Content Marketing Blog mint

Content Marketing Blog

An AMA on PAA!

by Sheetal Pinto - Published on 11/14/2019 06:00

Everything You Wanted to Ask about “People Also Ask”

Google can be a very interesting and also a very strange place. Have you ever spent hours searching seemingly meaningless facts, hopping from one topic to another? If you’re wondering how you started reading about tequila and ended up reading about Barack Obama, you’re not alone. However, you probably haven’t noticed the one feature that was responsible for leading you down that rabbit hole: People Also Ask.

So, here’s a quick AMA (Ask Me Anything) about this feature. People Also Ask or “PAA” is Google’s way to prompt users surfing the internet to consider other related queries that are frequently asked online. It’s a prominent feature and joins elements like featured snippets, knowledge graphs, local packs and the answer box on Google’s Search Engine Results Page or “SERP.” So how does PAA affect your content marketing strategy? And what about SEO?

Making SERPs Make Sense

The goal of SEO is to lead users to a content site by answering questions they might have about a certain product, industry, or topic. Elements like PAA and the answer box take this one step further by providing definitive answers to queries, not just content links. Unlike answer box, which only provides one answer, PAA allows for variations in answers to the question and for searchers to see related queries.1

While it’s common to see PAA on the top of a SERP, it doesn’t have to live up there. PPC or ‘featured snippets’ are examples of paid advertiser content; PPC will always be at the top of the SERP.2 However, PAAs is usually in the middle or bottom of a SERP, sometimes even below SEO results.

Scanning PAAs can take you to infinity and beyond. We’re not kidding. “Infinite” PAAs are a common occurrence for those who might embark on a journey of clicks through the PAA snippet. According to strategist Britney Muller, “these occur when you expand a PAA question box to see 2 or 3 other related questions appear at the bottom. These infinite PAA lists can continue into the hundreds.”3 This isn’t just important for your trivia skills; it’s an example of the crucial space that PAAs take up on a SERP and the leading power they have to take users from one article to the next.

 PAAs and Your SEO Content

After reading this, you might be wary of PAA and how it impacts your hard working SEO strategy. Fortunately, like most digital marketing tools, PAA can also be leveraged to help your content succeed online. Here are a few things to consider:

  1. The Chosen Ones: Clicking on any of those questions will lead to a highlighted answer from a content site that’s been organically chosen as the most accurate or likely match. These sites aren’t paying for that placement - it’s still smart content marketing.
  2. Address the Big Ones: Do your research and find the questions that frequently pop up as PAAs. Address them through your content in an effort to become a highlighted answer. That’s how you can gain valuable web real estate.
  3. Reoptimize to Rank: By changing the language, using the correct headings or adding questions through your content, you can update your existing content to be more PAA rank friendly without the stress of having to recreate and populate.

PAAs play a significant role in most organic visibility on SERPs. In fact, Google considers PAAs a key part of the user journey.4 While complex, there’s nothing to fear. With a little time and a lot of patience, learning how to master PAA will give your content marketing strategy gain some well-deserved insight and success.

PAA. SERP. OMG. Are you getting lost in a sea of digital acronyms? Do you find it difficult to consistently create content that’s interesting and SEO friendly? We are a content agency in Mississauga, Canada with the expertise to craft the plan and the content you need to connect with your audience.

Use our online form to get in touch. You can also follow us on Facebook, LinkedIn, and Twitter to stay up-to-date with content marketing trends.

Share

Filed under: blog writing, content agency, content marketing, content writers, SEO content, web content

Search

Recent Posts

Sheetal Pinto - 8/30/2024 06:00

A Bored Audience is a Lost Audience! 

Staring at a blank page with the cursor blinking rhythmically, it's easy to fall under the spell of modern content creation temptations. The urge to rely on AI-generated content or ready-made social media templates is strong, especially when you're investing hours trying to perfect a single blog post or social media update. However, over-reliance on these tools can produce content that sounds cold, uninspired, and boring to your readers.

Read More
Sheetal Pinto - 7/25/2024 06:00

Your Trusted Partner in Content Marketing

Mintcopy

Well, we did it! Our content agency just turned Sweet Sixteen.😊

Read More
Sheetal Pinto - 6/20/2024 06:00

Content Marketing Ideas You Can Use

In today's marketplace, sustainability is no longer just a buzzword—it's a business imperative. As eco-consciousness continues to rise among consumers, small and medium-sized companies recognize the value of integrating green initiatives into their operations and communications. Content marketing is a powerful tool to highlight these efforts, build brand trust, and engage with a growing demographic of environmentally aware customers. Here are some effective content strategies to help your brand shine in the eco-conscious landscape.   

