New Desktop “People Also Search For” Box – What Is It And Why Should You Care? 

There’s no doubt that the SERPs have changed considerably over the last few years. Elements like Featured Snippets, People Also Ask, Knowledge Graphs, and People Also Search For boxes have significantly impacted the SEO world and left many people a little confused. If you’re like most people, you want to find out how important these features are and to what degree they steal clicks from your SEO efforts.

In this post, we cover everything you need to know about the recently reemerged PASF box, including its impact on your visibility and how you can take advantage of these important elements to grow your keyword lists and build content that can address multiple topics.

So, let’s start by making some clarification about the “People also search for” results before unraveling its seeming intricacies.

Note, it’s important to note that PASF box isn’t a new feature on the desktop SERPs. “People Also Search For” was introduced in 2012 along with the introduction of knowledge graphs. But for many years, the feature was absent from the SERPs until recently when it started showing again for some search terms. This feature’s sudden reemergence and the slight changes made it worth analyzing.

In the new “people also search for” boxes, you will discover an amped-up, URL-rich version of the original PASF box, the “People also ask” box, and the “Searches related to” commonly found at the bottom of the SERP. All these features combined constitute a keyword goldmine and chock-full of content ideas straight from Google.

The History of PASF

The history of PASF dates back to 2012, when it was introduced along with the knowledge graph. Showing at the rear of the right side of the SERP, the feature contains a handful of image thumbnails on top of topically related terms. The purpose of the PASF box is to help answer searcher’s following questions before they even ask those questions. The search queries shown are informed by what other people have searched for.

Back in those days, “people also search for” can also be viewed as an independent agent for a brief time, particularly for music-related search queries. Apart from the knowledge graph, the related topics, including the images were enclosed in their box and positioned right at the SERP’s bottom as we have it to date.

When placed right above the list of “Searches related to,” it’s easy to draw a line of difference between the two elements. For example, the PASF box shows you several topically related queries while the other (searches related to) refine or expand on your current question. This was the case until 2016, after which PASF was popped back into the knowledge graph, leaving behind two boxes of related searches that both look and function the same way.

The Desktop “People also search for” Box as it Stands

The “People also search for” was reintroduced to SERPs on desktop in February 2019. But unlike the form format, PASF box, as we have it today, doesn’t contain thumbnail images and is typically sandwiched within the organic results.

PASF are not regularly found on SERPs, unlike the typically 8 “Related searches” you have at the SERPs’ bottom. Meanwhile, it’s possible to have SERPs that feature all the elements such as rich snippets, PASF, PAA, and related searches.

Today, it is common to find the new PASF in search results. According to a report conducted by Moz, the new “People also search for” result type appeared on 58.74 percent of the roughly 15,000 desktop SERPs analyzed every single day for a week. This impressive figure, combined with the established history of PASF on mobile, is a pointer that Google isn’t just experimenting with the feature. That said, we can expect to see more PASF results on desktops for years to come.

Appearance of the Current “People also search for” Element

Typically, you get six related topics per “people also search for”. The rationale for this is unknown now, but there’s a noticeable disparity compared to PASFs on mobile SERPs that contain more related topics. According to Moz’s report, 95.47 percent of mobile PASFs had eight related searches, while 98.81 percent of desktop PASFs had six.

How Do I See All The PASF Keywords?

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Not all search results will return with the PASF box, but you will naturally find it married to the organic results for the ones that do. Also, you can track the PASF keywords by using keyword research too, like “Keywords Everywhere.” This tool allows you to pull out as many PASF keywords as possible in every single search you conduct.

To use the tool, make sure you install the browser add-on. Head over to and enter a keyword phrase. Every time you perform a search on Google, you will notice two widgets displayed on the search engine’s right-hand side. The top widget contains the keywords related to your search query, while the bottom widget contains keywords that people have searched for. These keywords are very invaluable as they come directly from Google.

Managing Duplicate PASF Topics  

Much like the questions in the “people also ask” box, you’re likely to find a lot of duplication in the topics placed in a PASF. When researching a top, you can either decide to slice related topics by URL or query to help narrow down your research.

For example, taking the URL approach helps see how many topics are related to the specific pages you’re looking for. Either way, the major challenge you will likely encounter is the issue of keyword duplication. 

This problem can be easily solved by using SEO research tools like Keywords Everywhere. Keywords Everywhere has a tool browser extension that automatically picks up the six keywords embedded in the SERP for every search result, removes the duplicates and then show them to you on the right hand side of Google in a widget called “People also search for” along with the monthly search volume, cost per click (CPC) and competition.

Outsmart Tricky Competitors by Targeting SERPs of PASF Topics

When you click the topics in the “people also search for” box, they become the search queries of whole new SERPs. Ideally, you want to see what insights those SERPs could provide in support for your research. To do that, you can stuff the entire topics into STAT. STAT is an SERP tracking and analytics that helps you stay competitive and agile with fresh perspectives. This can show you the relationship between the topics, the ranking domains on the subsequent SERPs and those on the original SERP.

Using SERP’s Features To Your Advantage

For SEOs, the SERP’s elements such as People also search for, people also ask, and related searches are a gold mine, and knowing how to use them correctly can place you ahead of the competition. All you have to do is gather all the topics in each of these boxes and use them to map your query space, grow your keyword lists and create a strong content strategy for increased ranking and visibility on Google.