SEO Term Definition
People Also Ask (PAA)
People Also Ask is a Google SERP feature showing a box of related questions and expandable answers, often appearing in the top positions and increasing brand visibility.
Reviewed by Alexander Yarovenko · Updated: 2026-07-03
What is People Also Ask?
People Also Ask (PAA) is a Google SERP feature that shows a box of questions related to the original search query. Each question expands to reveal a brief answer pulled from a web page, along with a link to the source. The PAA box dynamically loads more questions as users expand answers — it can become an almost infinite list.
Why PAA Matters for SEO
- High visibility — PAA boxes appear in ~43% of searches and often above organic position 1
- Brand exposure — your page can be featured even if you don't rank #1
- Zero-click risk — users may get their answer without visiting your site
- Content ideas — PAA questions reveal exactly what users want to know
How to Optimise for PAA
- Research PAA questions for your target keywords using SEO tools
- Include the exact question as an H2 or H3 heading on your page
- Provide a concise, direct answer (40–60 words) immediately after the heading
- Add FAQ schema markup to help Google identify Q&A content
- Cover related sub-questions in the same article
PAA vs Featured Snippet
| Featured Snippet | PAA | |
|---|---|---|
| Position | Usually above organic results | Varies; often top half of page |
| Format | Single answer box | Multiple expandable questions |
| Quantity | One per SERP | Multiple boxes; expands infinitely |