People Also Ask (PAA) boxes are one of the most prominent SERP features in 2026 — expandable question-and-answer accordions that appear in a large proportion of Google searches. When users expand a PAA question, Google shows a short answer and a link to the source page. Appearing in PAA results significantly increases your search visibility by placing your content in front of users who are actively exploring a topic, often before they have committed to clicking any organic result.

Why PAA Matters for SEO in 2026

The prominence and frequency of PAA boxes has grown substantially. In 2026, PAA appears in well over half of all search results, and the boxes often expand dynamically as users interact with them — each answer triggers new related questions. A single appearance in PAA can place your content in front of users at multiple points in their search journey.

PAA results also feed Google's AI Overviews. Content that wins PAA placements is frequently cited in AI-generated answers for related queries. As we covered in our guide to Google AI Overviews, this citation visibility drives brand exposure even when users do not click through.

How PAA Sources Are Chosen

Google selects PAA answers using similar criteria to featured snippets: clear, direct answers immediately following question-format headings, self-contained paragraphs that make sense without surrounding context, factual accuracy, and strong E-E-A-T signals on the source page.

Importantly, PAA answers are often drawn from pages that do not rank in the top three organic results for the main query. A page ranking position seven or eight can still win a PAA placement for a related question — making PAA optimisation valuable even for pages that have not yet achieved top rankings.

Finding PAA Opportunities

Search for your target keywords and manually collect the PAA questions that appear. These questions represent real user queries with confirmed search volume — Google would not include them in PAA if they were not commonly searched. Each PAA question is a potential article heading, article topic, or section you can add to existing content.

Tools like AnswerThePublic and AlsoAsked map PAA relationships and show which questions cluster around specific keywords. This visualisation helps you understand the full question landscape around your topic and create content that addresses the entire question tree rather than individual queries.

Structuring Content for PAA

Use exact question wording as H2 headings. If the PAA question is "What causes broken links on a website?", your H2 should be exactly or very closely: "What Causes Broken Links on a Website?" This direct match signals to Google that your content specifically addresses that question.

Answer immediately after the heading. The first paragraph under the question heading should provide a complete, concise answer of 40–60 words. Do not introduce the topic before answering — go straight to the answer. Google extracts this first paragraph for the PAA display.

Include supporting detail after the direct answer. After the concise answer paragraph, provide additional context, examples, and depth. This satisfies users who click through for more information and signals comprehensive coverage of the topic to Google.

As we covered in our guide to featured snippet optimisation, this same structure wins both featured snippets and PAA placements — they draw from the same pool of well-structured content.

Adding FAQPage Schema

Adding FAQPage structured data to pages with question-and-answer sections increases both PAA eligibility and the chance of Google displaying rich FAQ results. As we covered in our guide to schema markup, FAQPage schema explicitly tells Google that your page contains structured question-and-answer content — making it easier to extract for PAA and AI Overview citations.

Summary

Optimise for People Also Ask by collecting target PAA questions through manual search research, using exact question wording as H2 headings, providing concise direct answers of 40–60 words immediately after each heading, and adding FAQPage schema. Appearance in PAA drives visibility for pages at any ranking position and increases citation probability in Google AI Overviews.

Missed the previous article? Read: Dwell Time and User Signals: Do They Affect Your Rankings?