Google’s search result pages provide many signals for improving organic rankings. That’s why it’s essential to actually search for each target keyword before optimizing a page or group of pages.
Keep an eye on the following sections.
Related Searches
The “Related searches” section usually resides after the first 10 or 20 results and contains phrases that produce a new set of results when clicked. The phrases are typically extended versions of the typed query but may include extraneous words.
For example, the results for “how to learn knitting” include related searches for more specific queries such as “How to knit for beginners step by step slowly” (presumably a section from a single page) and “how to knit with one needle” (likely a supporting page linking to a tutorial).
The results for “how to learn knitting” include related searches for more specific queries.
Another form of related queries is a list of topics that produce results when clicked without triggering a new search.
The same “how to learn knitting” query produces a “Related searches” section with topics such as “how to knit for beginners step-by-step with pictures” (links to video tutorials) and “Types of knitting” (different techniques).
A search for “how to learn knitting” query produces a “Related searches” section. Click image to enlarge.
Keyword Clusters
For popular queries, especially those at the start of a buying journey, Google often suggests narrowing the search based on the need. Searching “best laptops for teachers” produces the following topic clusters:
- “Under $800,”
- “Touchscreen,”
- “Under 11.6 inches,”
- “11.6 – 12.4 inches,”
- “12.4 – 14 inches.”
Searching “best laptops for teachers” will produce the topic clusters, such as “Under $800” and “Touchscreen.” Click image to enlarge.
Google likely includes the clusters based on searchers’ query and click history. The clusters help…
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