- How to use Google's related searches?
- Keywords planning
- Understand user intent
- You get to know the kind of questions users ask
- What questions should you answer
- Best way to be in sync with related searches
What are Google's Related searches?
Related searches, which are eight search results at the bottom of the result page, are automatically generated based on Google's algorithm to determine terms related to your search. They come in handy in not only helping you find suitable keywords for your articles but also offer you a massive insight into who your customers are and their intent. This way, it becomes possible for you to craft relevant and valuable content they (your users) and Google love, hence boosting your SEO.
On mobile, tapping on a related result redirects you to another result with a featured snippet. That is not the case on a desktop where you are redirected to a page with even more related results.
We have seen you can use related searches to know user intent and to generate content ideas. Now let's dive deeper and see the best way to leverage them for SEO.
Google's related searches double up as a keyword planner tool. You can copy the phrases that display in the related results into other tools like Ahref, UberSuggest, and Google Keyword Planner to see their competitiveness. This way, you will know which keywords you are more likely to rank for.
We mentioned earlier that related searches contribute significantly to helping understand the intent behind a search. In other words, they help you see the kind of information people are looking for. This makes it easier for you to craft content that will deliver what customers are really interested in.
For example, if contemplating going into the business of selling handmade cards and search for "handmade cards" and Google returns the following (see the image below) in the related searches.
You can tell people are interested in ideas and how to make handmade cards. By just visiting the related searched section, you can have a better customer profile and their intent.
Each time you type something on Google, you are effectively asking a question. That same goes for your customers. Related searches show and help you understand a researcher's goals. In this case, the questions they are likely to ask.
If we refer to the previous example about handmade cards, they could be asking "which are the best personalized handmade cards?", "Top 10 handmade cards idea for Christmas", and so on. Once you know the right question they are asking, it will become easier for you to create and optimize your content.
When you know the kind of questions searchers ask, it also becomes a breeze for you to know what question you should answer. For example, by visiting the related search area and scrolling through search results, you may notice "special handmade birthday cards" are be served but no content exists that guide people where to find them. This way, you can come up with a comprehensive guide.
To rank for exact keywords, you want to type in the keyword to know the top articles that are being ranked for that keyword. If trying to rank for the top of the level keywords, it makes more sense to give definitions. For example, type both a singular word or plural word keyword (let's assume "computer program" and "computer programs") and see if it provides similar or different results.
Keeping in mind that Google now looks for content that shows it understands searchers, there is a need to leverage related searches before and when crafting your content. Otherwise, it is be challenging for you to rank higher.
Bonus! We have found that some queries displaying as part of the autocomplete can later migrate to the related searches area.
Leveraged well related searches can give incredible customer insights and user intent. It, therefore, makes sense to start using it for SEO in your brand.