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People are also searching – how to get more traffic from Google!


If you use Google a lot, chances are you've seen this feature, People Search Also (PASF). This belongs to the search engine layout strategy of the technology giant Google.

As Google continues to add different elements to make the SERPs (Search Engine Results Pages) increasingly dynamic, many feel a little overwhelmed with keeping up with updates. However, when leveraged properly, elements like “people are asking too” can open doors to new SEO opportunities.

Adding PAA functionality to Google along with other features like Featured Snippets can help you get more exposure to searchers. Therefore, in order to maximize the results of your SEO efforts, it is important to try to take full advantage of these features.

While the People Also Search (PASF) feature may seem a little complicated at first, you can take advantage of it to drive more organic traffic to your website.

With that in mind, we've created this guide to help you better understand this feature so you can revise your current search results SEO strategy accordingly.

What is People Also Searching Feature (PASF)?

The PAA feature started its journey in 2012 as part of Google's introduction of the Knowledge Graph. It is designed to display a set of image thumbnails related to a specific search term.

Over time, it became an independent box whose main goal was to search for content related to the field of music. Similar to Spotify's algorithm we see today, the concept of People Also Search (PASF) is to recommend music tracks based on the searcher's musical taste. The standalone box will also display other albums by the same artist with similar names or tracks.

In today’s SEO environment, Google’s PAA capabilities have turned into a gold mine. We can't see thumbnails anywhere on search engine results pages because they've been replaced with real topics related to the actual search term.

People also search - the PASF box is only visible when the user revisits the results page immediately after clicking on the search result. According to Google, users immediately returned to the results page because they couldn't find what they were searching for. Google helps them find useful PASF results by providing them with suggestions based on the search phrases they entered in their initial search.

User intent plays a central role in developing recommendations. Google offers options to find accurate search results by identifying the searcher's user intent. From a business owner or website owner perspective, this is very useful as it shows topics that contain specific search phrases and/or keywords.

Examples of people also searching

The PASF box displays questions related to the actual search query. Note that recommendations vary based on the device you're using to conduct your search. If you're on a desktop, you might get six results. But for mobile, that number could rise to eight results.

While the exact reason behind this is unclear, we can assume that Google probably didn't want to create a lengthy SERP on the desktop. With people also searching (PASF), the results look like a carousel on mobile; they can fit eight search results without creating a very long SERP.

Originally, the PAA feature in Google was right above the Search Related list. While the former helped us see several topic-related suggestions, the latter helped us expand or improve our current query.

However, in this day and age, people's searches for (PASF) are also placed independently, as shown in the image below.

Google has ditched thumbnails and attached related topics to individual organic results. Now, these topics appear to be a combination of "search related" and actual users are also asking about features in Google (PASF).

In the above example related to the query "Google's PAA function", it is recommended to stay in the organic search results.

PAA and Featured Snippets

The only way to achieve what people also asked for (PASF) is to navigate back to the search engine results page after clicking on an organic search result. While testing the process, we observed that the People Also Search (PASF) box did not show up in the featured snippet.

Featured Snippets remain the same. This means that you need to keep trying to appear in Featured Snippets while optimizing your content for the PASF feature in Google.

Why You Should Prioritize PASF Keywords - People Asking For It Too?

If you're finding it difficult to improve your site's SEO performance, someone investigating search capabilities can open up alternative paths for you. Here are the main ways it can help you achieve your SEO goals.

  • It helps reduce the number of people bouncing from your website

If you see a large number of visitors bouncing off your pages for a particular query or keyword, this should be a good sign that those pages are failing to provide searchers with an answer to their query or what they are looking for.

In this case, you should look closely at the questions people are asking, while searching the box and trying to craft content to address them. This strategy should make your pages more relevant to search queries and, in turn, more useful to your target audience.

If you're having trouble creating more useful content or finding the right PASF theme and formatting, it's a valid idea to see what your direct competitors post or rank better than your site in search results. Check the subject matter, length, style and language used in these works.

Make sure you don't copy what your competitors are doing. Instead, dig into their strategy and use the insights gained from them as a foundation to improve the effectiveness of your content. A way to always keep the user first when creating content before trying to serve search engines.

  • It helps to identify relevant PASF keywords

People often find it difficult to identify relevant keywords to craft useful content to meet the needs of their website visitors. If you also belong to this alliance, this feature gives you a great opportunity to find PASF keywords.

Consider related topics related to your main keyword and enter them into Google's search box. For example, we used the topic "How to appear when people also ask (PASF)" and received the following suggestions.

As you can see, we got an answer to our query. Based on this information, we can try to create content snippets that provide searchers with the information they need.

To identify relevant PASF keywords, first, you need to crawl PAA questions and find the most popular ones. After clicking on one of the questions, the PASF box displays a short answer to your query and the source URL from which the text was extracted. Then you need to visit the site to identify the keywords on which these answers are made. Once you've identified the right keywords, start optimizing your content if you're not already one of the sources.

You can also get a clear picture of how to restructure your website or specific landing pages to increase traffic. Additionally, you can learn how to categorize web pages according to different areas of interest.

