When it involves search engine optimisation, discovering the correct keywords could be the difference between ranking on the primary 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 powerful — 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 associated search queries. These aren’t just randomly generated strategies — they’re primarily based on real consumer behavior and search patterns, making them a goldmine for uncovering hidden keyword opportunities.
Why PASF Keywords Are Valuable
The key energy of PASF lies in its ability to disclose keyword variations and associated topics that typical keyword research tools could miss. These keywords are user-generated within the sense that they replicate 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 characterize completely different points in the purchaser’s journey. While some could also be informational (e.g., “how does website positioning work”), others may show more intent (e.g., “best search engine optimisation agency close to me”). This range gives content creators the ability to tailor pages for each stage of the customer funnel.
How one can Discover PASF Keywords
You don’t want any particular tools to search out PASF keywords — just use Google search. Start by searching your major keyword, click on a end result, 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 seem most often and which ones look promising in terms of topic relevance and user intent. This manual process could take time, however the depth of insight it provides is 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 use them:
Blog Topics and Content Ideas
PASF keywords are excellent starting points for new weblog posts. If you’re targeting a broad topic like “e-mail marketing,” a PASF term akin to “e mail marketing for small enterprise” or “e-mail automation tools” might be the premise for a more targeted article.
On-Page Optimization
Integrate PASF keywords into existing content. This might mean updating headers, adding new sections, or just 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 strategies. Use them to create help articles that link back to your important pillar page. This strengthens your internal linking construction and will increase your site’s topical authority.
Answering User Intent
Because PASF keywords come directly from consumer conduct, they offer clues about what individuals truly need to know. Craft your content material to directly answer the implied questions or wants behind these queries, and you’ll improve consumer engagement and dwell time.
The Competitive Advantage
Most companies focus on high-volume keywords which can be obvious and saturated. By tapping into PASF, you achieve access to a layer of search conduct that’s less explored however highly relevant. These terms could have lower search quantity, but they usually come with lower competition and more exact person intent — an ideal combination for producing traffic that converts.
Whether you are a seasoned search engine optimisation professional or just starting out, integrating Google’s “People Also Search For” into your keyword research process affords a simple but powerful way to stay ahead of the competition and discover keyword opportunities others are missing.
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