Content Marketing Blog mint

Content Marketing Blog

An AMA on PAA!

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


Recent Posts

Sheetal Pinto - 9/15/2022 06:00

And the Perks of Gaining SEO Insights!

How do you measure the ROI when it comes to SEO? If you’re looking at the number of visitors to your website, you might be doing it wrong. The number of people who visit your site could be in the thousands, but if your content doesn’t convert, what difference does it make? Content isn’t cheap to create. The number of visitors to your site doesn’t tell the real story. Here are three metrics you can use to evaluate how your content is performing and whether your content marketing strategy is garnering its money’s worth.

Sheetal Pinto - 9/1/2022 06:00

How to Upgrade Your EAT & YMYL Content

Google is committed to making sure that its search results are helpful and relevant. Last year, Google made thousands of updates to its search algorithm with that in mind. Just a few days ago, another announcement about search was made, this time reminding content creators to create content with people in mind. What does that mean for SEO and copywriting? Here are three things to keep in mind when creating content. 

Sheetal Pinto - 8/18/2022 06:00

Why Your Content Must Be the Burning Question for Your Audience!

Google is constantly adding search features that help users get relevant information quickly. The “People Also Ask” feature has been around for a while, but it seems to be gaining traction as it’s being used in more searches. PAA boxes are another type of digital real estate, increasing your reach on a particular subject if you can get featured as an answer to a PAA question. Make it part of your content marketing strategy, even if you don’t rank for it immediately. The results might be slow, but they are worth waiting for.

Sheetal Pinto - 8/4/2022 06:00

And Why It's Important!

Featured snippets on Google are valuable digital real estate for your content marketing assets. These snippets are quick answers to search questions. Although snippets are designed to provide answers for the user without having to clickthrough to the page, Hubspot found that content with a snippet had a higher click-through rate of 2x or more, making this search feature important to your SEO strategy. If you can get your copywriting featured as a snippet, it builds your authority and visibility.

Sheetal Pinto - 7/21/2022 06:00

But Your Audience is Looking for Value!

Events can be a great way to promote your brand but getting people’s attention in the current landscape can be difficult. Start with an extensive content marketing plan that entices your audience to attend your event because they see VALUE in it. Here are useful content tips for event marketing.

Sheetal Pinto - 7/7/2022 06:00

Move Over 'Engine'; It's Time for 'Experience'

Work smarter, not harder can be applied to many different situations. Content marketing relies on artificial intelligence, but even so, your content can work smarter for your employees and customers. The key is using best practices and the right technology for SEO and copywriting.

Sheetal Pinto - 6/16/2022 06:00

Use the Right Content Nails!

‘Cinderella' is the classic rags to riches story. Her sisters wanted to marry the prince, but just dressing up as princesses wasn't enough. Nothing the sisters did could make the prince choose them. The glass slipper had to fit. The real match happened when the slipper fit perfectly. Content marketing is much like that fairytale perfect fit. Personalized content can be that perfect fit. Here's how to use the data you have about your customers to make the content fit.

Sheetal Pinto - 6/2/2022 06:00

Don't Rely on Endless Spreadsheets for Keyword Optimization

Phil Frost, Founder and COO of Main Street ROI, says, “Successful SEO is not about tricking Google. It’s about PARTNERING with Google to provide the best search results for Google’s users.” Google indexes information to provide relevant search results, not to make marketing easier. When you keep that in your mind as part of your content marketing strategy, you can use keywords to support your SEO strategy to provide engaging content that delivers value to your audience.

Sheetal Pinto - 5/19/2022 06:00

What You Need to Know

If there’s one thing you can count on, it’s that Google is going to update its search algorithm. Some experts estimate that Google makes 500 to 600 updates annually, or once or twice each day. Most of these changes don’t have a significant impact on your SEO strategy, but every now and then, one comes along that can have serious repercussions. Learn more about two new features of Google search that help users verify and evaluate search results.

Sheetal Pinto - 5/5/2022 06:00

Google, one of the largest companies in the world, relies on artificial intelligence for hundreds of it projects. It can seem a little hypocritical for Google to tell businesses that they can’t use AI-generated content on their website. Back in 2010, Google’s John Mueller said that using automated translation tools to create content for your website “could be viewed as being against our Webmaster guidelines.” Here we are, over 10 years later, and Mueller just tweeted that “content generators have been around since the start of the web…Most sites…don’t need help creating low-quality content.” There’s a big discussion in the SEO industry about AI-generated content.