People Also Ask

A SERP feature showing a set of related questions and expandable answers pulled from the web.

People Also Ask (PAA) is a SERP feature that displays a set of questions related to the user's query, each with an expandable answer box pulled from a specific webpage. Clicking any answer reveals more content and often triggers additional related questions.

PAA boxes appear in the majority of Google searches and are a significant source of SERP feature real estate. They typically push organic results below the fold on many queries, contributing to lower organic CTR.

Being the source of a PAA answer can drive brand visibility and traffic — particularly for branded or specific queries. However, on informational queries, PAA competes with organic results for attention, contributing to zero-click search trends.

For content creators, PAA boxes are a valuable signal for content expansion. The questions Google surfaces in PAA for your target keyword tell you what related questions your content should address. Structuring your content to directly answer these questions can improve your chances of being featured in PAA.