People Also Ask (PAA)
People Also Ask (PAA) is a Google SERP feature that displays a set of expandable question-and-answer boxes related to the user's original search query. Each question, when clicked, reveals a brief answer sourced from a webpage along with a link to that page. Clicking a question also dynamically loads additional related questions.
PAA boxes appear in a wide variety of search results and have grown significantly in prevalence. The questions in a PAA box are algorithmically selected based on semantic relationships to the original query, making them a valuable research tool for understanding user intent and identifying additional keyword opportunities.
Why it matters for SEO
Appearing in a PAA box exposes your content to users who may not have clicked on your organic result, effectively giving you a second chance at capturing attention within the same SERP. PAA questions are also an excellent source of long-tail keyword ideas and FAQ content, since they reveal exactly how users phrase related queries.