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Did you know the SEMrush Sensor shows ‘People Also Ask’ (PAA) is in almost 68% of Google searches1? Launched in 2015, Google’s PAA quickly became essential for search engine optimisation (SEO)1. This box stands out on search results pages. It lets users dig deeper into their questions with related queries and direct answers, including links to sources2.

By using a strong SEO strategy with PAA, companies can increase their web traffic. They also boost their online presence. Engaging with PAA is key to improving our digital marketing work and ensuring a strong presence on the internet.

Key Takeaways

  • ‘People Also Ask’ appears in nearly 68% of Google searches, making it a powerful SEO tool1.
  • Launched in 2015, the PAA feature displays related questions and concise answers at the top of search results2.
  • Google’s algorithms dynamically generate more relevant questions, enhancing the user’s search journey12.
  • Inclusion in the PAA section boosts website visibility and organic traffic2.
  • Effective use of schema markup can enhance our chances of being featured in PAA boxes12.

Understanding Google’s ‘People Also Ask’ Feature

Google’s ‘People Also Ask’ (PAA) is a key feature on the Google SERP. It lets users find more questions and answers related to their search. The PAA dynamic feature is like a treasure chest full of user queries. It shows answers in different ways, like paragraphs or videos3. Let’s dive into how PAA works and its journey from the start to now.

Introduction to PAA

In 2015, Google introduced the questions box to help users find a wide range of info quickly. PAA shines by showing more questions based on the first one you ask. This way, as you look through the questions boxes, you get more and more tailored information4. This keeps users happy and engaged.

PAA boxes are great at adjusting to what users are looking for. They update constantly with new user searches and trending topics. So, they stay useful and relevant all the time4.

History and Evolution of PAA

Tests for PAA began in April 2015. By July 2016, Google named it “People Also Ask”4. By February 2017, it was in 57% of searches. Now, it’s in 85% of all searches, showing its big role in Google4.

PAA got better over time. Its questions come in an accordion style, making answers easy to find4. This clean look helps users find what they need faster, making their search experience better3.

PAA keeps improving, which helps more users engage. Google often picks sites that do well on the Google SERP or have clear answers for PAA results3. This shows how important it is to create relevant and accurate content for SEO strategies to use PAA well.

How Does the ‘People Also Ask’ Feature Work?

The ‘People Also Ask’ feature on Google is quite smart. It shows a box that changes depending on what you ask. This box offers related questions and answers. It makes searching easier and more informative for everyone.

Mechanics Behind PAA

Google uses complex algorithms for the PAA feature. It changes and grows as you interact with it, showing different snippets of info. This happens for each question you have3. PAA boxes are different from fixed snippets because they add more questions the more you search3. They’re found in over half of searches on phones and computers5. Google uses a mix of formats — like text, lists, and pictures — to give you the best answers6.

Algorithm Insights

Google’s fancy algorithms use machine learning to fill the PAA boxes. They look at past searches and what’s trending now. The system favors questions starting with “what”, “why”, “when”, “where”, and “who”5. It also updates quickly, catching up with new events in a few hours6. This makes the PAA always helpful and current.

Google picks the top questions for the PAA boxes in a smart way. These questions usually show up right after the first search result. This boosts the visibility and image of brands by showing them as top sources35. Through machine learning, Google keeps improving the questions to match what people are looking for.

Why ‘People Also Ask’ is Crucial for SEO

The ‘People Also Ask’ (PAA) section holds key benefits for SEO. By giving short, clear answers, typically about 41 words, your content gets ready for PAA. This enhances how users experience searches2. Amazingly, 86% of search queries leading to PAA boxes come from questions. This highlights how crucial it is to include question-based titles to match what users are searching for and improve visibility2.

In about 68% of searches, you’ll see the PAA section pop up7. Having our content featured there can boost our website’s credibility. This can lead to more site visits and stronger brand recognition. Plus, making content that fits what Google likes for PAA is key2.

Benefits for Users

PAA boxes make finding info easy and satisfying for users. Using tools like AnswerThePublic can help find the right questions. This improves our chances of hitting our SEO targets while answering common questions well2. This tactic also works well with using long-tail keywords. It helps more people find and engage with our content2.

Advantages for Website Owners

For website owners, being in PAA results means more people can find them. Using FAQ Schema Markups and a Q&A style helps boost visibility in PAA sections2. With tools like Rank Tracker, we can keep an eye on our performance. We can adjust our plans based on how we show up in PAA, aiming for better SEO results7. Being in PAA boxes often builds our brand’s trust, making us a go-to in our field.

Strategies to Feature in ‘People Also Ask’

Making our content pop in Google’s ‘People Also Ask’ boxes can really lift our SEO game. This means we’ve got to pay attention to structuring our content just right. It’s all about fitting what Google’s looking for.

