The People Also Ask (PAA) feature is a dynamic feature that provides users with additional questions related to their search query. Each question in the PAA box can be expanded to reveal a brief answer, often pulled directly from a webpage, along with a link to the source. They come under various formats—most commonly under short paragraphs, bulleted lists, or tables—but they can also cover images, videos, or mixed formats.

Initially, a set of 4 questions are displayed in People Also Ask, but with each click on one of the featured questions, two or three additional questions appear. This creates an ever-expanding list, providing a continuous flow of related questions to explore.

The People Also Ask box usually appears just below the Featured Snippet, but it may be positioned lower on the page if Google considers other search results more relevant, placing them between the PAA and the Featured Snippet.

In Advanced Web Ranking, you can monitor the appearance of People Also Ask in SERPs using the Google Universal search engine for both desktop and mobile search results.

To track this type of search engine, navigate to the Project Settings> Search Engines section and add it to your project.

When found in the SERPs retrieved from Google, the questions along with the links featured within a People Also Ask box are reported on the same ranking position as they’re part of the same search result element.

On search results pages, the People Also Ask box populates with new queries every time users click on a specific question. However, in Advanced Web Ranking, only the URLs initially displayed in the box are tracked and reported as ranking.

To identify keywords that have triggered the “People Also Ask” feature and track their performance efficiently, you can use the SERP Features filter within the Ranking > Keywords report.

In the refined results, the SERP Features column shows which features are present on the SERPs retrieved from Google for each keyword, making it easy for you to view the presence of “People Also Ask” and other types of results.

If the chosen website (main or competitor's URL) ranks for a specific SERP Feature, the related feature symbol is highlighted in green. If the selected website doesn’t secure any of the features present in SERP, the symbols will stay blue.

The People Also Ask (PAA) result helps users who are exploring a topic but may not be sure of the exact information they're seeking or how to phrase their query. It helps narrow down searches and uncovers deeper insights by presenting related questions that the user might not have thought of initially, enriching their search experience.

For website owners, being featured in the PAA section is a significant opportunity to increase visibility. It can drive more organic traffic to your site and enhance brand awareness by presenting your content to a wider audience.

Here are some strategies to optimize your content and increase the likelihood of being featured in the People Also Ask result:

Conduct research to identify the most frequently asked questions in your industry, product, or service. You can also analyze existing People Also Ask sections to discover popular queries. In addition to addressing the most obvious questions, make sure to cover related topics that may be relevant for users seeking more in-depth information on the subject.

Google favors answers that are clear, concise, and directly respond to the question. Make sure your content includes answers that are 2-3 sentences long, typically placed at the beginning of the page. Avoid long-winded explanations—get to the point quickly and then provide additional context further down the page.

Incorporating questions from the People Also Ask section as headings and subheadings in your content can significantly improve your chances of being featured. Structure your content by using question-based titles (e.g., H2, H3 tags) that match the types of queries users are likely to search. By doing so, you not only enhance your content’s relevance to user intent, but you also increase the likelihood of Google selecting your page as a source for PAA results.

Create a dedicated FAQ section on relevant pages where you can answer common, question-based queries. This makes it easier for Google to recognize your content as a good source for the PAA section. Ensure your FAQ section is optimized with FAQ schema markup so Google can easily identify and feature your answers.

Write in a conversational tone that mirrors the way people actually phrase questions. PAA often pulls from content that matches the natural language users tend to search with. Avoid jargon and use simple, relatable language that makes it easy for anyone to understand.

Since People Also Ask often includes images, it's important to properly describe them. Use descriptive alt texts, informative file names, and captions to provide context. Additionally, include surrounding text that supports the image, helping Google better understand its relevance and improving your chances of being featured.

Do you have any other questions? Don’t hesitate to get in touch and we will keep building the FAQ.