When someone searches for a product, service, person or topic on Google, the page doesn’t show only classic website results. Google also adds suggestions that show what else people look for around the same subject, such as “People also search for.” For SEO and content teams, these small blocks are a free window into how users think and what they want to know next.
In this guide we explain what the feature is and what it does, how it works and where it appears, how it differs from related searches, “People also ask” and autocomplete, why it matters for SEO, and how to use it in keyword research, search intent analysis, finding content topics, choosing H2 and H3 headings, semantic SEO and building content clusters.
What Is “People Also Search For”?
A section where Google shows other word and question forms that may be connected with the original search query.
What Does It Do?
- It keeps the research going by offering the next step.
- It offers alternative word forms.
- It shows subtopics of the subject.
- It helps you understand search intent.
How Does It Work?
It is generated automatically by Google. Signals such as the first query and related search behavior may be evaluated. It doesn’t appear for every query and every user.
Where Does It Appear?
At the bottom of search results, between results or near a specific result. Location and appearance vary by search.
Is It the Same for Everyone?
No. Device, location, language, time and search context can all change what you see.
“People Also Search For” vs. Related Searches
They are often used to mean similar things, but their placement and presentation can differ; both show related queries.
“People Also Search For” vs. “People Also Ask”
“People also ask” shows questions with expandable answers. “People also search for” shows related search phrases.
“People Also Search For” vs. Autocomplete
Autocomplete suggests completions while you type. “People also search for” appears after the search, based on related behavior.
Why Is It Important for SEO?
It shouldn’t be treated as a direct ranking factor. It does help with research on keywords, content, search intent and internal links. See what is SEO and on-page SEO optimization.
How to Use It in Keyword Research
Take the suggested phrases, group them and compare their volume and relevance. See how to find the right keyword in 5 steps.
How to Determine Search Intent
Classify each suggestion by what the person wants:
- Informational search
- Commercial research
- Transactional search
- Local search
How to Use It to Find Content Topics
Each suggestion hints at a question your audience has. See content marketing and how to write an SEO-friendly article.
How to Choose H2 and H3 Headings
Use related phrases as headings for subtopics. See what is an H1 tag.
How to Use It for Semantic SEO
Cover related terms and concepts together so your page reflects the whole topic. See semantic SEO and anchor text.
How to Use It to Build a Content Cluster
Collect the Queries
Example for “social media management”:
- What is social media management?
- How is social media management done?
- Social media management prices
- Social media specialist
Separate the Intents
| Query | Intent |
|---|---|
| What is social media management? | Informational |
| How is social media management done? | Informational |
| Social media management prices | Commercial |
Decide the Page Structure
- Main guide: What Is Social Media Management?
- Service page: Social Media Management
- Supporting content: What does a social media specialist do?
Use internal links to connect them.
Use Cases by Site Type
For e-commerce, see e-commerce SEO. For local businesses, see local SEO and Google Maps business listing. For paid search, see digital ad management.
Other Tools to Combine It With
- How to use Google Trends for SEO
- Google Hot Trends
- Google Search Console
- The best SEO tools, Semrush and Screaming Frog
Related Reading
See how to rank on the first page of Google, digital reputation and what to look for when choosing a web design company. For help, see our SEO consulting service.
Frequently Asked Questions
What is “People also search for”?
Google showing, on the results page, other word and question forms that may be connected to the original search query.
Where does “People also search for” appear?
At the bottom of the search results, between results or near a specific result. Its location and appearance vary by search.
How are the suggestions determined?
They are created automatically by Google. Different signals such as the first query and related search behavior may be evaluated.
Does it appear in every Google search?
No. It isn’t shown for every query and every user.
Is it the same for everyone?
No. Different results can appear depending on device, location, language, time and search context.
Is it important for SEO?
It shouldn’t be treated as a direct ranking factor. It can help with research on keywords, content, search intent and internal links.
