case
Keywords Everywhere Shows PASF right in SERPs
Ubersuggest Provides PASF data and search volume
Frase Content brief generation with PASF
AlsoAsked Maps question-based PASF keywords visually
Google SERPs Still the most authentic way to spot PASF keywords

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

Many confuse PASF with Google’s Related Searches at the bottom of the SERP. But they’re different:

Feature People Also Search For Related Searches
Triggered by User clicking and returning Always shown at SERP bottom
Updates Real-time Periodic
Based on URL of clicked page Original query
Use case Intent refinement Query expansion

Use both to improve your content, but PASF is generally more powerful for intent matching.

How to Avoid Duplicate PASF Pages

If you’re targeting multiple PASF terms, ensure your site doesn’t appear spammy. Here’s how:

  1. Use Canonical Tags – Avoid duplicate content issues.

  2. One Topic, One URL – Combine similar PASF terms into a single in-depth guide.

  3. Redirect Old Pages – If a term is outdated or combined into a new page, set proper redirects.

Adsfluxion follows these best practices when building content ecosystems for client websites, ensuring clean architecture and crawl efficiency.

How Marketers and SEOs Can Leverage PASF

Whether you manage SEO, content marketing, or paid media, here’s how to make the most of PASF:

  • For SEO: Identify underserved topics. Optimize content to match user intent.

  • For Content Strategy: Use PASF to plan blog posts, tutorials, or landing pages.

  • For PPC: Align your ad groups and text with PASF terms for better Quality Score.

👉 Want to build a content strategy around PASF? Work with Adsfluxion and let our team handle the technical and creative execution.

PASF and the Role of Google’s MUM AI

Google’s Multitask Unified Model (MUM) is reshaping how PASF operates. MUM processes text, images, and video simultaneously, drawing deeper insights about intent and meaning. As this AI becomes more dominant, PASF boxes will:

  • Become more multimedia-rich

  • Surface content from diverse formats (YouTube, podcasts, articles)

  • Adapt faster to real-time queries

This underscores the need for diverse content creation and strong SEO fundamentals, which are core to Adsfluxion’s service approach.

Frequently Asked Questions

Q. What are PASF keywords?
These are queries closely related to the initial search term that appear in the “People Also Search For” section on Google.

Q. Why are PASF keywords important?
They reflect real search behavior, helping you discover user-intent-based topics that rank well organically.

Q. Can I use PASF for paid search (PPC)?
Absolutely. Use PASF insights to refine ad copy, improve Quality Score, and build better-targeted campaigns.

Q. How can I track PASF performance?
Use tools like Ahrefs, SEMrush, and Google Search Console to monitor keyword rankings and traffic tied to PASF-optimized content.

Q. How do I get started with PASF optimization?
Start by researching PASF terms for your primary keywords and naturally integrate them into FAQs, headers, and body content.

Final Thoughts

“People Also Search For” is more than just a UX feature—it’s a keyword goldmine. For marketers and SEOs, it offers unique insights into search behavior, keyword expansion, and content relevance.

At Adsfluxion, we help brands unlock this potential by integrating PASF insights into their digital strategy. Whether you’re launching a blog, optimizing landing pages, or running PPC campaigns, PASF should be a part of your toolkit.

👉 Ready to dominate the SERPs? Partner with Adsfluxion and let’s turn search intent into SEO success.

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