What is People Also Ask (PAA) & How to Use It to Boost SEO
People Also Ask (PAA) is a dynamic Google Search feature that appears on search engine results pages (SERPs) and displays commonly asked questions related to a user’s query. When one dropdown is clicked, more related questions expand underneath. Each dropdown typically includes a concise answer snippet, a link to the source page, and the page title. PAA boxes often appear on page one and can shift as users interact, expanding your brand’s reach when optimized effectively.
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Use Cases
Ranking in PAA gives your content more real estate on Google — even if it’s not in the top 3 results.
Use PAA queries to find what your target audience is actually asking — then create or update content to match.
Answering PAA questions in your niche positions you as a trusted source while signaling expertise to Google algorithms.
4. Boost Featured Snippet Potential
Frequently Asked Questions
How do I get my site to appear in People Also Ask boxes?
Write concise, clear answers (45–80 words) to common questions, use proper H2/H3 formatting, and build content around keyword search intent. Tools like AlsoAsked and AnswerThePublic can help you research real user queries.
What’s the difference between PAA and featured snippets?
Featured snippets usually appear at the top of search results, summarizing the best answer. PAA boxes are expandable and offer multiple answers, often mid-page. Both offer significant SEO opportunity — and both pull from high-quality, optimized content.
Can my content appear in multiple PAA boxes?
Yes. If your site covers multiple relevant topics well, Google may pull your answers into different PAA boxes across a range of queries, expanding your reach substantially.
Do People Also Ask results change over time?
Yes. Local businesses can target questions like 'Where can I find [service] near me?' and eCom sites can answer 'What’s the best [product] for [use case]?' to appear in niche-specific PAA boxes.
Is PAA relevant for local or eCommerce SEO?
Use FAQs, bullet points, clear H2/H3s, and direct answers to match PAA formatting. The simpler and more precise your answer, the more likely Google will feature it.
Related Terms
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