Ever notice that list of links at the very bottom of a Google search page? That small section, often overlooked, is one of the most powerful free tools for your SEO strategy. It's called related searches, and it's a direct line into the mind of your audience.
This guide will walk you through what Google's related searches are, why they are a goldmine for your business, and how you can use them to create content that ranks. We will also clear up some common confusion around similar features like "People Also Ask" to give you a complete picture.
What Exactly Are Google's Related Searches?
When you type a query into Google, you get a page full of results. If you scroll all the way down, you will see a heading like "Searches related to…" followed by a list of other search terms. These are Google's related searches.
Typically, Google provides eight of these suggestions. They are not random. They are algorithmically generated based on what other people have searched for in connection with your original query. Think of it as Google saying, "People who searched for what you did also found these topics helpful." This feature helps users refine their search or explore a topic more deeply by showing them closely connected ideas.
It is a simple concept, but it gives content creators and SEOs a huge advantage by revealing what users really want to know.
Why Related Searches Are a Game Changer for SEO
These suggestions are more than just helpful links for users. For anyone trying to improve their website's visibility, related searches are an invaluable source of insight into user intent and behavior.
Each suggestion is a real phrase that people are actively typing into Google, making it a free and authentic source of keyword ideas. By addressing these topics in your content, you can better meet user needs and, in turn, increase your chances of appearing in search results.
Imagine you run an e commerce store selling coffee beans. You search for "best coffee beans." The related searches might include:
- best coffee beans for espresso
- whole bean coffee brands
- best light roast coffee beans
- where to buy fresh coffee beans online
This list is a roadmap. It shows you the specific subtopics your potential customers care about. You can now plan content that directly answers these follow up queries, like a blog post comparing espresso beans or a guide to different roast levels. By covering these adjacent topics, you build topical authority and show Google that your site is a comprehensive resource.
Uncovering these opportunities is a core part of a strong SEO strategy. At Rankai, our expert and AI platform analyzes these user journey signals to inform every piece of content we create, ensuring it speaks directly to your audience's needs.
How to Use Related Searches for Smarter Keyword Research
Using related searches for keyword discovery is straightforward and incredibly effective. The key is to use them iteratively to build out a network of relevant topics.
Here's a simple process:
- Start with a broad "seed" keyword relevant to your business (e.g., "digital marketing").
- Scroll to the bottom of the results page and note the related searches. You might see terms like "digital marketing strategy" or "digital marketing courses."
- Click on one of those related searches. This will open a new results page.
- Scroll to the bottom again to find a new list of related searches, which might include more specific terms like "digital marketing plan template."
- Repeat this process to uncover dozens of long tail keywords and content ideas that you might have missed with traditional keyword tools.
Broaden Your View with Other SERP Features
For an even more robust strategy, combine insights from related searches with other Google features.
- People Also Ask (PAA): These are the expandable question boxes that often appear in the middle of the search results. They highlight specific questions users have, making them perfect for blog post headings or FAQ sections. A 2020 study showed that queries phrased as a question trigger a PAA box about 85% of the time.
- Google Autocomplete: These are the predictions that appear as you type in the search bar. They reflect common and trending searches, giving you a real time look at what is popular.
By collecting ideas from all these sources, you can build a content plan that covers a topic from every important angle. For faster SERP research, try these SEO Chrome extensions.
Don't Forget to Validate Your Findings
Once you have a list of potential keywords from related searches, it is crucial to validate them. Use a keyword research tool like Google Keyword Planner, Ahrefs, or Semrush to check their search volume and competition level. This step helps you prioritize terms that offer a realistic opportunity to rank and drive meaningful traffic. Once you pick targets, monitor positions with rank tracking tools and share progress via SEO reporting tools.
This manual research can be time consuming for a busy business owner. That's why a fully managed SEO solution can be so valuable. We handle the entire process, from discovering high potential keywords using related searches to validating their business value and creating optimized content around them.
Decoding User Intent with Google's Clues
Search intent is the "why" behind a search query. Understanding it is critical because it tells you what kind of content to create. The four main types of intent are:
- Informational: The user wants to learn something (e.g., "what is SEO").
- Navigational: The user wants to find a specific website (e.g., "Rankai").
- Transactional: The user wants to buy something (e.g., "buy affordable SEO services").
- Commercial: The user is researching before a purchase (e.g., "best SEO agencies").
Related searches offer powerful clues about user intent. If you search for a broad topic like "content marketing," the suggestions might include "content marketing examples" or "content marketing strategy template." This signals a practical, informational intent. Users don't just want a definition; they want actionable resources. By examining the patterns in these suggestions, you can create content that perfectly aligns with what the searcher wants to accomplish. Then make sure your site is technically sound with a technical SEO audit.
Practical Tips for Using Related Searches (And What to Avoid)
To get the most out of this feature, follow a few best practices.
- Integrate Suggestions Thoughtfully: Don't just stuff keywords into your content. Group the related searches by theme and build logical sections around them. For instance, address all "how to" queries in a step by step guide. A structured approach that matches user intent will always perform better. For a quick reference, use this on-page SEO checklist.
- Create Genuinely Helpful Content: If you target a related search like "SEO tools for small business," your page better deliver a comprehensive list or review of those tools. Simply mentioning the phrase isn't enough. Your content must satisfy the user's need.
- Avoid Keyword Stuffing at All Costs: Forcibly cramming every related search term onto a page is a recipe for disaster. Google's algorithms are smart enough to recognize this practice, and it will hurt your rankings. Use terms naturally where they add value and context.
- Remember to Recheck Periodically: Related searches are not static. They change over time based on user behavior and trends. If you're in a seasonal industry or a fast moving niche, check the related searches for your core topics every few months to stay on top of new content opportunities, and revisit your tracking and reporting setup as trends shift.
Using Google's related searches effectively gives you a clear path to creating richer content that resonates with your audience and performs better in search results.
If you'd rather focus on running your business, let the experts handle it. Rankai offers a fully managed SEO solution that leverages both expert strategy and powerful AI to grow your organic traffic. We take the guesswork out of complex tasks like keyword research and content creation so you can see real results without the headache. See how it all comes together in our dashboard.
Frequently Asked Questions About Related Searches
What are related searches in Google?
They are a list of eight search query suggestions that appear at the bottom of Google's search results page. They are based on what other users have searched for in connection with your original query and are designed to help you refine your search.
Are related searches the same as People Also Ask?
No, they are different. Related searches are a list of alternative search terms at the bottom of the page. People Also Ask (PAA) is a box of expandable questions and answers that usually appears in the middle of the results.
How does Google choose which related searches to show?
Google's algorithms analyze billions of searches to find patterns. They identify queries that are semantically related or frequently searched together by users. The suggestions are based on collective user behavior, not just keyword matching.
Can I directly influence the related searches for my brand?
You cannot directly control them. However, by creating high quality, comprehensive content that covers a topic and its related subtopics thoroughly, you can influence how Google understands your site's relevance for a cluster of related queries.
How often should I check for new related searches?
It's a good practice to review the related searches for your main keywords periodically, perhaps quarterly or whenever you are planning a new batch of content. This helps you stay current with user interests and identify emerging trends.
Are related searches a good way to find long tail keywords?
Yes, they are excellent for this. The iterative process of clicking through related searches often uncovers very specific, multi word phrases (long tail keywords) that indicate strong user intent.