Content Structuring

We need to focus on crafting questions and answers that are clear and to the point. Using the right header tags helps our content’s chances of appearing in PAA boxes. This is key to getting noticed.

  1. Relevant Questions: It’s super important to come up with questions that users are actually searching for. Google checks if our questions match what people want to know. If they do, they might show up in the PAA boxes, boosting our SEO strategy.
  2. Concise Answers: Straightforward answers help users find what they need quickly. This makes it more likely for our content to get picked for PAA boxes. Google wants to provide fast answers3.
  3. Relevance and Authority: Appearing in PAA answers regularly makes our brand look strong in our field. We need to choose which pages to work on wisely to increase our visibility and authority3.

According to Semrush in 2020, PAA shows up in over half of searches on mobiles and desktops5. They’re usually right after the first search result in 58% of cases, which makes them really visible5.

FAQ Schema markups also help search engines understand our content better. This boost works great alongside our PAA targeting strategies. Together, they make our content optimization really effective.

Optimising Content for PAA Boxes

To do well with Google’s People Also Ask (PAA) boxes, you need a good plan. It should focus on giving short answers and using questions as headers.

Short and Concise Answers

Keeping content short is very important for showing up in PAA boxes. Google’s search page often includes PAA, showing in over 80% of searches8. Featured Snippets, pulling info from PAA, get around 8% of clicks8. So, clear answers can really help your SEO by making the most of PAA and Featured Snippets.

Question-Based Headers

Using questions as headers helps a lot with PAA. About 86% of the time, question terms lead to PAA results9. These boxes appear in 40-42% of searches, on desktops and phones9. Matching your headers with what people are asking makes it more likely you’ll show up in PAA spots.

By using tactics like short answers and question headers, we can make our content stand out in PAA boxes. This boosts engagement and brings SEO benefits. Things like better click-through rates and more traffic from snippets are big advantages.

Utilising FAQ Schema for PAA

FAQ Schema Markup is a key tool in SEO, making our content clearer to search engines. It helps Google to better understand our content, possibly landing us in People Also Ask (PAA) boxes.

While it’s not a sure way to get into PAA results, FAQ Schema Markup does boost our odds. Currently, 65% of search results pages have PAA boxes. Around 6% of these also show featured snippets. This shows the importance and chance of being featured1011.

Definition and Benefits of FAQ Schema

With FAQ Schema Markup, we label our HTML with clear questions and answers. This helps search engines figure out our content’s structure. Optimized content is more likely to show up in PAA boxes, upping our visibility.

About three-quarters of PAA box features aren’t in the top ten search results. This opens a big chance for us to get noticed and click on, even if we’re not at the top of search pages10. Using FAQ Schema Markup can notably improve our visibility in search results.

PAA boxes display text, images, and videos to engage users more deeply. They update in real-time, reflecting new content and queries. This gives us a great way to reach people actively looking for specific info11.

Tools to Scrape ‘People Also Ask’ Questions

Tools for scraping PAA questions are key for getting insights from common user questions. They help a lot in SEO analysis and making plans for content. This makes sure our content matches what people are looking for.

Using Paid Tools

There are many paid tools out there for scraping PAA questions, each with great features. Tools like Surfer’s Content Editor and AnswerThePublic are top recommendations for their great performance and detailed data collection.

Umbrellum is a good choice for tracking rankings, providing an easy and scalable way to monitor up to 125 keywords every week. This comes with a 14-day free trial12. Meanwhile, a Chrome extension is simpler to use but not great for big projects due to its limited scalability12.

Then there’s AlsoAsked, which shows related questions in visual maps, making it easier to plan your content13. SEO Minion and Botster are also handy, capturing questions, answers, and URLs for a thorough SEO analysis13.

Let’s compare different PAA scraping tools in a detailed table:

ToolUsabilityScalabilityKey Features
Screaming FrogMedium difficultySlightly scalableScrapes PAA at 1 URL per 20 seconds12
Chrome ExtensionEasy to useNot scalableSimple scraping tool12
UmbrellumEasy to useHighly scalable14-day free trial with extensive keyword tracking12
AlsoAskedModerateModerately scalableGenerates visual maps, exports to CSV and PNG13
SEO MinionModerateModerately scalableProvides in-depth question and answer scraping13
AnswerThePublicEasy to useModerately scalableComprehensive query extraction13

Integrating PAA into Keyword Research

Incorporating the “People Also Ask” (PAA) feature into our keyword research can really step up our SEO game. By using PAA, we find long-tail, conversational queries that are often overlooked. This helps us better understand what users are looking for.

Finding Relevant Keywords

With PAA data, we can spot trending topics and questions, making sure our content matches user searches. Introduced by Google in 2015, the PAA section is a goldmine for long-tail keywords that many ignore due to their low search volume6. Google uses smart tech to keep updating PAA questions, giving us fresh, relevant queries14.

