When it involves search engine optimization, discovering the correct keywords may be the distinction between ranking on the first web page or being buried deep in search results. While tools like Ahrefs and SEMrush are nice for in-depth research, many marketers overlook some of the powerful — and free — keyword discovery tools available: Google’s “People Also Search For” (PASF) feature.
PASF appears when a user clicks on a search end result, then hits the back button to return to the search results. Google displays a small box under the original listing with a list of associated search queries. These aren’t just randomly generated suggestions — they’re based mostly on real person habits and search patterns, making them a goldmine for uncovering hidden keyword opportunities.
Why PASF Keywords Are Valuable
The key strength of PASF lies in its ability to reveal keyword variations and associated topics that typical keyword research tools could miss. These keywords are consumer-generated within the sense that they replicate actual search behavior, not just algorithmic guesses. This makes them highly related and often less competitive than primary or high-volume keywords.
Additionally, PASF keywords tend to represent different points within the purchaser’s journey. While some could also be informational (e.g., “how does search engine optimization work”), others might show more intent (e.g., “greatest search engine marketing agency near me”). This range offers content material creators the ability to tailor pages for each stage of the customer funnel.
How to Find PASF Keywords
You don’t need any particular tools to find PASF keywords — just use Google search. Start by searching your important keyword, click on a outcome, then press the back button. Google will show the “People Also Search For” box under that listing. Note the phrases listed and repeat the process with a number of listings and keyword variations.
For a more streamlined workflow, use a spreadsheet to track which keywords appear most frequently and which ones look promising in terms of topic relevance and user intent. This manual process could take time, but the depth of perception it provides is definitely worth the effort.
Ways to Use PASF Keywords in Your website positioning Strategy
When you’ve compiled a list of PASF keywords, there are several efficient ways to make use of them:
Blog Topics and Content Ideas
PASF keywords are glorious starting points for new blog posts. In case you’re targeting a broad topic like “email marketing,” a PASF term reminiscent of “e mail marketing for small enterprise” or “e mail automation tools” may very well be the idea for a more targeted article.
On-Page Optimization
Integrate PASF keywords into existing content. This might mean updating headers, adding new sections, or simply sprinkling in relevant phrases to improve topical relevance. Doing so can improve rankings for long-tail queries without diluting your core focus.
Creating Assist Content for Topic Clusters
PASF keywords often naturally complement pillar content material strategies. Use them to create support articles that link back to your fundamental pillar page. This strengthens your inner linking structure and will increase your site’s topical authority.
Answering User Intent
Because PASF keywords come directly from person conduct, they offer clues about what people truly want to know. Craft your content material to directly answer the implied questions or wants behind these queries, and you’ll improve user interactment and dwell time.
The Competitive Advantage
Most businesses concentrate on high-quantity keywords that are apparent and saturated. By tapping into PASF, you acquire access to a layer of search habits that’s less explored however highly relevant. These terms may have lower search quantity, however they often come with lower competition and more exact person intent — an ideal combination for producing visitors that converts.
Whether you’re a seasoned website positioning professional or just starting out, integrating Google’s “People Also Search For” into your keyword research process presents a simple but highly effective way to stay ahead of the competition and discover keyword opportunities others are missing.