The “People Also Ask” feature is a dynamic set of questions that Google displays in its search results to help users find answers quickly. Utilising this feature presents a significant opportunity to enhance your content and foster deeper engagement with your target audience.

In this article, we will look into how the “People Also Ask” feature can fuel your content strategy, boost organic traffic, and improve search rankings. You will learn how to use this tool to enrich user experience, gain valuable insights, and generate compelling content ideas that align with what your audience is genuinely curious about.

What is the “People Also Ask” feature?

 'people also ask' screenshot from the web

The “People Also Ask” (PAA) feature is a dynamic box that appears in Google search results, providing a selection of questions related to the original query. Each question can be clicked, revealing a drop-down answer that often includes a snippet of text extracted from a webpage, a link to the source, and sometimes an image. The PAA box is designed to help users refine their searches by exploring related topics and questions without leaving the search results page.

The PAA feature appears differently depending on the search query, and the boxed questions can change based on how users interact with them. It’s not static; clicking on one question often generates more related questions, continually adapting to provide relevant content. This interactive element enhances user experience by anticipating further queries and offering direct answers.

Below is a visual representation of this feature:

People Also Ask BoxDescription
Related QuestionsList of questions related to the search term
Dynamic and ExpandableProvides more questions upon interaction
Source LinkIncludes a URL to the source webpage

These points contribute to why PAA is important for users looking for quick, relevant answers and for SEO strategists aiming to increase their web content’s visibility.

Benefits of using the “People Also Ask” feature in your content strategy

benefits of using 'peole also ask' feature in content strategy

Integrating the “People Also Ask” (PAA) feature into your content strategy has several benefits that significantly enhance your SEO efforts and overall online presence. By leveraging the insights and opportunities presented through the PAA, you can create relevant content to effectively meet the needs of your audience and gain a competitive edge in search engine rankings.

Increase organic traffic

One of the primary benefits of utilising the “People Also Ask” feature in your content strategy is the potential to increase organic traffic to your website. When you optimise your content to appear in the PAA box, you can be featured prominently in search results, making it more likely for users to click on your link.

Targeting PAA questions can direct more users to your site when your content provides the answers they seek. This can attract more users to visit your site to explore further and engage with your content.

Enhance user experience

When users search for a particular query on Google, they often have further questions about their initial search. By providing the answers to these additional questions within your content, you satisfy the users’ curiosity and keep them engaged with your website for a longer period.

Gain insights into user intent

By analysing the questions in the “People Also Ask” box, you can gain valuable insights into the topics and queries most relevant to your target audience.

Identifying the types of questions (how, why, what, etc.) can give clues about where users are in the buying or research cycle.

For example, if users ask “how to” questions, they are likely in the early stages of their research, looking for information on how to solve a problem or achieve a goal.

On the other hand, if users are asking “why” questions, they may be in the evaluation or consideration stage, seeking justification or understanding of the benefits of a particular product or service.

This information can help you identify trends and understand the needs and interests of your users, allowing you to create content that specifically addresses their concerns.

Enhanced Visibility and Credibility

One of the key benefits of being featured in the PAA is the enhanced search engine visibility it offers.

Websites that are included in the PAA section are positioned prominently on the search engine result page, allowing them to capture a larger share of user attention.

This increased visibility not only drives more traffic to the website but also reinforces its authority and expertise in the subject matter.

Generate content ideas

Mining PAA for questions provides a wealth of topics that your target audience is interested in, guiding your content creation. Spotting gaps in existing content through PAA questions can also highlight opportunities for new articles, blog posts, or FAQs.

Tracking changes and trends in the questions asked can keep your content strategy fresh and aligned with evolving search trends and user behaviours.

By integrating these tactics into your content strategy, you gain a more prominent online presence, a deeper understanding of your audience, and a greater ability to produce content that resonates and performs well in organic search results.

How to optimise your content strategy using the “People Also Ask” feature

optimising content strategy for 'people also ask' considering search volume, keyword, search intent, relavant content

Optimising your content strategy with the “People Also Ask” (PAA) feature allows you to better align your content with what your audience is actively searching for. This can lead to improved visibility and engagement. Below are steps to harness the power of PAA effectively within your SEO efforts.

