How to Change People Also Search For Results (PASF)

This guide covers how to change the People Also Search For (PASF) area of a Google search. While PASF is algorithmic and doesn’t respond strongly to SEO tactics, it can often be influenced by creating stronger associations between entities. One effective approach is associating entities, like people or organizations, in Wikidata.

Edit Wikidata to Influence PASF

Step 1: Create or Find the Wikidata Entry

1. Go to Wikidata: Visit Wikidata.
2. Search for the Entity: Use the search bar to find the person or organization you want to edit.
3. If the Entity Doesn’t Exist: Create a new Wikidata entry by clicking “Create a new Item” and filling in basic details (Label, Description, and Aliases).

Step 2: Edit the Wikidata Entry

1. Open the Entry: Once on the item’s page, click “Edit” next to “Statements.”
2. Click “Add Statement”.
3. Search for the Property to Add:
   • For colleagues: Use “colleague” (P3373).
   • For mentors: Use “student of” (P1066) or “doctoral advisor” (P184).
   • For collaborators: Use an appropriate relationship property — verify the correct property for your use case at Wikidata’s property directory before publishing.
   • For organizations: Use “member of” (P463).

Step 3: Link the Relevant Entity

1. In the statement field, enter the name of the associated person or organization.
2. Select the correct Wikidata entry from the dropdown list.
3. (Optional) Add Qualifiers:
   • Start Time (P580) and End Time (P582) if the association was during a specific period.
   • Position held (P39) if the person held a role in the organization.

Step 4: Reference Your Statement

1. Click “Add Reference”.
2. Use a reliable source, such as a news article, academic paper, or book.
3. Common Reference Properties:
   • “Stated in” (P248) for books, articles, or websites.
   • “Publication date” (P577) if the source has a specific date.
   • “Retrieved from” (P854) for online sources (add the URL).

Step 5: Save Your Changes

1. Click “Publish” after verifying your data.
2. Check for errors and make sure the associations are accurate.

Associate Owned Web Properties Using Schema

If you own websites relevant to the entity, you can help Google update its PASF results by updating the schema on those sites. Learn more about adding schema to corporate biography pages for a deeper look at this approach.

Implement structured data (JSON-LD) on the person’s official website to reinforce entity connections.

{
“@context”: “https://schema.org”,
“@type”: “Person”,
“name”: “John Doe”,
“sameAs”: [
“https://www.wikidata.org/wiki/Q12345”,
“https://www.wikipedia.org/wiki/John_Doe”,
“https://x.com/JohnDoe”,
“https://linkedin.com/in/JohnDoe”
],
“knowsAbout”: [
“https://www.wikidata.org/wiki/Q67890”
],
“colleague”: [
{
“@type”: “Person”,
“name”: “Jane Smith”,
“url”: “https://www.wikidata.org/wiki/Q98765”
}
]
}

This reinforces entity associations between individuals. For a broader look at how structured data can shape your search presence, see our guide on using web schema to improve branded search results.

Create & Reinforce PASF Search Patterns

Some practitioners attempt to train Google’s associations by encouraging targeted search-and-click behavior. The approaches below carry risk and should be treated as experimental.

Search & Click Campaigns

• PPC ads targeting PASF keywords — though organic search and paid ads operate as separate systems, so direct influence is unlikely.
• Email campaigns instructing subscribers to search specific terms — this may have some effect with a large, engaged email list.
• Social media search challenges encouraging organic searches tied to your brand.

Running a Social Media Search Challenge

If you pursue a social media challenge, here is a basic framework:

1. Announce the challenge across platforms such as X (formerly Twitter), LinkedIn, Instagram, and Facebook. Ask participants to search a specific keyword paired with your brand name, then click through to your site to find a hidden phrase.
2. Drive searches and clicks by requiring participants to screenshot the hidden phrase and tag your brand with a campaign hashtag to qualify for a prize.
3. Encourage social sharing so participants spread the challenge organically, amplifying reach without additional ad spend.

Note that Google Analytics 4 measures engagement rate rather than bounce rate, and artificially inflating behavioral signals is not a confirmed ranking factor. Use this approach cautiously and in combination with legitimate entity-building strategies.