Google has stated for some time that it’s main role in the online brand marketing realm is to help users find the information they seek by presenting them with accurate, relevant, and informative listings based on each individual's search and how it’s phrased.
A lesser recognized but no less important way it does that is by offering related suggestions in the form of a links under the title of “People Also Search For.”
Known as the PASF box or list, this extra collection of related SERPs has been there since 2012; however, Google recently improved and made it part of the page that internet marketing pros will really want to make not of now.
Showing up in the PASF listing is yet one more way for you to rank your product or services, even if those pages don’t actually show up at the top of the standard search results.
What Is the People Also Search for Box?
Through its multiple iterations that have included thumbnail images in the past to just a list of mobile-friendly links, the People Also Search For list is a group of links that Google identifies as related to a user’s search in some way but maybe not an exact match to the original search topic.
It’s a selection that the algorithm feels may answer the next question a user is likely to ask based on their original search topic and that user's own past search history.
An example would be a user searching for pages on how to crate train a puppy, receiving search results of pages for that topic, then seeing PASF results with topics such as choosing the best puppy crate, how to stop puppy chewing, and more.
What Listings Make It into the PASF Box?
Appearing at the top of many but not all organic SERPs pages, the PASF list is still a bit of a mystery to those developing marketing strategies, yet definitely noteworthy because getting listed offers additional exposure for a brand’s products and/or services as shown on its website.
Right now the best that Internet marketing experts can agree on is that the PASF links are directly related to the top organic search result on the page and that they incorporate relevance from the search query and the user’s search history.
It also seems to link to pages that may not have been brought up in the SERPs based on the actual term searched yet are thought to be highly relevant to the top search result and could potentially give the user either additional page options for the same info or links to pages that will answer their most-likely next question.
Interestingly, research on the PASF listing also indicates that the list may include duplicate links to the same page, possibly when the algorithm either does not locate any more pages that it feels are relevant or it finds specific pages that felt to be exceptionally relevant.
Win in the SERPs by Studying the PASF List
While it’s currently unknown exactly how you can optimize your web pages to be chosen for the PASF listing, those pages can be useful for improving topic relevance and overall SEO results.
Many are finding that by researching the links that show up in the PASF, you can learn more about the topical connections being made by the search algorithm and increase relevance on your own pages.
Researching PASF links and investigating what competitors are doing with their pages can be a useful task to add to a successful SEO marketing strategy.
The People Also Search For list is yet one more hidden gem in Google’s search function that can let brand marketers achieve effective results with optimization efforts and show up in places where more people are likely to click in!