People Also Ask (PAA)
People Also Ask is a Google SERP feature displaying related follow-up questions in expandable form, often powered by content from ranking pages.
People Also Ask boxes appear in ~48% of all SERPs and expand dynamically as users click. Each expansion shows a short answer plus a link to the source. PAA is a powerful way to claim extra SERP real estate, especially when not ranking #1. FAQ schema helps but isn't required.
Example
An SEO agency ranks #6 for 'what is a backlink'. By going deeper into 'are all backlinks good?' and 'how do I check backlinks?' it captures two PAA positions above #1 — CTR multiplies 12x.
Frequently asked questions
How do I get into PAA?
Identify PAA questions (AlsoAsked, AnswerThePublic, manual), write a concise H2/H3 with the exact question, give a 40–60 word answer, then expand below with context.
Does PAA need FAQ schema?
Not required. Google pulls PAA answers from regular text. FAQ schema sometimes helps for FAQ rich results (a different SERP feature).
Related terms
Further reading
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