Many consumers still do not completely comprehend the differences between the various ways that Google shows information in the SERPs. Despite the fact that it has been years since Google changed the format of its search results.

Here, we give a brief overview of the most popular search result formats. Also, highlight the important considerations that website owners and content creators should make when determining which are most important to their search marketing strategy.

Goldmine of Content Ideas found in Google's related searches.

Related searches not only provide you with keyword phrases to use in your articles, but they also provide you with a wealth of information. This includes your target audience and the motivations behind their searches. In this post, we'll teach you how to make the most of relevant searches on both ends to improve your SEO.

You see, to rank your website, Google needs you to be as informed about keywords as it does about the purpose behind a user's search. If you understand this, you can produce important, worthwhile content that Google will have no trouble placing high. Why? Because you have shown that you are aware of your customers.

First, it seems impossible to understand a user's intent. How are we expected to be able to predict what others will do?

The eight search results listed at the bottom of a results page, known as Google's Related searches, are useful in this situation. You may improve your understanding of your audience through Related searches. So, that you can provide quality content that both Google and your audience will enjoy, improving your SEO.

Yet first...

Who holds the most market share for search engines globally?

Google continued to dominate the market in December 2021, with an 86.19% market share for desktop searches.

It goes without saying that Google still dominates the market, thus your digital strategy should reflect this. Despite the fact that Bing accounted for 7.2% of queries in the same month. This does not imply that you should stop using other search engines.

Yet, things are a little different when it comes to smartphones because Google now holds 94.88% of the market. This is most likely a result of Google highlighting the significance of mobile UX features for SEO.

Using similar queries to determine user intent

As was already indicated, being proficient in keywords and other SEO metrics is no longer enough. While the context and purpose of a search are now more important than ever, keywords are still important. You may find out more about both by conducting related searches.

To understand the context and purpose of a search query better, Google modified Hummingbird in 2013. With this knowledge, content may now go beyond including keywords. In other words, for Google to give it a high ranking, it needs to convey what buyers are actually interested in.

How does this benefit from related searches?

Let's imagine that you want to start a company that sells handcrafted lamps. You use Google to look for "handmade lamps" to discover what material is currently doing well. Your search will produce some attractive top-level adverts with corresponding pictures along with search results for pages.

After avoiding several pages and further ads, you reach the related searches area when you scroll all the way to the bottom. The related search feature is currently the most useful for me as a small business owner who is new to the handmade lamps market and hasn't yet launched my company.

To plan your keyword advertising, use similar searches

The related search feature on Google serves as a keyword planner. Let's take the scenario where you’re considering entering a specialty like beekeeping. You’re not even convinced it will be worth your effort because it's so specialised and the lowest of the low-hanging fruit.

Google is used to search "how to keep bees," and you scroll down to the bottom to see similar queries. The search engine has chosen eight similar keyword phrases that users are searching for based on the image. You can now copy and paste each search phrase into my keyword tool to get an idea of how competitive it is and how people usually are searching for it.  

How many searches on Google result in a click?  

Yet, being ranked high on the first page or in the organic results does not always ensure a click. Over the past few years, Google zero-click searches have steadily increased.  

Around 65% of Google searches between January and December 2020 concluded without a visit to another website, up from 50% in June 2019.  

By 2022, you'll have an Omni-channel Marketing Plan  

Build your marketing strategy around a funnel that has been shown to improve performance. To improve your abilities and get the results you need, sign up as a Free Member with We Love Digital Marketing. Then you will receive direct access to our free digital marketing plan template.