Definition
People Also Ask (PAA) boxes are interactive search result features in Google Search that display a list of related questions and corresponding short answers to a user’s query. Each PAA question functions as an accordion-style dropdown — when a user clicks on one question, it expands to show a short answer snippet, typically pulled from a top-ranking webpage, and reveals additional related questions beneath it. The intent of PAA boxes is to improve user experience by quickly surfacing commonly asked, semantically-related questions and answers without requiring additional searches. They are part of Google’s broader effort to deliver relevant content that aligns with user intent.
Is It Still Relevant?
Yes, the People Also Ask box remains highly relevant in SEO and digital marketing as of 2024. Since its expansion on both desktop and mobile search results, PAA boxes have become more prominent and increasingly influential in shaping user behavior. According to recent studies, PAA boxes appear in over 80% of SERPs (Search Engine Results Pages) in some industries, often above traditional organic listings but below featured snippets.
This makes optimization for PAA a strategic priority for content marketers and SEOs looking to increase website visibility. With Google’s increased focus on Search Generative Experience (SGE) and conversational search, the importance of providing concise, authoritative answers to user questions has grown. Google’s algorithm updates – including Helpful Content and E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) – emphasize content quality, further reinforcing the value of well-written, structured answers that qualify for inclusion in PAA boxes.
Real-world Context
In practical terms, businesses and SEO professionals frequently target the PAA box to gain additional SERP real estate and drive more organic traffic. For example:
- A health and wellness blog might structure its content around popular user questions like “What are the benefits of intermittent fasting?” to appear within a fitness-related query’s PAA box.
- An e-commerce site selling office furniture could answer questions such as “What is the best chair for back pain?” in a dedicated blog, increasing visibility when such queries trigger PAA results.
- SaaS companies may use PAA optimization to show up in search results for queries like “How does CRM software improve customer retention?”
In all these scenarios, providing clear, concise answer-style content allows websites to earn positions in PAA boxes, generate brand exposure, and create new entry points for users before they reach competitors’ web pages.
Background
The People Also Ask feature was first introduced by Google in 2015 as part of its efforts to make search more intuitive and user-friendly. The goal was to anticipate follow-up questions users might have after their initial query, inspired by the idea of mimicking a human Q&A experience.
Initially, PAA inclusion was limited to a handful of queries. Over time, as machine learning and natural language processing improved, Google scaled up this feature. The use of structured data, featured snippets, and schema markup became instrumental in helping Google identify content suitable for PAA boxes. By 2019–2020, PAA began appearing in most generic and long-tail searches, and marketers recognized it as a prime SEO opportunity for content positioning.
What to Focus on Today
To optimize for People Also Ask boxes in today’s digital landscape, marketers should adopt a few tactical and strategic best practices:
1. Use a Question-Based Content Strategy
Identify common user queries in your niche using tools like Answer the Public, AlsoAsked, SEMrush, or Ahrefs Keywords Explorer. Structure your content with clear subheadings (e.g., H2 or H3 tags) that contain common questions, and follow with direct, concise answers in the text directly below.
2. Use Structured Data and Schema Markup
Implement appropriate schema markups like FAQPage or HowTo to help Google understand the format and relevance of your content. While schema doesn’t guarantee visibility in PAA, it enhances your chances by clearly describing your content’s purpose and structure.
3. Follow Answer Snippet Best Practices
- Use clear and direct language — aim for 40–60-word answers.
- Include the question as the subheading (e.g., “What is [term]?”).
- Answer immediately beneath the heading, avoiding fluff or veiled promotional language.
4. Monitor and Test
Use tools like Google Search Console to monitor how your pages are performing and identify which pages might be bubbling into PAA. Periodically search your target queries and analyze the existing PAA entries to see how you can improve or diversify your content positioning.
5. Focus on Topical Authority
Ensure your site exhibits broad topical coverage by addressing related topics around your core subjects. Google is more likely to feature domains with established subject matter authority in the PAA box.
In summary: PAA boxes are a powerful organic search feature that continue to evolve with Google’s AI capabilities. By structuring content around user intent, leveraging data markup, and maintaining content quality, businesses can secure prominent search visibility and engage users deeper in their search journey.