How to Leverage "People Also Ask" for SEO?

In today’s competitive search landscape, understanding how to tap into user intent is key to driving organic traffic—and one of the most underused tools for this is Google’s “People Also Ask” (PAA) feature. These expandable question boxes offer a goldmine of insight into what your audience is really searching for, revealing follow-up questions and related queries straight from the minds of your potential customers.

By strategically leveraging PAA, you can uncover content opportunities, optimize for long-tail keywords, and position your site as a trusted source that answers the questions users care about most. In this article, we’ll explore how to make the most of “People Also Ask” for SEO and turn those questions into traffic-driving content.

What is "People Also Ask?"

People Ask (PAA) is a highly interactive SERP feature with Google’s search results page to help their users narrow down and broaden their search intents. If you haven’t seen it before, when you do a search, PAA shows up as a big box of questions related to your query. Clicking on a question reveals a succinct answer, typically pulled from a relevant webpage, along with a link to explore further.

This search feature adds a whole new layer of depth to the search experience while serving up information that you can act on immediately.

PAA heavily impacts search behavior. New data from Semrush Sensor in August 2024 shows that PAA boxes now show up in more than one out of every two searches—51.85%. This frequency of use underscores the great impact it wields as a tool to all users and content makers.

For searchers, it provides an opportunity to explore further into their topic of interest without having to change up their search query. For example, if you Google “What is Revolut?”, these might be questions such as “Is Revolut safe?” or “Which banks are partnered with Revolut?” These types of prompts further clarify and bring into view the users’ primary concern or interest.

For digital content creators and analysts, PAA is an undeniable treasure trove. It uncovers user intent better than anything else, including for “zero volume” keywords. These are the kinds of search terms that are lacking in data through traditional keyword research tools.

Each of these findings helps you spot areas your existing content is missing, revealing opportunities to answer questions you haven’t answered yet. By using PAA to your advantage, you can better place your content to answer user needs more specifically and thoroughly.

Why Use People Also Ask?

With the right approach, the “People Ask” (PAA) feature on Google can provide a powerful window into user behavior and search dynamics. Seen in more than half (51.85%!) of all searches, PAA boxes are a goldmine for content creators. By leveraging these opportunities, you equip yourself to focus your efforts where they’ll have the largest impact on addressing user needs and increasing visibility.

Discover Untapped Keywords

PAA queries can uncover these types of long-tail keywords that aren’t obvious through regular keyword research tools. For example, if someone searches for “best running shoes,” it may activate People Also Ask for questions like. For instance, they could witness searches such as “best shoes for trail running” or “are running shoes good for walking.

These terms account for highly relevant, user-intent focused questions that you should introduce into your copy. By doing so, you open up your content and your potential for discovery to specific audiences with very targeted search intent.

Understand User Intent Better

PAA questions provide an unfiltered look into what users are searching for and why. For example, if you google “how to grow succulents,” you’ll likely see PAA questions come up. These might be, “Do succulents require full sun?” or “How frequently should I water my succulent?

These questions clarify whether users want care tips, troubleshooting, or specific advice, enabling you to tailor content that meets their expectations.

Enhance Content Relevance

Adding PAA-inspired subheadings to your content is a simple way to help Google more easily identify the relevance of your content. Most PAA questions match up perfectly with an FAQ schema – short, descriptive answers are what Google loves for Featured Snippet clarity.

Assuming one of the PAA questions is, “What is cloud computing?”, make that key phrase subheading your H2. This tells Google that your page acts as a featured snippet with the obvious appeals to user experience.

Improve Search Engine Ranking

Content that falls in line with PAA trends is favored in SERPs, so it’s worth looking into. That’s because PAA questions are based on actual consumer search intent, so answering them increases your content’s SEO potential.

By consistently updating your content to align with trending PAA questions, you’ll keep your content fresh and maintain visibility. When new questions pop up in PAA boxes about “AI tools in education,” respond to them immediately. Taking this extra step can work wonders to improve your page’s topical relevance.

Establish Topical Authority

Answering all relevant PAA questions in your niche helps solidify your site’s authority on the topic. If your content consistently answers these types of questions, Google is much more likely to see you as a trusted source.

A blog post that fully answers PAA questions like “What are data analytics tools?”, “Beginner data analysis tips,” and “Best practices in analytics” demonstrates their depth of knowledge. By doing so, it increases the activity of users and creates a level of trust.

How to Find PAA Questions

There are a few different ways to find PAA questions, each giving a different view into user search behavior. Use these strategies to find the right PAA questions and create content that meets user search intent. It’ll make a world of difference to your overall SEO performance.

