People Also Ask
Also called: PAA, People Also Ask box, related questions
Definition
People Also Ask is a Google search feature that shows a list of questions related to the original query. Expanding a question reveals a short answer, shown as a featured snippet, with a link to the source page.
People Also Ask (PAA) is the expandable list of related questions that shows up on many Google results pages. Google calls it a "related questions group": a cluster of questions related to what the user searched for. Click one and it opens to show an answer, which Google says is a featured snippet from a web page, plus more questions often load below.
How it works
Google generates PAA questions automatically from what people search. You cannot submit questions or request a spot. The answers come from pages Google could also show as featured snippets, so the same rules apply: a clear, direct answer on an indexed page that is eligible for snippets.
Google's own advice on the feature is modest: you cannot control what shows up, but paying attention to the related queries can help when deciding what topics to cover.
Why it matters for marketers
PAA is free keyword research with the phrasing already done for you. Each question is something real searchers type, often in the long, specific form that converts better. See long-tail keyword.
It also maps search intent. If the PAA box for "reddit marketing" is full of "is reddit marketing worth it?" and "how do I promote on reddit without getting banned?", you know the searcher is cautious and wants rules before tactics. Write for that.
How it plays out on Reddit
PAA questions and Reddit threads are two views of the same demand. The questions people type into Google often appear, almost word for word, as Reddit post titles: "Is X worth it?", "X vs Y for a small team?", "What do you use for Z?".
A simple workflow:
- Collect PAA questions for your category.
- Search each one on Reddit and on Google with "reddit" added.
- Note threads where the question is asked and still lacks a good answer.
- Answer the best ones properly, following each subreddit's rules.
You get a list of content topics for your site and a list of conversations worth joining. The Reddit marketing strategy guide covers the second half.
Example (hypothetical)
A bookkeeping SaaS sees PAA questions like "Do I need bookkeeping software for an LLC?" and "Is QuickBooks overkill for a freelancer?". It writes a short, honest answer page for each, and finds matching threads in r/smallbusiness and r/freelance where people asked the same thing that week.
Common mistakes
- Writing one thin page per question. Group related questions into one useful page. Google's scaled content abuse policy targets mass-produced pages made to rank.
- Treating PAA as fixed. Questions shift with location, time and wording. Re-check periodically.
- Copying the current answer. If you restate what already ranks, there is no reason to show yours instead.
Frequently asked questions
How do I get into People Also Ask?
Answer the exact question clearly near the top of an indexed page that already ranks for related queries. PAA answers are featured snippets, so the same selection rules apply.
Is People Also Ask the same as related searches?
No. PAA shows questions with expandable answers. Related searches are other queries people ran, linking to new results pages.
Can PAA show Reddit answers?
It can, when a Reddit page contains a clear answer Google chooses as a snippet, but forum threads more often appear in the Discussions and forums feature.