Unlock the power of PASF to skyrocket your SEO and user engagement
There are plenty of keyword research tools available online. But what if you could tap into something more—something that gives you deeper insight into what users really want to know?
Well, there is such a feature—and it’s a powerful one. It can help you optimize your content for actual search intent, not just surface-level keywords.
Let’s dive into the underrated but incredibly valuable feature: “People Also Search For” (PASF).
Search Engines Are Evolving—And So Should You
Search engines are constantly improving to deliver the most relevant results for user queries. And without a doubt, Google is leading the charge.
Over time, Google has evolved to include several intelligent features on the search engine results page (SERP) that enhance the user experience, such as:
- Voice Search
- LSI Keywords (Latent Semantic Indexing)
- People Also Ask (PAA)—more on that later
- And our main focus today: People Also Search For (PASF)
But here’s the catch—PASF doesn’t always appear on its own. It hides in plain sight, only revealing itself when you interact with the SERP in a specific way.
How to Reveal the “People Also Search For” Box
Want to see PASF in action? Just follow these steps:
- Open Google in Chrome (desktop).
- Type in: what is SEO
- Press Enter
- Click on any result from the SERP.
- Now hit the back arrow to return to the search results.
👀 Did you notice something?
Right below the link you clicked, a new box appears—labeled “People Also Search For.” That’s it! You’ve uncovered a hidden gem.
🔍 On mobile, PASF typically appears before the “Related Searches” section.
What Is “People Also Search For” (PASF)?
People Also Search For (PASF) is a Google SERP feature that suggests related search queries, helping users discover more relevant content. First introduced in 2018, you’ve probably come across it during your regular browsing sessions—even if you didn’t realize it. By leveraging PASF, you can optimize your content to align with user intent, improve rankings, and enhance user experience.
Fact: 70% of searchers explore related queries via PASF, driving traffic to well-optimized pages.
Why it Matters? PASF by the Numbers
◉ 83% of SEO professionals agree that PASF insights improve content relevance.
◉ 2.5x increase in click-through rates for PASF-optimized content.
◉ 65% of users trust websites that cover related search topics comprehensively.
How Does PASF Work?
For every query you search on Google, PASF displays six related search queries when triggered (typically after clicking a result and returning to the SERP). These are not random—they reflect real user behavior around the topic.
Depending on how you use it, PASF can serve two major purposes:
1. A User’s Helping Hand
Imagine you’re searching for something completely new or unfamiliar on Google. You type a basic query, but you’re unsure where to go next.
This is where PASF shines.
Instead of typing out additional questions or keywords manually, you can simply click on one of the suggestions provided by PASF. With just a click, you’re shown a whole new set of results tailored to that refined query.
In this way, PASF acts like a guide, helping users find more focused and relevant information without the guesswork.
2. A Keyword Research Goldmine
While PASF isn’t technically a keyword research tool in the traditional sense, it offers real-time insight into user search behavior.
It shows what real users are curious about around a particular topic—making it an excellent resource for content creators and SEO professionals. Though it doesn’t list out all the possible keywords, it points you toward related topics and angles you can explore further.
Once you have those ideas, you can plug them into dedicated keyword tools (like SEMrush, Ahrefs, or Google Keyword Planner) to uncover:
- Search volume
- Competition
- Keyword difficulty
- And more
So, in a way, PASF acts as an idea starter, helping you understand user intent and generate fresh, relevant content angles.
People Also Search For (PASF) vs. People Also Ask (PAA)
When you search for something on Google, you might notice two distinct features on the SERP:
People Also Ask (PAA) and People Also Search For (PASF).
Let’s break down what sets them apart—and what brings them together.
What Is People Also Ask (PAA)?
People Also Ask is a section on the search results page that displays a set of related questions commonly searched around your original query. Typically, it starts with four expandable questions, each offering a brief answer pulled from a relevant web page.
Each answer also includes a link to the source, so users can click through to read more.
In essence, PAA functions like a mini FAQ powered by Google’s algorithm. It’s often considered a form of Featured Snippet, meaning Google selects the answers based on content quality, relevance, and structure.
Key Differences Between PASF and PAA
Although PASF and PAA both enhance user experience by suggesting related content, they differ in several ways:
| Feature | PASF (People Also Search For) | PAA (People Also Ask) |
| Trigger | Appears after clicking a result and returning to SERP | Appears automatically on the SERP |
| Format | List of related search queries | Expandable Q&A format |
| User Intent | Suggests broader or related queries | Answers specific questions |
| Link Structure | No direct answers, only query suggestions | Shows answers with source links |
| Visibility | Sometimes hidden, appears upon interaction | Always visible (typically high on page) |
Similarities Between PASF and PAA
Despite their differences, PASF and PAA share some common ground:
✅ Both are dynamic SERP features powered by Google’s algorithm
✅ Both provide query-related information to enhance the search experience
✅ Both are placed directly on the search results page
✅ Both can influence organic visibility and click-through rates
✅ Both help users discover more relevant content with less effort
Benefits of Using PASF and PAA Phrases
People Also Search For (PASF) and People Also Ask (PAA) are powerful Google SERP features that help users explore connected areas of their search intent. But why should you optimize your blog or website content for them?
