People Also Ask
People Also Ask (PAA) is a Google SERP feature that displays a list of related questions with expandable answers sourced from web pages, helping users explore topics without new searches.
PAA boxes appear in approximately 65-85% of search results, making them one of the most prominent SERP features. Each expanded answer shows a snippet from a source page with a link, driving significant traffic. The questions dynamically expand — when you click one, more related questions appear.
Optimize for PAA by: structuring content with clear question-and-answer format (use H2/H3 tags for questions, answer immediately below in 40-60 words), targeting the specific questions shown in PAA for your keywords, and using FAQ schema markup to reinforce the Q&A structure.
PAA is valuable for content strategy research. The questions reveal what users want to know about a topic, informing your content clusters. Search your target keywords, note every PAA question, and ensure your content addresses all of them either on one comprehensive page or across cluster pages.
Related terms
Featured Snippet
A featured snippet is a special search result that displays an extracted answer from a web page at the top of Google's organic results (position zero), before the regular listings.
SERP
SERP (Search Engine Results Page) is the page displayed by a search engine in response to a query, containing organic results, paid ads, featured snippets, knowledge panels, and other search features.
Search Intent
Search intent (user intent) is the underlying goal a user has when typing a query into a search engine. Google classifies intent into four types: informational, navigational, commercial investigation, and transactional.
Structured Data
Structured data is a standardized format (typically JSON-LD using schema.org vocabulary) embedded in your HTML that explicitly describes the content of a page to search engines.
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