What is a People Also Search For SERP feature on Google?
The People Also Search For (PASF) feature is a SERP (Search Engine Results Page) feature on Google. It provides users with related search suggestions linked to their initial query. Think of it as Google offering helpful doorways leading to different, related SERPs. PASF is all about helping users refine their searches and swiftly explore related areas.
Here is an example of the People Also Search For SERP feature on Google:
Image source: Google Results Page
You might spot PASF in a few places on the SERP:
If you click a result and then go back to the search page, PASF might appear just under that link.
On your mobile, PASF can appear as you scroll down—even before you've clicked anything—whereas on desktops, it's often found at the very bottom of the search results page.
Sometimes, PASF boxes even show up within Knowledge Panels, frequently highlighting competitors or similar entities.
The related queries highlighted in the PASF feature can vary between text queries and specific brand suggestions with logo imagery, as in the example above; this will depend on the query itself.
How can you utilise People Also Search For to your advantage?
PASF suggestions are a goldmine for related topics and search terms that users are genuinely interested in—plus, Google considers them highly relevant to the user’s search journey. This makes PASF a brilliant resource for generating new content ideas or re-optimising existing content to compete across multiple SERPs.
By understanding and leveraging the People Also Search For (PASF) feature, you can gain valuable insights into search behaviour, trending topics, and related queries on Google. When integrated into a well-rounded content strategy, PASF can help expand your brand’s visibility across multiple SERP landscapes, strengthening your online presence.