7 Ways To Optimise Your Website For Google’s 'People Also Ask' Section

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Boost traffic to your website by ranking in the 'People Also Ask' section

What better clickbait than providing the answer to a google search along with relevant questions & answers that are usually needed after that particular google search.

‘People also ask’ is a section of the Google search engine result page (SERP) that displays a list of relevant questions and answers to the one asked.

Why optimise ‘People Also Ask’?

The Google search tab grows when you click on a topic, adding more relevant inquiries. It can add an infinite number of new questions to the box that people ask.

When you click a question, the box expands to reveal a part of the content providing a quick answer to the question. It also includes the text source’s URL and a shortcut link to conduct another Google search for that query.

The ‘People Also Ask’ google section contains four questions at first, but each time you click on one, two or three more questions are added to the ‘People Also Ask’ tab. As a result, ‘People Also ask’ tabs are constantly increasing, with new questions being added indefinitely. The ‘People Also ask’ feature, has proved to be a great tool for businesses to boost their visibility in search results. 

The People Also Ask results provide more about what consumers are interested in. This comes in handy when conducting keyword research and advising clients on which material to publish on their website pages. 

The questions, as well as the linked searches that appear beneath the search results, are a gold mine. These suggestions are useful not only for SEOs but also for copywriters who are studying themes before composing content. 

Finally, one of the primary concepts underlying SEO is to produce content that meets the demands of users and answers their questions.

It helps in increasing the top of the funnel marketing reach, it allows you to entice your audience with informative concise easy-to-understand answers.  

It provides better answers for branded queries. Branded queries can make or break the sale depending on the information provided. They are for the people who are towards the end of their purchase journey. 

It entails improved organic/paid ranking.  ‘People also Ask’ gives opportunities to sites with lower authority to increase their impressions and clicks, increasing credibility & trustworthiness to rank higher. 

It provides an opportunity to rank on featured snippets, There can be seemingly infinite ‘People Also Ask’ results on every SERP.   Research shows that most of the time, the answers from the feature snippets are taken from the People Also Ask results. 

Now that you know all the benefits, here’s how to optimise your website for the ‘People Also Ask’ section:

How to Optimise for 'People Also Ask' Section:

1. Keyword Research

A Strategist performing the keyword research on her laptop to optimise the ‘People Also Ask’ section in the Google SERP

Conduct extensive keyword analysis for all category pages to uncover inquiries that rank in the ‘People Also Ask’ area. Google uses contextual search to populate its numerous PAA drop-downs. Determine which elements have an impact on each site’s overall organic traffic and organic clickthrough rate. 

As part of your keyword research, notice which of your core keywords are producing PAAs and query phrases that are good for answering questions so you may improve on those that correspond to your target audience’s queries.

2. Use Tools to Find Questions

Question marks in a person’s hand represent the questions found in keyword research tools

SEMrush and other similar tools assist you to identify which questions your competitors’ websites rank for. Use keyword research tools, follow your competitors’ keyword strategies, perform an SEO audit of your blog, seek backlinking opportunities, and more. Utilise such tools to find the most relevant keywords for your content, your target audience & in your target country.

Question marks in a person’s hand represent the questions found in keyword research tools

3. Create Relevant Blogs

A user holding her tablet and reading the blog she saw on a People Also Ask section

The ‘People Also Ask’ section ranks articles that answer frequently asked questions about the user inquiry. Make sure your blog contains both the answer and the query, as well as relevant keywords and is SEO optimised. The ‘People Also Ask’ section shows only a snippet of your content, which is why it is very likely that the reader will click on the blog link to read more about it, hence creating relevant blogs that provide the user with all the information that they’re looking for will drive them to your website easily.

4. Utilise the Magic of BERT Algorithms

BERT (Bidirectional Encoder Representations from Transformers) is an open-source natural language processing machine learning framework (NLP). BERT is a programme that uses surrounding text to help computers grasp the meaning of ambiguous words in the text. The BERT framework was trained using Wikipedia text and maybe fine-tuned using question and answer datasets. 

Using the BERT algorithm to optimise your content allows Google to better comprehend the context and match it with relevant search queries.

5. Optimise the Content for SEO

A content creator curating the optimised content for SEO on his notepad to rank in the ‘People Also Ask’ section of Google

To rank in the PAA area, optimise the meta descriptions, title tags, and internal links. Making sure your content contains all of the SEO aspects can help it appear in the ‘People Also Ask box. Put yourself in your target audience’s shoes & think about which keywords they would use to search for their queries. You will easily find longtails &  keywords on platforms like SEMrush. SEO by Yoast Plugin can help analyse your blog’s SEO optimisation. Make sure that your meta description states what value your content provides to the audience.

6. Use Jump Links

The Paper people chain represents the different pages of a website connected using anchor links

Internal jump links (also known as anchor links or bookmarks) are a type of internal link that takes readers to a specific section of a website. In terms of user experience, they’re great for page skimming because they allow users to explore extensive sites without having to scroll or search. Jump links are a good technique to bring users to a specific piece of content while also helping SEO.

When Artificial Intelligence such as Amazon Alexa, Siri, or Google Home, is leveraged in response to a question, creating a table of context on the top page with jump links going to their corresponding replies makes it easy for your content to rank.

Different web pages of a website connected internally using anchor links

7. Use Schema Markup

Schema markup is a structured data vocabulary that aids search engines in better understanding your website’s content and offering rich results. These markups assist search engines to understand the meaning and connections between elements on your site. Using Schema Markup can help you rank higher in the ‘People Also Ask’ area of Google.


Being featured even once in the ‘People Also ask’ SERP can work wonders in bringing traffic to your website. Above-listed ways to optimise ‘People Also ask’ help you increase the chances of your content getting featured in the ‘People Also Ask’ section. Without using these important methods, you would just be missing out on a feature that can help your business. 

We at Intent Farm provide a comprehensive strategic approach to ensure that your website is SEO optimised in the best way, yielding a significant rise in search leads, revenue, and ROI for our brands. Curious how we do it? Write to us at brand@intentfarm.com and we shall get right back to you.

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