The organic results of “People also search for” query refinement feature has been seen by all around for several years. It displays at the bottom of the search result pages and also appears within organic results either on delay or when a user clicks on a result and then clicks back to the search results.
The idea is that including suggested queries among organic and paid results saves the user from scrolling to the bottom of the page, if they know the feature is there, and allows them to quickly perform a refined search if they’re not finding what they want among the current results. That could also mean they end up searching on a competitive brand name after leaving your site. As you can see in the tweet from digital marketer Julie Bacchini below, the suggestions sometimes include competitor terms.