What is a People Also Ask SERP feature on Google?
The People Also Ask (PAA) feature is a dynamic element of Google's Search Engine Results Pages (SERPs). It presents a set of questions related to the user's initial search query, providing quick access to additional information. When a user clicks on a question, the box expands to reveal a brief answer and a link to the source website.
PAA boxes typically appear between the first and fourth positions in search results, though their placement can vary. They initially display four questions but expand to show more as users interact with them.
Benefits of Gaining Visibility in People Also Ask
Securing a spot in the PAA feature offers several advantages for organic site visibility:
Increased SERP presence: Even if your page doesn't rank in the top organic results, it can still appear on the first page through PAA.
Enhanced brand visibility: For branded searches, PAA allows you to control the narrative about your company or products.
Expanded reach: PAA results can appear for various related queries, increasing your content's exposure.
Mobile visibility: PAA features occupy more real estate on mobile devices, which paired with the fact that they typically appear over the fold, results in a higher chance for your site to gain visibility.
Top 5 Page Optimization Actions for PAA Visibility
To improve your chances of appearing in PAA results, consider implementing these specific actions:
1. Create concise, direct answers
Structure your content to provide clear, succinct answers to common questions. Format these answers in short paragraphs or bullet points that can be easily extracted by Google.
2. Focus on targeting longer tail keywords.
PAAs normally get triggered by longer keywords or complex search queries.
3. Optimise for question-based keywords
Research and incorporate question-based keywords into your content. Focus on "what," "why," "when," "where," and "how" queries related to your topic.
4. Implement schema markup (structured data)
Add appropriate schema markup to your questions and answers, such as Question schema.
Each question on your page should be represented as a Question schema type, which allows for specifying the question and the accompanying answer within the code.
Here is an example of Question schema:
<script type="application/ld+json"> { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [ { "@type": "Question", "name": "What are the key features of a designer men's blazer?", "acceptedAnswer": { "@type": "Answer", "text": "Key features of a designer men's blazer typically include high-quality fabric (often wool or a wool blend), structured shoulders, notched lapels, two or three-button closure, functional buttonholes on sleeves, and a tailored fit. Designer blazers may also feature unique lining, premium buttons, and expert craftsmanship for superior durability and style." } }, { "@type": "Question", "name": "How do you care for a designer men's blazer?", "acceptedAnswer": { "@type": "Answer", "text": "To care for a designer men's blazer, follow these steps: 1) Brush after each wear to remove dirt and debris. 2) Hang on a quality wooden hanger to maintain shape. 3) Spot clean minor stains immediately. 4) Dry clean sparingly, only when necessary. 5) Steam instead of iron to remove wrinkles. 6) Store in a breathable garment bag to protect from dust and moths. 7) Allow the blazer to rest between wears to maintain its shape and extend its lifespan." } } ] } </script> |
5. Create comprehensive, topic-clustered content
Develop in-depth content that covers a topic thoroughly, addressing multiple related questions. Organise this content into clear sections with descriptive headings (H2, H3) that mirror common question formats.
By implementing these optimisation strategies, you can significantly improve your chances of gaining visibility in Google's People Also Ask feature, thereby expanding your organic reach and establishing your site as a valuable source of information in your niche.