The People Also Ask (PAA) for boxes has become a common sight on search results pages since it was discovered in 2015. In fact, it is so common that it can be found in both Google and Bing’s results, with the former showing it in 49% of all queries, according to research on a dataset of one million keywords. According to an Ahrefs analysis, the PAA box shows in search results around four times more commonly than featured snippets, which are displayed in slightly over 12% of results.

People Also Ask boxes present possibilities to enhance your organic search performance, come up with new ideas for content, and more because of how common they are. To make sure PAA boxes work for your marketing strategy and objectives, we will explain everything you need to know in this article.

What does “People Also Ask” mean?

A Google global SERP result that responds to queries associated with the searcher’s original inquiry is the “People also ask” box. We would like to think of it as the featured snippet’s cousin.

One to four related questions, referred to as “PAA questions” from this point forward, can be found in each PAA box. When these questions are expanded, Google collected the answers from other websites. The site’s URL and a “Search for” link that directs users to a Google SERP of the PAA question can be found underneath each response.

4 facts regarding the ‘People Also Ask’ boxes

Before discussing whether and how you should pursue PAA rankings, let’s go over some important considerations.

  • PAA boxes may show up in various SERP places.
  • Questions about PAA seem to be endless.
  • different PAA answer formats
  • Questions about PAA invariably result in the same response.

1. Various SERP positions may display PAA boxes

In contrast to featured snippets, which often show up either first or second in the search results, PAA boxes tend to be able to show up practically everywhere. The PAA box doesn’t even show up on the first page for some questions.

2. There are countless PAA questions

Every time you click to disclose an answer in the PAA box, more questions load. After some serious pressing, it appears that there is no resolution in sight.

3. Different PAA answer forms

Answers to pertinent inquiries in PAA boxes come in many formats, just like featured snippets. The most prevalent formats appear to be paragraphs, lists, and tables, though movies occasionally appear as well.

4. The same response is given to PAA queries consistently

Even though the same searches frequently occur in PAA boxes across different search queries, Google seems to employ the same source for the response.

For example, the PAA box for questions like “google trend searches” and “how many searches on google” returns the answer “What is the most searched thing on Google ever?”

Should I strive to rank in the “People Also Ask” boxes?

Sadly, very little information is available regarding how frequently consumers engage with and select sources in PAA boxes. Only 3% of searches, on average, are said to engage with the PAA box.

However, it also points out that this figure varies greatly, with certain queries having an engagement rate as high as 13.6%. Also, keep in mind that interactions differ from clicks. The number of people who ultimately hit on the response source is probably far fewer because expanding an answer would qualify as an interaction. However, let’s be a little more optimistic and assume the following:

  • The usual interaction rate is 3%.
  • In 40% of interactions, the source is clicked.
  • Four questions are equally divided among interactions.

How to appear higher in the “People Also Ask” boxes?

Find a pertinent PAA query, then perform on-page optimizations to improve the likelihood that Google will use your page as the source for the response. But it is ineffective to pick queries at random to optimize for. After all, the query may only appear in the PAA box for a few seldom-used search terms. If so, it’s unlikely that Your ranking will drive many visitors your way. Instead, you should focus on optimizing for relevant queries that come up frequently for a large number of keywords with high monthly search traffic. Here is how it works:

1.Look for pages that rank for a variety of keywords

It is impossible to track down every keyword where Google displays a particular query in the PAA box. Finding queries that appear for a large number of keywords with a high cumulative monthly search volume is the most we can aim for.

2. Look for typical PAA inquiries

Even if it appears in the PAA box for several queries, Google always uses the same authority for a question’s response. Find the most commonly asked questions for your page. After all, it may be worthwhile to optimize for the question if it appears in the PAA box for hundreds or thousands of keywords.

3.Check to see if you are already the source

You should eliminate the likelihood that Google is already extracting the solution from your page before moving on. To do that, look for a query in which the relevant question appears in the PAA box.


Undoubtedly, appearing in PAA boxes can increase organic traffic, but you must pick your battles carefully. Optimizing for a query that only occasionally appears for low-volume keywords is pointless. Does this imply that everyone should consider doing it? Most likely not. Ranking in PAA boxes is probably not the most significant key to concentrate on if your website receives little “normal” organic traffic.

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