Definition
People Also Ask (PAA) is a Google SERP feature that displays a list of related questions with expandable answers, helping users explore topics adjacent to their original query.
In Depth
The PAA box typically appears mid-page in Google results and contains four to six questions initially, with more loading dynamically as users click. Each answer is sourced from a web page and includes a link to the source. For content marketers, PAA questions are a goldmine for content ideation because they reveal exactly what users want to know. SERP APIs like Scavio extract PAA questions and their answers programmatically, enabling teams to build topic clusters, optimize FAQ pages, and identify content gaps at scale. PAA data is also valuable for training chatbots and building FAQ databases.
Example Usage
A content team queries Scavio for 500 seed keywords and extracts all PAA questions. They discover 2,000 unique questions their blog does not cover, creating a prioritized content calendar based on search volume overlap.
Platforms
People Also Ask (PAA) is relevant across the following platforms, all accessible through Scavio's unified API:
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