  • It helps to build the authority of your website

Note that initially, people also asked for four questions on the (PASF) box. Once a searcher clicks on one of the questions, Google automatically adds several other questions to the box. Then, the People Also Search (PASF) box became continuously expanding, meaning that every time a searcher clicked on a question, more items were added to the box.

Here's what you get when you click the three questions in the box.

From an SEO perspective, this gives you an indeterminate pool of questions that you can try to answer to drive more traffic to your site and build authority in your niche.

Once you have a clear idea of what your target audience is looking for, you need to create valuable, informative content to keep them engaged with your website. This type of content can also help you force them back to your website when they need information related to your industry.

Increasing user engagement and increasing the authority of your website can easily help your pages rank higher in the SERPs.

While the current number of PAA questions is not related in any way to keyword verticals or patterns, that may change in the future. There may also be search results for comparison keywords that are somewhat relevant to a specific number of people.

Basic information you need to know about people is also required

Here are the key facts you need to know about the PAA feature in Google.

  • People also search for jobs that may not always be fixed

It is generally accepted that the PAA or PASF box can always be found at the bottom of the search results page. However, the truth is that its position changes depending on the way Google's algorithm perceives the lack of search results expected in the primary search.

So, unlike featured snippets, PASF boxes can be seen anywhere on the page. This change can be critical to your website, as the location of the box can affect your current SEO activity.

For example, if a large number of users indicated that the third search result on a page had no useful value, the position on that page could simply be changed by Google's algorithm.

  • People also asked for featured snippets to be repeated often

In fact, featured snippets are used in most PAA or PASF questions. However, we don't know how often the same featured snippet appears repeatedly in related searches. For a specific set of keywords, the same set of search terms and answers may appear repeatedly. Therefore, you need to change the content on the webpage accordingly.

  • People Also Search May Show Video Results

While the suggestions shown in Google's PAA feature are usually displayed as text results, sometimes video results may also be included. This usually happens when a specific action is associated with a search term, and that term itself contains words like "where can I find it", "how", etc. This knowledge can help you create videos that include keywords to increase their chances of appearing in PAA results.

  • Incorporate People Also Ask People Also Search to Improve SEO Performance

Ideally, you should gather all the information you can get from People Asking and People Searching, while looking at the results shown in each Related Searches box. Combining these two features of Google and using insights can greatly help you build keyword lists, create content that can cover a variety of topics, and ultimately drive traffic to your website.

How to Rank for PASF Keywords

"People Also Search For" will only be shown to users after they click on a search result and are returned directly to the Google SERPs. People who also searched for the primary query entered these terms into the search box, which allows Google to suggest additional questions that users may not be aware of.

Here's how to rank for PASF keywords:

  • Understand the search and user intent of the target query

The PASF box uses follow-up questions based on the relevant search query the user is viewing to guide them into new routes. This is made possible by Google's ability to predict relevant search queries and compile the most useful links in SERP form. By anticipating the questions potential customers might ask when searching for your business, you can use other effective Google marketing tools or simple keyword research tools to ensure you appear in those searches. You can also use the right keywords and thoughtful content ideas to ensure you appear in these searches.

  • Focus on key search terms

You can determine how Google displays these pages in the alternative SERP section by identifying important search phrases. You can then reorganize your site's landing page so that it appears in these "people are also searching" options, which will naturally increase traffic to your page on Google.

  • Use FAQ

“The FAQ section is an underutilized option that can increase website traffic and give you an edge over your competitors. If you are asked a related query that is comparable to yours, if you go through the FAQ page on your own site Fix the most common problems and it'll be easier to show up in search results. You simultaneously develop into a reputable website domain authority. Research your opponent

As far as your competitors are concerned, it pays to know what's going on. Knowing what went wrong and understanding the key areas that need to change can help you avoid going through the same unnecessary pain. By leveraging relevant queries, keyword research tools can help you formulate your most common questions and restructure them to best meet your company's needs. Organize content around related ideas

This is another easy way to improve your rankings. Once you've researched the common questions and the ones that keep popping up in the "people are also searching" keyword section, try writing content designed to provide answers to those queries. It will help you build authority on related topics as your website traffic increases. Since search engines like to show results for search queries that address these issues, be sure to include "who," "why," "when," "where," and "what" in the title. Limit your vocabulary to simple, relevant, and audience-specific search phrases.

  • Take advantage of well-known search engine properties

To maximize the likelihood that the product or service you're discussing will appear in the first few pages, use popular attributes when discussing. Being too specific can make the water cloudy since no one is looking for the complex properties of a product. It's an effective marketing strategy that helps connect your company's services and goods with other consistent things that appear in search results.

  • Track bounce rate

Consider rebuilding the page with more relevant terms that people searched for through monthly search volume data research, if you find high bounce rates and quick exits from any organic landing page, it's more useful for people to lower their bounce and exit rates. Frequently Asked Questions

What is Google PAA or PASF?

People Also Search For or PASF is Google's way of prompting users to surf the web and getting them to consider other related queries that are frequently asked online.

How do you get people to search too?

In order to appear in People Searching Questions, please provide concise and informative answers that match the searcher's expectations. Use HTML headings to direct Google to the right section.

Why is PASF important?

People Also Ask or PASF results can give you a better understanding of what your audience is interested in, which will help with keyword research and recommending what should appear on your website pages.

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