Here’s why integrating PASF and PAA phrases can make a major difference:
(a) Enhances On-Page SEO
On-page SEO plays a crucial role in determining how well your content ranks. Since content is the cornerstone of on-page optimization, aligning it with user intent is key.
By weaving in PASF and PAA questions, phrases, or related queries, you can:
- Enrich content relevance
- Strengthen keyword context
- Increase chances of appearing in featured SERP snippets
This applies across content types—whether it’s blog posts, landing pages, or Quora-style responses.
(b) Boosts Organic Rankings
Both PASF and PAA are featured SERP elements that can drive traffic and visibility organically. Content optimized around these phrases tends to:
- Align closely with what users are actively searching
- Improve topic authority and depth
- Signal relevance to Google’s algorithms
This leads to better organic ranking potential—without spending a dime on ads.
(c) Helps Discover Related Topics
PASF and PAA reveal connected subtopics that users are also curious about. This helps you:
- Explore broader content themes
- Build comprehensive topical clusters
- Fill in content gaps your competitors might have missed
It’s a content strategist’s dream tool for idea generation and research expansion.
(d) Reveals Search Intent with Precision
At their core, PASF and PAA are about understanding the user. They show you what your audience really wants to know—not just what they typed.
This enables you to:
- Craft more user-centric content
- Anticipate follow-up questions and concerns
- Create pages that keep users engaged longer (a signal search engines love)
And when users find your content valuable, they’re more likely to return—helping build long-term trust with both your audience and Google.
(e) Increases CTR with User-Optimized Content
By optimizing for PASF and PAA, your content becomes:
- Highly relevant
- Intuitive to navigate
- Tailored to real-time user needs
This alignment often earns more SERP impressions and higher click-through rates (CTR)—especially when your content mirrors:
- User intent
- Search engine ranking signals
And that’s how content climbs the rankings organically—with purpose and precision.
How to Optimize Your Web Pages for PASF and PAA
Want your content to appear in Google’s People Also Search For (PASF) or People Also Ask (PAA) boxes? Here are 4 essential optimization tips to help you secure those coveted SERP spots:
1. Incorporate PASF & PAA Topics Directly in Your Content
Start by identifying the queries and topics featured in PASF and PAA for your target keywords. Then:
- Organically weave these questions and phrases into your content
- Create dedicated sections or headings that address them clearly
- Provide concise, accurate answers backed by facts or sources
Doing so increases your chances of Google recognizing your page as a relevant match for these featured snippets.
2. Use Structured Data (Schema Markup)
Schema markup helps search engines understand your content’s structure and purpose. For PASF and PAA optimization, focus on schemas such as:
- FAQPage schema
- Q&A schema
- HowTo schema
Adding the right schema markup signals to Google that your page is optimized to answer specific user queries—making it more likely to appear in relevant featured results.
💡 Note: While schema markup may not deliver instant results, it’s a long-term investment in your organic visibility.
3. Match Content to Search Intent
Both PASF and PAA exist to support user search intent—not just keywords. So to get featured:
- Understand the why behind the search
- Provide clear, direct answers to common questions
- Support your answers with context, examples, and visuals when possible
By addressing real user needs, your content becomes more authoritative and relevant—two major factors in being selected for featured SERP elements.
4. Optimize URLs, Meta Titles & Descriptions
Content quality matters—but so do the meta elements that guide how Google indexes your pages. Don’t overlook these critical SEO components:
- Include relevant PASF/PAA-related phrases in your meta titles and descriptions
- Keep URLs concise, keyword-rich, and descriptive
- Avoid keyword stuffing—focus on natural, user-focused phrasing
For example, the query “What is People Also Search For on Google?” is frequently found in PAA boxes—using it in your metadata can boost your content’s discoverability.
⚠️ Warning: Over-optimization (stuffing keywords) can hurt your rankings. Always prioritize clarity and relevance.
Tools To Find What People Also Search For On Google
Understanding user intent is crucial — but it’s not always easy. If you’re wondering how to uncover what people also search for on Google, you’re in the right place. Here are 5 top tools to help you identify PASF (People Also Search For) and PAA (People Also Ask) queries:
(i) Keywords Everywhere
Keywords Everywhere Extension is available on Google Chrome and Firefox. It is one of the best extensions for keyword research that gives reliable data insights on keywords as well.
