SEO Glossary / People Also Ask

People Also Ask

What is People Also Ask (PAA)?

People Also Ask (PAA) is a Google SERP (Search Engine Results Page) feature that provides users with additional questions related to their original search query and quick answers to those questions. Each question in the People Also Ask section generally contains a featured snippet for that query.

Each answer in the People Also Ask block comes from a web page that you can click through for more information. Answers can vary in format, including paragraphs, lists, tables, images, and sometimes videos. The list of provided questions is seemingly infinite, as clicking a particular question will expand the list with even more related queries.

Interestingly, at the beginning of 2022, People Also Ask boxes appeared for around 40-60% of queries on Google. However, a significant drop was observed in July 2022.

Why is People Also Ask Important?

People Also Ask is important for several reasons:

  1. User Assistance: It helps users find answers to questions related to their search queries, especially if they aren’t sure how to word their queries properly or aren’t confident about what they’re looking for.
  2. Additional Clicks: It allows website owners to get extra clicks from SERPs if their website ranks in the first few People Also Ask lines.
  3. SEO Keyword and Topic Ideas: It serves as a valuable resource for keyword and topic ideas during SEO research. These questions can inspire additional topics to cover on your blog or as subsections within a larger article.

How to Rank in People Also Ask Boxes?

To rank in People Also Ask boxes, you need to optimize your content similarly to how you would for featured snippets. Here are some tips:

1. Give a Short Answer Straight Away

If your content answers a specific question in detail, provide a short answer at the beginning. This short answer should be 2-3 sentences long. Google could use this concise response in a featured snippet or a People Also Ask box.

2. Use Lists Instead of Tables Where Possible

Although People Also Ask boxes can contain tables, Google sometimes cannot display them properly. This issue can affect both People Also Ask and featured snippet blocks. Therefore, it’s a good idea to format your answer using numbered and unnumbered lists where appropriate. However, this only applies if the content is naturally suited to a list format.

3. Use Questions in Subheaders

Subheadings help users and search engines understand the main elements of your topic. Using questions in subheaders sends a strong signal to Google that the section directly answers a question. If your goal is to rank in People Also Ask, consider using questions in your subheaders.

4. Optimize Images

People Also Ask blocks often include images. To enhance your chances of appearing in these blocks, optimize your images by:

  • Using descriptive alt texts
  • Employing informative file names
  • Adding captions to your images
  • Using surrounding text to describe images


People Also Ask is a powerful feature in Google's SERP that can significantly enhance user experience and provide additional opportunities for website visibility. By optimizing your content to answer relevant questions concisely and clearly, you can increase your chances of appearing in these valuable SERP features.