People Also Ask (PAA)
PAA is a dynamic SERP feature displaying an accordion of related questions that users commonly search, with answers pulled from a relevant webpage.
What is People Also Ask (PAA)?
People Also Ask (PAA) is a dynamic SERP feature that displays an accordion of related questions users commonly search for alongside the original query. When clicked, each question expands to reveal a brief answer pulled from a relevant webpage, along with a link to the source. As users interact with PAA boxes, additional related questions appear, creating an ever-expanding exploration of the topic.
People Also Ask boxes offer several key benefits:
- Appear in approximately 85% of search queries, providing significant visibility opportunities
- Position your content as a subject matter expert when featured
- Capture users seeking deeper information without requiring additional searches
- Serve as a key target for Answer Engine Optimization (AEO) strategies
Optimizing for PAA involves creating clear, concise answers to common questions, using question-based headings, and structuring content to directly address user queries.
Learn more: Discover strategies to rank for PAA and other SERP features in our guide on Winning Google Result Types and Features.
