Want the inside scoop on what your audience is really searching for? Google’s giving it to you on a silver platter. It’s hidden in plain sight, at the bottom of every search results page: “related searches.”
These aren’t just random suggestions. They’re a direct line to the questions, interests, and even the exact wording your target audience is using. Imagine having a cheat sheet for creating content that perfectly matches what people are looking for – that’s the power of related searches.
In this article, we’re going to expose the secrets of related searches and show you how to turn this simple feature into a powerful tool for your SEO strategy. You’ll learn:
- How related searches work: Get a behind-the-scenes look at how Google generates these valuable suggestions.
- Why they matter (and how they can make or break your SEO): Discover why paying attention to related searches can skyrocket your website’s visibility.
- Actionable strategies for using related searches: Get step-by-step guidance on how to incorporate them into your keyword research and content creation process.
Whether you’re a seasoned SEO expert or a website newbie, this information is essential for anyone looking to get ahead. Let’s dive in and discover how related searches can be your ticket to Google’s inner circle.
What is Google’s Related Search?
At the bottom of every Google search results page, you’ll find a section labeled “Searches related to…” followed by a list of 6 terms (used to be 8) or phrases. These are related searches, and they’re not just there to help you refine your query. They’re a window into the minds of your target audience, revealing what they’re searching for around the same topic as you.
Here is an example of Google related search section at the bottom of the search:
Let’s take a closer look at a real-world example. If you search for “running shoes,” you might see related searches like:
- running shoes statistics
- running shoes for men
- running shoes template
- running shoes women
- running shoes nike
- best running shoes
These suggestions reveal a wide range of interests beyond the basic search term. People are looking for statistics, specific brands (like Nike), shoes designed for men or women, and even templates (perhaps for designing their own shoes!). This information is a goldmine for content creators, providing valuable insights into what specific aspects of running shoes resonate with different audiences.
Armed with this knowledge, you could create content that speaks directly to those interests, such as:
- An article analyzing the latest trends in running shoe statistics
- A review of the best running shoes for men or women
- A guide on how to choose the right running shoe for your foot type
- A comparison of different running shoe brands
Target those related searches with your content and watch your website climb the search rankings. You’ll attract the exact audience you’re looking for, boost engagement with your content, and ultimately see those conversions soar. It’s like having a map to buried treasure, guiding you straight to the keywords that will unlock a flood of targeted traffic to your site.
Mobile related searches
On mobile search engine, you can see similar results and also different Google related searches:
Why They Matter (and How They Can Make or Break Your SEO)
Related searches are not just a random assortment of words at the bottom of your search results. They’re a powerful tool that can significantly impact your SEO strategy, for better or for worse. Let’s explore the specific ways related searches can make or break your online presence:
Uncover Hidden Keyword Opportunities
Think of related searches as Google whispering in your ear, revealing the exact keywords your target audience is using. While you may have a list of target keywords, related searches often unveil long-tail keywords – more specific phrases that are less competitive and easier to rank for.
For example, instead of trying to rank for the highly competitive term “yoga,” you might discover opportunities like “yoga for beginners at home,” “yoga poses for back pain,” or “best yoga mats for hot yoga.” These niche keywords have less competition, meaning your website has a better chance of showing up on the first page of search results when people search for those specific terms.
But it’s not just about finding new keywords. Related searches also reveal the language your audience uses. By incorporating these phrases into your content, you speak directly to your target audience, making your website more relevant and engaging.
Understand User Intent
Related searches offer invaluable insights into what your audience really wants. Are they looking for information? Comparison shopping? Ready to buy? By analyzing related searches, you can tailor your content to match their intent, which leads to higher engagement and increased conversions.
Let’s say you’re writing a blog post about “organic gardening.” The related searches might include “organic gardening for beginners,” “benefits of organic gardening,” or “best organic fertilizer.” By understanding these different intents, you can create content that caters to each stage of the customer journey, from initial research to purchase decision.
For example, if you see “organic gardening for beginners” as a related search, you know there’s a demand for introductory content. You can create a comprehensive guide on how to start an organic garden, complete with step-by-step instructions and helpful tips. This attracts beginners and positions you as an authority on the topic.
Stay Ahead of the Competition
Monitor related searches to spot emerging trends early and gain a significant edge over competitors. Adapt your content strategy proactively, establishing your website as a go-to source for the latest information and insights.
Imagine you run a website selling eco-friendly products. You notice related searches like “sustainable fashion” and “zero waste lifestyle” gaining traction. This signals a growing interest in those topics. Position yourself as a thought leader and attract an audience that’s actively looking for solutions you offer, by creating content around these trends.
