How Competitors Are Quietly Manipulating “People Also Search For” Boxes

The “People Also Search For” (PASF) box may look like a helpful feature designed to assist users in refining their search, and often, it is. But beneath the surface of Google’s search engine results pages (SERPs), this dynamic box has become an under-the-radar battleground where some competitors are quietly manipulating related search queries to influence visibility, control narratives, and siphon away traffic.

What Is the “People Also Search For”?

The “People Also Search For” box appears on Google’s search results page when a user clicks on a result and then quickly returns to the SERP. It shows a curated list of related queries tied to the original search term, designed to help users refine their intent or explore connected topics.

These aren’t random suggestions. They are based on massive volumes of search behavior, keyword clustering, user behavior patterns, and Google’s ongoing analysis of search intent. For marketers and businesses, they can act as SEO goldmines, surfacing high-opportunity keyword suggestions and helping tailor content strategy to match user expectations.

This Google feature is powered by complex algorithms that analyze relevant search queries and search patterns to deliver suggestions that align with user intent. As a valuable serp feature optimization tool, it helps users discover related questions and topics that they might not have initially considered, thereby enhancing the overall search experience.

Why “People Also Search For” Boxes Matter to SEO

For SEO professionals, PASF boxes offer a real-time view of what users are also actively searching for after their initial query. This insight is incredibly valuable for:

• Understanding user intent and search behavior
• Identifying keywords related to your primary keyword or target keyword
• Creating more relevant and comprehensive content
• Informing keyword clustering and content mapping strategies
• Ranking for new keyword ideas with high monthly search volume

By analyzing the related searches and queries in these boxes, businesses can enhance on-page SEO, refine meta descriptions, and gain a competitive edge in search rankings. Integrating PASF keywords into your content strategy can help you rank higher and drive more organic traffic to your site.

However, some are going beyond ethical optimization into manipulation.

How Competitors Are Gaming “People Also Search For” Boxes

1. Injecting Irrelevant Keywords

By creating spammy content stuffed with unrelated but high-volume PASF keywords, some sites trick Google into associating their brand with irrelevant search terms. This disrupts keyword clustering logic and shifts Google’s understanding of related queries, potentially misleading users.

Example: A reputation management firm might publish low-quality blogs using keywords like “free background check” or “public court records” to surface alongside legitimate search terms in PASF boxes, misleading search engine algorithms, and users alike.

2. Creating Low-Quality, High-Volume Pages

Using SEO tools and keyword research tools, competitors identify related keywords and publish dozens or even hundreds of thin pages with slight keyword variations. These pages aim to match user behavior patterns rather than provide valuable content, flooding the Google SERP with low-value results.

While these may rank briefly due to alignment with search volume and keyword suggestions, they risk violating Google’s quality guidelines and can be penalized.

3. Artificial Click Manipulation

Clicking through certain search results and returning to the SERP triggers the PASF box. Some actors attempt to simulate this behavior with bots or click farms, artificially promoting specific keyword relationships that surface their brand in PASF boxes, thereby gaming the system to increase visibility unfairly.

4. Hijacking Search Intent with Misleading Content

Some companies create pages that closely match PASF queries but fail to deliver what users expect. These bait-and-switch tactics erode trust but can temporarily boost traffic by targeting trending search patterns and exploiting Google autocomplete and related searches.

The Consequences of Manipulating PASF

While manipulating PASF boxes may offer short-term wins, the long-term consequences can be severe:

• Penalties: Google’s algorithms increasingly penalize sites that engage in low-quality or manipulative behavior, negatively impacting search rankings and organic traffic.
• Loss of Trust: Users who click on misleading content often bounce quickly, signaling poor user experience and harming your site’s credibility.
• Brand Reputation Risks: Associating with irrelevant or misleading content can damage your industry standing and deter your target audience.

Google continually refines its evaluation of search results, so staying within guidelines is crucial for maintaining search visibility and driving sustainable organic traffic.

What SEO Professionals Should Do Instead

Rather than trying to manipulate PASF boxes, SEO professionals should focus on creating valuable content aligned with real user behavior and legitimate search intent.

1. Leverage Keyword Research Tools Wisely

Use seo tools like Ahrefs, SEMrush, or Google’s Keyword Planner to explore related searches, monthly search volume, and keyword ideas. Focus on keywords related to your primary topic that are genuinely relevant to your audience and your content strategy.

2. Create Content That Matches User Intent

Every piece of content should address a real need. Use PASF suggestions to identify gaps in your existing content, then create blog posts or landing pages that directly answer those related queries and related questions. This approach enhances search engine optimization and user satisfaction.

3. Monitor PASF Boxes for Your Brand

Manually searching your brand or products on Google search can reveal how you’re appearing in PASF boxes. Take note of keywords, related queries, and competitor positioning. Utilize these insights to refine your content strategy and enhance your search rankings.

4. Respond to Manipulation with Better Content

If you spot competitors using shady tactics to hijack PASF features, refrain from retaliating with the same. Instead, focus on better seo efforts: improved content structure, internal linking, keyword targeting, and user experience.

Final Thoughts

Google’s “People Also Search For” boxes aren’t just a user aid—they’re a reflection of search behavior, intent, and opportunity. They reveal the questions real people are asking and the connections Google is drawing between related search queries.

While some may attempt to exploit these boxes through manipulation, the best long-term strategy is straightforward: understand what your target audience is searching for, create content that addresses their needs, and utilize keyword research to enhance your SEO.

By aligning your strategy with user intent and staying grounded in ethical optimization, you can rise in search rankings, reach your target audience more effectively, and avoid the pitfalls that come with gaming the system. Embracing this Google feature as part of your seo strategy will help you rank higher, attract more organic traffic, and build lasting trust with your audience.