Google has altered the look and feel of the “people also search for” refinement box. It has been an area of testing and design tweaks for quite a few nears now, including dynamic loading versions.
The new feature includes a box around an organic search result with the heading “people also search for” and a list of suggestions below, separated by a small border. These suggestions appear either on a slight delay, or when a user clicks on a search result, then clicks back to the SERP.
This feature has been tested by Google since 2017 and shares similarities with the ‘people also ask’ feature, the difference being that this box made up of related queries presents itself after a user clicks back off a website.
It’s unclear whether this new feature will eventually replace the ‘people also ask’ box as they do serve a similar purpose. Currently, both features remain simultaneously.
Here is an example of how the new feature looks:
Clicking on these results will not take you through to another URL but instead refresh your search term for the query you select.
An older iteration of this feature looked like the below:
The new “people also search for” feature appears to have rolled out across desktop search, so you will be able to try it out for yourself right now. However, this only applies to organic search results – Paid search results remain unaffected.
But what’s most interesting about this feature, is the fact that it operates on a dynamic basis. So that means, whether you click the 1st, 3rd or 10th link and go back to the results, the suggestions will appear around the particular result you interacted with. This suggests that the feature is designed to assist users who click a result and find the web page unsatisfactory, and thus need further assistance in finding the information they require.
It’s unclear if clicking through then clicking back will have a ranking effect on websites. But we know Google measures CTR and Viewport Time metrics to gauge user satisfaction. It’s possible that this change may be a way to provide feedback to the search algorithm, a quality control feedback mechanism. If so, then Google may have figured out how to give their algorithms extra data for training.