How to Optimize SERP for PAA Queries


Google often introduces new SERP (Search Engine Results Page) features to make user experience better. A SERP is generated by Google to provide a useful and relevant answer to a searcher’s query.

Some of the notable SERP features include featured snippets, image carousel, shopping results, product star ratings, Site Links and so on.

One of the dynamic Google SERP features that’s becoming popular these days is “People Also Ask”.

If done right, as a website owner, you can optimize your pages for PAA (People Also Ask) snippets to get more traffic from Google.

So in this detailed guide, we’ll discuss some of the following things.

  • What is Google’s People Also Ask?
  • Why is PAA important?
  • How to rank for PAA?
  • How to track your PAA results and more

So are you ready to learn how to do People Also Ask SEO? Let’s get started.

People Also Ask SEO: The Beginners Guide to Optimize And Rank for PAA Related Queries

What is Google’s People Also Ask?

“People Also Ask” also known as PAA box is a SERP feature that contains sets of questions related to the users’ search query.

People Also Ask (aka “Related questions”) are generally additional questions that are relevant to the user queries. They will appear as a list of dropdown boxes on first page of Google search results.

For example, if you type “Google CEO” in Google, then you see the following:

People Also Ask example

As you can see above, in the People also ask section, Google is showing us some of the most frequently asked questions around our keyword term.

Once you click on any of those PAA listing questions, the PAA box expands to show you a text snippet with a brief relevant answer to the query.

For instance, if you click on the query “What is Google CEO salary?”, it will display you the following text snippet along with the URL to the original source.

text snippet

The interesting thing about “People Also Ask” snippet box is that it helps you understand how Google processes users’ Search Intent to provide related queries.

For instance, in the above example screenshot if you click on a question related to “Who is the highest paid CEO in the world?”, the further questions which will instantly show up below that question will be around “richest CEOs”.

From this example, you can easily understand that users will get instant relevant answers to their queries without browsing a ton of links online.

So ultimately, the PAA related queries SERP feature is providing a BETTER and FASTER experience to the users who’re using Google search for their queries.

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Why is PAA so important?

Over the past couple of months search engine results pages (SERPs) have changed considerably.

From featured snippets to Knowledge Graphs to PAA (People Also Ask), Google is evidently making the searchers’ experience better and faster.

Out of all the recently introduced SERP features, PAA is particularly interesting. The latest data from Mozcast suggests that PAA features on around 88.2% of the queries they monitor.

Have a look at their data.

moz graph

As you can see above, PAAs have a big impact on SERPs. So if you’re looking to increase your search visibility, you need to target related questions and optimize for PAAs.

One of the biggest benefits for search users with PAA boxes is: they save time. Yes, “People also ask” boxes are helpful if you are looking for quick and direct answers.

They are particularly helpful if you’re searching for something on your mobile devices so you don’t have to click on multiple website links to find answers.

Here are a few more benefits with PAA.

You can get search traffic from PAA even without ranking in the first page results

Did you know that you can rank for PAA related queries for certain keywords even if you’re not ranking in the first page results?

Yes, that’s true. For instance, we’re currently not ranking in the first page results for the keyword term “how to increase website DA” but still we’re getting some traffic for that keyword because we’re ranking for the PAA related queries.

Have a look;

PAA bp example

As you can see above, we’re listed in the PAA box and getting some traffic (but we’re NOT ranking in the first page for the same keyword term).

If you notice the above example, you’ll see that Google is currently generating a “Featured snippet” for SEOPressor and the first page result for NeilPatel’s blog and in the 2nd place, it’s showing a PAA box.

That means, if you optimize your pages for PAA related queries, you’ll be getting search traffic even without ranking in the first page search results.

You can improve user experience

The ultimate mission of Google is this: “organize the world’s information and make it universally accessible and useful.”

So if you’re optimizing content for PAA related questions, you’ll be actually providing useful and relevant answers to searchers’ queries which ultimately helps you with higher search rankings.

Better Voice Search Optimization

Whether you know it or not, voice search is the next big thing. All the big players including Google Assistant, Apple Siri, Amazon Alexa etc are using voice search to simplify people’s lives.

In fact, 50% of all searches will be voice searches in 2020.

voice searches

So if you’re targeting PAA related questions, you’ll also likely be optimizing for voice search SEO which ultimately improves your organic visibility.

If you’re using People Also Asked data to find related questions to include within your content, you can also get rankings for featured snippets.

Featured Snippets can trigger PAA (in most cases).

In the majority of cases, Googling the questions from the “People also ask” results will return a featured snippet.

For instance, if you search for “interior design ideas” on Google search, it will show the following results in its People Also Ask section.

paa examples

And if you Google the expanded question above, “What are the 7 elements of interior design?” we get the same piece of content as a featured snippet.

Have a look;

featured snippets

As you can see above, the keyword phrase which is “interior design ideas” triggers PAA and whose questions, if used as the main search query can trigger a featured snippet.

People Also Ask Examples

Here are some of the live examples for People Also Ask related queries that we’re currently ranking in Google search.

When you search for “popular blogs in India” on, in the PAA box, you’ll see our site’s listing for the question “Which is the best blogging site in India?”.

Have a look;

popular blogs in India

Similarly when you search for “how to increase website da” on, you’ll see we’re getting a PAA listing as shown below.

PAA listing

The interesting thing to notice from the above PAA examples is that we’re getting some traffic from those PAA listings although we’re NOT currently ranking on the first position for those keywords.

How to Rank for People Also Ask?

So how can you rank for the People Also Ask section? Here’s a simple tutorial on how to rank for the PAA box in your niche.

Research PAA Questions (3 FREE Tools for You)

The first step to ranking for PAA snippets is to create a list of questions that people are already asking.

The best way to find related questions for your target keywords (or topics) is to use tools.

When it comes to finding related questions, you can use the following THREE tools which are extremely useful. The good part? They are free to use.

1. AlsoAsked

Here’s how it works.

Once you’re on their website, enter any search term to discover PAA related queries. You can also choose your preferred language along with a region and hit the Search button to continue.


It instantly generates you a list of all the related queries for that search term in a visual form.

Have a look;

AlsoAsked data

See that? That’s a fast, simple, easy and FREE way to scrape all the ‘People also ask’ SEO related queries for any topic.

2. Answer The Public

Answer The Public is an amazing topic research tool that you can use to find a ton of related queries for any search term. Although it has a premium version with unlimited searches but it’s free version is useful as well for scraping PAA queries.

Here’s how it works.

Once you’re on their site, enter any keyword term of your choice. Pick your region and language and hit the Search button.

paa queries answer the public

It will immediately run a search for you and display you a list of questions in a visual chart.

Have a look;

Answer The Public snippet

As you can see, there are a ton of PAA ideas that you can use to create content around.

Not only that, this amazing tool also gives you data in multiple ways including;

  • Questions
  • Prepositions
  • Comparisons
  • Alphabetical
  • Related

Answer The Public queries

3. Scraper Browser Extension

You can also use the free Chrome browser extension called “Scraper” to scrape people also ask queries into Google Docs.

Just install and enable this Chrome extension and once you’re on the PAA box for any search term, right mouse button on any one of the questions and from the context menu choose “Scrape Similar”.

Here’s how it looks like;


That’s it, you can now scrape all those related queries and copy them all into Google Docs.

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Final Thought

In this post learn how to imporve website SERP using Some free tools. Many of new blogger are need this kind of seo tools.

If any suggestion above the post so comment on below the box we love the feedback on my users.



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