When it involves web optimization, discovering the appropriate keywords might be the difference between ranking on the first web page or being buried deep in search results. While tools like Ahrefs and SEMrush are great for in-depth research, many marketers overlook one of the most highly effective — and free — keyword discovery tools available: Google’s “People Also Search For” (PASF) feature.
PASF appears when a user clicks on a search outcome, then hits the back button to return to the search results. Google displays a small box under the original listing with a list of related search queries. These aren’t just randomly generated suggestions — they’re based on real person behavior and search patterns, making them a goldmine for uncovering hidden keyword opportunities.
Why PASF Keywords Are Valuable
The key power of PASF lies in its ability to reveal keyword variations and related topics that typical keyword research tools might miss. These keywords are user-generated in the sense that they reflect precise search behavior, not just algorithmic guesses. This makes them highly related and infrequently less competitive than primary or high-quantity keywords.
Additionally, PASF keywords tend to signify completely different points in the purchaser’s journey. While some may be informational (e.g., “how does website positioning work”), others may show more intent (e.g., “best SEO agency near me”). This range gives content creators the ability to tailor pages for every stage of the client funnel.
Find out how to Find PASF Keywords
You don’t want any particular tools to seek out PASF keywords — just use Google search. Start by searching your major 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 multiple listings and keyword variations.
For a more streamlined workflow, use a spreadsheet to track which keywords appear most often and which ones look promising in terms of topic relevance and consumer intent. This manual process might take time, however the depth of perception it provides is well worth the effort.
Ways to Use PASF Keywords in Your web optimization Strategy
Once you’ve compiled a list of PASF keywords, there are a number of effective ways to use them:
Weblog Topics and Content Concepts
PASF keywords are excellent starting points for new weblog posts. If you’re targeting a broad topic like “email marketing,” a PASF term such as “email marketing for small enterprise” or “email automation tools” might be the premise for a more targeted article.
On-Page Optimization
Integrate PASF keywords into current content. This would possibly imply 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 Help Content for Topic Clusters
PASF keywords often naturally complement pillar content material strategies. Use them to create help articles that link back to your principal pillar page. This strengthens your inside linking construction and increases your site’s topical authority.
Answering Consumer Intent
Because PASF keywords come directly from consumer conduct, they offer clues about what people truly need to know. Craft your content to directly reply the implied questions or needs behind these queries, and also you’ll improve person interactment and dwell time.
The Competitive Advantage
Most businesses give attention to high-quantity keywords which can be apparent and saturated. By tapping into PASF, you acquire access to a layer of search conduct that’s less explored but highly relevant. These terms could have lower search volume, however they often come with lower competition and more exact consumer intent — an ideal combination for generating traffic that converts.
Whether or not 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 yet powerful way to stay ahead of the competition and discover keyword opportunities others are missing.