Avoid Costly Mistakes
Ignoring related searches is like wearing blinders. You miss out on valuable information that could help you connect with your audience. This can lead to creating content that misses the mark, wasting time and resources on efforts that won’t drive results.
For instance, if you’re focused solely on the keyword “fitness equipment,” you might overlook related searches like “home gym equipment” or “fitness equipment for small spaces.” By ignoring these terms, you miss out on a potentially lucrative niche audience.
Key Takeaway: Related searches are more than just a helpful feature; they’re a critical component of a successful SEO strategy. Ignoring them can lead to missed opportunities, irrelevant content, and ultimately, a lower ranking in search results. By understanding and utilizing related searches, you gain a deeper understanding of your audience, create more targeted content, and stay ahead of the competition.
How to use Google’s related searches?
We’ve seen how related searches determine user intent and generate content ideas. Now, let’s take a closer look at how to use them for SEO.
Keywords planning
Google’s related searches may be quite useful for generating new keyword ideas. To determine how competitive the words are, copy them from the related results and paste them into tools like UberSuggest, Ahref, and Google Keyword Planner. You’ll be able to tell which keywords are more likely to rank with this approach.
Understand user intent
Related searches play an important role in understanding the intent behind a search. In addition, they help you determine what type of information people are searching for. This makes it easy for you to create content your readers will find engaging.
For example, if you’re thinking about starting a business selling VPNs and searching for “Which is the best free VPN for PC?”:
Google will return the following:
You can see different Windows OS you can write about, including missing opportunities, such as VPN for windows 11. for Chrome. You can also see a popular VPN (ProtonVPN) showing as related.
Find out the kinds of questions that people ask
When you put something into Google, you are essentially asking a question. The same is true for your clients. Related searches display and help you in understanding a researcher’s objectives. Hence, the questions they are likely to ask in this instance.
In the preceding example of VPNs for PC, people can ask, “Is there a completely free VPN for PC?” or “Which is the safest free VPN?” for example. It will be easy to design and optimize your content if you know the right question they are asking.
What questions should you respond to?
It’s easy to determine what questions to answer when you understand the questions that searchers ask. For example, by entering the related search area and browsing through search results, you can see that people are looking for a “VPN for PC.”
To rank for specific keywords, put in the term to get the top articles ranking for that keyword. It makes more sense to provide definitions if you’re trying to rank for top-level keywords. For example, try typing both a singular and plural word keyword (for example, “Free VPN” and “Free VPNs”) to see if the results are similar or different.
People also ask vs. Related searches
The People Also Ask section is related to this but significantly different.
The People Also Ask section may appear depending on your search query. This usually appears when you enter a question into the search box and will display more relevant questions. Similar to Related searches, but more focused on questions.
People Also Ask, or PAA, is similar to related searches. Therefore, it may help you better understand what your visitors are searching for and identify additional search queries for which you can develop content.
Pro tip: AlsoAsked.com is an excellent resource for delving deeper into PAA searches: Input a question, and they will show you three tiers of related questions.
More FAQs About Related Searches
Q: Do I have to use every related search in my content?
A: No, not necessarily. Use your judgment and focus on the terms that are most relevant to your target audience and align with your content strategy. Don’t force keywords into your content just for the sake of using them.
Q: Can I use related searches to find new topics for my blog or website?
A: Absolutely! Related searches are a great source of inspiration for new content ideas. They can reveal niche topics or specific angles you might not have considered otherwise.
Q: How often should I check for related searches?
A: It’s a good practice to check regularly, especially when you’re researching new keywords or creating new content. Search trends can change quickly, so staying updated will help you keep your content fresh and relevant.
Q: Are related searches the same for everyone?
A: No, related searches are personalized to some extent based on your search history, location, and other factors. This means that the results you see might be slightly different from what someone else sees.
Q: Can I use related searches to track my competitors?
A: Yes, you can analyze the related searches that appear for your competitors’ websites to gain insights into their content strategy and identify areas where you can outperform them.
Q: Are there any tools that can help me with related search research?
A: Yes, there are several SEO tools available that can help you track related searches, analyze search trends, and identify valuable keyword opportunities. Some popular options include SEMrush, Ahrefs, Keyword Tool, and Also Asked as mentioned previously..
Conclusion
Related searches are a valuable tool for understanding your audience, creating targeted content, and improving your website’s visibility. When you incorporate them into your SEO and content strategy, you gain insights that your competitors might be missing.
Take the time to study related searches and experiment with incorporating them into your content. Track your results and refine your approach. You’ll be surprised at how this simple technique can make a significant impact on your website’s traffic and ranking.
