What is 'Related Searches' in Digital Marketing?

Learn all about digital marketing, we have built this glossary to help you understand everything to thrive in online marketing and promoting your website or business.

What is 'Related Searches'?
'Related Searches' is a feature offered by most search engines, it suggests additional search terms related to a user's original search query. These suggestions can be based on common searches made by other users, trending queries, or advanced algorithms predicting user-interest. For instance, if you search for 'chocolate cake,' related searches might suggest 'chocolate cake recipe,' 'chocolate cake near me,' or 'vegan chocolate cake.'
This tool's primary goal is to improve the user experience by providing more targeted and relevant content to users. The related searches feature provides users with alternate keyword phrases they may not have thought of initially, enhancing their browsing or shopping experience.
From a business perspective, related searches can offer valuable insights into popular and alternative keywords used by consumers. This can be a considerable advantage for businesses looking to expand their digital reach.
'Related Searches' Role in Digital Marketing
In the realm of digital marketing, related searches play a significant role, especially in SEO strategies. Studying the patterns and trends in related searches can provide businesses with an enhanced understanding of what their customer base is looking for.
Related Searches can be used to optimize web pages and blog posts with popular keywords, thereby improving their ranking on search engine result pages (SERPs). As websites rank higher, they become more visible to users and have a better potential of attracting audience engagement and generating conversions.
Another key advantage is the ability to use related searches to reduce bounce rates and increase time on site. By providing content related to these searches, businesses create a more streamlined and connected user experience that encourages users to spend more time on their site.
'Related Searches' Examples
For an e-commerce business selling sneakers, if a user searches for 'Nike running shoes', related searches might suggest 'Nike running shoes for women', 'Nike running shoes on sale', 'Nike running shoes review', etc. These suggestions give the user more specific search options and could lead to a higher chance of converting the search into a sale.
Another example of related searches can be seen on a blogging site. If a user searches for 'how to start a blog', related searches could include 'how to start a blog for free', 'how to start a fashion blog', 'how to make money from a blog', etc. These suggestions can guide users to other relevant content on the site, encouraging them to stay longer and read more.
In the digital marketing field, a Search Engine Marketing (SEM) company may use related searches to uncover new keywords or phrases to bid on. For instance, if they discover a lot of related searches around 'best SEM companies', they might consider creating content around this topic or using the phrase in their Google Ads campaigns.