First spotted in 2015, the “People Also Ask” box has become a very familiar feature on search results pages. Today, this feature is not only very helpful to Internet users looking for rapid answers. It is also an important facet of SEO and content strategies that can help businesses significantly improve their online exposure.

Keep reading below to find out exactly what PAA boxes are, what SEO potential they have, and how to take advantage of them.

why ranking in people also ask questions should be your new seo goal

PAA boxes explained

Unless you’ve been living under a rock for the past few years, you’ve conducted at least one Google search asking the search engine for some information. If that’s the case, you’ve likely noticed the “People Also Ask” section featuring frequent questions that Google is often asked.

These questions in the PAA boxes are really popular these days. Why? Because they give answers to the questions, people are searching in a very convenient way, but most importantly, quick. Internet users don’t have to click through anything or scroll on a website for the answer to their question.

Now, these PAA boxes aren’t just helpful to the average Internet user. They also pose a major opportunity for marketers to either beat their competitors, drive traffic on their website, and boost conversions.

These featured snippets have such great SEO potential. According to HubSpot research, content with a featured snippet gets a 2X higher click-through rate. Why is that so? The answer is really simple. They are a quick and easy to read method for Internet users when searching for information or answers to their questions.

Lately, since there has been an increase of People Also Ask in SERPs, not just Google but also Bing and other search engines, these snippets now take up most space on a search results page. And they are usually at the very top of the search results page. Isn’t that where all businesses want to see their websites? If that’s the case for your business as well, keep reading below to see how to rank in Google’s PAA boxes.

How to rank in Google’s PAA boxes

Now that you know their SEO and marketing potential, you’re likely wondering, “how can I rank in PAA boxes to boost traffic on my website and increase conversion?”.

There are plenty of content and SEO strategies that can help you get one of your website pages in the PAA section. Here are a few tips:

  • Include complete questions and answers in your content.
  • Use plain language.
  • Don’t use sales language.
  • Add Q&A schema in your content strategy.
  • Look for common PAA questions that are also showing on your website and optimize the answers for PAA boxes.
  • Optimize your pages for other questions. Consider adding an answer if your page doesn’t already offer one, adjust the formatting as Google expects, clean up the code using clear headings, and remove unnecessary fluff.
  • Do keyword research and see which keywords bring up featured snippets on the results page.

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