An expandable SERP feature showing related questions with snippet answers, useful for content gap identification.
People Also Ask (PAA) is an expandable search engine results page feature that displays a series of related questions beneath the main search results, each containing a brief snippet answer sourced from relevant web pages. When users click on a PAA question, it expands to reveal the answer snippet along with the source URL, while simultaneously generating additional related questions.
This dynamic SERP feature represents Google's attempt to surface comprehensive information around a search query, helping users discover related angles and deeper insights without needing to perform multiple searches. PAA boxes typically appear for informational queries and have become increasingly prominent in search results, often securing valuable real estate above organic listings.
Why It Matters for AI SEO
AI has fundamentally transformed how People Also Ask questions are generated and answered. Google's neural language models like BERT and MUM now better understand the semantic relationships between queries, enabling more sophisticated question generation that captures user intent nuances previously missed by keyword-based systems. For SEO practitioners, PAA represents both an opportunity and a challenge. These features contribute to zero-click searches, where users find answers directly in search results without clicking through to websites. However, they also provide content creators with clear signals about what information gaps exist around their target topics, making them invaluable for AI-powered content planning and optimization strategies.
How It Works
PAA questions are algorithmically generated based on real user queries and search patterns. Google's AI systems analyze the semantic relationships between the original query and related searches to surface questions that provide additional context or address common follow-up inquiries. To optimize for PAA, structure your content with clear question-and-answer formats, use heading tags effectively, and provide concise, authoritative answers to commonly asked questions in your niche. Tools like AlsoAsked and AnswerThePublic can help identify PAA opportunities by revealing the question clusters Google considers relevant to your target keywords. When creating content, incorporate these questions as H2 or H3 headings followed by comprehensive but concise answers that could work as featured snippets.
Common Mistakes
Many content creators treat PAA as a one-time research exercise rather than an ongoing content strategy. PAA questions evolve constantly as Google's algorithms detect new search patterns and user needs. Simply copying PAA questions without understanding the underlying search intent often leads to shallow content that fails to earn the featured position. Additionally, targeting PAA questions without considering your overall content strategy can result in keyword cannibalization, where multiple pages compete for the same question-based queries.