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A People Also Ask (PAA) search result is a type of zero-click response by Google that displays related questions and answers to a user’s original search query.
It appears as an expandable accordion section beneath other special features on the search engine results page (SERP).
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When a user searches for something on Google, in addition to displaying an AI Overview or featured snippet, a direct answer box, videos and other SERP features, an expandable list of related questions appears right near the top of the actual search results.
The heading is “People also ask,” and beneath it are usually about four questions very closely related to the search.
Example: If you were to Google, “What is SEO?” you might see:
Next to each question is a downward arrow that, when clicked on, expands the accordion to reveal the corresponding direct answer, along with supplemental information and “Show more.”
If you look closely at the expandable list, you’ll also typically see that a few more related questions pop up at the bottom of the list.
By clicking through the additional questions of People Also Ask and hitting the “Show more” buttons, you can find nearly endless information without ever leaving the SERP.
You might answer not only your question, but also any closely related questions that were also on your mind.
Should a user decide to leave the SERP and conduct deeper research, the PAA also displays the websites on the topic of each question.
For content marketers, the People Also Ask is a bit like a window into an audience’s mind, revealing a curated list of exactly what potential customers are actually asking.
Further, Google’s PAA reveals how the audience frames their questions and what topics they might be looking into next.
Additionally, a brand can gain insight into its competitors by learning which sites Google is selecting as the most authoritative sources, which also leads to the opportunity to discover content gaps. What isn’t your competitor covering that you can build topical authority on?
Increasingly, PAA questions also provide insight into how people interact with their smart devices to make queries.
By taking note of how people phrase their questions, a content marketer can stay ahead of the game by meeting audiences where they are and writing in a conversational tone that appeals to them.
People Also Ask results can be a very helpful tool for content marketers. Google is providing direct information about what your audience is searching for, which you can use for research, strategizing, and optimizing your content.
As Google increasingly moves towards zero-click results, delivering answers right on the search results page, features like the AI Overview, featured snippets, and People Also Ask results can keep users away from the very websites that provided the information in the first place.
However, PAA results also create opportunities for content marketers. When your content appears in the expandable accordion of related questions, your brand gains valuable visibility in a very prominent SERP position.
Even better, when users click through to your website, that means increased traffic from a visitor looking to your brand for further information.
The key is finding the right balance in optimizing your content to meet the potential opportunity.
Focus on creating high-quality, people-first content that establishes your brand as a topical authority on subjects that matter to your audience.
When crafting content for inclusion in People Also Ask, provide helpful answers that compel users to read on and click to your site.
Demonstrate your expertise and drive a reader’s curiosity.
The People Also Ask results represent yet another of today’s SEO challenges and opportunities for content marketers.
As always, what gives a content marketer the best edge is high-quality content that puts the audience first.
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