When we do a search on Google, we expect the results on the first page to meet our expectations , to be able to answer our questions or that the product/service we are looking for appears among the first searches, so as not to waste time and to have everything available in the most convenient and simple way possible.
This is what Google tries to do, through its search engine results pages (SERP): that is,accurately interpret user needs and provide “the best results”, offering the user content that is consistent with what he or she has searched for, suggesting many websites where information can be obtained.
If you want to learn more about how to choose the right keywords for your SEO articles, we talked about it in this article .
How to Position Yourself in Google’s Among the various boxes and snippets that Google uses to compose search results, there is also the very useful “people also asked”, PAA – People Also Ask .
Here you can find a selection of the most frequent requests made by users on the search engine, in order to simplify and refine searches, making them easier and more comfortable.
This is an area with a variable click rate by users (according to studies between 3 and 13%), because it anticipates further doubts and related searches by users.
Before going into more detail about how this Google information box works, we need to explain a little better what the Google SERP is and how it works.
How to try to get your web pages into the “people also asked” box
The Serp , whose acronym derives from “ Search Engine Result Page ”, is the page that appears after typing a keyword into a search engine like Google and which shows results relevant to the searches, questions and requests made by the user.
Google identifies the keywords typed by the person in the query (or search) phase and through these it shows the user all those sites, information or products that potentially fall within his/her interest.
For each page related to the search performed, Google provides approximately ten links, but potentially also images, videos, ready answers, products, results from Google Maps, information boxes…
Google’s goal is to provide complete and accurate information.
It should also be remembered that Google also takes care of customizing the Serp based on the preferences and location of users, using their geolocation, the device in use (mobile? desktop?) and previous searches .
If, for example, I am looking for a clothing store and I am in the Turin area, the Google Serp will more easily show all those stores that are near my position, or references to stores that I have already visited online.
The “people also asked” box
The “people also asked” box
So now we come to the “People Also Ask” or PAA ( People Also Ask ) box. From a marketing perspective, let’s try to understand what you need to do to get your online content right there.
This box on the results page is nothing more than a set of possible answers to the questions most searched by users, taken from the various web pages that are indexed on certain keywords.
box in google serp people also search
It can appear anywhere in the Google Serp and is mainly used to make searches performed by users more practical and faster .
In fact, the answers reported inside the box can be in different formats such as, for example, images, videos or texts.
Positioning among the “people also asked” results guarantees a small increase in the organic visibility of your website, allowing an increasingly wider audience to come into contact with your brand and your content.
Positioning within the PAA box is therefore a way to make your brand or site visible to more users.
Now we need to ask ourselves: where do the questions we can find in the “people also asked” box come from?
Easy: through user search trends and their connections between different topics and search queries.
Based on this understanding, Google creates a list of questions – a FAQ in effect – asked by people, populating it with a series of relevant answers from resources considered authoritative.
Check out the frequently asked questions in your industry
In theory, any query can trigger the Google People Also Ask box to appear , but the algorithm also takes into account your location, device, and web browsing history.
How to Position Yourself in Google’s the search engine takes into account the overall content of the SERP it is displaying.
If you are a local business, it is essential to optimize your online presence by creating and maintaining your Google Business Profile, you can find our guide here .
In fact, therefore, there is no “mechanical” way to end up in the PAA box: there are no forms or requests to complete.
If anything, there are a series of good practices that are transversally valid on the SEO side and some precautions… Let’s see them.
How to try to get your web pages into the How to Position Yourself in Google’s
Let’s see how to increase the chances of entering these precious Google information boxes. Even if we don’t succeed, the best practices expressed below are still valuable from an SEO point of view.
Check out the frequently asked questions in your industry
Before you start designing web content, do some research on PAA, other search engines and in general also on industry forums: it will be of great help to enrich the structure of your web content.
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Respond effectively to users’ interests
By effectively answering the questions people ask on Google, How to Position Yourself in Google’s , and other online search engines, your content becomes more targeted and can be a better source for Google snippets.
By developing new content that answers the questions people ask Google, you ensure relevance to your audience.
Adapt existing content to user interests
Develop FAQ sections on your web pages, this way you will always address certain topics and subtopics in your pages in Q&A mode, which can be easily exploited by Google – as well as by users – in PAA forms.
The benefits of using the “people also asked” box
Greater visibility
First and perhaps most obvious, the “People Also Ask” section expands – albeit slightly – the visibility of your content.
How to Position Yourself in Google’s another opportunity to interact with your website, beyond any classic links already present in search results.
Keep in mind that once you select content a promotion tool that helps for a specific question, it will always reference that resource (i.e. your website!), even if users don’t necessarily click through to the in-depth site .
Optimizing your position in this box gives you an extra chance in the Google SERP: if your content appears in these boxes as part of a query search, users have two chances to click on your link.
Drive future content creation
One reason to take advantage of this box is to use related questions to help you develop new content ideas that will appeal to your audience.
The People Also Ask tool therefore also offers a way to discover what people want to know, guiding you in the process of creating new content ( also for social media , potentially).
In short, the “people also asked” boxes are bt lists useful for many reasons: beyond the obvious usefulness for users, they represent an opportunity for those who manage sites and blogs , in terms of authority, click-through rate, conversions (sales, leads, etc.), brand awareness with respect to the target audience you want to reach, but also of in-depth analysis of the specific and detailed interests of the target users
Reach: This indicates the number of unique people who have seen our content
This metric gives us an estimated idea of how many people we are actually reaching with our marketing efforts.
How to Position Yourself in Google’s Shows how many times a person has seen our content on average. This metric helps us understand how often our target audience has come into contact with our content.
Thru Play: this metric is only available when we use video formats and tells us how many people have seen at least 15 seconds of our video. Taken alone, it is useful to understand how “catchy” our content is, attractive, from the first seconds, while from a strategic perspective it is very useful to create, in more advanced stages of the funnel, already hot audiences on which to perform retargeting actions.
CPM (cost per thousand impressions): tells us how much it costs to reach a thousand people with our content. This metric is essential to understand the efficiency of our marketing efforts.
KPI Analysis in MOFU: Consideration Metrics
In the middle of the funnel, the goal is to get potential customers to consider our product or service.
Google draws from resources (i.e. web pages) that rank for these alternative queries , but not only from the first page of results: if the content is high-quality and relevant to the query, the search engine can potentially also draw from sites positioned on the second or third Google page.
Benefits of Using the “People Also Asked” Box
At this point, metrics related to purchasing and loyalty , such as customer acquisition cost (CAC) and average order value, are the most important.
These metrics give us a way to understand how much we spend to acquire a new customer, how much a conversion costs us and how much value this customer brings to our business in the long term.
Now that we have an overview, let’s dive deeper into each of these phases and discover the key metrics to monitor.
A disclaimer before starting is necessary though : How to Position Yourself in Google’s all the metrics that we will see – if taken alone – can tell us very little, we must always have an overall vision and read the data with a “Full Funnel” mentality that follows the entire user journey.
