People Also Search For – A Complete Guide to Understanding and Using PASF for SEO

People now find information, compare findings, and make decisions differently thanks to search engines. People also Search For is a potent feature that quietly impacts search behavior behind the scenes, even though most users only pay attention to the primary search results.

You might have seen a box that offers related topics if you have ever done a Google search, clicked on a result, and then gone back to the page. People also Search For is the name of that little box, and most website owners are unaware of how important it is to SEO.

In this guide, we’ll explore what PASF means, why Google shows it, how it connects to user intent, and how you can use it to grow your search traffic naturally. We’ll also cover related keyword variations such as people also searched for, Google People Also Search For, and even how some marketers attempt to scrape Baidu People Also Search For results or scrape Google inline People Also Search For results for deeper insights.

What Is It (PASF)?

When a user clicks on a result and then returns to the search results page, the Google Searches (PASF) function shows a list of similar searches. 

It helps Google understand what people might be looking for next and gives visitors more information about their topic. For example, if someone searches for SEO tools, the PASF box may show:

• Best free SEO tools
• SEO tools for beginners
• SEO keyword checker
• Google SEO software

This helps Google refine the search journey while giving users alternate paths to more relevant results.

Why Does Google Use PASF?

Google introduced People Also Search For to improve search intent matching. When someone clicks a result but comes back quickly, it signals that the page didn’t satisfy their intent. Instead of leaving the user confused, Google provides suggestions.

This improves:

User Experience

Searchers don’t have to start the search all over again.

Intent Mapping

Google understands whether a person is comparing, researching, or buying.

Content Discovery

Users get a broader view of what others looked for during similar queries.

Because these suggestions are behavior-driven, PASF reflects real user interest, making it a goldmine for SEO research.

Difference Between “People Also Search For” and “People Also Asked”

Many confuse PASF with the “People Also Ask” (PAA) questions. While both are helpful:

Feature	Trigger	Format
People Also Search For	Appears after clicking then returning	Related keywords
People Also Ask	Appears during search	Question-and-answer format

PASF is based more on user behavior, while PAA focuses on topic relevance.

How “Google People Also Search For” Helps With SEO

If you want to optimize your content for modern search intent, PASF offers multiple benefits:

1. New Keyword Opportunities

PASF helps you discover topics your audience cares about but may not actively search yet.

2. Better Content Clusters

Create topic clusters by turning each PASF keyword into its own article or subheading.

3. Higher Relevance Signals

Google rewards pages that match real user search patterns.

4. Improved Bounce Rate & Dwell Time

By covering related topics, your page becomes more helpful and keeps visitors longer.

How to Use PASF Keywords in Your Content Strategy

Here’s how to use PASF for ranking improvement:

1: Trigger the PASF Box

Search your main keyword.
Click a result.
Return to the SERP.
The People Also Search For recommendations will be visible. 

2: Collect Related Keywords

List every PASF keyword related to your main topic or industry.

3: Group Them by Intent

• Informational
• Commercial
• Transactional
• Navigational

4: Create Content Around Each Group

Create blog posts, FAQs, headlines, or landing pages with powerful PASF queries. 

5: Optimize for Context, Not Keyword Stuffing

Use PASF naturally within your article.
Ensure it supports the main topic.

This natural approach strengthens semantic relevance and helps you rank better.

Using PASF for Competitor Analysis

PASF exposes what users search after viewing your competitors’ content.
It answers questions like:

• What did your competitor fail to explain?
• What do users still want to know?
• Which related queries can you target better?

By analyzing PASF from multiple competitor pages, you can find content gaps and outrank them by providing more complete, helpful answers.

Scraping PASF: Google Inline and Baidu Results

Some SEO professionals use scraping tools to extract PASF data from different search engines.

1. Scrape Google Inline People Also Search For Results

Tools automatically capture PASF suggestions directly from Google SERPs, saving time when doing large-scale keyword research.

2. Scrape Baidu People Also Search For Results

This is especially useful for brands targeting China or studying multilingual trends.
Baidu’s PASF-like suggestions help uncover how Chinese users search differently from Google users.

These insights help global brands expand their content strategy beyond Google.

People Also Searched For vs People Also Search For

Although often used interchangeably, these terms have subtle differences in SEO discussions:

• People Also Search For refers to the official Google feature.
• People Also Searched For is a variation Google sometimes uses when presenting alternative search patterns.

Both versions help reveal related keyword trends.

How to Apply PASF Data to Improve Your Website Ranking

To turn PASF insights into traffic, follow these practical steps:

1. Build Topic Hubs

Use PASF keywords as subtopics within larger guides to strengthen your topical authority.

2. Expand Thin Content

If your blog post is short, adding PASF keyword sections makes it more complete.

3. Improve Internal Linking

Link PASF-related topics together to improve user experience and crawl depth.

4. Strengthen On-Page SEO

Use PASF keywords in:

• H2 and H3 headings
• FAQ sections
• Meta descriptions
• Supporting paragraphs

5. Create Comparison Articles

PASF often shows “X vs Y” queries.
These comparison articles rank extremely well.

Why PASF Is Becoming More Important in 2025

Search engines are shifting heavily toward user intent modeling and context.
PASF reflects real-world user behavior, not just static keywords.

As a result:

• SEO strategies based only on static keyword tools are becoming outdated.
• Behavioral patterns like PASF are shaping modern SERPs.
• Content that covers related topics ranks faster.

If you ignore PASF, you ignore what Google already knows users are looking for.

Conclusion

PASF is more than just a standard Google feature. It provides an abundance of data regarding user behavior, search intent, and topic relevancy. When used correctly, PASF may help you uncover hidden keywords, create stronger content groups, and provide your users with a more comprehensive search experience.

The information can be quite helpful whether you experiment with People Also Searched For, investigate Google People Also Search For, or try to collect Google People Also Search For results to examine global search trends.

You can enhance your total content strategy and organically raise your search rankings by comprehending why PASF appears and how to use it.