Others also searched for – using the Click Box for SEO

In the world of search engine optimisation, it’s no longer enough to focus solely on the main keyword. If you really want to build visibility, you need to understand user behaviour – and this is exactly where the ‘People also searched for’ box comes into play. In this article, I’ll show you how you can make clever use of this feature for your SEO strategy.

What is a short click?

A ‘short click’ occurs when a user clicks on a search result but leaves the page again after a few seconds – usually because it does not provide the information they were expecting. Google interprets this as a negative signal. In short: anyone who generates short clicks will, sooner or later, lose their top ranking.

What is the ‘Others also searched for’ box?

When a user searches for a term on Google, clicks on a result and then quickly returns to the Google results page, Google often displays the ‘People also searched for’ box below it. This box contains related terms – in other words, search queries that are frequently entered in connection with the original search.

So this box is a direct result of short clicks. For you, this means that if you manage to create content for these related search terms, you can generate additional traffic – in some cases, even from your competitors.

How do I prevent short clicks?

It’s quite simple: provide more relevant content.

• – Put yourself in the users’ shoes: what do they really expect?
  
• – Make sure your content is clear, well-structured and informative.
  
• – Use images, videos and clear calls to action to increase the time spent on the page.
  

The better your page meets the searcher’s needs, the less likely it is that they’ll leave after just one click – and the better your SEO ranking will be.

How you can make the most of the ‘Others also searched for’ box

This box is a goldmine of content ideas. Instead of focusing solely on generic main keywords, you can use it to search for more specific search queries, which often have less competition but are highly relevant.

Use tools such as:

• – Google Search itself (go back manually)
  
• – Answer the Public
  
• – AlsoAsked
  
• – SEO tools such as Sistrix, Ahrefs or Semrush
  

and find out which terms actually appear in the box. Then create suitable content – for example, separate blog posts or FAQ sections on your product pages.

Let’s work through this using an example:

You’re an insurance broker in Munich. Your main keyword is ‘insurance broker Munich’. If you Google it, click on a top result and then bounce straight back, you’ll see terms such as the following in the ‘People also searched for’ box:

• – Private health insurance in Munich
  
• – Occupational disability insurance broker
  
• – Free insurance advice in Munich
  

You can specifically incorporate these terms into your content or create dedicated pages for them. This way, you’ll reach potential customers with specific needs – and leave the competition behind.

Will this approach help me with my online marketing?

Absolutely! Google doesn’t just rank pages based on keywords, but on relevance. So if you provide content that addresses related search queries, you’ll increase your chances of ranking for a wide range of terms. This not only boosts traffic, but also improves your conversion rate, as your pages cater to more specific user needs.

Conclusion: Using the ‘Others also searched for’ box for SEO

The box is more than just a feature – it offers direct insight into what users are really interested in. Use it to create more relevant content, boost your visibility and, ultimately, generate more revenue. Those who prevent ‘short clicks’ and instead provide targeted answers come out on top. Full stop. If you want to increase your visibility on Google in the long term, we can support you with search engine optimisation. Book a no-obligation initial consultation so we can advise you in full.

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