By now, you have probably come across one of those “People Also Ask” boxes (PAA) in your search results. PAA boxes have become such a familiar feature on search results pages that it appears in both Google’s and Bing’s results, with Google generating it in 49% of all searches, according to a study by SEMrush.
What is the PAA Box?
The PAA box displays commonly asked questions related to the topic of the user’s search. When a user clicks on a question in the PAA box, an answer is shown within the box along with a link to the webpage from which the content was generated.
Why is it Important?
People Also Ask boxes are fantastic generators of brand awareness and traffic. When searchers click on PAA questions, there is an opportunity for users to associate your brand with a given topic and provide you with new users who may click through on answers to find out more. Also, given their high position in search results, the PAA box provides brands an opportunity for visibility in a key section of the results page. This is especially important if you are struggling to get your website on the first page of search results.
How to get your answers in the PAA Box
- Write complete questions and answers
- Use plain language
- Avoid sales language
- Add Q&A schema (structured data)
Is this the right strategy for my Industry?
It is important to keep in mind that this trend towards PAA expansion is not consistent across all industries. For example, SEM Rush reports that the lowest presence of PAA can be seen within the Real Estate industry with related searches triggering PAA results 9.5% of the time.
Understanding how your competitors are utilizing PAAs within your industry’s search space can help you determine how much you might need to leverage related tactics in your content and SEO strategies. Don’t get discouraged if PAA boxes don’t appear as often in your industry; setting out to provide answers to your customers questions will go a long way to establishing authority.
Need help getting your answers in the PAA box?
Not sure where to start? Remember that the key is creating quality content that addresses your audience’s key concerns. Start by making a list of commonly asked questions or take advantage of Google Search Console’s Queries feature to see a list of searches that your website appears for.
The next step would be to create a series of blog post, or possibly a new section of your website that clearly answers your common search queries, and be sure to include the steps above!
If you get stuck along the way or would like to talk about a more comprehensive digital marketing strategy, we would love to help you! Please contact the experts at Maximum Design today to begin discussing your options.