Definition
People Also Ask is a Google results feature listing related questions that expand to show a short answer from a web page, with a link to that page.
People Also Ask explained
The People Also Ask box, often shortened to PAA, appears on many searches as a list of related questions. Clicking one expands a short answer taken from a web page, and often loads more questions underneath. The questions reflect what other searchers commonly ask around the topic.
PAA is useful in two ways. As research, it shows the follow-up questions your audience has, in their own words, which is exactly what you need for FAQ sections, content briefs and topic clusters. As a visibility opportunity, each question can link to a different site, so a smaller site can appear on a competitive results page by answering one related question well.
Earning PAA placements follows the same pattern as featured snippets: use the question, or something close to it, as a heading, answer it in the first sentence or two, then add detail. Keep answers accurate and specific rather than padded.
Example
A search for “SEO for dentists” shows the PAA question “How long does SEO take for a dental practice?”. Your guide includes that exact question as a heading with a direct two-sentence answer, and Google uses it in the PAA box with a link to your guide.
Why it matters
PAA questions map the conversation around a topic. Answering them well builds relevance and gives AI answers more passages to draw from.
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Related terms
- Featured snippetA featured snippet is a highlighted box at the top of Google results that shows an extract from one web page answering the query, with a link to that page.
- AEO (Answer Engine Optimization)AEO (answer engine optimization) is structuring your content so search features and AI assistants can use it as the direct answer to a question.
- Search intentSearch intent is the goal behind a search: whether the person wants to learn something, find a specific site, compare options or buy.
- Answer-first contentAnswer-first content puts the direct answer to a question in the first sentence or two of a page or section, then adds explanation, evidence and detail.