Read More
Sheetal Pinto - 5/23/2024 06:00

But Play by the Rules and with a Clear Conscience

My last blog post was the first time I ever wrote about a deeply personal experience. It certainly was heartwarming and overwhelming to receive so many kind and encouraging messages from family, friends, co-workers, clients, and even some past students and interns. Thank you! Some business associates and clients also responded with feedback on my comments about the “AI-generated content elephant in the room”. Healthy discussions ensued and I want to clarify that I am not against AI-generated content. If your small or medium-sized business has time and budgetary limitations, and you cannot hire a content agency, professional copywriters, and SEO content writers, then AI tools may be the way to go. I’ve summarized the key questions clients are asking about this.

Read More
Sheetal Pinto - 5/14/2024 17:31

MintCopy’s Content Writers Are Ready to Power Up Your Game!

Hey there, wonderful readers!

It feels surreal to be back at my keyboard, tapping away after what seems like a lifetime. If you're wondering why I've been MIA, let me catch you up to speed. Towards the tail end of 2023, I found myself in a bit of a pickle, or rather, a crumpled mess of metal and broken dreams on the side of the road. Yep, yours truly was in a gnarly car accident that left me with more than just a dent in my bumper. I was in shock from an explosion that sounded like a small bomb going off, and 2000+ pounds of force hitting me like a bolt out of the blue.

Read More
Sheetal Pinto - 11/23/2023 06:00

Why Quality Content Still Is, and Will Always Be Important

Ever pondered the intricacies of Google's search process? In the blink of an eye, the algorithm serves you tailored answers to your queries. It's a seamless dance of technology and user intent. Google's mission is crystal clear: deliver precisely what users seek. At the heart of their business model lies the commitment to provide top-notch search results. As your copywriters craft content, steer away from rigid algorithmic formulas that are in a perpetual state of flux. Instead, dive deep into understanding user intent and champion the creation of content that resonates with quality, setting your brand apart in the ever-evolving digital landscape.

Read More
Sheetal Pinto - 11/2/2023 00:03

Let Your Local Retail Business Outshine Big Box Stores!

It’s a common misconception—bigger is better. As a local retailer, you know that isn’t true. With your personalized attention, carefully sourced, unique products, and a charmingly different brand experience, you can serve holiday shoppers far better than many big box stores. To do that, however, you have to start with drawing attention away from those mega retailers to your local business. Here's a 10-point checklist that will have you competing with those brand name stores and leaving a trail of tinsel envy.

Read More
Sheetal Pinto - 10/19/2023 14:03

Connecting with Your Audience

In today's fast-paced digital age, businesses often rely on automation and AI-generated content to reach their audience. While these tools have their merits, nothing can truly replace the authenticity and impact of content that speaks from the heart. The ability to forge genuine connections and elicit emotions from your audience is where the magic happens. Let me illustrate this with a recent experience.

Read More
Sheetal Pinto - 10/5/2023 06:00

10 Insightful Tips to Refine Your Content Strategy

Picture this: you're strolling down the street, leash in hand, with your furry friend by your side. As you navigate the sidewalks, you might be able to rediscover the art of content marketing – one step at a time. Yes, you read that right! There are uncanny similarities between dog walking and effective content marketing. Intrigued? Let's take a leash and dive into some pawsitively awesome tips, tricks, and techniques you can apply to your content strategy. As your friendly pooch does her ‘moonwalk’ and you prepare to ‘stoop and scoop’, you can soon declare, “We have liftoff!” Engage your audiences and achieve greater lead conversion with content marketing that works. Happy to share our top 10 tips—keep reading!

Read More
Sheetal Pinto - 9/21/2023 06:00

Include Your POV to Encourage Conversion

Imagine how differently we'd see Star Wars if it was told through the eyes of a stormtrooper trying to get his next promotion or through Chewbacca's point of view. The reader of a story interprets the tale through the perspective of the narrator. Choosing an engaging and valuable point of view (POV) is essential to the narrative. You may not think of your content as a novel or a movie, but you're still telling a story through your blogs, email newsletters, videos, and other forms of digital content. Offering a unique POV with your online content can help make your brand stand out.

Read More

Archive