Written by Fraser McCulloch. Last Updated 28th March 2022This is a step-by-step guide on how to rank for Google’s people also asked featured snippets. But first ….
What are People Also Asked Snippets ?
People Also Asked is one type of featured snippet or answer box that appears in Google’s organic search results.
Examples of PAA
This is an example of a People Also Asked snippet with a header and paragraph answer.
This is a People Also Asked snippet with a header and paragraph answer.
This is a People Also Asked snippet with a list answer.
This is a People Also Asked snippet with an answer in a table format.
These snippets are all part of Google’s strategy to be an answer engine (not just a search engine).
Google now answers 49% of searches without a click, so Google is now one part answer, one part search engine.
Look at the percentage of zero-click searches below.
But PAA can also be very useful for the user.
The top results don’t always answer your question.
In other words, you Google something, look at the results and think, “no, that’s not what I was looking for”.
List of all featured snippets
How common are featured snippets?
But here’s a quick summary of how often PAA appears on desktop devices taken from my Google Page 1 guide.
And how often PAA snippets appear on mobile devices.
How to check PAA keywords you rank for
Don’t worry if you don’t have Ahrefs.
This example shows you how to find featured snippets for keywords you rank for.
Then filter by position 1 to 10 – ok, you could stretch to position 12.
I rank in the UK for 727 keywords.
- Go to Ahrefs
- Select organic keywords
- Select SERP features then People also ask
So 650 of these 727 keywords that I rank for have a PAA featured snippet
What about my page 1 rankings ?
I have 101 page one rankings.
85 of those have featured snippets
So PAA is everywhere.
What type of content is featured in these People Also Asked Box ?
Generally speaking, there are 3 types:
- Header and paragraph
- List
- Table
And you want your answer and content to fit into that People Also Asked box.
An opportunity for more clicks ?
So the train of thought is :
If I rank on page 1 for a term and people click a PAA feature, I want to be there.
According to Ahrefs, 8.6% of all clicks go to featured snippets.
So it’s worthwhile ranking for PAA.
So the only way to target keywords you currently rank on page 1 where there are PAA snippets.
How to rank for more PAA snippets
Identify keywords in positions 1 to 10 with PAA snippets.
- Go to Search Console
- Select Performance
- Select Last 28 days
- Make sure Total Clicks, Total Impression, Average CTR and Average Position are selected
- Select the down arrow keyword and Google Sheets to import into Google Sheets
Set up a filter for position 12 or less.
Copy the first or any query on your list and paste it into AlsoAsked.com
Now click the Save CSV button to download it.
Import the CSV to your Google Sheet
- Create new tab and import the CSV file you downloaded
- Tidy up the columns widths
- In the 2nd column your “People Also Asked” questions are displayed
Now Google the keyword you rank for
Remember the 3 types of PAA.
- Header and paragraph
- List
- Table
And you want your answer and content to fit into that People Also Asked box.
Google your search query, e.g., ubersuggest vs ahrefs
Click on each PAA question and examine the snippet Google display – are they header/paragraphs, lists, or tables?
Write down the list of PAA related to this query and write down the type of content that is appearing, e.g.:
- What is Ubersuggest – Header and paragraph
- What is Ahrefs? – – Header and paragraph
- How much does Ahrefs cost? – Header and paragraph
Now go to your page/URL that this query ranks for
Copy one of the PAA, e.g., what is ubersuggest
Select CTRL + F on your keyword
Paste query in the search box to find it
If you can’t find the query on your page, search for part of the query, e.g., ubersuggest
Now you need to read through your page and see if you’ve any content that is somewhat related to this question or you currently have some of the answers on your page.
Look what I had previously written.
I mention these tools but haven’t structured my content in the format, header and paragraph formats that could help secure a PAA ranking.
So I need to write a header question and a paragraph answer.
Then the next PAA.
Now write and add the next PAA.
How about adding a question and answer for the cost of Ubersuggest?
So then you would publish the page with the new questions and answers targeting the snippets.
2nd PAA example
Go back to your spreadsheet and find another query.
Copy the query and paste it into AlsoAsked.com
Now click the Save CSV button to download it
Create a new tab in Google Sheets and import the CSV; give your tab the name of your query.
Tidy up the columns widths
In that column, your “People Also Asked” questions are displayed.
Now Google the keyword you rank for
Remember the 3 types of PAA.
- Header and paragraph
- List
- Table
Google the search query, e.g.: start a business with £1000 uk
Click on each of them and examine the snippet that Google displays – are they header/paragraphs, lists, or tables?
Write down the list of PAA related to this query and write down the type of content that is appearing, e.g.:
- What business can you start with 1000? – List
- What business can I start with 5000 pounds? – List
- What is the best business to start in the UK? – List
- What are the most successful small businesses 2019? List
Now go to your page/URL that this query ranks for
Copy one of the PAA, e.g.: What business can you start with 1000
Select CTRL + F on your keyword
Paste query in the search box to find it
If you can’t find the query on your page, search for part of the query, e.g.: start or 1000
Now you need to read through your page and see if you’ve any content that is somewhat related to this question or you have the answer.
So I’ve gone through my post, and I’ve not mentioned the exact query.
I’m not even sure how I could reformat my page with a list for
What business can you start with 1000
Then a list for
What business can I start with 5000 pounds?
First, I’d check the search and click volume to see if it’s worth my while reshuffling my page.
I’ll be honest I’m not comfortable doing that, nor do I have the time to make significant adjustments to this page to get a PAA snippet.
So let’s move on to another example.
3rd PAA example
Go back to your spreadsheet and find another query.
Copy the first query and paste it into AlsoAsked.com
Now click the Save CSV button to download it
Create a new tab in Google Sheets and import the CSV; give your tab the name of your query.
Tidy up the columns widths
In that column, your “People Also Asked” questions are displayed.
Now Google the keyword you rank for
Remember the 3 types of PAA
- Header and paragraph
- List
- Table
Google the search query, e.g., local advertising
Click on each of them and examine the snippet that Google displays – are they header/paragraphs, lists or tables?
Write down the list of PAA related to this query and write down the type of content that is appearing, e.g.:
- How do I advertise locally? List
- How do I advertise my small business locally? List
- Where can I advertise my business locally for free? List
- How much does it cost to advertise locally? Header and paragraph with tv and radio cost posts
Now go to your page/URL that this query ranks for.
Copy one of the PAA, e.g., How do I advertise my small business locally
Select CTRL + F on your keyword.
Paste the query in the search box to find it.
If you can’t find the query on your page, just search for part of the query, e.g., how, small business, free etc.
I have this content highlighted formatted in a list; so I could try and change the subheading to “How do I advertise my small business locally with Google Posts.“
It’s possibly a bit sneaky, but I doubt it will do any harm to the page.
Now look at the last PAA – How much does it cost to advertise locally
I’ve looked through my page, and I’ve not written anything about costs.
I could easily add another subheading and some paragraphs about local paid search and local Facebook advertising costs.
Summary
If you want to rank for PAA, here are the steps and tactics that I recommend.
- Find search queries you rank in position 1 to 10
- Use AlsoAsked.com to find PAA queries
- Check the SERPs to see the content Google ranks ie : Header/Paragraph, List or Table
- Check your page to see if you already answer the question
- Aim to update your page that answers the questions in the content format Google currently rank for.