People Also Ask (PAA)

A Google SERP feature showing related questions with expandable answer boxes pulled from web pages.

People Also Ask (PAA) boxes appear in Google Search results for most informational queries, showing 3–4 related questions that users frequently search along with the original query. When a user clicks a question to expand it, more questions appear dynamically. PAA results come from web pages where Google believes the content answers the question clearly.

Winning PAA spots: add FAQ sections using H3 headings formatted as questions, answer questions concisely and directly (40–60 word answer ideal), include relevant entity terms and synonyms, and use FAQPage schema markup to make the Q&A structure machine-readable. PAA boxes are high-value SERP real estate — they appear in the main content area and expand to show your page's content plus a link.

While FAQPage rich results as display cards were deprecated by Google in September 2023, PAA content is still pulled from FAQ-formatted pages. The structured markup makes it easier for Google to extract, even if it no longer displays as a separate rich result type.