In December, SEO experts began noticing that Google was quietly testing a new feature within its search box. This feature, referred to as the enhanced autocomplete box, is an expanded version of the typical search box.
In the right column of this box, Google includes the top three "People also ask" questions and a "People also search for" section that presents various related terms and entities.
While there is plenty of information circulating about this feature, most outlets and blogs merely describe what the box is and how they accessed it. This isn’t the fault of those publishers; there is limited intelligence available since this appears to be a beta test that Google hasn’t publicly commented on yet.
However, the information that the new autocomplete feature presents is clear to industry experts. Many SEO professionals likely noticed the new feature and have an idea of Google’s intentions. Although the full details are not yet known, I have a theory about where Google might be heading with this.
SEO experts can use the enhanced autocomplete to perform keyword research and topic research.
What Google’s Enhanced Autocomplete Function Is
First, let’s discuss what the new enhanced autocomplete box actually is. Below is a screenshot showing its appearance:
Screenshot from search for [digital marketing], Google, January 2022
This feature doesn’t appear for every search, but for several general topics, the larger box appears after clicking back into the search bar once after hitting "Enter."
The first noticeable thing about the expanded box is that it appears above the "position-zero featured snippet" and the "knowledge panel" on the right. While it’s uncertain what this indicates, the expanded box seems to be a new way for Google to organize some key search features for your query.
On the left column, you’ll find the usual suggested autocompletes for your term. The new right column includes three "People also ask" questions, and below those, items in the "People also search for" section. Notably, the box doesn’t contain organic search results, as those results are already listed below.
Overall, the enhanced autocomplete facilitates easier searches for users interested in the top "PAA" question topics, buying a digital marketing book, or conducting business with certain companies. This optimization improves user experience by consolidating relevant content in a prime location, reducing the need to scroll.
Using The Enhanced Autocomplete Box For Keyword And Topic Research
At this stage, it’s challenging to definitively understand the enhanced autocomplete box and its uses, but some extrapolations can be made. If a "PAA" section and a knowledge panel exist for a given SERP, Google selects certain items from each to present. Here’s how this can be useful for keyword and topic research:
Keyword Research
Below is an example of the box with the search query [pizza]:
Screenshot from search for [pizza], Google, January 2022
Compare this with the regular SERP for [pizza]:
Screenshot from search for [digital marketing], Google, January 2022
The enhanced autocomplete box shows Domino’s, Papa John’s, Little Caesars, and DoorDash, which do not appear in the organic results. This suggests Google assumes a user may want to eat pizza immediately, presenting these options for convenience.
If a new pizza franchise wished to compete with these companies, it could analyze their websites for insights into meta information, H1 usage, SEO optimization, and user experience. Tools like SEMrush could further reveal behind-the-scenes strategies, offering opportunities to improve the franchise’s keyword profile.
These insights highlight why Google has chosen specific companies for the enhanced autocomplete box—information that can be used for reverse-engineering purposes in SEO.
Topic Research
Google is elevating the top three "PAA" questions to the enhanced autocomplete box for some searches. SEOs can reverse-engineer these results for effective content creation. Although not groundbreaking, this confirms the importance of “PAA” questions, indicating common queries related to user searches.
The three featured "PAA" questions in the box signal Google’s confidence in these results, further emphasizing the need for content marketers to focus on these questions.
The Takeaway
Google has recently been beta testing several SERP features, including those that span the width of the page, like featured snippets and Map packs. This testing phase signals Google’s efforts to improve user experience. Users will need to adapt to any permanent changes, while SEO professionals should keep an eye on such features as they indicate potential new SERP priorities.
Google is providing hints, and it’s up to SEO experts to meet the challenge.
More resources:
- 44 Free Tools to Help You Find What People Search For
- How to Identify Questions & Optimize Your Site for Q&A, FAQ & More
- How to Do Keyword Research for SEO: The Ultimate Guide
Featured Image: THEBILLJR/Shutterstock
