What It Is & How to Optimize for It

SEO
By Chris Barnhart
What It Is & How to Optimize for It
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What It Is & How to Optimize for It

What Is People Also Ask?

People Also Ask (PAA) is a Google Search feature that shows questions related to the user’s initial search query. And often appears near the top of search engine results pages (SERPs).

This feature helps users find more information about their topic without having to perform extra searches. 

Clicking a PAA question opens it to show a short answer. And for each answer in People Also Ask, Google has sourced the information from a specific webpage you can visit for more information.

Sometimes, you might see a simple paragraph. But the answer could also include a bulleted list, a table, an image, or even a video. 

Why Is Google’s People Also Ask Important?

People Also Ask is a type of SERP feature (a unique result that stands out from standard listings) that helps users explore topics more deeply without needing to refine their search queries. So users can find what they need more efficiently.

This presents an opportunity for website owners and SEOs. Because if your website appears in both regular search results and PAA boxes, you can gain more visibility. Which can translate to more revenue.

This is especially true when you consider that People Also Ask boxes appear in 51.85% of all searches, according to Semrush Sensor data from August 2024.

PAA boxes are also useful for finding new keywords to target in your content. To help you attract more visitors who are looking for specific information.

How to Find People Also Ask Questions

There are several methods to discover PAA questions related to topics you’ve covered or plan to cover: 

Use Semrush’s Keyword Magic Tool

Semrush’s Keyword Magic Tool is a powerful resource for uncovering PAA questions related to terms you don’t yet have content for.

To get started, enter a broad keyword related to your brand along with your domain name. And click “Search.”

keyword entered into keyword magic tool

The tool will generate a list of related keywords. And display a Personal Keyword Difficulty (PKD %) score for each, which indicates how difficult it will be for your specific domain to rank for those terms.

keyword column and personal difficulty score column highlighted.

Click the “Advanced filters” drop-down, select the “Any” drop-down under “SERP Features,” and check the box next to “People also ask.”

Then, click “Apply.”

filters for people also ask serp feature highlighted

You’ll now see only terms that trigger PAA boxes. 

Choose a primary keyword (the main keyword your content will focus on) by considering how many monthly searches it gets and how likely you are to rank for it.

To see People Also Ask questions for your selected keyword, click the icon to the left of the “SF” column. 

view SERP icon highlighted for a keyword

In the SERP preview that appears, analyze the People Also Ask section to see the questions that appear.

You can then incorporate those questions and their answers within your content. We’ll go over how to do that later in this article.

Use Semrush’s Organic Research Tool

The Organic Research tool lets you see keywords you already rank for in search results but not in PAA sections. And those are valuable opportunities to expand your visibility.

Open the tool, enter your domain name, and click “Search.”

domain entered into Organic Research tool

Then, go to the “Positions” tab.

Click the “SERP Features” drop-down, choose “Domain doesn’t rank,” and select “People also ask.”

filters for people also ask SERP feature highlighted

This will show you keywords where you rank in regular search results but not in PAA boxes.

keywords highlighted where the domain doesn't rank for the people also ask SERP feature

For each of these keywords, check the current PAA questions that appear in search results. 

See whether your content already includes and answers these questions. If not, you’ll want to update your content.

Another effective method to discover PAA questions is by simply using Google Search.

Just enter your topic in the search bar and hit search. 

search for "intermittent fasting" in google search bar

On the results page, look for the People Also Ask box with a few questions.

people also ask box highlighted on search engine results page

Click on one of these questions, and you’ll see additional related questions.

one question opened and two new questions highlighted at the bottom of the people also ask box

You can continue clicking on questions to reveal even more related queries.

Use AlsoAsked

AlsoAsked is a keyword tool that’s specially designed for finding People Also Ask questions. 

Enter your topic into the search bar and click “Search.” 

search for "mediterranean diet" in Also Asked tool

The tool will generate a visual map of related questions that people are asking about your topic. 

AD_4nXeQZUuHGP3LQrVaYcjQwPWQa3FPkcJRVpe4kU8jmpopBcXDssmCgUrWOsl7ytPl2ivAgDT-SNAX0xEBqg-Zpf_tLGDamlHFE7GXQTNW4SR6miAf7EeJ-nQYTy3Jkt7X1eN0poNEVz51K1nuXRLk8TIr1ynd?key=ca3hBDbtVKtPbSUX1PJBWw

Each node on the map represents a question, and you can click on any node to expand it further. To reveal additional questions that are associated with the original query.

How to Optimize Your Content for People Also Ask Boxes

Now that we’ve explored how to find People Also Ask questions, let’s dive into how to use these questions effectively in your content. So you can increase your visibility in search results.

1. Include PAA Questions as Headings and Subheadings

Headings and subheadings (H1, H2, H3, etc.) convey to Google what topics your content covers.

H1 main topic heading, h2 subtopic heading, and h3 sub-sub topic heading in page hierarchy

When you incorporate PAA questions as subheadings, it’s a clear signal to Google that your content is relevant to those queries. Which improves the chances of your content being featured in PAA boxes. 

2. Answer the Questions Directly

Try to answer the questions as directly as possible to make it easier for Google to match your content to the question. And increase the likelihood of your content being selected as an answer.

For example, the American Osteopathic Association answers the PAA question “What are the benefits of yoga?” with a clear list of benefits. 

bulleted list answers say, "increased flexibility, increased muscle strength and tone, cardio and circulatory health" and more

3. Align with the Existing Format 

PAA answers can appear in various formats, such as paragraphs, bulleted lists, and numbered lists. So, it’s a good idea to analyze the format of the current answers.

For instance, this answer is presented as a short paragraph.

To answer "what foods do you eat on a keto diet," the answer says "Foods you eat on the keto diet include fish and seafood, meat and poultry, non-starchy vegetables.." and more in paragraph form

That means you should aim to replicate that style in your content. To improve your chances of being featured in the PAA box.

4. Optimize Your Images

Sometimes, PAA answers include images. And optimizing your images increases the chances they’ll be featured.

Here are two best practices for optimizing images:

Grow Your Visibility Through PAA Boxes

Appearing in People Also Ask sections helps you reach more people than you otherwise would. Which translates to more traffic and possibly more revenue.

The first step is to determine which PAA questions to include in your content. Which you can do with the Keyword Magic Tool.

Try it today.

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