Perform a Basic Google Search

The most straightforward method to identify PAA questions is to perform a Google search. Start by typing in a general keyword or keyphrase. The PAA box now shows on more than 1 out of every 2 searches, 51.85% per Semrush Sensor data from August 2024.

It provides unique users with a first-time set of questions to answer. Once you click on one question, it exposes more related queries, increasing the depth of possible topics you can cover. For example, when you search for “data analytics tools,” consider the PAA question, “What are the best tools for analytics?

Clicking on it will take you to additional questions to explore. This back and forth is crucial to not only finding overarching trends, but discovering very specific subtopics.

Explore Related Search Queries

Scroll to the bottom of any Google search results page to find people ask questions. These questions usually match up with PAA results, providing more context or a different angle.

For example, a search for “SEO strategies” might reveal related searches like “SEO for beginners” or “on-page SEO tips,” helping refine your content focus.

Monitor Emerging Questions

Staying on top of emerging PAA developments and refresh your content accordingly to keep it as relevant as possible. Tools, such as Google Trends or Hike SEO, allow you to stay on top of changing interests.

By putting those new questions to use directly in your content, you have the opportunity to stay fresh, relevant, visible, and competitive.

How to Use People Also Ask?

With Google’s “People Ask” (PAA) feature, there is a goldmine of insights waiting to be discovered about user intent. It’s a powerful tool for developing highly targeted and effective content. To truly capitalize on PAA, you need to be strategic about it.

Taking these steps will make sure your content matches user search intent and keeps users engaged with search results.

1. Identify Relevant Questions

Begin by checking the PAA box for any questions that people ask about your topic. Tools like AlsoAsked make this process easy by automatically gathering PAA data so that you don’t have to (and without needing an account).

For example, if your topic is “machine learning,” then one of the surest questions you’ll see is “What is machine learning?" PAA could even be “How is AI different than machine learning?" Seeking to answer these questions gives you valuable insight into user intent and a starting point for effective content planning.

2. Group Similar Questions

Group the questions into themes or related ideas to form better, overarching questions. For instance, combine ‘What is machine learning’? With ‘How does machine learning work?

This tactic makes your content creation more efficient by answering semantically related questions in one chunk of content.

3. Prioritize by Relevance

Prioritize questions that best serve your audience’s needs while playing to your own strengths and expertise. If a query like "What are the types of machine learning?" has high relevance, prioritize it over less pertinent ones.

4. Answer Directly and Concisely

Provide straightforward, user-friendly responses that align with the goal of the PAA box. Write for a 12th grade audience, but not for a third grader.

Adding clear, common phrases such as ‘Machine learning is a subset of AI’ improves understanding.

5. Structure Content Logically

Order responses in a natural flow, making sure to connect them easily. FAQs and knowledge bases are great content formats to house this content in, due to their close alignment with the PAA structure.

6. Incorporate Visual Aids

You can replace paragraphs with charts, infographics or tables if it makes sense. For example, the table that contrasts supervised learning with unsupervised learning visually enhances your explanation.

7. Optimize for Featured Snippets

Add FAQ schema to your webpage’s HTML source code. This will clue Google into the fact that your content is structured in a Q&A format.

This helps your content more likely show up in featured snippets, increasing visibility exponentially.

8. Track Question Performance

Use analytics to track the performance of your answers. A 3% click-through rate from PAA would be excellent, and monitoring this metric will allow you to better fine-tune your strategy.

9. Update Content Regularly

Since PAA data changes, regularly check back and refresh your content to stay up to date. Remain up-to-date by answering trending topics or developing questions.

10. Expand on Initial Answers

Supplement your main answers by pointing to more comprehensive guides, or to answers about related subjects.

So, for instance, after answering the question ‘What is machine learning? Output of the additional informative inline linking would be rectified within the API.

Create Content That Answers Questions

Google’s “People Ask” (PAA) feature is another great resource to gain insight into the queries that your audience is already searching for. Answer those questions in order to produce content that earns more visibility. This will equally appeal to folks being inundated with complex, unclear information who are looking to take concrete actions.

Now, let’s dive into how you create content that answers questions and rises above the rest.

Address User Pain Points

If you want to capture those users, build what serves them best. Solve their unique problems. It’s what users value the most and Google wants to surface content that genuinely provides a complete informative answer to users’ questions.