Once you add the extension, you’ll get to see two separate widgets for- (a) People Also Search For and (b) Related Keywords whenever you run a search query.
The free version of this tool offers PASF phrases and related keywords (excluding repetitions) on Google and Bing. Along with these two widgets, it also shows keyword trends and YouTube insights.
Its paid version provides monthly search volume, CPC, competition, and 12-month trend data. It also provides support for the following-
- Google Search Console
- Google Analytics
- YouTube
- Bing
- Amazon
💡 Pro Tip: The free version is perfect for quick PASF ideas; upgrade if you need in-depth metrics. Know more about this tool here.
(ii) SEMrush Keyword Research Tool
SEMrush is another incredible choice for finding keywords that people also search for. It provides real-time content metrics that can sway your organic marketing strategy positively.
This tool is also one of the most trusted tools for People Also Search For and People Also Ask keyword research. It provides-
- Keyword Ideas
- Keyword Volume
- Keyword Ranking
- CPC Analysis
- Competitor’s Analysis
- Site Audit Metrics
Both of its free and paid versions are exceptionally rewarding. It is a power-packed tool package for earning organic traffic and revenue. Explore more on it here.
(iii) Ahrefs
Ahrefs needs no introduction as it is the topmost tool that provides additional site metrics with People Also Search For and People Also Ask queries. It won’t be wrong to say that this tool offers the benefits of both worlds for website optimization- SEO and Keyword Research.
Keyword ideas from this tool come with-
- Search Volume
- Keyword Difficulty Score
- CPC
- Related Questions And Phrases
- Parent Topics
- Also Rank For Keywords
- Newly Discovered Keywords
The best part is it offers keyword suggestions for multiple search engines including Google, Bing, Baidu, Yandex, YouTube, Amazon, and many more.
From an SEO perspective, nothing stands parallel to Ahrefs. It provides accurate data and metrics that include DA, organic v/s paid clicks percentage, clicks per research, repeated searches, traffic, rankings, etc. Click here to know more about it.
📈 If you want highly accurate SEO metrics with rich keyword data, Ahrefs is second to none.
(iv) BuzzSumo
BuzzSumo is your go-to option whenever you run out of content ideas. It provides real-time insights on trending topics. It shows different areas of content that have been published by different sites. You can also filter the content ideas for a specific country, time period, and language as well.
Not just content ideas, you’ll also get keyword suggestions and content distribution suggestions. You can find ideas from different references and write about them naturally including the keywords. Plus to that, you also get saved from the dilemma of not knowing where to share that content as well.
(v) Google Keyword Planner
Last but not the least. What can be better than Google Keyword Planner when it comes to searching People Also Search For and People Also Ask phrases/topics? It is quite a splendid alternative when you want to perform keyword research for both search engine marketing and social media marketing.
Here’s what it offers-
- Related Keyword Ideas
- Average Monthly Searches
- Competition
- Ad Impression Shares
- Highest & Lowest Bids
🎯 Since it’s Google’s own tool, it’s a must-have for optimizing content based on PASF and PAA.
You can get region-based metrics for keywords with this tool and discover the trending ideas you can write about.
Tips for Using PASF & PAA Keywords Effectively
To make the most of these keyword suggestions, keep the following tips in mind:
- ✅ Don’t overuse PASF or PAA phrases — stay natural
- 🔍 Use LSI (Latent Semantic Indexing) and related keywords
- 🎯 Always align with user search intent
- 📊 Target keywords with high volume and low competition
- ❌ Avoid chasing keywords that are overly saturated or too competitive
Get Optimized PASF and PAA Content with Mind Mingles’ SEO & Content Writing Services
Content is a critical ranking factor when it comes to achieving better visibility on search engines. But simply creating content isn’t enough — it must be backed by strategic keyword research, expertly written, and optimized for search features like People Also Search For (PASF) and People Also Ask (PAA).
Struggling to find the right keywords or create content that drives traffic and engagement? Don’t worry — Mind Mingles has you covered.
Why Choose Mind Mingles?
Mind Mingles is a trusted digital marketing agency specializing in:
Our team of expert content writers and SEO professionals collaborates to deliver:
- Well-researched, high-quality content
- PASF & PAA keyword optimization
- Blogs, articles, press releases, guest posts, and more
- Social media content that aligns with your brand
- Cross-platform content promotion to boost visibility
We focus on creating engaging, intent-driven content that resonates with your audience and performs well across search engines.
Start Optimizing with PASF Today!
Ready to take your content to the next level? Use PASF to create user-centric, SEO-optimized content that ranks higher and engages better.
