Google PAA

Google PAA – People Also Ask are occupying prominent space over the Internet. A significant SERP feature is to have a user-centric approach that offers better clarity to mold your marketing and content strategies.

It is one of those not-to-be-overlooked SERPs that has drastically changed the search ranking scenario. PAA has taken the SEO realm. Thus left us wondering if we can optimize our content accordingly.

Significant fact checks of PAA:

  • Nearly 27% of the PAA boxes show up in the UK SERPs following Australia, Singapore, Canada, the US, and so on
  • There is a significant rise in the search results with PAA increasing by 132% since 2018
  • Google is using PAA to refine the queries asked thus, this allows the website to get on the first-page ranking by being the PAA sources
  • It is witnessed that about 75% of the time PAA result appears within the top 3 results in Google
  • A total of 97.3% of initial PAA results are either exclusively paragraph-driven i.e. 48.3% or it will be the combination of a small paragraph along with other 49% of the content
  • PAA answers can vary
  • PAA questions can be endless
  • It can appear in different SERP positions
  • 40% of interactions result in a click on the source
  • Google might use your website page as the source for PAA multiple answers

The article addresses and gives in-detailed insights on how Google PAA and Bing PAA can be used further for content optimization. Google puts ahead your brand name when your content matches with this PAA results. Thus, showing up the right answers can help your customers engage with your products and services.

Let’s go with the basics first.

What Is PAA in SEO?

PAA is Google’s SERP feature. A prominent SEO feature that highlights the answers to the questions that users have searched for.

You might have seen it often but this time when you run a search in Google, you will see a small space opening after few searches indicating “People Also Ask” following multiple questions along with their brief answers hyperlinking the replies to their respective links.

These questions usually expand, providing answers from the trusted source including website, reviews, event, individual, etc.

If the person happens to click on the next relevant question, it further opens up similar questions in the sequence. However, the questions shown will be from similar topics.

Google owns “The PAA” box that appears on the Google search pages.

What Kinds Of Queries Triggers Google PAA?

Primarily the questions in the PAA Box starts with “What”, “Why”,
“Where”, “Who” likewise. These kinds of questions trigger the most and have more chances to trigger when questions are asked in the above-mentioned format.

Thus this kind of format makes questions easy to understand for a general audience.

Why Do PAA Matters?

If we look from an SEO opportunity it is becoming vital. You can optimize the content for the blogs, YouTube, and more of such so that they can appear in the PAA results.

Also, it enriches your search rankings when the PAA content is answered to the point and explained using videos.

How To Optimize Your Content Using Google PAA & Bing PAA?

Users are consistently using voice search and text-based search to ask questions. These questions often trigger the users and highly influence their purchasing decisions.

The Google PAA and Bing PAA can be of greater help in content optimization. But how? Let’s explore the best practices here:

Use the sub-headings smartly

Ensure that the subheading you use in your content ends with the question mark. Starting with Why, What, How, Who, Where etc. makes excellent content that catches immediate attention. The question and answer format content is trending thus if you are developing a blog post or even a web page you can use sub-heading like for example:

  • What kind of business models can be good for grocery delivery app?
  • What kind of features to integrate into On Demand Clone App?
  • Try to use basic readable language

Your customers are common people at a time barely knowing high-end vocabulary. Avoid using such words in your sentences. So, write your content in simple language than using heavy jargons.

The content should be easy to read.

Writing content in question-and-answer format?

If not the entire page, but when you are writing blog posts, articles, even social media posts can be addressed in the question-answer format. Also, make sure that every question is replied to the point answers.

Look for common PAA questions

Find the most frequently asked questions related to your page/product/services. You can build the content based on that kind of question style along with optimizing the same. This way your page will start appearing in the Google PAA as well as other search engines whenever the relevant query is fired on the search engines. Thus helping boost your page rankings.

Jump navigational links are trending

Jump navigational links are also known as tables of contents that are hyperlinked. Thus a person wishes to read a particular question topic, the navigational link directly jumpy to that particular question. This offers ease in reading, saving the time of user to scroll and read the entire page.

Using quick note

Displaying the heading tags in the form of H1, H2, H3, etc, in the table of content can make the content readable. Thus it is very likely for Google to pick up to use in their respective query source.

Analyzing the results

It is vital to analyze the results of the content you published. Is it going well? Do the questions start appearing in the PAA box? Know how your competitors are framing their content to get to the search results of Google PAA. Make sure that the content format you have designed is appropriate, easy to read, has bulleting points, sub-headings, etc.

Keep going with the same approach which will eventually start showing the results in the PAA box.

Keeping your pages updated

PAA format-styled pages get better page ranking than the usual ones. This means if your competitors are already using the same format, you too can create a similar questions and answers that have SEO optimized content to stay ahead in the competitive market. 

There is no set rule that, once you start appearing in the PAA results you will be still there. Thus, to remain consistent it is important to remain updated.

Create FAQ page

Frequently asked questions on the pages as well as within the blog posts are catching the limelight today. Once you have known your target audience’s expectations and challenges you can easily create the content in FAQ format.

When you are writing the content in the FAQ format, make sure to implement the FAQ schema format that helps in generating rich snippets.

Are the answers to the questions present on your page?

Look for the questions that PAA wants are the same answers you have on your page. If there are no relevant answers, it’s good to add. This way you are boosting your chance to increase visibility.

Optimizing the page

Now that you have found the format to write the content from the relevant PAA. The PAA box is the resourceful one to see how the content format flows making the source for the PAA.

Apart from that, the SEO practice will remain the same.

Optimize Your Content As Per Google’s Expectations

You must update the content according to the trending one and Google PAA and Bing PAA are currently trending.

You can fix the content by making the changes and match with the expectations. The added bonus is your content will be SEO optimized, ensuring that is readable to the visitors.

Furthermore, if the content does not have the headings, make sure that you have it in the right format.


Google PAA and Bing PAA are slowly gaining popularity for obvious reason. You will want to have your content in such a format to boost the search page ranking. Implementing PAA-styled format in your web pages and blog posts can make a huge impact. Your website will start getting little but growing organic traffic makes your brand important, providing you an edge over the competition.

By Anurag Rathod

Anurag Rathod is an Editor of, who is passionate for app-based startup solutions and on-demand business ideas. He believes in spreading tech trends. He is an avid reader and loves thinking out of the box to promote new technologies.