While this feature isn’t exactly new, it seems as though everyone is just now catching on to Google’s “People also search for” also known as “the short click” box. These suggested queries not only appear in a user’s organic search but also within the paid search results where after a user clicks on an ad, they return to the search results page.
Google began showing the “People also search for” suggestions in paid search results on mobile devices in September of 2017, and recently implemented the feature for desktops in May of this year.
The idea of this feature is that by including suggested organic and paid queries, this saves the user from having to scroll to the bottom of page 1 search results. This allows the users to perform a refined query if they are unable to find what they are searching for within the first few findings at the top of search results.
What does this mean for your business?
We know this situation all too well. A user will click on the content most useful to them and in a fraction of a second, they will decide whether the page is useful to them or not. Some reasons a user may exit your website include:
- Slow page speed
- Not user-friendly/lack of easy navigation
- Content is not relevant or out-of-date
This means a user who may have visited your website and didn’t convert may end up returning to search results and visit a competitor’s website who appears within the “People also search for” list.
What you can do to prevent this
There are plenty of ways you can improve your organic and ad’s performance for the “People also search for” feature. A few things to consider when improving overall performance includes making sure your content satisfies the user’s intent and also encompasses the optimization of website design, usability, and page loading time.
You should also be wary of keyword stuffing and optimizing your page for keywords that won’t be useful for the user’s query. Doing so will only lead to an increase of negative user signals and will negatively impact your search rankings.
Lastly, you want to make sure your ads are consistently shown within the top spots. By regularly monitoring your campaign, keeping your bid competitive, and focusing on relevance for the users are a few small, but impactful ways you can get users to visit your website from your ads as well as keep them from returning to search results.