For instance, if a user searches “How do I improve the speed of my website?" your content should need to address things like image compression, browser caching, and minifying code. Clear, honest portrayals break down intimidating concepts, leveling the playing field for everyone you’re trying to answer.

The easier your content is to read and digest, the better chance you have of being featured in the PAA box.

Provide Actionable Advice

Providing actionable advice will help you win your readers’ trust and keep them coming back for more. For example, let’s assume the PAA box has “What is the best way to learn Python?

Provide concrete actions such as signing up for MOOCS, getting interview practice through online coding challenges, or creating portfolio pieces through fun projects. When you chunk your advice into manageable pieces, you set your users up for immediate action and reward them with saved time and energy.

Offer Unique Perspectives

Differentiate yourself by providing new or additional perspectives that nobody else can. If PAA shows “How does SEO increase traffic?”, go deeper with advanced tactics.

Learn more about improving local search, or leveraging the power of voice search. This way, people will find out quickly that your content delivers real value, not more cookie-cutter answers.

Use Real-World Examples

Personal examples help everyone identify with your content. To develop a budget, begin by dividing your annual salary of $50,000 into distinct categories.

Budget out the big items such as rent and food, but include savings too. Clear, practical, visual examples help build authority and trust, nudging readers to put your tips into action.

Leverage PAA for Content Planning

Optimizing for PAA is a smart move for future-proofing your SEO, while providing real answers to what users are looking for. PAA, a valuable SERP feature on Google’s search engine results page, first appeared in 2015. Today it’s showing up in more than 50% of search results. Here’s a look at how PAA can inform content planning by helping generate fresh ideas, fill in gaps, and improve current content.

Generate New Content Ideas

PAA is a powerful tool for content planning. By studying all of the queries included in this feature, you’ll be able to find out exactly what your audience is looking to learn more about. Let’s say someone searches, “What is the best way to analyze data?” in the PAA box – that could lead you to a piece like an analysis beginner’s guide.

This guide could be about any number of data analysis tools. Google's machine learning algorithms ensure these questions align with trending searches and user intent, making them reliable indicators of interest. Fulfilling your audience’s needs through your content helps you fulfill their search intent. It helps to produce content that actually speaks to them.

Identify Content Gaps

PAA is essential for identifying holes in your current content strategy. If the queries shown in the PAA box ask about things you haven’t written about, now’s your chance to fill that gap. If your blog is focused on high-level SEO tactics, voice search optimization has to be in there.

A question such as “How does voice search impact SEO” can highlight a lack of coverage for this critical subject. Addressing these gaps reinforces your authority and expands your audience.

Refine Existing Content

Even current content can be improved by matching it up with PAA insights. If you were writing an article on healthcare analytics, your outline should include a thorough section on patient data privacy. If PAA recommends questions on a similar topic, refreshing your content will help it better match the intent.

She says that using structured elements such as bullet points and numbered lists increases clarity. This strategy gives you a higher chance of your content appearing in PAA.

Gain Competitive Advantage with PAA

Inclusion for “People Ask” (PAA) is one of the most valuable approaches to fortifying your SEO strategy. It isn’t just about increasing visibility; it establishes your content as the most trustworthy and helpful answer to the questions people have.

The PAA search feature is more than the average featured snippet. It’s your ongoing, evolving toolkit to discover new opportunities, better optimize your content, and stay a step ahead in highly competitive spaces.

Discover Competitor Blind Spots

The questions that competitors will likely not think to target are hidden gems in the PAA section. By studying these queries, you can find holes in their content strategies.

For example, if your competitor focuses on broad topics but ignores niche-related questions, you can create detailed answers to fill that void. Since 74% of sites appearing in PAA aren’t on the first page, even newer websites with less authority can leverage this feature.

This truly creates a level playing field, giving you the ability to target areas that have historically been overlooked and gain competitive advantage.

Identify Untapped Opportunities

The PAA box reflects real user intent, as Google curates questions based on commonly searched queries and engagement patterns. If every time a question is clicked, expanded, or searched commonly, that tells Google that the topic is useful.

Then use this data to build out these high-quality answers or blog posts, directly aimed at user intent. When users consistently come through the door searching for “What are the best free data analysis tools?” you can produce a more in-depth how-to that specifically targets their intent.

Monitor Competitor Content

Monitoring the competition to see how others are maximizing their PAA visibility provides excellent clues on what’s working and what’s not. If their content ranks in PAA, take a look at how they’re structuring answers and find opportunities to improve on it.

This is what will help ensure that your approach is relevant, impactful, and got the boom shakalakas.

