People Also Ask (PAA): Google's first step in support

People Also Ask (PAA): Google's first step in support




Google launched some time ago on its US version, a feature of its search engine, called "People Also Ask" or PAA. This new feature might change things in a while. This new feature is part of Google's desire to get into what it calls the era of support. For that, it is no longer a question of search engine, but of response engine. In addition to the United States, the United Kingdom has been experimenting with PAAs for several months. It is now the turn of France.



Understanding Google's People Also Ask

To put it simply, the People Also Ask are a question box displayed in an insert that looks like a Featured Snippet. These questions are related to a user's request. Visually, PAAs are displayed as a drop-down menu and for each question, a response is displayed when clicked. A response is equivalent to highlighting a single site. Indeed the content of the answer is a summary of the page most relevant to Google.

This new method is developed by Google because the engine still wants to increase its usefulness during searches. This could turn it into a response engine with this new feature. The goal is for Google to keep the user as much as possible on his search engine. One would think that in the long run, there is no need to click on a site but the answers are automatically push. As the user consults the results of People Also Ask, Google offers him more and more questions, which are added at the end of the results box.

In a practical way, these new questions are generated in connection with the last query of the user. Some tests make it possible to realize that these PAA blocks have the capacity to renew themselves to infinity. For the moment, new proposals are becoming less and less logical. But again, the ultimate goal is to satisfy the user by providing the information sought, but especially keep it on Google.



What are the contents highlighted on PAAs?

People Also Ask are based on the content of positions 0. Also included are the queries that appear in the "Related Searches" section that you can easily see at the bottom of the results page when you perform a search. The first search done via Google does not have to be a question, although the People Also Ask are only in this form. To appear in People Also Ask, you must have your page in zero position and answer a question.

In addition, it is important to know that the links favored by the PAA are not necessarily those related to the page that contains the search results that the user visits. The only condition is that the content is suitable for Google's algorithm. For now, Google has not leaked any information about the criteria for being well positioned in People Also Ask.

In all cases, the algorithm of Google chosen thanks to several criteria:


> The quality of the content
> The use of various elements (chips, tables, infographics, ...)
> The readability of the text
> The nature of the content

What is the best way to be part of the PAA results? You have to do the same thing to get to the zero position. So you have to have a concrete referencing, better than all your competitors. But we must also adapt the content so that it sticks to this new format. Here are some tips you could use:

Make short answers that Google can easily reuse (short paragraphs, smart lists, tables, etc.)
Make short sentences, to facilitate the understanding of the user and Google
Check that your commitment rate is in the standards
Check that your semantic field is clear and in accordance with the keywords on which you want to position yourself.


People Also Ask: Threats and Opportunities

PAAs of course have their advantages and disadvantages. In terms of opportunities, the functionality opens new doors in relation to semantics. For example, advertisers can use this exploitable resource at will. Targeting the most recurring questions in the People Also Ask blocks will therefore be very useful for creating relevant content.

The major positive point is that there is some material to exploit, especially if you want to improve your positioning.

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