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Launched in 2015, Google’s “People Also Ask” feature allows users to discover new questions related to their topic. Since its appearance it has been deeply rooted in the arsenal of anyone dealing with web content, because it allows very quickly to have ideas for new pages to create or to enrich existing pages. In this two-part series, we’ll dive into the world of People Also Ask questions. After featuring this type of display in Google SERPs last month, this month is the time for different effective methodologies to rank there.

This article is the second part of our People Also Ask dossier. We’ll talk about techniques for positioning yourself there, the different types of questions and answers, and why it’s important to take them into account.

We will also see how questions can be weighed if they return a search volume of zero (as often happens), how difficult it is to position yourself and on how many questions a single page can position itself and thanks to what. And we will finish with programmatic SEO techniques based on the exploitation of People Also Ask and the impact of the latest Google updates on this type of site. Enjoy the reading !

How to position yourself in People Also Ask?

If we want to position ourselves in the People Also Ask widgets (which we will later call PAA in the rest of this article), we can follow in a macroscopic view two vectors of application of our efforts:

1. Choose your questions well.
2. Prepare or adapt content to answer questions.

Choose the right questions it’s identifying issues that are relevant to our industry, popular enough, offering the format that we can replicate, and ideally with little competition. And obviously that we’re not positioned on today.

Tailor the content is about understanding what response format expects from Google (paragraph, list, video, table, etc.), how we can do better than the competition, adapt existing content or create new content.

At a methodological level we can use the following algorithm:

1. Retrieves questions about a corpus of keywords associated with the page or a theme.
2. Filter questions to select effective types and formats.
3. Check if we are already positioned.
4. Weigh the questions.
5. Identify if a question requires a dedicated article or a paragraph in existing content.
6. Optimize an excerpt by adapting it to Google’s expected response format.

Response typology

From the point of view of choosing the questions to work on, not all of them are equally interesting and effective. Answering a question is fine, but answering a question by returning the user to our site is even better.

As a general rule, the more the question requires an expanded answer, the better for us. And conversely, the shorter the answer, the more likely the Internet user will find his happiness on the Google results pages and complete his search path.

How to understand which questions will be effective?

First, look inside the question itself. Certain types of questions are more amenable to longer answers (how, why, etc.).

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