Advanced PAA Strategies

Google’s “People Ask” (PAA) feature has quickly become one of the most important elements to win with growing search visibility. With a little advanced knowledge, you can start to use PAA to garner more engagement and organic traffic.

Programmatic SEO with PAA

Programmatic SEO is how you scale this effort, by targeting thousands of PAA queries in a systematic way. Understand the user intent behind keywords and focus on valuable topics, not just high-traffic queries.

Many tools such as Hike SEO can assist you in analyzing what users are searching for by showing you questions related to your search. Then, look at competitor content in currently live PAA boxes, with a special focus on how these answers are presented.

Using schema markups including FAQ, Q&A, How-To schema and more are essential in this process. These schemas tell Google that they should index your content and display it in a rich, relevant way. If you’re looking to rank for “how to bake a cake,” implement a How-To schema.

By telling users exactly how to do something, you will increase your chances of showing up in a matching PAA box.

API Integration for Scalability

For more bulk-level efforts, bringing in APIs including Google’s Custom Search JSON API offers even more automation and scalability. By harnessing the power of APIs, you can pull PAA data at scale, identify trends, and adjust your content strategy accordingly.

This strategy offers us a compelling way to follow changes in user engagement trends and patterns. Continuous advancements in machine learning improve the relevance of PAA results.

Automating this process both saves time and provides the most actionable insights into user behavior.

Automate Content Creation

AI support tools such as Jasper or ChatGPT can help speed up formulating clear, accurate, well-organized responses. While automated solutions are necessary for scale, human oversight is still key to making sure that content meets Google’s quality standards.

Organize information into bulleted or numbered lists for readability, as those structures perform well with PAA algorithms.

Conclusion

Leveraging “People Ask” creates obvious opportunities to build trust and establish authority with your target audience. That’s a really powerful way to understand what they’re most interested in, and ultimately, create content that aligns with their specific needs. Dive deep into these questions to make sure you’re being seen. Create far more helpful content and get a leg up on your competition. Even simple changes like these can make a large difference, particularly in establishing trust and a sense of relevance with your readers.

Don’t ignore this comprehensive tool. Dig into it, apply it to your approach, and optimize your content. The better you know your audience, the better your content will be. Map out upcoming themes or adjust your course in real time with simplicity. Take advantage of “People Also Ask” to ensure you’re always in a creative space and connecting with your audience!

Frequently Asked Questions

What is "People Also Ask" on Google?

Google “People Ask” related questions to their search. It offers direct answers as well as links to additional information, allowing users to drill down further, following their original question with more detailed searches.

Why should you use the "People Also Ask" feature?

Using PAA, you can better read user intent, discover what people are searching for right now, and produce content that meets searchers’ needs. It can help your overall SEO by focusing on questions people are asking most online, bringing you visibility and traffic to your site.

How do you find PAA questions?

Go to Google, search a keyword and click the PAA box. Click to view. Expand the questions to see hundreds more similar questions. Tools such as Hike SEO or AnswerThePublic can further assist in finding PAA questions.

How can content creators use PAA effectively?

Provide answers to PAA questions within blog posts, FAQ pages, or video content. Answer clearly and directly in a few words or sentences. This will help optimize your chances of ranking in the PAA box.

How does PAA help in content planning?

PAA reveals common user queries, guiding your content strategy. By answering these questions, you’re putting yourself in the mind of your audience, producing high intent, extremely valuable content that searchers are looking for.

Can PAA give you a competitive edge?

The answer is yes, using PAA questions to find gaps in your competitors’ content. The better you answer these questions, the higher you can rank, and the more organic traffic you’ll earn.

Are there advanced strategies for using PAA?

Incorporate structured data to help search engines understand your content. Make PAA content answers into comprehensive tutorials or extensive collateral. Keep an eye on PAA trends so you can get ahead of user needs.

Hike + Your SEO

Hike SEO is a smart, user-friendly SEO platform built for small businesses & agencies that want real results without needing expert-level knowledge. Whether you’re just starting out or looking to scale your online visibility, Hike makes SEO accessible and effective.

The platform creates a custom SEO strategy tailored to your website and guides you through every step—from keyword research and content optimization to technical fixes and backlink opportunities. Each task is explained in plain English, so you always know what you’re doing and why it matters.

Hike also includes built-in tracking and reporting, so you can monitor your progress and see what’s working over time. It's like having a personal SEO consultant—without the agency price tag.

Ready to grow your traffic the smarter way?
Try Hike SEO today and take control of your SEO with confidence.