What is People Also Ask?
People Also Ask (PAA) is a SERP feature showing expandable question-and-answer boxes related to the original query. Clicking one question expands its answer and dynamically loads more related questions.
How to win PAA placements
PAA boxes appear in the majority of Google searches and represent a significant visibility opportunity. The questions in PAA often reflect informational queries that sit around a transactional keyword, making them valuable for content planning.
Winning a PAA box requires content that concisely answers the specific question, typically within 40-60 words, followed by fuller context. FAQ-formatted content with concise answers and schema markup increases PAA eligibility.
Example
Example
A search for "enterprise SEO" might show PAA questions including "What does enterprise SEO include?", "How much does enterprise SEO cost?", and "What is the difference between SMB and enterprise SEO?"
Frequently asked questions
How do I appear in People Also Ask boxes?
Answer the specific question concisely (40-60 words) under a heading that mirrors the question, on a page with topical authority for the subject. FAQ-structured content with matching schema raises eligibility.
Why are PAA questions useful for content planning?
They are Google telling you which sub-questions surround a query. Mining PAA for a target keyword produces a ready-made outline of what searchers actually want covered.