How to Rank in People Also Ask Boxes

When it comes to search engine rankings, the People Also Ask (PAA) boxes offer prime placement on the search engine results page (SERP).

Between Google’s algorithm updates and the prominence of zero-click searches, competition for the PAA box is fierce. Ranking in these coveted positions requires strategy, optimization, and, above all, quality. 

Use our step-by-step guide for People Also Ask optimization to increase your chances of capturing PAA visibility for your content. 

Key Takeaways (TL;DR):

• Research what your audience is searching for and what answers are currently ranking in the PAA.
• Target conversational, question-focused keywords, and use language and a tone that match how people speak.
• Write direct, clear, concise answers that are easily extractable as a snippet.
• Build topical authority through interconnected content clusters. 

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1. Research Common Related Questions

Identify the actual questions your audience is asking, keywords they're using, and specific pain points they are trying to solve with a search listening tool or Google search to explore existing PAA questions for your target keywords. Expand the PAA accordion to discover questions most relevant to your audience’s search intent. 

Tips:

• Focus on the “who, what, when, where, why, how” question patterns.
• Note the way PAA questions are asked and answered, including usage and tone.

2. Analyze Competitors in PAA Results

Search your target keywords and research which competitors consistently appear in your topic area. Run a competitive analysis of their answer formats, content structure, language usage, and overall content coverage. Use this collected intelligence to strengthen your content and gain a competitive edge. 

Tips: 

• Look for competitors’ content gaps and weak or incomplete answers.
• Monitor PAA questions frequently to track new trends as they arise.

3. Target Question-Based Keywords

For higher PAA ranking potential, prioritize question words (who, what, when, where, why, how) over broad topic terms. Focus on long-tail keywords that are conversational and reflect natural speech patterns. 

Use keyword tools to find phrasing variations that align with your audience’s behavior on Google or by voice search.

Tips:

• Use conversational phrases that match how people actually speak.
• Look for question keywords with lower competition scores, but clear search intent. 

4. Write Concise, Direct Answers

The best PAA-optimized answer is the one that is clearest, most direct and specifically relevant to the search query: just like all great content. Structure your sentences to clearly answer the specific search query, using concise, clear language.

Tips:

• Front-load the most important information for clear visibility.
• Note how winning PAA answers are formatted and structured. 

5. Optimize Content Format for Featured Snippets 

Format your direct answer to the search query in a format that is easily extractable as a featured snippet by Google’s algorithms: a list, chart, or concise paragraph. Structure the overall content with clear headings, high readability, and short, clean sections. 

Tips: 

• Include the exact question as one of your subheadings, preferably an H2.
• Use bullet points, numbered lists, and short paragraphs for best formatting.

6. Create Comprehensive, People-First Content

Search engines prefer comprehensive, people-first content in general, and the most relevant and helpful information has the best chance of ranking. The PAA search results are no exception. Develop in-depth content that is concise and demonstrates expertise, authority, and trustworthiness. 

Tips:

• Write for humans first, search engines second.
• Be concise yet complete to deliver the best answer. 

7. Use Clear, Natural Language for Voice Search

Write in a conversational tone that matches how people ask questions. 

For instance, “How do you bake bread fast?” sounds conversational, while “What ingredients are required to produce bread that rises quickly?” does not. 

Voice searches are on the rise, so optimize your language for spoken queries and use simple, direct phrasing that avoids technical jargon not used in everyday speech.

Tips:

• Test your content by reading it aloud. If it sounds unnatural, rephrase it.
• Write how people talk, not how they type.

8. Use FAQ and Q&A

Create dedicated FAQ sections that directly target additional PAA questions to cover multiple queries in a single piece of content. Use Q&A formatting in this section, and organically within a page or article, to make it easy for Google to extract the content for PAA boxes. 

• Update your FAQ sections regularly with new PAA questions you discover.
• Keep FAQs short and focused for optimal PAA length. 

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9. Create Topic-Focused Content Clusters

Increasing topical authority is crucial for SEO strategies, including aiming for a People Also Ask ranking. 

Build content hubs around the PAA questions and keywords you want to rank for, and interlink related articles to demonstrate your expertise and authority to Google. 

Tips:

• Cover subtopics comprehensively for multiple PAA options.
• Use internal linking to connect PAA-optimized content. 

10. Monitor PAA Results and Update Content Regularly

Track your PAA appearance and performance using SEO tools to uncover what is working and what can be improved. 

Regularly audit your existing content and the evolving PAA results in your niche to make updates and adjustments as needed. Continually update your content and PAA optimization strategy to meet your audience where they are searching. 

Tips:

• Schedule quarterly content reviews to refresh answers and target new PAA questions in your topic area.
• Use SEO tools to monitor your PAA rankings and Originality.ai’s Content Optimizer to make genuine improvements to your content. 

Ranking in People Also Ask Boxes: Final Thoughts

The PAA serves a specific purpose: curating the questions most relevant and connected to the original search query. So, the best way to rank in this feature is to provide clear, concise answers and establish topical authority in your niche, while following the best practices of producing great, people-first content. 

Take your content marketing strategy to the next level with the Originality.ai toolkit, including a best-in-class Content Optimizer, AI Checker, and Plagiarism Checker.

Then, learn more content optimization tips and strategies:

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