People Also Ask is a Google interactive, universal search result that displays a box of questions other searchers have asked about your original search.

When you click on the PAA results, a snippet answer from a website slides open, along with a link to the page that contains the answer. At the same time, new questions are dynamically added to the PAA box.

Why is it Essential?

When a user queries about your brand, along with relevant blogs and articles, Google also shows the PAA section, consisting of queries that other users have made. The section appears on the top half; thus has high visibility.

“The more PAA questions you answer related to your brand, the more visible and trustworthy you will be to your prospects,” says Digital Googly US, an SEO company in New Jersey.

Whereas, if you do not pay attention to the PAA, someone else will, potentially stealing your chance of answering your prospect’s queries and standing out to them amidst your competitors.

So, now that you know the importance of PAA, which questions should you focus on, and how should you answer them? Read ahead.

Types of Questions & How to Answer Them

1. Questions about Your Brand

When users search for keywords on Google that relate to your brand, it shows questions about various brands and their offerings. Examine the questions and ask yourself, “are the answers accurate, are they positive for your brand, and who is providing them?”   

Ideally, you should be the one to provide answers to questions that are relevant to your brand and are factual. For instance, questions such as “how do you use {brand}?” or “what is {brand}?. When questions require factual answers, Google tends to prioritize answers from the brand itself.

According to the SEO company in New Jersey, you can answer such factual questions and dominate the PAA section related to your brand by creating a FAQ section on your website. 

However, when it comes to questions that require an opinion, the search engine prefers answers from other sources. Questions such as “is {brand} reliable?” or “is {brand} worth the money?”

Here’s a trick you can try to feature your answer on the PAA section. You can post answers to questions that demand an opinion-based response on “friendly” third-party websites, says Digital Googly US, a digital marketing company in New Jersey.

2. Questions around Your Brand

Google may also display questions about the topic for which your brand is best known. The best strategy for such topical questions is to answer them in a blog post or FAQ and optimize it like any other article you write as part of your SEO strategy.  The benefit of doing so is that you will most likely rank for the search query and may even get the featured snippet in the PAA section.