Enhancing Long-Tail Keywords

Long-tail queries let us match specific user needs, improving our relevance in search results. By using PAA insights, we can boost our strategy for these detailed queries. PAA boxes are common for “what,” “why,” “when,” “where,” and “who” questions5. Tools like SEMRush help us see how these keywords perform, making sure we’re on the right track6.

Also, PAA results often land in the top three search results. By targeting these question-based keywords, we boost our online visibility and trust5. This strategy keeps our content fresh and aligned with what users want to know.

Overall, using PAA in our keyword research and honing in on long-tail queries sharpens our SEO. It makes our content strategy thorough and tuned into user interests.

Enhancing Content with PAA Insights

The “People Also Ask” (PAA) feature boosts content quality and draws more readers. By adding PAA insights to our work, we can spot and cover missing info. This makes sure our content stays comprehensive and relevant.

Improving Existing Content

Using PAA insights means adding the questions and answers from PAA boxes to our content. This approach helps raise brand awareness, build authority in our field, and increase our credibility3. By making sure our content answers these PAA questions well, we increase our chances of showing up in PAA boxes. This brings more people to our site2.

Adding these SEO insights into our content plan can also push us up in search rankings3. We find questions in PAA that match what people are looking for during keyword research3. This way, our content answers exactly what our readers want to know. This makes our content more relevant and keeps readers interested.

Tools like Clearscope and MarketMuse help us find more PAA questions3. These tools improve our content’s structure and make sure it matches what people are searching for2. Crafting our content based on these insights gives us precise, tailored answers for our readers2.

PAA answers are short, usually around 41 words2. Using headers for these answers and FAQ Schema markup helps search engines understand our content better32. This organized way of writing keeps our content easy to find, keeping our audience engaged.

Leveraging PAA for Topic Ideation

Google’s ‘People Also Ask’ (PAA) feature is a great way to come up with content ideas. By looking at the questions in PAA boxes, we can find popular SEO topics that match what people want.

Generating New Content Ideas

Using PAA to brainstorm helps us find plenty of content ideas that matter right now. Since 86% of PAA-triggered searches start with “how,” “what,” “who,” “why,” or “where,” we get a good look into what users are keen to know2.

Incorporating long-tail keywords helps us get featured in PAAs, attracting specific, low-competition searches2. This tactic aligns our content with what users are searching for, which leads to more targeted traffic.

About 30% of all searches bring up the PAA section, making it an invaluable source for content ideas15. Using tools like SEMRush’s Keyword Magic Tool, which has over 25 billion keywords, makes our brainstorming more effective and focused15.

FAQ Schema Markups help us format answers the way PAA likes, boosting our chances of appearing there2. This organized approach not only increases our online presence but also ensures our content is seen as authoritative by Google.

Researching with PAA scrapers like Surfer’s Content Editor sharpens our understanding of user queries. This enables us to create expert content that is more likely to show up in PAA boxes2.

By smartly using customer questions on our site, we boost our PAA visibility and relevance15. Such PAA-informed brainstorming helps us make rich, user-focused content that matches the latest user questions.

Improving Your Site’s Authority with PAA

The ‘People Also Ask’ section in Google search is key to make your site more trusted. It shows users direct, accurate answers which boosts your webpage’s trust and visibility. Ranking in PAA can lead to more site visits and trust in your SEO14. Around 65% of search results show PAA boxes, giving users plenty of topics to explore10. We aim to use PAA to improve our SEO practices.

Building Trust and Credibility

Being featured in PAA boxes helps build trust with users and in SEO. This boost in credibility can significantly improve your Google ranking. An interesting fact is that 75% of sites in PAA do not rank in the top ten otherwise, showing there’s a big chance for lower-ranking pages10. More than half the time, PAA shows up after the first search result, making it very visible5.

Answering popular search queries clearly is crucial. Developing content aimed at PAA questions can increase your chances of being featured. A good SEO strategy, along with tools like Ahrefs and Semrush, helps find trending questions to answer14.

PAA also shows up in over half of all mobile and around half of desktop searches5, broadening your site’s reach. By using PAA, we can boost our site’s visibility and organic traffic. Consistently appearing in PAA results makes our site a go-to resource, strengthening our brand’s authority over time.

Voice Search Optimisation and PAA

Voice search is getting more popular every day. This means we need to make our online content sound natural, just like how people talk. Google’s “People Also Ask” (PAA) section is key here. It helps us match what people are searching for using their voice. By making our content fit these voice searches, we can reach more people online.

Aligning with Voice Search Trends

Did you know that PAA boxes show up on about two-thirds of all search results pages10? They’re really noticeable and help pull in people who are just beginning to look for information. With voice search, folks often use questions starting with “what,” “why,” or “how.” It turns out, these questions bring up PAA boxes 86% of the time9. So, by matching our content with the way people ask questions, we can improve our online marketing.