Research search volume

Look beyond basic search volume metrics. Tools like Google Trends can show you how search interest for specific PAA questions fluctuates over time. This can help you tailor your content strategy to seasonal trends or capitalise on emerging interests.

Utilise SEO tools to determine the search volume of questions and phrases from PAA and compare volumes for similar questions to decide which topics might drive more traffic to your site. Higher search volumes indicate greater interest.

Analyse search intent

The PAA (People Also Ask) section on search engines is created to anticipate follow-up questions that users may commonly ask after entering a specific initial query. This format allows users to access relevant information quickly and easily without having to navigate away from the search results page. Understanding how search engines curate and present these answers is essential for understanding user search intent.

  • Categorize questions by the intent behind them: informational, navigational, transactional, or commercial investigation.
  • Tailor content to match the intent, ensuring users find exactly what they’re looking for.
  • Consider the user’s journey – early-stage questions might require different answers compared to those ready to make a purchase or decision.

Incorporate relevant keywords

By analysing the questions listed in the PAA box, you gain valuable insights into the common queries related to your target keywords. These questions can serve as a goldmine of new keyword ideas, helping you uncover long-tail keywords that you may have overlooked.

  • Embed target keywords naturally within your content, especially those that align with PAA questions.
  • Use keywords contextually, focusing on relevance rather than keyword stuffing, to maintain content quality.

Create content that provides relevant answers

When creating content targeting PAA questions, format it in a way that provides clear and concise answers. Utilise headers, bullet points, and numbered lists to improve readability. Update your existing content to include answers to PAA questions, which can enhance the value of your pages to users and search engines alike.

This structured approach demonstrates your content’s relevance and makes it more likely to be featured in the PAA box.

Best practices for optimising PAA

best practices for optimising 'people also ask' feature

Provide comprehensive answers: Don’t just give a brief response to PAA questions; aim to provide comprehensive and informative answers. It is vital to address the query in enough detail to satisfy user intent and establish your content as a trustworthy resource.

FAQ Schema: Consider implementing FAQ schema markup on your website. This provides Google with a clear understanding of your frequently asked questions and answers, making them more likely to appear in PAA. Schema markup is a type of code that you add to your website to give search engines more information about your content.

Embrace rich and quality content: When appropriate, incorporate multimedia elements like images, infographics, and videos to enhance user engagement and cater to different learning styles. This can also make your content more visually appealing in search results.

Optimise for voice search: Since PAA is often used for voice search queries, ensure your content uses natural language and answers questions in a conversational way.

Track performance and iterate: Regularly monitor the performance of your PAA-focused content. Analyse metrics such as organic traffic, click-through rates, and rankings. This data will help you identify areas for improvement and refine your content strategy accordingly.


The “People Also Ask” (PAA) feature in search engines offers a significant opportunity for enhancing your content strategy and SEO efforts. By understanding the questions users ask and optimising your content to provide valuable answers, you enhance its relevance, improve user experience, and boost your search engine rankings. Incorporate PAA research and optimisation into your SEO toolkit for sustainable success.

Remember, SEO effort is an ongoing process that requires understanding both the algorithm and the real people behind the search bar. Use the insights and strategies shared here to earn your real estate in the PAA section and drive traffic organically.


Are the questions in the “people also ask” section generated by real people or algorithms?

The questions in the “People Also Ask” section are generated by both real people and algorithms. While algorithms play a significant role in suggesting questions based on search history and user behaviour, real people also contribute by asking unique queries.

What does the “people also ask” feature on Google search results mean?

The “People Also Ask” feature on Google search results refers to a section that displays commonly asked questions related to the user’s original query. It aims to provide additional relevant information and address potential follow-up questions that users might have.

How does the “people also ask” feature work?

The “People Also Ask” feature works by utilising machine learning algorithms to analyse user search patterns and generate additional questions related to the original query. These generated questions are displayed as expandable boxes, allowing users to quickly access relevant information without performing additional searches.

Can I customise or remove the “people also ask” section on Google search results?

It is not possible to customise or remove the “People Also Ask” section on Google search results. This feature is designed to provide additional relevant information to users based on their queries, and it is an integral part of Google’s search algorithm. Embracing this feature can actually benefit website owners and improve user experience.