Over the years, the Google SERP structure has changed dramatically. No longer is Google ranking synonymous with earning a place on the first page of search engine results. You may have encountered a box of questions relating to your primary search query while conducting a Google search. People Also Ask (PAA) is one of the most popular ranking factors on search engine results pages. In this guide, you will get information about the People Also Ask feature and how to rank in PAA.
Page Contents:
What is People Also Ask box?
People Also Ask box is a Google SERP feature found at or near the top of the search results and contains three or four questions relevant to the users’ search query. It enables users to gain a better understanding of the topic and explore questions related to the main topic. As per several reports, SERP with PAA has increased to 40% for desktops since first introduced in 2015.
Once you click on a question, it expands to display a short answer with a link to the full source for those interested in obtaining more information. Clicking any question generates more questions related to the search query and they keep on appearing constantly. It showcases additional questions relevant to the original search query to help users find as much information on the subject as possible.
What is contained in People Also Ask boxes?
The most commonly occurring PAA includes text but can also contain a table, graphics, or even video that adds value to the searcher.
Questions with question tags such as ‘how,’ ‘why,’ ‘what,’ ‘where,’ and ‘who,’ mostly appear in the PAA box. However, there are times when search queries without these words also show up on the PAA boxes.
In general, there are five formats into which most PAA results get displayed. They are:
- Paragraphs
- Lists
- Tables
- Videos
- Mixed Responses
The results featured on the PAA boxes depend on the data availability, type, and search intent. Especially, paragraphs are displayed more often as they are readily available compared to videos or lists. Also, if videos are available for the particular search query, it is more likely that Google will show a video as an alternate answer in addition to the text.
How to rank in People Also Ask box?
The answer to search queries in the PAA box is curated from the source that Google considers to be the most relevant and reliable on the web. Hence, it is important to focus on content quality, relevancy, and authenticity to rank in the PAA box.
There are no exact steps that you need to take to rank in the People Also Ask box. However, you can increase the probability of ranking in the PAA box by following the points below.
Create engaging content: PAA box often consists of answers related to the original search query of the user. It will be easy to get featured in the PAA boxes if your content provides information about the related topics as well. Also, focus on maximizing user experience and improving readability by publishing answers in the form of short paragraphs, tables, lists, and infographics.
Target new keywords: Make sure to target keywords or keywords that are similar to the main keyword. Examine what topics are suitable for the keywords you are already targeting. Analyze what questions would fit the existing questions list and target keywords based on it.
Write content on common questions: Craft frequently asked questions (faqs) pages and answer the common queries that you think will be helpful for the readers. Ensure that the answers are based on facts and do not contain any promotional or advertising motive. Write in simple language that is easy to understand and remember. These things will improve the chances of appearing in the People Also Ask box.
Create how-to guides: Creating how-to guides with short, simple steps is a great way to bring the attention of the readers and maximize the chances of appearing in the People Also Ask boxes. Google prefers this format as they help people with finding the answers at a glance, and aids in making purchase decisions, thereby improving the ranking.
Ranking on the PAA box can enhance traffic and visibility, leading to an increase in clicks and conversions. Earning a space in the PAA box could boost your reach and immediately place you in front of your target audience. However, the emphasis should be on providing valuable information to users and establishing oneself as a reliable source in the industry.