Working with PAA boxes also brings more people to our site and shows us what questions they’re asking. Although only a few users click on PAA boxes, the number can jump for certain topics10. By using PAA to our advantage, we can make our content more relevant. This helps us meet what our audience is looking for and boosts our SEO big time.

What is the ‘People Also Ask’ Feature?

The ‘People Also Ask’ (PAA) feature on Google is a smart tool that changes how we search online. It shows related questions and answers based on what you’re looking for. This is right in the search results, making it easy to find more about your topic. This makes your search deeper and helps websites get noticed more.

Exploring the Core Concept

The main idea of Google’s PAA is to make searching interactive. It shows questions and answers that are linked to what you want to know3. Usually, you’ll see four related questions, but the number might change13. The cool part is, as you use it, more related questions pop up. This gives you a seamless and informative search experience.

PAA is now a big part of searches on both computers and phones16. It’s found in over 80% of searches. This is great for brands. They can become known as experts by showing up in PAA answers. This also helps them manage how people see their brand3.

Google’s PAA works because of complex algorithms. These algorithms keep improving the questions based on how people search and what they click on13. This means you get the most relevant and up-to-date information. FAQ Schema markups help too. They make it easier for Google to understand and organize the content3.

To sum it up, using Google’s PAA wisely can boost your SEO game. It adds an engaging search feature to your content strategy. This increases how much people interact with your site, your visibility, and your authority online.


Using the ‘People Also Ask’ (PAA) feature well can help a lot in SEO and digital marketing. PAA makes it easier for users to find more info connected to what they are looking for. This info comes in various forms like paragraphs, lists, and videos2. Launched by Google in 2015, it aims at understanding what users really want. It offers short answers that make searches more focused. This increases a website’s visibility and the amount of visitors6.

Digital marketers can improve their content by looking at insights from PAA. Adding specific long-tail keywords and using FAQ schema markups helps a lot2. These methods match well with how Google’s system works. Appearing in PAA can make more people aware of a brand. It also improves its presence on search results6.

Tools like SEMRush help marketers understand which keywords are important. They also help in planning what content to create6. This makes it easier to write content that solves people’s problems. By using questions as headings, businesses can become trusted experts in their field2.

Adding what we learn from PAA into our SEO and content plans is very beneficial. By doing this, we improve our chances of doing well in SEO. As we keep finding new ways to use these strategies, we can take full advantage of PAA. This leads to better SEO results and digital marketing for our brands6.


What is Google’s ‘People Also Ask’ (PAA) feature?

Google’s ‘People Also Ask’ is a key feature for improving SEO by showing questions and answers that relate to your initial search. It shows up as an interactive box on Google’s search results page.

When was the PAA feature introduced?

Launched in 2015, the PAA feature has grown to better the search process. It does this by giving questions and direct answers.

How does the PAA feature enhance the search experience?

Through PAA, users find related info quickly, which makes learning easier. It also gets users more involved with their search topics by showing questions.

What mechanisms and algorithms underpin the PAA feature?

Google’s complex algorithms and machine learning pick the questions for the PAA box. They look at what people search for, trends, and what users really want to know. This makes the featured questions very relevant.

How does the PAA feature benefit website owners?

Owners of websites get more eyes on their pages, more visitors, and more credibility in their field if they show up in PAA results.

What content strategies can help websites feature in PAA?

To pop up in PAA, your content must be clear and straight to the point. Answer relevant questions shortly and use headers that ask questions people are searching for.

What is FAQ Schema Markup and how does it assist in SEO?

FAQ Schema Markup tells search engines what a page is about using special HTML. It helps your page appear in PAA results by making your content clear to search engines.

Which tools can be used for scraping PAA questions?

Tools like Surfer’s Content Editor and AnswerThePublic are paid services that provide data. This data helps improve keywords and content strategies.

How can PAA be integrated into keyword research?

Adding PAA to your keyword research uncovers detailed and conversational searches. This makes your SEO content more targeted and relevant.

How can PAA insights improve existing content?

Insights from PAA show where your content might need work. This can guide you to make your content fuller and in tune with what users are looking for.

How can PAA inspire new content ideas?

PAA keeps you updated on what users need to know. This sparks new ideas for content that meets the evolving searches of users.

How does featuring within PAA results affect site authority?

Showing up in PAA builds trust with users by giving direct, correct answers. This trust boosts your site’s SEO performance.

Why is PAA significant for voice search optimisation?

PAA fits well with voice searches because it uses a natural, question-based format. Preparing content for voice searches can spread your online presence even wider.

What role does PAA play in modern SEO strategies?

Using PAA in your SEO strategy means your content matches what PAA shows. It also means including it in keyword research, content making, and voice search efforts for full benefits.

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