People Also Ask (PAA): SEO Strategy

Definition

A block of related questions displayed by Google in search results, with answers that expand as excerpts.

People Also Ask (PAA) is a Google SERP feature that displays a set of questions related to the user's initial query. Each question can be expanded to reveal an answer extracted from a web page, along with the title and source URL. The PAA block is dynamic: each opened question automatically generates new related questions, creating an almost infinite tree of inquiries. This feature appears in over 60% of Google searches and represents a major SEO opportunity because it allows gaining visibility even without ranking in the classic top 10. PAA answers are selected using criteria similar to featured snippets.

PAA other questions asked Google related questions People Also Ask box

Key Points

The PAA block appears in over 60% of Google queries
PAA questions are a valuable source of inspiration for content and FAQ creation
Answering concisely (2-3 sentences) increases the chances of appearing

Practical Examples

PAA for a link building query

The search 'link building definition' displays a PAA block with questions like 'How do you do link building?', 'How much does a backlink cost?' and 'Is link building black hat?', each linking to a different site.

Editorial exploitation of PAA

An SEO writer consults PAA questions for the query 'internal linking' and integrates them as H2 subheadings in their article, answering each concisely to maximize chances of appearing in the block.

Frequently Asked Questions

How do you appear in the People Also Ask block?

To maximize your chances, first identify the questions that appear for your target keywords. Integrate these questions as subheadings in your content and provide clear, concise 2-4 sentence answers right after. Use FAQ Schema markup (structured data) to signal your Q&A pairs to Google. Ensure your page has sufficient authority through a solid backlink profile and internal linking.

Are PAA questions the same for all users?

No, PAA questions vary based on several factors: the user's geographic location, search history, device used (mobile or desktop), and query language. PAA is also dynamic and evolves over time based on search trends. That is why it is important to regularly check your target keyword PAA to adapt your content strategy.

Related Terms

Go Further with LemmiLink

Discover how LemmiLink can help you put these SEO concepts into practice.

Appear in PAA through link building Leverage PAA for your local visibility Create content optimized for PAA